If you want to make a Police Officer a member for life, one of the keys is to engage them early on in their careers. At Los Angeles Police Federal Credit Union, we present to new officers on their Recruit Day Orientation. This is important, as many recruits are younger and do not have established financial relationships at this point, so we have a good opportunity to sign them up.

In talking with the recruits, we emphasize the pride of being part of the police family, our role in serving the police community, and most importantly, how we can be of assistance to them.

One of our key differentiators is that we offer the recruits a Visa Card with a $1,000 limit. This is important, as at the start of their police careers, they frequently have to buy items for training.

Before the credit card law changes last year, recruits were given this Visa card unconditionally, but due the new law, we now do a credit check first. In the majority of cases, they are given the credit card within the first few weeks of their training.

Over the years, we have frequently heard from police members: “You know, the credit union saved me during my recruit training. That $1,000 Visa made all the difference in my ability to purchase my gun and uniform….” (The City now picks up these items, but gym and other gear, etc., is not covered.)

At LAPFCU, we have several credit card programs: the non-variable rate Classic Visa Card; the adjustable-rate Platinum Rewards Visa, which offers merchandise and cash back rewards; and My First Visa, a card designed for younger members. The recruit class card offerings contribute to our 31% penetration rate, which is good for any financial institution.

We also find that once the new member has credit with us, it makes it easier to sell them on checking accounts, auto loans and more.

As we don’t charge annual or balance transfer fees, as well as have very competitive rates, we find the recruits are very receptive to our Visa card offer. It also sets a positive tone for their present and future relationship with the Credit Union.