Summary
Many US credit unions have a significant number of members - or potential members - who speak Spanish. The marketing teams at these CUs know they need to reach out to Spanish-speaking populations if they really want to serve members and help their institutions grow and thrive. Southern California is heavily Hispanic, so $390 million SCE Federal Credit Union (www.scefcu.org), Irwindale, CA, with 120 FTEs, has tried to make sure its services aren't lost in translation. Chief Operating Officer George Poitou says the 40,000-member CU's call center has an automated distribution system that allows users to select Spanish instead of English. Most marketing efforts are duplicated in Spanish. Parts of SCE FCU's Web site are in Spanish, including some financial education documents. Internal documents such as loan contracts are translated, too.
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Many U.S. credit unions have a significant number of members-or potential memberswho speak Spanish. The marketing teams at these CUs know they need to reach out to Spanish-speaking populations if they really want to serve members and help their institutions grow and thrive.
$140 million Charlotte Metro Credit Union (www.cmcu.org) in Charlotte, N.C., has a community charter in an area where the Mexican-American community "has just exploded within the last five years," says VP/Marketing Deb McLean, a CUES member. McLean says the CU, with 30,000 members and 60 full-time equivalent staff members, is in the process of redesigning, rebranding and translating its brochures and flyers into Spanish to serve these new immigrants.Mea...See the full content of this document
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