Rewarding Behavior - What should be rewarded?

Our Rewards checking program is designed to reward members for doing things that make their checking account less costly. The thought process is that we would then let the members share in some of the savings. We pay for e-statements, keeping a larger balance, signature debit card and having overall large balances with the CU. We also give a bump in to savings deposits and refund auto and signature loan interest to to encourage use of multiple services. This all sounds great but is it enough?

Should we also reward them for bouncing a check? It is profitable to the CU. Or using overdraft honor? Probably not because we want to encourage financial thrift. If that is our mission, then shouldn't we reward members for never having a NSF? But that doesn't make the account more profitable. However, wouldn't that make the member more grateful...kind of like getting the perfect attendance award when you are in school.

What about members who use their debit card to pay for recurring bills or use recurring ACH to pay bills instead of bill pay. Bill pay is a cost and using those other forms can save the CU money or even make it money .

Sounds to me like I have more work to do in taking our rewards program to the next level. I firmly believe that rewarding members just for their balance relationship is too short sighted. We need to reward behaviors and balances. Those large balance members may be the most costly segment of the membership we have available.