D2D Fund

D2D recently completed initial dissemination of its ZMET research at two credit union industry conferences and during an industry webinar.  D2D also shared preliminary work from research pilots underway at Wright-Patt Credit Union in Dayton, Ohio and Mission San Francisco Federal Credit Union.     

At the 2008 CUNA Mutual Discovery Conference, Nick Maynard of D2D joined Denise Gabel of Filene Research Institute and Maya Bourdeau of Olson Zaltman Associates to present a three-hour pre-conference workshop entitled "Images Matter: How to Enhance Your Marketing Effectiveness to Drive Growth."  Over 175 individuals from the credit union industry attended the session during which break-out groups applied the research real-time and developed their own market campaigns targeting low-to-moderate income households with new images and messaging.     

At the 2008 CUNA America's Credit Union Conference, Maynard and Bourdeau again collaborated to present findings from the Filene Research Institute publication, "The Mind of Low- to Moderate-Income Savers."  Over 100 individuals from the credit union industry attended the session during which the ZMET studies focusing on how low-to-moderate income indivudals think and feel about Money, Savings, and Children's Financial Futures were discussed in detail. 

In late June, nineteen (19) credit unions attended a CUES webinar led by Maynard and Bourdeau who introduced the ZMET tool and also explored the current use of metaphors in credit union savings marketing.

For more information about D2D's ZMET work, please contact Nick Maynard (nmaynard@d2dfund.org), Director of Innovation and New Product Development.