Peer Group

$100M-$250M

By Marc Rapport | Aug. 26, 2019

Six credit unions from California to Connecticut and locations in between share their placement strategies for branching success.

By Marc Rapport | May 13, 2019

The DC-area credit union has changed its name, its charter, and more as it works from a regularly updated strategic plan.

By Marc Rapport | March 18, 2019

Twenty-five years in, the Treasury Department program’s roster is dominated by member-owned cooperative financial institutions, who find a precise mission fit.

 

Is Your Inbox Missing Out?

Sign up for the CreditUnions.com free newsletter and be the first to read our newest coverage of credit union strategies and insights.

sign up today

 

 

By Maya Neuman | March 1, 2019

Fiserv and Symitar continue to dominate, but a plethora of possibilities present choices to credit unions when it comes time to convert or commit.

By Callahan & Associates, Inc. | Feb. 21, 2019

Learn more about the key steps any organization can take to identify where it is now, build an action plan, and maintain its True North.

By Chip Filson | Jan. 25, 2019

The regulator’s war on concentration risk belies the reality that all credit unions have niches and concentrations, and it's an excuse not to creatively seek workouts in the cooperative spirit.

By Sharon Simpson | Jan. 14, 2019

In a tight labor market, credit unions find creative ways to attract talent.

By Erik Payne | Dec. 31, 2018

Eight of the most popular deposit-focused articles run on CreditUnions.com in 2018.

By Erik Payne | Dec. 24, 2018

Nine of the most popular HR articles and blogs run on CreditUnions.com in 2018.

By Marc Rapport | Dec. 18, 2018

Debt management mixes with the financial cooperative ethos in a year-round campaign for financial health.

By Sharon Simpson | Dec. 17, 2018

In a changing economic environment, this guiding framework helps institutions determine where they want to go and how to get there.

By Paul Woodruf | Dec. 17, 2018

A leader of St. Louis Community Credit Union shares how the cooperative works every day to be “the social conscience of banking.”

By Aman Johal | Nov. 28, 2018

Takeaways from a survey on how 284 credit unions are interacting with the changing lending strategies arising from automated-decisioning practices.

By Aman Johal | Nov. 28, 2018

Takeaways from a survey on how 284 credit unions are interacting with the changing lending strategies arising from automated-decisioning practices.

By Marc Rapport | Nov. 26, 2018

The New Mexico credit union’s year-round financial wellness and literacy efforts take on even more meaning this time of year.

By Marc Rapport | Oct. 29, 2018

The Northwest credit union combines printed materials with a branded tchotchke or two to educate new hires.

By Sharon Simpson | Oct. 22, 2018

The CEO of Canyon State Credit Union shares valuable lessons learned through rebuilding troubled organizations.

By Marc Rapport | Sept. 10, 2018

Tech-savvy credit union executives and seasoned consultants share strategy and payments plays that deserve a second look.

By Samantha Cristobal | Aug. 20, 2018

See how money in the movement has shifted in the past 10 years in this interactive graphic from Callahan & Associates.

By Erik Payne | Aug. 15, 2018

Innovations FCU responds to 100% of online reviews within one minute on average. Sometimes that’s a ‘like.’ Other times, it’s a reply from the CEO.

By Erik Payne | Aug. 7, 2018

Everence FCU lives out the principle of stewardship through loan, investment, and deposit products.

By Marc Rapport | July 2, 2018

Counseling and lending go hand-in-hand in Border FCU’s financial empowerment program.

By Marc Rapport | June 4, 2018

Three credit unions share how one-to-one lending has helped them build business and increase engagement with members.

By | April 1, 2018

A monthly collection of Callahan content that, together, addresses a single topic from a variety of perspectives.

By Alexandra Gekas | Jan. 15, 2018

Callahan spotlights credit unions of all sizes that return the most value to members.

By Erik Payne | Jan. 15, 2018

How a small San Diego credit union uncovered a novel way to catch the attention of non-members.

By Marc Rapport | Nov. 6, 2017

KCT Credit Union shows how arbitrage through the Federal Home Loan Bank adds income where there was none.

By Erik Payne | Sept. 11, 2017

InFirst FCU’s rewards card takes a move from Costco’s playbook and offers a rich deal.

By Erik Payne | Sept. 11, 2017

Branch design. Added security. Multiple touch points. Financial Horizons and Lake Trust share tricks to navigate on-demand card programs.

By Sharon Simpson | Sept. 1, 2017

The CFO for One Credit Union in Vermont talks early lessons, inspiration, and hopes for the future.

By Marc Rapport | Aug. 28, 2017

Interest on loans drive the income train, but other revenue streams are steaming along.

By Erik Payne | Aug. 1, 2017

These cooperatives serve the financial and the spiritual needs of members.

By Erik Payne | July 3, 2017

How Cy-Fair Federal Credit Union’s 10-year naming rights to a high school stadium has paid off after one year.

By Marc Rapport | June 25, 2017

Financial cooperatives share diverse ways to work together as CUNA’s annual summer conference begins with the Small Credit Union Roundtable.

By | May 4, 2017

A monthly collection of Callahan content that, together, addresses a single topic from a variety of perspectives.

By Marc Rapport | May 1, 2017

A Cleveland credit union is one of only seven of its size in the country that makes auto leases, and it does a lot of them.

By Marc Rapport | April 10, 2017

How financial services cooperatives are leveraging CDFI, NCUA, and NCUF grants to underwrite their expanding reach and impact.

By Sharon Simpson | March 20, 2017

When Keys FCU put itself into voluntary conservatorship in 2009, its leaders and staff knew rebuilding together was the only way to save the credit union.

By Marc Rapport | March 16, 2017

An Urban Institute presentation offers plenty for credit unions to move on.

By Sharon Simpson | March 13, 2017

A new approach to the credit union basics of people and finance helped this West Virginia cooperative turn six-figure losses into seven-figure gains.

By | March 2, 2017

A monthly collection of Callahan content that, together, addresses a single topic from a variety of perspectives.

By Marc Rapport | Feb. 21, 2017

The Juntos Avanzamos certification program assures Latinos that a credit union speaks their language.

By Callahan & Associates, Inc. | Feb. 15, 2017

Callahan & Associates and Alexa Bennett, marketing manager for Northern FCU, discuss how the credit union turned ACH data into lending gold.

By Marc Rapport | Feb. 6, 2017

NCUA leader says expansion of acceptable bonds and other criteria for new membership markets is regulatory relief that doesn’t run counter to the Drumpf administration’s ban on new rules. Bankers have sued.

By Erik Payne | Feb. 6, 2017

One Maryland credit union arms decision-makers with comprehensive data and encourages leaders to think beyond the face value of third-party reports.

By Erik Payne | Jan. 16, 2017

Public Service Credit Union shares lesson gleaned from completing two mergers and one assumption in four months.

By Dahna Chandler | Jan. 11, 2017

Faced with a tight budget and generous opportunity, Northern FCU looked to work smarter, not harder.

By Alexandra Gekas | Dec. 14, 2016

Callahan spotlights credit unions of all sizes that return the most value to members.

By Erik Payne | Dec. 1, 2016

How back-to-basics lending, a brick-and-mortar presence, and a forward-thinking approach to business underpin growth for a suburban Detroit credit union.

By Liz Furman | Nov. 14, 2016

Callahan & Associates surveyed 333 credit unions to learn about automated decisioning practices in the consumer lending portfolio. Read about the results in this interactive article.

By Liz Furman | Nov. 14, 2016

Callahan & Associates surveyed 333 credit unions to learn about automated decisioning practices in the consumer lending portfolio. What did it find?

By Liz Furman | Oct. 19, 2016

In honor of International Credit Union Day, Callahan spotlights credit unions of all sizes that return the most value to members.

By Callahan & Associates | Sept. 28, 2016

A monthly collection of Callahan content that, together, addresses a single topic from a variety of perspectives.

By Marc Rapport | Aug. 1, 2016

White-labeled app offers combine local and national coupons, drawing business right out of the gate at Frankenmuth and MidUSA credit unions.

By Erik Payne | July 11, 2016

Capitol Credit Union revamped policies, processes, and procedures to counter negative loan and member growth and once again achieve stable financial footing.

By Marc Rapport | June 27, 2016

Day two at ACUC sees focus on polling, projects, the regulatory burden, and how to compete.

By Marc Rapport | June 27, 2016

Chicago-area KCT Credit Union deepens relationships and cross-sells member-friendly products and services via regular debt checkups.

By Marc Rapport | June 6, 2016

Credit union ledgers show no froth amid larger financial industry reports about a growing subprime auto loan bubble.

By Marc Rapport | May 23, 2016

Why a Chicago-area credit union ditches digital channels for much of its onboarding and a larger neighbor relies on remote channels to serve far-flung SEG sites.

By Marc Rapport | May 23, 2016

BCU uses spreadsheet ciphering to identify potential new employee group partners while KCT relies on shoe leather.

By Marc Rapport | May 9, 2016

CAHP Credit Union underpins loan growth by building rapport with peace officers across the Golden State.

By Sharon Simpson | May 2, 2016

There is no one-size-fits-all approach when it comes to ensuring the safety of a credit union. That’s why leaders must understand the ins and outs of different strategies before selecting the best fit.

By Jay Johnson | April 13, 2016

NACUSO conference points up innovative opportunities, regulatory challenges for collaborative entrepreneurship in the credit union model.

By Stephanie Clark | April 4, 2016

Which credit unions lead the industry in mortgage production growth? Find out in this Callahan & Associates leader table.

By Callahan & Associates | April 1, 2016

A monthly collection of Callahan content that, together, addresses a single topic from a variety of perspectives.

By Liz Furman | March 21, 2016

Which financial cooperatives are maximizing non-interest income without raising service fees for members? Find out in this Callahan leader table.

By Stephanie Clark | March 14, 2016

What credit unions top the charts for employee payout? Find out in this Callahan & Associates leader table.

By Sam Taft | Feb. 29, 2016

At which credit unions did employees post the highest gains in fourth quarter 2015? Find out in this leader table.

By Marc Rapport | Feb. 22, 2016

The credit union branch network continues to grow, with different strategies across the map.

By Sam Taft | Feb. 15, 2016

Credit unions distributed more than $5 billion in member dividends in 2015. Which cooperatives lead the industry?

By Marc Rapport | Feb. 8, 2016

First Financial revamps its tell-a-friend program to Keep It Simple (and Successful).

By Marc Rapport | Jan. 25, 2016

A California credit union buys loans to ease excess liquidity while a Colorado crew sells first mortgages to firefighters.

By Callahan & Associates | Jan. 1, 2016

A monthly collection of Callahan content that, together, addresses a single topic from a variety of perspectives.

By Marc Rapport | Dec. 14, 2015

Emotional appeal and product delivery shows behavioral economics at work at this West Virginia credit union.

By Erik Payne | Dec. 14, 2015

How a CEO change gave St. Cloud Federal Credit Union license to make a meaningful change.

By Marc Rapport | Dec. 7, 2015

Increased flexibility and leaner operations are just two reasons Birmingham’s Mutual Savings left its service bureau, but the move is not for everyone.

By Sharon Simpson | Nov. 23, 2015

Learn how four credit unions are making a major impact on their communities, from small everyday acts throughout the year to large-scale volunteer events.

By E.C. Harrison | Aug. 24, 2015

Careful underwriting, default insurance, and other best practices are helping credit unions beat national loan default rates and introduce bundled products that create lifetime relationships with college grads.

Feature
Cars For Kids

By Callahan & Associates | July 31, 2015

A monthly collection of Callahan content that, together, addresses a single topic from a variety of perspectives.

By Callahan & Associates | July 1, 2015

A monthly collection of Callahan content that, together, addresses a single topic from a variety of perspectives.

By Marc Rapport | June 8, 2015

Product meets marketing meets members in this small-town credit union that delivers high-tech solutions.

By Marc Rapport | June 1, 2015

Credit unions on both coasts share how they ramped up new insurance and investment services.

By Janet Lee | May 21, 2015

The Michigan credit union posted 35% annual loan growth in first quarter 2015.

By Callahan & Associates, Inc. | May 20, 2015

Industrial Credit Union of Whatcom County shares an important lesson about how to generate excitement within a community.

By Callahan & Associates, Inc. | May 20, 2015

Industrial Credit Union of Whatcom County's senior vice president discusses how it's annual food drive has grown over the past 20 years.

By | May 15, 2015

Callahan & Associates analyzes year-over-year loan origination data as a part of Trendwatch 1Q 2015.

By Janet Lee | May 12, 2015

The Florida credit union reported a 97% increase in first mortgage originations in the first quarter of 2015.

By Marc Rapport | May 11, 2015

Credit union merger veterans share their experience and best practices for merging core processing systems and people.

By Erik Payne | May 11, 2015

One Montana credit union relies on transparency and open communication to assimilate new employees gained through a merger.

By Marc Rapport | May 4, 2015

Preparation, communication, and simple hospitality can go a long way toward making the grade with the regulator.

By Marc Rapport | April 20, 2015

Community institutions are leading the big banks in rolling out apps for Apple and Android wrist gear.

By Erik Payne | April 15, 2015

Callahan & Associates celebrates five years of adventure with the Anatomy Of A Credit Union series.

By Marc Rapport | March 16, 2015

How Preferred Credit Union used a one-two punch of high-tech segmenting and low-tech mailing to double its debit ROI.

By Marc Rapport | Feb. 23, 2015

The $6 billion credit union’s turnkey loan participation model helps two small credit unions get back in the cards game.

By Janet Lee | Feb. 12, 2015

First mortgage loans outstanding and originations accelerated during the fourth quarter at the Florida credit union.

By Aaron Pugh | Feb. 9, 2015

These two mid-sized credit unions hold their own in terms of employee productivity and efficiency, even when compared to larger peers.

By Callahan & Associates | Jan. 1, 2015

A monthly collection of Callahan content that, together, addresses a single topic from a variety of perspectives.

By Aaron Pugh | Dec. 15, 2014

Three tips from Lake State on how to enter a new market.

By Marc Rapport | Dec. 1, 2014

Two credit unions share the benefits and drawbacks of mix-and-match and single-vendor strategies.

By Aaron Pugh | Nov. 17, 2014

Honor Credit Union formed an independent executive team to build on the knowledge of merged staff members and succeed in a new market.

By Marc Rapport | Nov. 17, 2014

When ISUCU merged with a smaller credit union and adopted its core, it learned lasting lessons about data, internal champions, and anticipating member reaction.

By Sharon Simpson | Nov. 5, 2014

Credit unions that want to attract younger members cannot afford to ignore the needs of unmarried adults.

By Andrew Bolton | Nov. 5, 2014

This northern Minnesota financial co-op boosted its consumer lending almost four times higher in the first nine months of 2014.

By Marc Rapport | Oct. 27, 2014

Four lessons about how to launch and market mobile apps to the next generation.

By Marc Rapport | Oct. 20, 2014

Lessons from five credit unions on the benefits of grocery co-op partnerships.

By Aaron Pugh | Oct. 13, 2014

Incubators and other like-minded organizations help credit unions connect with entrepreneurs and new business.

By Marc Rapport | Sept. 16, 2014

While Senate panel hears from trades, former NAFCU VP says CFPB might be able to do what Congress won’t.

By Aaron Pugh | Sept. 15, 2014

A nonprofit affiliate allows Santa Cruz Community to advance where larger institutions fall short.

By Callahan & Associates | Sept. 5, 2014

A monthly collection of Callahan content that, together, addresses a single topic from a variety of perspectives.

By Andrew Bolton | Aug. 22, 2014

More auto loans and higher credit card balances are the primary source of growth in the industry’s loan portfolio.

By Callahan & Associates | July 21, 2014

A monthly collection of Callahan content that, together, addresses a single topic from a variety of perspectives.

By Aaron Pugh | June 9, 2014

Four ways that cooperatives can attract first-time homebuyers and ramp up their purchase mortgage activity.

By Drew Grossman | June 9, 2014

Solidarity Community Federal’s program combines financial ed with financial aid for first-time homebuyers.

By Erik Payne | June 9, 2014

After partnering with the Federal Home Loan Bank of Boston, Grafton Suburban discovered that first mortgage applicants who qualified for grants were hard to find.

By Callahan & Associates | May 29, 2014

A monthly collection of Callahan content that, together, addresses a single topic from a variety of perspectives.

By Drew Grossman | April 11, 2014

Greg Wineland talks about growing the commercial lending program at Hope.

By Drew Grossman | April 11, 2014

Pearl Wicks talks about the services provided by the Hope Enterprise Corporation after the destruction of Hurricane Katrina.

By Drew Grossman | April 11, 2014

Richard Campbell talks about the goals of the credit union and the realities of serving a poor, underbanked population.

By Drew Grossman | April 11, 2014

Alan Branson talks about Hope's branch footprint and breaks down its departments and employees.

By Drew Grossman | April 11, 2014

Ed Sivak talks about his role identifying policy issues of importance to the credit union.

By Drew Grossman | April 11, 2014

Scot Slay talks about the growth of Hope Credit Union and the unique market it serves.

By Drew Grossman | April 11, 2014

Shirley Bowen talks about the changes she's seen in Hope's mortgage lending prgram.

By Aaron Pugh | Feb. 5, 2014

Take an in-depth look at Hope Credit Union's success with low-income communities.

By Erik Payne | Jan. 27, 2014

First Capital Federal’s rewards program increases loyalty, deepens relationships, and gives back to members who bank with the credit union.

By Catherine Siskos | Jan. 13, 2014

One NCUA examiner-turned-CEO offers advice and insight for credit unions looking to tackle regulator concerns head on.

By Erik Payne | Nov. 4, 2013

The DC-based credit union uses an interactive guide to help members protect themselves against I.D. theft and fraud.

By Erik Payne | Oct. 21, 2013

Credit unions are using resources such as GPS tracking devices and starter-interrupt systems to help members with low credit scores and questionable histories purchase cars.

By Sharon Simpson | Aug. 26, 2013

These two credit unions prove employees and members can talk the talk as well as walk the walk.

By Rebecca Wessler | Aug. 19, 2013

Hope Federal Credit Union moves into unbanked markets to provide products and services to communities in need.

By Aaron Pugh | July 22, 2013

Pathways demonstrates how mergers can be an asset for small and midsized credit unions.

By Drew Grossman | June 10, 2013

St. Louis Community Credit Union collaborates with an area bank to create community-focused programs that benefit the city.

By Alix Patterson | May 29, 2013

By Yun Ma | May 13, 2013

By anticipating the growing needs of an immigrant population, Latino Community Credit Union builds lasting relationships with members.

By Yun Ma | April 15, 2013

Credit unions drive home the message that their members are appreciated by timing dividend payouts with a holiday.

By Brooke Van Vleet | April 15, 2013

St. Helens Community hopes to simplify, stabilize, and strengthen its core competencies and relationships in the coming year.

By Yun Ma | April 8, 2013

CEOs of big and small credit unions share their secrets for generating income with less cost.

By Mark Reed | April 3, 2013

Feature
Region 9

By Callahan & Associates | April 1, 2013

2013 Beige Book Responses

By Callahan & Associates | Jan. 24, 2013

Learn how to develop a win-win relationship with local colleges to attract and nurture young talent while broadening your own cultural make-up. Find out how this program and others like it can help promote the credit union industry among students and reap big benefits for your organization.

By Rebecca McClay | Oct. 29, 2012

Job fairs, management training programs, and loan relief benefit local employment rates.

By Rebecca McClay | Oct. 8, 2012

Credit unions still have plenty of time to play an active role in this year’s political cycle.

By Aaron Pugh | Sept. 17, 2012

How three separate, well-performing Ohio credit unions identified an opportunity to grow collectively, while keeping their local identities intact.

By Aaron Pugh | Sept. 17, 2012

Latino Community helps young immigrants cover the cost of deferred action applications and generates loan activity in underserved markets.

By Bailey Reutzel | Sept. 10, 2012

Dominion Credit Union believes contactless payments will be a necessity for future members, but it is taking innovation one step at a time.

By Rebecca McClay | Sept. 3, 2012

Money One Federal Credit Union is among 200 credit unions nationwide pooling their marketing dollars for gas giveaways.

By Rebecca McClay | June 18, 2012

Some credit unions that catered to U.S. Postal Service employees are reaching out to the broader community.

By Bailey Reutzel | June 11, 2012

Credit unions “destroy the box” and see big gains by connecting with third parties for catchy marketing campaigns.

By Rebecca McClay | May 7, 2012

Credit unions are integrating branches into schools as a way to connect with the community.

By Rebecca Wessler | April 30, 2012

Credit unions are stepping in to provide financial services in areas where none exist.

By Rebecca McClay | March 29, 2012

A network of credit unions sharing operations can better help a member through a disaster.

By Rebecca Wessler | March 26, 2012

Library of Congress FCU’s mad promotion helps it book nearly $2 million in auto loans.

By Rebecca McClay | March 21, 2012

Reach out to other credit unions in times of distress. They’ll respond to your call for help.

By Rebecca McClay | March 19, 2012

Credit unions that take on the risk of direct auto lending can work closely with members to establish safe, long-lasting relationship, says Grafton Suburban Credit Union’s CEO.

By Aaron Pugh | March 5, 2012

A Connecticut credit union demonstrates how sometimes the most effective networks are the ones you build yourself.

By Rebecca McClay | Feb. 27, 2012

Offer many ways for your members to securely communicate their problems to you following a natural disaster.

By Rebecca McClay | Feb. 15, 2012

Plan to ensure your employees are well cared for during a disaster so that they can take care of your members.

By Rebecca McClay | Jan. 31, 2012

Louisiana’s Greater New Orleans FCU and Neighbors FCU think through their crisis plans carefully.

By Brianne Aiken | Nov. 30, 2011

West-AirComm Federal Credit Union executives explain how their annual $2,500 holiday loan has been a win-win situation.

By | Nov. 30, 2011

West-AirComm Federal Credit Union executives explain how their annual $2,500 holiday loan has been a win-win situation.

By CU Direct | Nov. 21, 2011

Surviving in a new economy requires successfully managing risk and satisfying new regulatory requirements.

By | Oct. 25, 2011

Marnie Perfetti, Mid-Minnesota Federal Credit Union shares the credit union's food drive and community outreach.

By | Oct. 17, 2011

Mid-Minnesota Federal Credit Union, is promoting the cooperative difference on International Credit Union Day.

By Rebecca McClay | Oct. 1, 2011

Sooper Credit Union creates an intimate member rapport through personalized URLs.

By Rebecca McClay | Sept. 26, 2011

Island cooperatives are shoring up members and assets amid merger activity.

By Chip Filson | Aug. 25, 2011

Credit unions could use a dividend payment from the over-reserved share insurance fund to improve their balance sheets, make more loans, and help members in need.

By Thomas Cullen | July 18, 2011

To drive membership, positive word-of-mouth is what you need. Here’s how to get it.

By Brooke C. Stoddard | July 1, 2011

Green Bay's PCMCU uses generous member rebates to turn its hefty capital ratiointo a member benefit.

By Brooke C. Stoddard | April 1, 2011

A state-of-the-art retail branch is the first step in achieving higher performance in deposit levels, loan production, sales, and referrals.

By Thomas Cullen | March 7, 2011

Credit cards foster loyalty and build a strong loan portfolio. Here are the 4Q10 leaders in credit card penetration.

By Rebecca Wessler | Feb. 28, 2011

Near-record ROA. Loan growth. Addition of services. What the industry can learn from a Midwestern credit union.

By Rebecca Wessler | Feb. 28, 2011

Five credit programs that unite members around a common bond.

By Brooke C. Stoddard | Oct. 1, 2010

A strong membership frees up resources to build a stronger credit union.

By Callahan & Associates | Jan. 1, 2010

Many organizations view employee training and development as optional, not essential, but CEO Linda Allen of Arsenal Credit Union, explains why its commitment to staff education is valuable in today's economy.

By Callahan & Associates | Jan. 1, 2010

How Dow Louisiana used a remote teller system to increase safety and productivity.

By Callahan & Associates | Oct. 1, 2009

A marketing campaign focused on new low rates and balance transfer opportunities resonates with consumers looking to switch their primary credit card relationship in the wake of the CARD Act.

By Lydia Cole | Oct. 1, 2009

Beyond standard debit and credit rewards, Envision Credit Union has seen success by allowing members to aggregate rewards points throughout their household.

By Callahan & Associates | Oct. 1, 2009

No longer just a tool for accessing cash at an ATM, the debit card, especially for younger members, is one of the most frequently used connections a member has with their credit union.

By Callahan & Associates | July 1, 2009

Louisiana Federal Credit Union has made their online mortgage applications the cornerstone of the mortgage ledning strategy, yielding solid growth in a turbulent market.

By Callahan & Associates | July 1, 2009

Television advertising isn’t cheap, and many credit unions may be rightly skeptical of the earning potential and their ability to measure the return on such a broad marketing investment.

By Callahan & Associates | July 1, 2009

New enrollment technology allows NARFE Premier to more effectively recruit new members from a geographically diverse pool of potential members.