FARMERS BRANCH, Texas – Several weeks ago, the Texas Credit Union League awarded a special designation – “Juntos Avanzamos” – to three Texas credit unions for outstanding service to their Hispanic communities. In separate ceremonies attended by various dignitaries, Neighborhood Credit Union in Dallas, San Antonio Employees Federal Credit Union and West Texas Credit Union in El Paso each were presented with a special flag to fly outside their buildings, a flag intended to identify the institutions as capable and willing to meet the needs of Hispanics. Juntos Avanzamos, which means “Together We Advance,” is an extension of the league's Hispanic outreach program, which has as its goal recognizing credit unions that have a true passion for serving the Hispanic market and empowering them to be more successful. TCUL's outreach program has evolved in phases with focus groups, cultural sensitivity training, “train the trainer” Hispanic financial education workshops and remittance workshops. Dr. Juan Hernandez, a former cabinet member under Mexican President Vicente Fox, has been actively involved in the program, promoting credit union services on both sides of the U.S./Mexico border. The origin of the Juntos Avanzamos program is a prime example of the relationship building that is slowly, methodically taking place behind the scenes to secure the trust of Mexican immigrants for their financial services. Linda Webb-Manon, Texas Credit Union League's communication director, who heads up the organization's Hispanic outreach program, recounts this story: “Juan (Hernandez) and I were having a conversation one afternoon about what would be the next phase of our outreach, and he was telling me about a program they did in Mexico. President Fox had challenged rural communities in Mexico to build their infrastructure and once successful, he would visit that town and hand them a white flag in front of their city hall. I really liked the idea and thought the concept would work here; thus, Juntos Avanzamos was born. “Our program works in a similar way,” Manon continued. “Credit unions have to meet certain criteria in order to earn the designation as a “capacity-to-serve credit union.” Once approved, they earn a flag, just as the cities did in Mexico.” To qualify for the designation, credit unions must complete a rigorous seven-part application that asks them to demonstrate their understanding of and their capacity to serve the Hispanic market. Credit unions must supply information on operations, products, demographics, strategies for serving, and board/staff support relative to this initiative. Staffing bilingual tellers, maintaining a physical presence in the Hispanic community, and providing international remittances and financial education are mandatory requirements. Applicants must score 80 out of 100 points to earn the designation. A committee carefully reviews every application to ensure that an applicant has three “C”s: capacity, compassion and commitment to serve, and that it can sustain a program. League staff does not review applications. Juntos Avanzamos credit unions are eligible to apply for grant dollars through the Richard L. Ensweiler Fund to further support Hispanic outreach programs such as financial education workshops, home buying seminars, participation in community events and financial wealth building initiatives. “Credit unions have seen the importance of doing business with Hispanics. On the other hand, it's important to serve them,” Hernandez said. “Western Union has seen the benefit of doing business with Hispanics. Have they served them? That is debatable. Credit unions were established to serve. Credit unions have it in their blood. “Sometimes there is resistance about undocumented immigrants, but even with documented immigrants, up to 50% don't have checking accounts. That makes them susceptible to exorbitant fees at check cashing outlets, robbery, and even murder. At credit unions, these people can get many services free.” Credit unions must earn the Juntos Avanzamos flag for their financial service to Hispanics, just as cities in Mexico earned the white flag for building their infrastructures. Designed by the league's Marketing Resources Department, the flag incorporates the same green color found in the Mexican flag. The logo is similar to World Council of Credit Unions' logo, expressing an openness to international cooperation. The globe is turned to spotlight the U.S., Mexico, Central and South America. “There is a spirit 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 created specifically for immigrants, but this translation works.” Hernandez says his business partnership with the league has provided a balanced approach to building financial relationships in Hispanic communities. “My position is `just open the doors' at the credit unions to Mexican immigrants. Linda will rein me in, saying we don't want to drive consumers in until the credit unions are ready to serve those members, because they won't come back.” Manon was quick to credit TCUL CEO Dick Ensweiler for his passion and belief in the program and the league's International Relationship Committee for their devotion to this project. “The committee has given so much of their personal time. Their insight, experience and knowledge was very helpful as we developed the criteria for capacity-to-serve credit unions.” Committee members are: Charis Ewing, Associated CU; Gina Prince, Coastal Community & Teachers CU; Luis Acuna, Velocity CU; Maria Martinez, Border FCU; Randall Dixon, Energy Capital CU; Roel Ornelas, City CU; Sheila Jo Wojcik, University FCU; and Yvonne de la Rosa, San Antonio FCU. “We want to build the Juntos Avanzamos program across the state and we've had interest from other leagues in taking the program to their states. In addition, another handful of Texas credit unions has initiated the application process for the Juntos Avanzamos designation,” said Manon. Linda Webb-Manon will present an information session on the Juntos Avanzamos program Monday, Feb. 27 at the CUNA Governmental Affairs Conference to interested credit union leagues. [email protected]