FARMERS BRANCH, Texas – Several weeks ago, the Texas CreditUnion League awarded a special designation – “Juntos Avanzamos” –to three Texas credit unions for outstanding service to theirHispanic communities. In separate ceremonies attended by variousdignitaries, Neighborhood Credit Union in Dallas, San AntonioEmployees Federal Credit Union and West Texas Credit Union in ElPaso each were presented with a special flag to fly outside theirbuildings, a flag intended to identify the institutions as capableand willing to meet the needs of Hispanics. Juntos Avanzamos, whichmeans “Together We Advance,” is an extension of the league'sHispanic outreach program, which has as its goal recognizing creditunions that have a true passion for serving the Hispanic market andempowering them to be more successful. TCUL's outreach program hasevolved in phases with focus groups, cultural sensitivity training,“train the trainer” Hispanic financial education workshops andremittance workshops. Dr. Juan Hernandez, a former cabinet memberunder Mexican President Vicente Fox, has been actively involved inthe program, promoting credit union services on both sides of theU.S./Mexico border. The origin of the Juntos Avanzamos program is aprime example of the relationship building that is slowly,methodically taking place behind the scenes to secure the trust ofMexican immigrants for their financial services. Linda Webb-Manon,Texas Credit Union League's communication director, who heads upthe organization's Hispanic outreach program, recounts this story:“Juan (Hernandez) and I were having a conversation one afternoonabout what would be the next phase of our outreach, and he wastelling me about a program they did in Mexico. President Fox hadchallenged rural communities in Mexico to build theirinfrastructure and once successful, he would visit that town andhand them a white flag in front of their city hall. I really likedthe idea and thought the concept would work here; thus, JuntosAvanzamos was born. “Our program works in a similar way,” Manoncontinued. “Credit unions have to meet certain criteria in order toearn the designation as a “capacity-to-serve credit union.” Onceapproved, they earn a flag, just as the cities did in Mexico.” Toqualify for the designation, credit unions must complete a rigorousseven-part application that asks them to demonstrate theirunderstanding of and their capacity to serve the Hispanic market.Credit unions must supply information on operations, products,demographics, strategies for serving, and board/staff supportrelative to this initiative. Staffing bilingual tellers,maintaining a physical presence in the Hispanic community, andproviding international remittances and financial education aremandatory requirements. Applicants must score 80 out of 100 pointsto earn the designation. A committee carefully reviews everyapplication to ensure that an applicant has three “C”s: capacity,compassion and commitment to serve, and that it can sustain aprogram. League staff does not review applications. JuntosAvanzamos credit unions are eligible to apply for grant dollarsthrough the Richard L. Ensweiler Fund to further support Hispanicoutreach programs such as financial education workshops, homebuying seminars, participation in community events and financialwealth building initiatives. “Credit unions have seen theimportance of doing business with Hispanics. On the other hand,it's important to serve them,” Hernandez said. “Western Union hasseen the benefit of doing business with Hispanics. Have they servedthem? That is debatable. Credit unions were established to serve.Credit unions have it in their blood. “Sometimes there isresistance about undocumented immigrants, but even with documentedimmigrants, up to 50% don't have checking accounts. That makes themsusceptible to exorbitant fees at check cashing outlets, robbery,and even murder. At credit unions, these people can get manyservices free.” Credit unions must earn the Juntos Avanzamos flagfor their financial service to Hispanics, just as cities in Mexicoearned the white flag for building their infrastructures. Designedby the league's Marketing Resources Department, the flagincorporates the same green color found in the Mexican flag. Thelogo is similar to World Council of Credit Unions' logo, expressingan openness to international cooperation. The globe is turned tospotlight the U.S., Mexico, Central and South America. “There is aspirit attached to the words `juntos avanzamos,' ” Hernandez said.“ Juntos has a positive connotation, like contigo (which means`with you'). So many poor Spanish translations are createdspecifically for immigrants, but this translation works.” Hernandezsays his business partnership with the league has provided abalanced approach to building financial relationships in Hispaniccommunities. “My position is `just open the doors' at the creditunions to Mexican immigrants. Linda will rein me in, saying wedon't want to drive consumers in until the credit unions are readyto serve those members, because they won't come back.” Manon wasquick to credit TCUL CEO Dick Ensweiler for his passion and beliefin the program and the league's International RelationshipCommittee for their devotion to this project. “The committee hasgiven so much of their personal time. Their insight, experience andknowledge was very helpful as we developed the criteria forcapacity-to-serve credit unions.” Committee members are: CharisEwing, Associated CU; Gina Prince, Coastal Community & TeachersCU; Luis Acuna, Velocity CU; Maria Martinez, Border FCU; RandallDixon, Energy Capital CU; Roel Ornelas, City CU; Sheila Jo Wojcik,University FCU; and Yvonne de la Rosa, San Antonio FCU. “We want tobuild the Juntos Avanzamos program across the state and we've hadinterest from other leagues in taking the program to their states.In addition, another handful of Texas credit unions has initiatedthe application process for the Juntos Avanzamos designation,” saidManon. Linda Webb-Manon will present an information session on theJuntos Avanzamos program Monday, Feb. 27 at the CUNA GovernmentalAffairs Conference to interested credit union [email protected]