LONGVIEW, Wash.-Target. Target. Target. Credit union marketers can't say it enough. What's working best today-and is most cost effective, remind many, is using the MCIF to make sure promotions reach the right members.

It's pretty straightforward, assessed Lesley Carrell, SVP-marketing for the $680-million Fibre FCU. "Concentrating on getting your existing members to participate more is less expensive than trying to attract new members. The more you can segment your market based on demographics and behaviors, the more highly targeted your offers can be and will be more effective and cost less in the long run."

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