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  • 3 Must-Haves for Connecting with Hispanic Consumers

    Posted by on May 27, 2015

    Credit unions with strong Hispanic growth programs have three things in common – intention, cultural alignment and an adaptive spirit.


    Cooperatives most successful at earning Hispanic engagement started with a strategic plan to serve this particular community of influencers. Take Arizona’s Vantage West Credit Union, for example. The $1.4 billion institution knew a solid strategic plan had to begin with equally as solid research. Working with Coopera, the cooperative did not stop with demographics alone. The credit union’s leadership worked to identify other factors, such as language preference and product adoption rates. It also used research to determine which of its branches served the most Hispanic members and which had the greatest potential for growth based on population trends.

    Cultural Alignment

    As the number of Hispanic professionals leading the movement becomes a stronger reflection of the country’s population, cultural alignment will become easier. Today, however, it may take work. Building the right organizational mentality and internal culture to serve a new market is absolutely critical. That’s precisely how Travis Credit Union has been so successful at earning the trust of its local Hispanic community. Yet, as Travis’ Sherry Cordonnier points out, building the internal culture may come from outside influences. The $2.3 billion California credit union has learned this first-hand from the impact of its own Hispanic Advisory Committee, made up of 13 Hispanic leaders in the community.

    “On the committee, we have a broad spectrum of individuals who can talk about what it’s like for an immigrant family, or how to talk to the migrant worker, or how to reach out to the educated Hispanic who wants to start a business,” Cordonnier told Credit Union Magazine.

    Adaptive Spirit

    Most credit unions understand their membership strategy must evolve. Those that have developed an achievable plan to actually implement that strategy are stand-outs in Hispanic member growth. These credit unions are adjusting everything from products and departments to marketing and operations to become highly relevant to their new target market.

    River City Federal Credit Union in San Antonio provides an ideal model for this kind of organization-wide evolution. Since beginning its Hispanic outreach initiative, the $131 million credit union has expanded its branch strategy, upgraded core business systems and invested in new electronic services, including bilingual mobile banking.

    That this list of must-haves begins with intention is not a coincidence. It’s the most important component to achieving success in Hispanic growth efforts. The credit unions above have demonstrated excellence within each of the three must-haves for successful Hispanic engagement; but each began with a commitment and the intention to see that commitment through. The same can happen within your cooperative. If you feel a pull for a deeper, more emotional connection with the youngest, fast-growing and most underserved community in your market, gather up a team and begin putting thought to your own intentional growth strategy.

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