CUNA: Hispanic and young adult outreach resources: cuna.org/marketing-and-member-education
Coopera, a CUNA strategic alliance partner: cooperaconsulting.com
Chatter Yak!: chatteryak.com
CitizensFirst CU’s Next Gen Outreach: nextgencu.com/citizenfirst
Ascentra CU’s Spanish-language site: ascentra.org/espanol
Listening up at Travis CU
Think of the Hispanic Advisory Committee members at Travis as being part ambassadors, part ongoing focus group.
“The committee is a group of Hispanic leaders who meet on a voluntary and regular basis to provide feedback and guidance so we can better serve our entire community,” says Barry Nelson, credit union president/CEO.
But Travis’s campaign to reach out to Hispanics in the community started long before the advisory committee came into existence in 2013, Cordonnier says. “We already had invested five years in grassroots efforts to develop strategic partnerships,” she explains.
With that foundation, the credit union’s leadership easily selected 13 committee members who represent diversity within the Hispanic 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 says.
Since January 2010, Travis’s Hispanic membership has grown by 23%; today, Hispanics represent 21.1% of its 163,000 members.
“The advisory committee is just one of the assets that has helped us,” Cordonnier says. “Committee members are out in the community talking about Travis and building trust. Trust is a huge issue.”
Another crucial role of the committee is to advise Travis in developing products and services that meet Hispanic members’ needs and wants. Examples include:
If members can’t get what they need on the spot, staff members explain what they must do so the credit union can help, such as obtaining a matrìcula consular— a Mexican identification card—or ITIN (individual tax identification number).
All in all, Travis takes a proactive approach to serving Hispanics. “We never want a member or potential member to have a dialogue with us and come away feeling we can’t help them in some way,” Cordonnier says.