THE CLIENT
Kalsee Credit Union in Kalamazoo, Michigan, is a mid-sized credit union serving 23,000 members with $173 million in assets.
THE CHALLENGE
The credit union wanted to capitalize on the holiday shopping season, and they also wanted to improve upon their previous campaign by at least 40%. (The previous campaign, developed by Kalsee’s credit card provider, garnered 25 new cards for the credit union.)
THE SOLUTION
With Kalsee’s goals in mind, we created a custom direct mailer that featured a pre-approved lending offer along with variable data for eye-catching personalization. We also worked directly with the bureaus to purchase a list of creditworthy recipients.
THE RESULTS
The one-time mailing was sent to 4,367 pre-approved Kalsee members and resulted in:
89 new credit cards – a 256% increase over the previous campaign!
$212,028 in new card balances after three months
27 new holiday loans
$232,646 in new loan balances
2.65% response rate
$444,674 total in new balances
IN THEIR WORDS
“I attribute our success to the quality of the creative and list and the customization of the campaign. Our frontline staff could much more effectively engage our membership with this campaign than with previous canned campaigns provided and processed by our credit card provider.”
– Carrie Boisonault, Marketing Manager