Gauging debit card marketing success. (credit unions)(includes related articles)

Credit unions should develop their debit card capabilities and share draft programs since these programs will strengthen the role of credit unions as the primary financial institutions of their members. Debit cards are classified as the basic ATM cards, ATM cards with point-of-sale capacities and offline debit cards. Studies indicate that as of 1993, about 29.5% of credit unions provided ATM cards while 39.1% owned ATMs. Among the important measures of debit card marketing success are percentages in average share draft penetration and debit card activation rates.

Debit cards may be