Peach State Credit Union adopts new debit card with a conscience

Peach State Credit Union adopts new debit card with a conscience

Peach State Federal Credit Union will donate a nickel toward the community with each purchase made on its newly launched debit cards. 

Peach State Federal Credit Union invests in the communities in its service areas in numerous ways each year, including through its annual scholarship program, charitable contributions and support of the arts. In fact, the credit union donated more than $477,000 in 2018 alone. 

Peach State President and CEO Marshall Boutwell said he wanted to ensure that these contributions could continue on a self-sustaining path. 

“Our merchant interchange income from VISA Debit Card program is the perfect solution,” Boutwell said. “For each purchase made with a Peach State VISA Debit Card, the credit union will donate a nickel from our merchant interchange income toward non-profits, school system and the arts in the communities we serve.” 

The new debit cards and the program will bear the logo “Peach State C.A.R.E.S.,” a slogan derived from the credit union’s “why.” Peach State defines its “why” as “Peach State C.A.R.E.S. so that our members and communities may continue to grow.” 

C.A.R.E.S. stands for community, arts, responsibility, education and service. 

“When it was time to design our new debit card, we wanted to incorporate our brand, our internal core values, who we are, what we do and more importantly ‘why’ we do it,” said Peach State Senior Vice President of Marketing Kristen Patton. “We determined those five words summarize what is essentially our ‘why,’ our brand, our activities int he community and our mission.” 

This enhanced brand messaging will be incorporated throughout the credit union’s future marketing activities, including the website and printed materials. 

“It is our hope that by sharing our ‘why,’ we will increase member loyalty and give others a reason to join,” Patton said. 

The new debit card was designed to remind and encourage members to keep their Peach State VISA Debit Card at the top of their wallet, since every purchase will help support our communities. Members will receive the new C.A.R.E.S. VISA Debit Card as their existing debit cards expire — but all purchases made as of July 1, with an existing debit card will contribute to the program. 

Members do not have to do anything to start participating in the program other than to make purchases; and they will not incur any additional charges or fees. 

Also featured in: CUSocialGood, CUInsight

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