COEUR d'ALENE, Idaho-At Idaho Credit Union League's AnnualMeeting-”Voyage of Opportunity”-NCUA Board Member Debbie Matz urgedthe credit union representatives to seek out “hidden treasures” intheir communities. “You have an opportunity to get on board andseek out potential members who are hidden from the financialmainstream,” Matz told the 200 credit union officials. “That meanscharting a course to reach everyone in your field of membership andyour communities – especially people who are not being served byother insured financial institutions.” “Hidden treasures areeverywhere – they are renters, recent immigrants, small businessowners, single mothers and senior citizens,” she said. “Many creditunions in Idaho and around the country are beginning to discoverthat these `hidden treasures' can be very rewarding. Credit unionsare turning potential members into new, loyal members who expandtheir credit unions' diversity, increase loan volume, build assets,and improve their bottom line.” She highlighted the story of LesBois Federal Credit Union, which opened a branch in the town ofCrouch, population 2,000. The credit union offered residentsaffordable loans, share drafts and business services. Because otherfinancial institutions did not find it cost-effective to operatethere, small business owners previously had to drive hours just forfinancial services. The branch opened 117 new accounts in its first13 days of operation. Matz also gave the example of East IdahoCredit Union's efforts to bring in the potential Latino members byhiring bilingual personnel. Idaho credit unions are also partneringwith Pocatello Neighborhood Housing Services to promote servicesfor first-time homebuyers. By getting involved in these types ofactivities, Matz said, “You can help them discover that your creditunion is a hidden treasure!”