Re-engaging Dormant Members at Savvi Credit Union

Helping a leading Irish credit union reconnect with dormant members, reduce operational costs, and unlock capital tied up in statutory reserves.

The Challenge

Savvi Credit Union, one of Ireland’s most progressive financial cooperatives, faced a growing number of dormant accounts – those with no member-initiated activity for three years or more. Under the Dormant Accounts Act 2001, these accounts must be reported and potentially transferred to the Dormant Accounts Fund, requiring time-consuming compliance activity and member communication.

Traditional approaches using printed letters were slow, expensive, and produced limited engagement. More importantly, these inactive balances continued to count toward Savvi’s total assets, driving up its Statutory Reserve requirement and tying up valuable capital that could otherwise support member lending or innovation.

The Solution

Savvi partnered with CustomerMinds to digitise their dormancy campaign using the Which50 platform, enabling a faster, smarter, and more compliant way to engage members before dormancy set in.

The solution included:

• Automated segmentation of dormant and near-dormant accounts
• Personalised email journeys with dynamic content and embedded calls to action
• Secure, branded landing pages where members could easily confirm activity or update details
• Real-time reporting to monitor engagement and ensure audit readiness
• Digital-to-Print Waterfall: Fall-back to “Print & Post” for users that are not engaging digitally.

With full support from the CustomerMinds team, the entire campaign was created and launched in a matter of days.

The Outcome

Savvi’s campaign delivered outstanding results – reactivating members and unlocking business value in multiple ways:

• Reconnected with dormant or near-dormant members
• Reduced postal and manual processing costs
• Freed up capital previously locked in statutory reserves
• Demonstrated a modern, member-first approach to regulatory compliance

Capital Efficiency: Why It Matters

Even when inactive, dormant accounts count toward a credit union’s total assets, requiring 10% to be held in the Statutory Reserve. This is capital that earns no return, delivers no member value, and adds regulatory burden.

By reducing dormancy, Savvi didn’t just save on operational costs – they also freed up strategic capital that could be reinvested in growth, digital services, or member lending.

Let’s Talk

Is dormancy tying up your resources? Let’s help you re-engage members and unlock the full potential of your credit union.