How Rockland Federal Credit Union Turned Passive Borrowers Into Engaged Members
Rockland Federal Credit Union wanted to strengthen connections with members who joined through indirect auto loans. These members had a relationship with the credit union, but it was limited.
The approach: help members uncover savings and access support programs including SNAP, Medicare Savings Programs, and utility assistance.
The result: 55% email open rates, 20% conversion, and 399 members actively engaging.
Member Outcomes
- 103K+ Unique Email Opens
- 55% Average Open Rate
- 20% Conversion Rate
Leading with Value, Not Sales
Rockland FCU partnered with Starlight to launch a three-part email campaign branded as "BridgeUP, powered by Starlight."
The program connected members to savings and support programs they qualified for—demonstrating value before asking for additional business.
Members who accessed the platform showed sustained behavioral change:
- Increased website traffic
- Higher response rates to follow-up communications
- Broader service exploration
- Stronger brand affinity and higher cross-sell receptivity.
The approach built trust that creates pathways to deposit growth, product adoption, and member retention.
"Positioning Starlight as a benefit allowed us to connect with members in a meaningful way and remind them that Rockland FCU is a true partner - here to empower their financial well-being and support their lives, not just to sell."
Samantha Apostolakes, VP Marketing, Rockland Federal Credit Union
What This Signals for Credit Unions
Traditional cross-sell tactics struggle with indirect loan members. But connecting members to real financial relief—programs they qualify for but don't know about—provides a different entry point.
As financial pressure mounts for households nationwide, credit unions have an opportunity to lead with support rather than sales. Members facing tough choices about rent, groceries, or utilities aren't ready for product pitches. They need help.
Starlight enables credit unions to deliver that help at scale, building the kind of trust that translates into deeper, more profitable relationships over time.
The institutions that win member loyalty won't be those with the best rates or the slickest marketing—they'll be the ones that showed up when it mattered most.
Starlight is helping credit unions expand their impact by making financial assistance programs more accessible. Want to integrate this into your member services? Book a 20-minute demo at get-starlight.com or contact us directly at hello@get-starlight.com.
Click here to see the full case study
Published 12/16/2025