May Board Shorts

Brandon — Sun, 26 Apr 2026 22:13:54 GMT

What was a little idea that generated big results?

The Secret to Higher Conversions

While most credit union marketing teams have systems in place to keep their website up to date, they are less likely to set aside the time and budget for testing and iterating. We call this "conversion optimization," which entails going beyond Google Analytics to help you learn more about user behavior and actions.

Conversion optimization is not quite as onerous as it might sound—and it can be a lot of fun! We typically focus on a handful of priority pages, and then determine what types of tests will yield the insights we’re looking for. For example, after performing heatmapping tests on auto loans pages for one of our clients, Sound Credit Union, we experimented with reorganizing content, integrating rates tables, and adding more calls to action. The result? Auto loan application visits increased by 31%!

Kerala Goodkin, Co-Owner and Director of Marketing & Impact, PixelSpoke

Zero Spend, 40% Open Rates: The Power of Community News

To showcase community impact without sounding boastful, we launched "Apple Cares," a bi-monthly email newsletter dedicated solely to our community support and local partnerships. By stripping away product pitches and focusing on mission-driven storytelling, we’ve turned a low-cost digital touchpoint into our most engaged channel.

The Impact:

Massive Engagement: We consistently see open rates of over 40% proving that members are hungry for good news content.
Cost Efficiency: It requires zero additional budget, as it repurposes content already created for social media.
Authentic Branding: It allows us to pat ourselves on the back through the lens of member-supported impact, building deep brand affinity.

The Takeaway: High open rates don't always require a high-pressure offer. Sometimes the best way to get members to listen is to stop selling and start sharing the good you’re doing together.

Cynthia McAree, Chief Marketing Officer, Apple Federal Credit Union

Maximizing Sponsorship Value Through Smart, Scalable Content

Royal Credit Union turned its sponsorship of Team Hebert Curling into high-impact storytelling content without a high production budget. By tapping into the natural parallels between curling and financial decision-making (strategy, discipline, and teamwork) we created content that worked harder, not just louder.

Instead of large-scale production, the campaign focused on short-form, personality-driven content: quick tips, trivia, and behind-the-scenes moments that brought the athletes and their mindset to life. By pairing real curling moments with simple, relatable financial lessons, we made money management feel approachable even for audiences unfamiliar with the sport.

This approach resonated with key audiences, including digitally savvy young adults, sports-engaged fans, mobile-first banking users, and community-minded families. More importantly, it proved that authenticity and relevance outperform big budgets driving extended reach and strong engagement across social channels at a fraction of the typical cost.

In a crowded market, we were able to stand out by showing up with purpose, local pride, and content that genuinely connected on and off the ice.

Andrea Finn, Marketing Manager, Royal Credit Union

A Simple Trigger Yields Fruitful Conversations

We launched an automated email journey that triggers when a member’s checking or savings balance exceeds a certain amount. Instead of letting those excess deposits sit quietly, the email invites the member to schedule a complimentary consultation with one of our Investment Advisors.

It’s a simple, timely touchpoint that feels helpful—not salesy—and it’s quickly become a strong lead‑generation driver for our Investments CUSO while delivering added value to members at just the right moment.

Mary Hollingsworth, VP Digital Marketing, South Carolina Federal Credit Union

Listening to What People are Already Asking

One low‑lift, high‑impact shift we’ve made is focusing our blog around real questions—specifically, what people are already searching for, both online and on our own website.

Instead of guessing what content might land, we looked at search behavior and built around it. That includes topics like fraud and security, where we saw clear interest and information‑seeking behavior. For example, we published a smishing‑focused blog that answered common questions and intentionally guided readers to the right internal resources, rather than leaving them to hunt for next steps.

No new tools. No added budget. Just listening better and being more intentional about how content connects.

That focus is paying off. We’re seeing improvements in organic SEO, and once people land on the site, engagement is stronger—more time on page, more internal navigation, and clearer signals that users are finding what they came for (and where we want them to go next).

It’s been a helpful reminder that owned content—when driven by actual behavior and treated like a strategic asset—can quietly deliver outsized impact. Our blog is doing more of the heavy lifting across discoverability, usability, and long‑term marketing efficiency.

Hilary Kissell Director of Brand and Community Impact, Embold Credit Union