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  • Serve the Latino Community and Tell the World

    Posted by on December 17, 2019

    New Year Resolution Goal List 2020 - Business office desk with notebook written in handwriting about plan listing of new year goals and resolutions setting.

    If you’re like me, you look forward to setting New Year’s resolutions. But whether you resolve to eat healthier, read more or reconnect with family and friends, you know that by sticking to your commitments, good things will happen and your goals will be achieved.

    What about your credit union and its goals? Chances are you’re doing a good job – maybe even a great job – serving the Latino community. You’re reaching them in meaningful ways and supporting various social, educational and financial causes designed to win their trust and build long lasting relationships. But who else knows about the goodness and success of your efforts?

    I’d like to challenge you to make a special New Year’s resolution for your credit union: In 2020, continue to serve the Latino community as well or better than you are currently, and make it a point to tell the world about it.

    Good news doesn’t have a season, and the challenges faced by the Latino population, especially immigrants, are always present. The work credit unions do to serve Latinos is critical to helping many of them have a trusted partner to achieve their financial goals with. Your work with the Latino community aligns with the credit union member-service mission of people helping people. Publicly broadcasting your efforts and their successes helps the Latino community trust and thrive, which helps credit unions grow.

    Here are some ideas to help you meet the goals of your New Year’s resolution:

    Develop a Latino Services Communication Plan, one that identifies service highlights throughout the year and ways to leverage those highlights. Include methodologies, objectives, steps toward achieving those objectives and measurable results. Find your communication niche in the Latino community. As the saying goes, failing to plan is planning to fail, so make this the first step in defining and outlining your efforts.

    Target media outlets and other influencers who you know will help carry your message. Local publications and broadcast stations thrive on meaningful news for and about their audiences. Understand their preferences, “hot button topics” and target messaging you think will appeal to them. Every newsperson loves an exclusive, and working directly with reporters, editors and broadcasters is the best way to create a relationship that will lead to future opportunities.

    Take appropriate advantage of available news options. Know the difference between a good news story and effective op-ed topics. Invite TV news teams into the credit union for newsworthy (and visually appealing) celebrations, or volunteer experts for on-air talk shows. Establish appropriate staff as subject experts who can speak knowledgeably about Latino and immigrant issues in print interviews or as part of panel discussions. A good source is a reporter’s best friend, so strive to become one.

    Take your message to the street, literally and figuratively. Look for opportunities to address social organizations like Rotary Clubs or church congregations. Be willing to work with local or state government bodies seeking information for passing regulations or legislation. Partner with other reputable social groups that share a common purpose with your credit union in serving the Latino community.

    Finally, use your imagination. If your resolution is to serve the Latino community and tell the world, how far can you extend your reach as an influencer to achieve your goals? Remember that credit unions started as someone’s good idea and blossomed into a global cooperative financial movement in the span of a few generations. For someone with a good idea, a dedicated heart and boundless energy, anything is possible.

    Good luck with your resolutions and happy New Year!

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