Case Study: Franklin Mint Federal Credit Union achieves nearly 200% ROI lift and higher loan conversions with Experian

Franklin Mint Federal Credit Union - Customer Case Study

Franklin Mint Federal Credit Union (FMFCU), a 60,000‑member credit union with $600M in assets and 28 branches serving the Delaware Valley, wanted to grow its auto loan portfolio despite a tightening economy and reduced lending resources. The objective was to identify credit‑qualified members who were actively in the market for an auto loan and improve response and conversion rates from direct mail outreach.

FMFCU validated and then used Experian’s Auto In the Market Model to prescreen and target ~15,500 members in its “Wheel Deal” campaign, offering a $100 VISA® gift card, rates as low as 4.99% APR (36 months), and tailored mailings (70% purchase, 30% refinance) followed by prioritized sales calls. The campaign mailed 10% fewer pieces, lifted account opens from 0.9% to 1.3 (~50% increase), produced a 10% conversion lift, increased one‑year net profit 60% (to $85K), booked $3.387M in loans (110.7% of goal) and achieved a 296% ROI—exceeding its ROI target by nearly 200%.

Franklin Mint Federal Credit Union