Provided courtesy of the Illinois Credit Union League.

1. Growing by Serving the Largest,
Fastest-Growing, Youngest, and Most
Underserved Community - Hispanics
February 4th, 2010
© 2010 Coopera Consulting. Original information contained within this presentation is copyrighted and cannot be used without expressed
written consent from Coopera Consulting.

2. Overall Objectives
• Introduction to Coopera
• A Credit Union Industry Perspective
• Hispanic Opportunity Navigator
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3. Coopera
Coopera (ko – pair – a)
Coopera means “cooperate” in Spanish.
To cooperate - because that’s our approach in all
that we do.
Spanish origin - because the emerging Hispanic
market is our area of expertise.
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4. Coopera
• Our Mission: To partner with people, businesses and
communities for new economic opportunity.
• We are a part of the credit union family.
• We show credit unions how to do well by doing good and
deliver double-bottom-line solutions.
• This philosophy has allowed us to develop global, national
and statewide partnerships.
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5. The Hispanic Opportunity: The Largest,
Fastest-Growing, Youngest, and Most
Underserved Population
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6. Why Coopera?
INDUSTRY CHALLENGES HISPANIC OPPORTUNITY
• Membership growth • Growing population
• Mergers • Significant workforce
• Bank pressure participation
• Aging demographics • Highly entrepreneurial
• Market saturation • Young population
• Weakening SEG’s • Consumer power is booming
• Exploding fringe providers • Largely unbanked
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7. The Coopera Approach
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8. Common Missteps – Above Surface
• Assumption that translated materials, bilingual personnel, and marketing will be enough
• The right identification policies but not enough understanding/training about why they are important
and about their implications
• Assumption that translation of existing English materials would be appropriate for this market
• Spending more money on media buys and advertising than on financial education, partnerships
and outreach
• Relegation of initiative to one or several individuals
• Paralysis by analysis
• Ignoring the implications of immigration
• Top-down buy-in does not exist or is seen as lip service
• Desire for a “light-switch” solution
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9. Common Objections – Below Surface
• “Hispanics should just learn English.”
• “We have translated all of our materials – that should be enough to attract Hispanics.”
• “Hispanics are low-income – they will be a drain on our bottom line.”
• “Hispanics are undocumented – they will cause compliance and risk issues when they get
deported.”
• “We will alienate our existing membership.”
• “Our members think our products are great. Hispanics must not have a need for them, because
they are not using them.”
• “We know that we are not serving Hispanics well, but we won’t target them specifically because we
don’t target any group exclusively.”
• “We have had that policy for years.”
• “We don’t do community outreach because we need everyone working in our branches.”
• “We only provide deposit, loan, and investment products – not those other products Hispanics use
when they are at a check-casher.”
• “Hispanics should just go back to their country.”
• “This is not a market I know anything about so this initiative has nothing to do with me.”
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10. The Coopera Approach
1. The right organizational mentality
– Philosophy
– Investment
2. Adapt to the market
– Personnel
– Products
– Processes
– Promotion/Marketing
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11. The Coopera Approach
ESTABLISHED
The Destination
The CU is a Unique Traveler
Unique Conditions
A Similar Road
BRAND NEW
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12. The Coopera Approach
Coopera is the Tour Guide
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13. The Coopera Approach
MARKET SHARE
FINANCIAL
EDUCATION
RIGHT MENTALITY
ADAPTED TO MARKET
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14. Results in 2.5 Years of Work
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15. Client Success
Coopera Portfolio Clients with 2-year Client Tenure
Workforce
Average Bilingual/Bicultural Employee Workforce as % of All Employees 21%
Membership Hispanic Members General Members
Average Hispanic Membership Growth Compared to General Membership Growth 132% -1.89%
Average Hispanic Member Share Deposit Growth Compared to General Membership 179% 47.68%
Average Hispanic Loan Volume Growth Compared to General Membership 313% -9.70%
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16. Client Success
• Hispanics Receiving Dignified Financial Services: Client credit
unions successfully serving thousands of new Hispanic people
• Credit Unions Will Always Be Looking to Improve: All have made
it a strategic priority
• Return on Investment: Attribute success to Coopera’s assistance in
helping them do it right and get results more quickly
• Credit Union Awareness: These credit unions dominate Iowa’s
Spanish media, but their stories are not very well-known by
mainstream media
• Market Share: Bank employees are sending their clients to credit
unions
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17. Partnerships
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18. Service and Product Lines
–Hispanic Opportunity Navigator
The Right Mentality –Strategic Planning/Consulting/Coaching
–Strategic Planning/Consulting/Coaching
Adapt to the Market –Education and Training
–Translations
–Hispanic Consumer Products
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19. Financial Education
www.CooperaConsulting.com
http://finlit.cuna.org/tuyo.html
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20. Service and Product Lines
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21. The Hispanic Opportunity Navigator
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22. Hispanic Opportunity Navigator
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23. Hispanic Opportunity Navigator
1. Demographic Market Scan
2. Competitive Market Scan
3. Cultural Score
4. Analysis of Current Hispanic
Membership
5. Branch Analysis
6. Credit Union Stage
7. Needs Assessment –
Groundwork and 4P’s
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24. Demographic Market Scan
389,562 Hispanic Households within Field of Membership
1,636,159 Hispanics within Field of Membership PARTNER. GROW. SUCCEED.

25. Competitive Market Scan
There are 172 Money Service Businesses in Field of Membership. PARTNER. GROW. SUCCEED.

26. Cultural Score
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27. Hispanic Member Analysis
Members Avg Age Median Age Avg yrs at CU Median yrs at CU %
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28. Branch Analysis
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29. Credit Union Stage
Is considering a Hispanic outreach initiative
Would like more information about the opportunity in serving the Hispanic market
Discovery Does not know where to start but has a growth mentality and the will to succeed
May have some limited unintentional experience with the Hispanic community
May have “dipped their toe in the water” with some disparate ad hoc initiatives
As a whole, recognizes the philosophical and business imperative of serving Hispanics
Has put in place a vast majority of groundwork and foundation-building steps that help the credit union
adapt to the market instead of waiting for the market to adapt to the credit union
Is comfortable with serving Hispanics as a method for inclusion and maintains strong member service
Emerging
among all members
Is looking for new/fresh ideas and has a growth mentality
Has established sustainable success, however has not emerged to a place of dominance within their
local Hispanic market.
Has successfully served the Hispanic market for years
Has captured more than their proportional market share of Hispanic members
Is widely considered a preferred financial institution within the local Hispanic community
Best Practice
Is regarded as a best practice within the industry
Continues to provide superior service to all members and maintains an innovative culture poised for
growth
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30. Needs Assessment – Groundwork and
4 P’s
Groundwork
T1 Board of directors has, collaboratively with management, Complete a comprehensive strategic plan on an annual basis. Review collectively as a management
developed a strategic plan with milestones and goals for group and with board of directors on a quarterly basis. Engagement of board members is as important as
serving Hispanic populations gaining their buy-in, because it will help them become champions of the initiative.
Personnel
T1 All employees are trained on the business case for serving All staff should be trained on the Hispanic opportunity. New employee orientation should also leverage
Hispanics Coopera's training expertise and include information about the business case including the Hispanic
opportunity and the extent to which the Hispanic market is underserved.
Products
T1 Credit union provides special purpose loans to pay for Quinceañeras are traditional celebrations in the Hispanic community that are often costly. Repackaging an
quinceañera expenses. existing personal loan to meet this need would be appealing to this market.
Processes
T1 Credit union tracks language preference, place of birth, Utilize appended data resources available through Coopera and commit to a regular schedule of
and income of members while maintaining anti- measurement of progress.
discriminatory practices
Promotion and Marketing
Strategy
T1 Credit union has developed a marketing plan to reach While Hispanic outreach is a part of the credit union’s overall marketing plans, a specific marketing plan
Hispanic populations should be developed emphasizing word of mouth and grassroots strategies to reach primary and
secondary targets.
Print Collateral, Advertising, Signage
T1 Relevant signage uses culturally relevant images and Not all relevant signage has been translated including bilingual branch hours posted on doors, patriot act
messages requirements and NCUA signs.
Web Site/Technology
T2 Credit union has a culturally relevant Spanish Web site The credit union does not have a Spanish Web site.
Location
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T1 Branch is children-friendly and is relevant to Hispanic
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More can be done at the Denison and E. Des Moines branches to create a welcoming environment for
children Hispanic children. Consider having a children’s area with English and Spanish materials such as coloring
books and financial education materials.

31. Progress of a Credit Union
Consulting and
Coaching on 4 P’s HON
YEAR 1
Staff Training Strategic Planning
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32. Thank you. ¿Preguntas?
www.CooperaConsulting.com
© 2010 Coopera Consulting. Original information contained within this presentation is copyrighted and cannot be used without expressed
written consent from Coopera Consulting.