Uniting RESPONSIBLE SAVERS with Their financial goals

The Challenge

The BCU Rainy Day Savings (RDS) program really works. It helps members set aside savings while offering higher interest rates than are usually associated with savings accounts. In fact, the interest return is more consistent with money market offerings and certificates of deposit but with fewer limitations.
BCU has many great products and programs for their members. So, driving awareness of any single inititative is a challenge. We were tasked with sharing the RDS offering through a variety of tactics.

What We did

We created email and direct mail messaging to members with and without RDS accounts. Multiple executions were tested across a variety of target groups to incent sign-ups and drive activity.