7 Ways To Gain A Wider Reach With A Narrow Field Of Membership

As the financial landscape evolves, many credit unions face a pivotal decision: maintain a closed field of membership —  limited to a specific group like employees of a company or members in an organization — or adopt a community charter and open their doors to serve a broader population within a larger geographic area. Preserve the tight-knit, member-centric culture that has long defined credit unions? Or embrace growth opportunities to meet the diverse needs of entire communities?

The choice, however, isn’t so diametric.

In fact, there is a third path that blends the intimacy of limited fields of membership with the reach of community charters. A TIP (trade, industry, or profession) charter allows credit unions to serve a highly specific group of members across the country. Select employee groups (SEG) that operate throughout the United States offer a similar opportunity.

Firefighters First Federal Credit Union ($2.2B, Pasadena, CA), Justice Federal Credit Union ($1.0B, Chantilly, VA), and Publix Employees Federal Credit Union ($1.5B, Lakeland, FL) are three institutions that boast a national reach with narrow fields of membership. Despite the outsize pressure on credit unions to expand membership parameters to remain competitive, these three are doubling down on their respective common bonds — and they have insights on how other credit unions can do the same.

Serve All Members At All Levels

Publix is one of the 10 largest supermarket chains in the country by volume — it’s also the largest employee-owned company in the United States. Publix Employees FCU was founded in 1957 to help Publix associates achieve their financial goals. Serving employees in eight states across 10 distribution centers and 10 manufacturing facilities, PEFCU’s membership is a diverse mix of retail, corporate, and industrial operations associates along with their families and retirees.

“We serve all Publix associates regardless of where they work or live,” says Shannon Patten, senior vice president and chief marketing and communications officer for PEFCU. “Our role is to listen to their needs, create solutions to help them thrive, and provide financial tools to make their lives easier.”

Since PEFCU was founded, the cooperative has remained committed to that mission. It’s also mirrored some of Publix’ positive attributes, like calling its own employees “associates.” Patten herself has served as either a Publix or PEFCU associate for 30 years and is a long-term credit union member.

“Staying true to our goals and core mission is the foundation for everything we do,” she says.

Understand The Needs Of YOUR Members … Not The Members Next Door

One of the benefits of serving a narrow membership segment is that it allows cooperatives to dig deep into the distinct needs, challenges, and goals of their members.

“Firefighters don’t have ordinary jobs,” says Liz Rose, vice president of marketing for Firefighters First. “We build trust by speaking the language of firefighters and tailoring our solutions.”

One such solution is the credit union’s fire station loan, which offers financing for items not provided by the department. This can include exercise equipment, outdoor grills, recliners, and more — items that make the down time spent at the station more relaxing … or more productive.

Justice FCU likewise offers products that demonstrate it has a deep understanding of what its members want and need.

“One of the factors that makes Justice’s strategy of serving across state lines effective is that we have a clear and consistent focus on our target market,” says Mark Robnett, president and CEO of Justice FCU.

The credit union offers low-interest loans for law enforcement personnel and other DOJ and DHS employees facing financial hardship while performing their duties; the loan even allows borrowers to defer payments during active-duty deployments or emergencies. The credit union also offers professional training and equipment loans to ease the financial burden of career progression.

Beyond these one-off solutions, Justice FCU believes true financial wellness changes lives. To that end, it offers online educational resources — such as articles (like this one about building financial resiliency), webinars, financial literacy tests, and financial counseling — as well as nationwide workshops and an Annual Officer Safety and Wellness Symposium. Justice offers these services through the lens that financial stress only serves to compound the occupational stress inherent in a law enforcement career. Just as mental and physical wellness are essential for on-the-job success, so, too, is financial wellness.

And at PEFCU, an unconventional relocation loan helps members move across the chain’s eight-state footprint to pay for various moving costs or other expenses related to settling into their new home.

Work With Employers, Not Against Them

PEFCU couldn’t serve its members effectively without a strong partnership with the Publix corporation.

The grocer understands how important it is for associates to have access to banking accounts with better rates and lower fees and is testing new associate onboarding concepts designed to raise awareness about the benefits of credit union membership. Publix managers also share talking points provided by the credit union and include credit union marketing materials in the Publix onboarding kit.

“Financially healthy employees are more satisfied employees,” Patten says.

Beyond onboarding, the duo collaborate on communications, including poster displays, articles in internal company publications, and the opportunity for PEFCU representatives to attend Publix meetings. This comprehensive approach between the two organizations ensures all associates understand what’s available through their credit union. Patten credits this open dialogue, creative thinking, and teamwork for the success in tailoring PEFCU’s products and services.

“We’re collaborating with our sponsor now more than probably ever before,” Patten says. “Long-term, our goal is to be recognized as not only a valuable resource for new and existing associates but also an asset to our sponsor. We want to continue to be Publix’ partner throughout its growth journey.”

Be Strategic About Expansion

Although Justice FCU was founded in 1935 to serve Department of Justice employees, today the cooperative serves those who work in justice, law enforcement, and public safety communities across the nation. A merger in 2018 with Guardian First FCU expanded the credit union’s reach in Texas while a merger in 2024 with Law Enforcement & Technology FCU expanded its footprint in Florida.

“The merger supports our strategic plans to grow our membership through opportunistic M&A activity and continued organic growth,” Robnett said in a July press release. “Merging with LE&T FCU serves as a catalyst for future expansion to enhance our service to the justice and law enforcement community across the nation.”

In addition to expanding its reach through merger opportunities, the credit union also extends membership via select associations and to immediate family members who are U.S. citizens or permanent residents, including spouses, children, siblings, parents, grandparents, grandchildren, stepchildren, stepsiblings, stepparents, and adopted family as well as anyone living in the same residence under a single economic unit.

To effectively serve members, the credit union must think beyond the walls of the DOJ building — that’s why it has locations across eight states and the District of Columbia.

“We’re headquartered in Chantilly, Virginia, but we have branches across various cities, including Los Angeles, Miami, Atlanta, Chicago, New York City, Houston, Dallas-Ft. Worth, and more,” Robnett says.

Engage Members As Advocates

According to Rose at Firefighters First, members of the firefighting community frequently relocate to different neighborhoods, cities, and even states. That mobility drove the credit union to expand its footprint nationally. It also prompted the credit union to consider how to turn roving members into raving advocates.

It offers a comprehensive suite of personal products — including an easy-to-use cashback reward program for its credit card — as well as business products and planning resources to help members “do more” with their membership through investments, insurance, estate planning, and tax services.

The credit union also has created an advocate committee composed of members passionate about the credit union’s mission and eager to contribute to its strategic direction.

“They provide invaluable feedback on new products, services, and initiatives, ensuring our offerings remain relevant and responsive to the needs of our SEG,” Rose says.

At Justice FCU, it pays to belong. The credit union’s referral program pays $25 to members as well as $25 to eligible family members, friends, or colleagues. It offers the same incentive for those younger than 18 who open a young savers account — which requires no minimum account balance and charges no monthly service fees. Members can make referrals online via digital banking or in person.

“Word-of-mouth marketing, including referrals and testimonials, can be a powerful way to generate awareness and credibility in a new market,” Robnett says.

Mission Matters … But So Do Local Needs

According to Firefighters First, it is important to stay true to mission while adapting to local needs.

“There’s a delicate balance between maintaining a consistent brand and being responsive to regional differences,” Rose says. “We’ve found success by deeply understanding the universal needs of our members while also recognizing and addressing the nuances that come with serving them in different states.”

According to Justice FCU, even when serving a national market, it’s important to support local causes.

“Identifying and aligning with the specific needs and values of your target audience is a great way to introduce your credit union in a new market and build trust,” Robnett says.

Justice FCU has partnerships with national and regional associations and organizations, including the FBI National Academy Associates, the Concerns of Police Survivors, the National Sheriffs’ Association, and the Fraternal Order of Police. These relationships help the cooperative build credibility, visibility, and trust among potential and existing members.

The credit union also offers complimentary membership to Concerns of Police Survivors (C.O.P.S.) — an organization that supports survivors and co-workers affected by line-of-duty death — and gives back to the organization through purchases made with its official C.O.P.S. rewards credit card.

Consistent Communication Is Key

In recent years, PEFCU has reinforced its internal communications to create clearer alignment in its messaging. The credit union is here to serve Publix associates and their families — and that message begins on day one with an address by PEFCU’s CEO during the associate orientation process.

“Everyone is working to make PEFCU the preferred financial institution for Publix associates and their families,” Patten says. “We’re all focused on the same thing and understand the privilege of supporting a company like Publix.”

According to the senior leader, this singular focus drives PEFCU to uncover new ways to positively impact members’ lives.

For example, PEFCU’s Financially Fresh wellness program includes online learning as well as in-person workshops that give attendees the tools and knowledge they need to cultivate healthier finances. As members complete courses about budgeting, saving, investing, credit management, and more, they can earn incentives such as discounts on auto loans.

The credit union then encourages members to share their credit union experiences to help PEFCU celebrate the difference it’s making in the lives of its members and stay connected with the people it’s serving. It carries such messages about mission and benefits designed for Publix associates through external marketing materials from brochures to social posts to billboards.

“By constantly talking about our purpose, we’re creating a sense of pride and honoring our legacy,” Patten says. “Our aim is to show how our service is truly enhancing the financial wellbeing of our members.”