Business View Magazine | April/May 2022

157 BUSINESS VIEW MAGAZINE VOLUME 9, ISSUE 4 DOVER FEDERAL CREDI T UNION On the digital side, the Google Ad network has proven to be a useful way of determining the interests of potential customers. Interaction Studio, a tool provided through Salesforce Marketing Cloud, allows Dover Federal to identify visitors who visit the credit union’s website, and follow up with them after. According to Kuhn, “Like most institutions, we were seeing a lot of people coming to our site, then leaving and we would never see them again. We wanted to make sure that we could identify them, follow them using first-party cookies, and serve them – to bring them back, but also to create value.” An indirect lending program also provides an opportunity to bring approximately 200 new members monthly to the credit union. As Dover Federal Credit Union continues to redefine their branding and vision, they are also planning for future growth, working with Bancography to determine where that growth will be focused. Looking at the next five years,