Page 65 - US Market Performance Report 1Q 2018

Real Marketing Acquisition Cost per Net New Business
United States Credit Unions
$200 SOURCE: NCUA 5300 CALL REPORTS, DECEMBER-ENDING **2018 PROJECTED FROM MARCH 2017-2018 YOY TREND Real Marketing Cost of Net New Relationship
Net # of New Relationships
20,000,000 18,000,000 16,000,000 14,000,000 12,000,000 10,000,000 8,000,000 6,000,000 4,000,000 2,000,000 0
$185
Real marketing acquisition cost per net new business is estimated from dividing the annual cumulative net change in the number
of members, share accounts (less the regular share required of membership) and loan accounts by inflation-adjusted marketing expense.
Net new business volume growth is exceeding marketing e Since 2013, the median real marketing acquisition cost for
$162
$148
xpense growth, lowering the acquisition cost of net new business. net growth per new business relationship is $134.
$139
$127
$129
$121
$180
$160
$140
$120 $100 $80 $60 $40 $20 $0
2012
2013
2014
2015
2016
2017
2018
©2018 Data Based Marketing of California, Inc. Market Performance Report: 2000-2018 2018 projected from March 2017-2018 trend All rights reserved. United States Credit Unions Page 63