Finding
commonalities are a means we use everyday to create associations with people.
Building on these bonds creates affinity relationships - akin to the traditional
link between a credit union and its members. Now merged with Bank of America,
MBNA’s success was driven by partnerships with schools, sports teams and
associations – the types of bonds that unite credit union members.
Purdue Employees Federal Credit Union ($503M in West Lafayette, IN) competed
with MBNA and won, adding 2,865 new card accounts in 2006. They secured the
bid from Purdue University to offer the official card of their alumni association
and the John Purdue Club, the private organization that offers athletic scholarships.
At the online event, Growing
Your Card Portfolio: The Power of Affinity,
Bob Falk, Executive Vice President, spoke about PEFCU’s positive experience
offering this affinity card.