The campaign garnered a 9 percent net response rate (completed sales) after approvals (approval rates varied between 60 and 85 percent). This response rate was three times higher than VanCity expected.

Staff confidence in the small business loan application process was evident in their enthusiastic promotion of the program. In addition to making outbound calls based on marketing leads, staff proactively recommended the loans to existing members and new clients. To put the success into perspective, one branch reported 17 applications during the first two weeks of the pilot; in previous years, 17 in a year would have been considered good.



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