Credit Union Engagement Analytics: How to Recapture the Cooperative Spirit

Abstract

U.S. credit unions originally served small, homogeneous populations, were managed by members and granted tax exemption on the basis of this cooperative structure. Today, credit union membership is expanding, increasingly heterogeneous and geographically dispersed – calling the appropriateness of tax exemption into question. This annotated bibliography presents literature to examine tools and technologies to analyze operational and social media data to inform member engagement strategies with the intent to justify the continuation of the industry’s tax exempt status.