Affinity Federal Credit Union

Lightstream

Project Objectives
Affinity Federal Credit Union launched a strategic campaign to drive new checking account openings and memberships during Q4 2021. The chosen approach was to offer a $150 incentive for opening an Affinity Cash Back Debit Account. After getting the bonus, cardholders can keep earning 1% cash back by using the card for everyday purchases.

Other key selling points include no minimum opening deposit, no balance requirements, no fees, early pay, 30,000+ fee-free ATMs nationwide, and an easy-to-use app with mobile deposit and bill pay.

Target Audience
With more than 20 branches across the tri-state area, Affinity is the largest credit union headquartered in the state of New Jersey. It ranks in the top 2% of all credit unions in terms of asset size. Affinity was established in 1935—one of the country’s original federal credit unions—and has grown into a full-service financial institution with a national charter.

Because of that charter, almost anyone in the United States can join. Affinity has relationships with over 2,000 businesses, associations, and clubs, and prospects can join through their affiliation with any of them. Alternatively, they can join by making a one-time $5 donation to one of two financial literacy nonprofits.

Thus, the potential audience for this campaign is virtually any account holder in America who isn’t fully satisfied with their banking and lending experience and could benefit from great rewards, convenient digital tools, and personalized service.