CUNA MUTUAL GROUPDirect Mail Campaign


The Ask

Generate leads with credit union prospects who are considering a new provider to design, build and run a white-label, in-branch wealth management program.

The Answer

A multi-channel campaign centered around an exclusive, three-part direct mailer campaign, illustrating key stats of the untapped opportunity awaiting credit union executives.

Part of CUNA Mutual Group, the largest provider of financial services to the credit union industry, CUNA Brokerage Services, Inc. (CBSI) provides investment, insurance and retirement planning services to credit union members. As part of that effort, CBSI also works alongside credit unions to create a white-label wealth management program for its clients. While CBSI’s credit union focus positions them as an attractive choice in a new wealth management partner, the costs, time and difficulties in changing wealth management programs makes many executives reluctant or extremely slow to make the switch. McGuffin was tapped to create a campaign (direct mail, email, landing page) that would engage prospects who were at different points in the sales cycle and keep CBSI’s name and value proposition front and center.

The campaign.

A recipe forSUCCESS.

Drawing on research into key barriers keeping credit union members from investing, McGuffin’s solution centered around three direct mailers, sent to just 100 prime prospects, featuring custom-crafted chocolate charts illustrating a main message — GIVE MORE MEMBERS A TASTE OF SUCCESS. The chocolate was packaged and carried, along with a brochure (customized for each recipient), in a high-end, soft-touch box. Three emails were also sent to a larger prospect list. All recipients were directed to a landing page, which reinforced and expanded on the messaging presented in the mailers and emails.


An email campaign and dedicated landing page complemented the direct mailers to track and record leads.

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