You offer a range of brochures in Spanish and some of your tellers and call center employees are bilingual – but you still may not be meeting the needs of your Hispanic members.
Anna Peña is client relations manager at Coopera, an Hispanic marketing firm in Des Moines, Iowa, that has worked with CUNA to help credit unions reach Hispanics. She points out you really need to know more than the mere fact that an increasing percentage of your members have Hispanic surnames. Where are they from? How long have they been in the United States?
"One question credit unions ask is if there are different dialects," Peña said. "The answer is there is one Spanish, just as there is one English, but something called one thing in one country may be called something else in another. It's like England, Australia and the United States."
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