D2D Fund

D2D has begun the process of applying the ZMET research within the financial services industry, starting with credit unions. Over the summer and fall of 2007, D2D completed a review of credit union imagery and messaging related to savings account promotions. Our final sample includes 107 images from 22 credit unions. Many of these 22 credit unions are part of the Filene Research Council. D2D presented the findings from the research and the review of the credit union industry to the Filene Research Council in October 2007. In addition, D2D created a research brief summarizing the findings from the credit union industry. Published by the Filene Research Institute, this report summarizes the ZMET research as well as key findings from the review of the credit union industry.

In 2008, D2D began leveraging this work through pilot testing of the findings from this research in the credit union industry.  Currently, a test is underway at Wright-Patt Credit Union in Dayton, OH.  In addition, CEFCU in Illinois, is planning for a Fall test.  Throughout the year, D2D and its partners will continue to disseminate the research at conferences and through Webinars reaching the financial services industry.