Powering Credit Union Growth with Data

HRCU Achieves Success With Targeted Auto Loan Campaign

A credit union’s ACH transaction data has the potential to convert member data into profits. HRCU in Rochester, NH partnered with Synergent’s Direct Marketing Services team to leverage member data to target the right audience for an auto loan campaign that, through data mining and analysis, identified select members making auto loan payments to other financial institutions. Through targeted, personalized communications offering refinancing with cash back rewards, HRCU signed 433 new auto loans totaling over $7 million during the campaign period! 

“Working with Synergent affords us the flexibility, additional creative talents and convenience when we want to ramp up a promotion,” stated Brian Hughes, President/CEO of HRCU. “When we decided to target market through ACH, it could not have been any easier working with the Synergent team. As our core processor, the information is all right there. They get it and the results are impressive. “

”ACH targeting opens a significant new door for credit unions – another tool and data source to identify members with a potential need, serving them with promotional offerings that potentially benefit both the members with new product and services and the credit union in new earnings,” shared Doug MacDonald, Vice President of Synergent Direct Marketing Services. “The benefits of credit unions leveraging transactional data to better serve members are clear – the power of data to place the right message, to the right member, at the right time has never been more powerful in creating surgical marketing and quantifying return on marketing investments.” 

Download the full case study and please contact Synergent’s Direct Marketing Service Representatives at to further discuss member-data driven campaigns.

What services were included in the campaign?

  • Campaign strategy and development
  • Data review and targeted extract
  • ACH analysis and programming
  • Creative and content development
  • Full color personalized postcards
  • List preparation and mailing services
  • Unique URL
  • Reporting and analysis