In the reloadable card community, “stickiness” is all the rage. The term refers to how long a card “sticks” with its cardholder. In other words, is the cardholder pitching the plastic the minute his balance hits zero, or is he continuing to load funds, adding to the fee income realized by the card issuer?

Credit unions issuing reloadable cards all crave the stickiness. So, what can you do to ensure that your CU’s reloadable cards become the super glue of the prepaid world?

Here are four quick ideas:

1. Promote Direct Deposit. Particularly among the underbanked, cash checking companies are a financial burden. Direct deposit onto the ATIRAreload card creates a stronger “bond” with the cardholder and an incentive for your card to be used. It’s a cheaper and safer payment method for the underbanked. Do a bit of research into what check-cashing organizations are charging employees in your community and set your card fees accordingly.

Also, remind your business members of the costs of traditional check-based payroll and introduce them to the concept of prepaid payroll cards.

2. Promote Top-Notch Service. Keeping track of balances and fees can be difficult for reloadable customers. ATIRAreload cards provide 24×7 online and telephone support. In the near future, this will also include the ability for cardholders to receive text messages on their mobile phones for transactions and balance inquiries.

3. Sell the Convenience Factor. The card can be loaded at your branches, online and via the VISA ReadyLink network of merchants. Cardholders essentially have their pick of how they want to add funds in a way that matches their needs.

4. Educate the Younger Generation. A recent survey showed that young people are generally aware of the dangers of credit cards, yet most still desire the convenience – not to mention the implied status – of a credit card.

Promote the reloadable card as a risk-free option for parents with teenagers who beg for their own plastic. Introduce them to the types of balances, such as gifts, allowances and wages, that can be loaded onto the cards. Remind them that everyone from the teen to his parent and grandparents can add to the balance.