1. Personalize the Connection

Consumer experience expert Jay Baer notes, “We are surrounded by data but starved for insights.” Credit unions must personalize their messages through all the member data they have. Here’s how:

• Make it personal: Today’s consumers expect tailored interactions that reflect their personal needs and goals. By delivering personalized experiences – whether through targeted emails, custom offers or relevant content – your credit union can foster stronger relationships and enhance member satisfaction.
• Leverage data for insights: Utilize member data to gain insights into preferences, pain points and life stages. Rather than generic marketing messages, offer relevant products or information that reflect their unique needs. Personalization adds a thoughtful touch that builds both trust and loyalty.

2. Be the Trusted Guide

Stop the hero marketing, credit unions. When it comes to your marketing, brand expert Donald Miller says, “Always be the guide, Never the hero.” Help members rather than marketing to them. Here’s how:

• Support financial empowerment: Credit unions can go beyond traditional banking services by providing members with valuable financial literacy resources, such as articles, webinars or budgeting tools. These resources position your credit union as a partner in helping members achieve financial stability and security.
• Build a knowledge hub: Offer an easy-to-access library of resources on topics like home buying, retirement planning and credit management. When members see your credit union as a source of helpful information, it strengthens their sense of security and loyalty.

3. Show Your Human Side

Tech entrepreneur Reid Hoffman says, “While AI can process information faster, it cannot replicate the depth of human connection, empathy and understanding that is essential to our well-being.” That also applies to our marketing. Here’s how:

• Showcase community commitment: Social media offers a platform to highlight your credit union’s community focus. Share stories about local events, charitable initiatives or member success stories to reinforce the message that your institution is a community-first organization.
• Engage authentically: Go beyond promotional posts to foster two-way conversations. Use polls, Q&A sessions or live video chats to connect with members, answer questions and show that your credit union genuinely values their feedback and needs.

4. Engage With Video

According to Hubspot, in 2024, 89% of consumers confirmed they want to see more videos from brands. People are 52% more likely to share video content than any other type of content. Seventy-five percent of viewers watch short-form video content on their mobile devices. Credit unions must use video in their marketing. Here’s how:

• Make complex topics simple with video: Video content is powerful, capturing attention and making information more digestible. Use short videos to explain financial topics, introduce your staff or celebrate member milestones to create engaging content that sticks with viewers.
• Put a face to your credit union: Featuring real members or employees in your videos adds a human touch and builds trust. Showcasing the people behind your organization highlights the values of your credit union and strengthens community connections.

5. Make It Fun

Fun and money don’t always go together. But they should. More and more credit unions are leaning into financial literacy as a marketing technique. They should also lean into fun. Here’s how:

• Make financial learning fun: Gamification can turn financial education into an engaging activity. Incorporate rewards, milestones and quizzes to make learning about finances fun. Members are more likely to engage with content that has an element of play and reward.
• Recognize member achievements: Celebrate your members’ milestones, like saving achievements or account anniversaries, with small rewards or acknowledgments. This approach shows appreciation, reinforces loyalty and enhances the member experience in a memorable way.

Prioritize these approaches to forge a stronger, more meaningful connection with your members and community in 2025. It’s not just about offering services; it’s about creating valuable experiences that resonate with members’ everyday lives.