Hard to believe that the best strategy for aligning your business needs with customer/member service is to charge your member a $3 a month membership fee. I am at Gazelles Leadership Conference where nation’s top thought leaders are reminding us that demonstrating value and showing gratitude drive growth. Every member at AFCU buys insurance from someone every year… Imagine if the AFCU leadership thought about adding value to member relationships by offering to help members when they need to do battle with an Insurance system where 40% of their members don’t trust local agents and another 40% don’t trust carriers (According to Deloitte). An auto insurance policy alone would more than generate $36 in annual fee income, add to wallet share, member share and promote retention …. And all from helping a member…. Not dunning them.