continue reading » ShareShareSharePrintMailGooglePinterestDiggRedditStumbleuponDeliciousBufferTumblr When the Financial Accounting Standards Board set forth a new credit loss accounting standard model, known as CECL, Michigan State University Federal Credit Union ($4.1B, East Lansing, MI) sprang into action.In the summer of 2016, the Great Lakes State cooperative reviewed the number of inactive credit cards on its books. It had a plan to mitigate risk and lower the number of inactive cards on its books by turning inactive users into active ones. As an added benefit, MSUFCU knew active card users tend to be more active users of the credit union as a whole.In the third quarter of 2016, MSUFCU targeted inactive credit card users with a marketing flyer informing them of the card’s integration with Apple Pay, Samsung Pay, Google Pay, and VISA Checkout. Response was immediate and significant. The flyer did not offer a call to action but still netted an 11% response rate and brought in more than $400,000 in account balances in three months.