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Kathy Chartier had many revelations during an onsite crash course in Mexican culture and credit union operations last September. Among the biggest: They're more involved in members' lives than US credit unions, says Chartier, CEO of $26 million asset Members Credit Union. Here are six ways to reach hispanics: 1. Give life to marketing pieces. 2. Celebrate nontraditional holidays. 3. Don't assume all Hispanic members are recent immigrants. 4. Consider sports marketing and sponsorships. 5. Rethink your lobbies. 6. Educate Hispanic members.

Kathy Chartier had many revelations during an onsite crash course in Mexican culture and credit union operations last September.

Among the biggest: "They're more involved in members' lives" than U.S. credit unions, says Chartier, CEO of $26 million asset Members Credit Union, Stamford, Conn. Plus, "they're adding members by leaps and bounds."

Chartier took part in the World Council of Credit Unions' Hispanic Marketing Immersion Program, which combines Spanish classes, visits to Mexican credit unions, and a home stay with a Mexican family. It exposes participants to cultural nuances and marketing tactics they can incorporate into their Hispanic outreach efforts ("Seeds of hope," p. 28).

Mexican credit unions "go to great lengths to involve members," agrees Winona Nava, CEO of $80 million asset Guadalupe Credit Union, Santa Fe, N.M. That includes providing medical-care vouchers for members meeting account balance requirements, offering prize-based savings, and holding annual meetings for individual branches.

Six other insights participants gained:

1. Give life to marketing pieces, says Caite Blount, vice president of student lending for $1.4 billion asset Texas Dow Employees Credit Union, Lake Jackson. Use more color and imagery, and less text. "Use real people-attractive people, but not professional models," she says.

2. Celebrate nontraditional holidays, such as Mother's Day and Father's Day, Blount advises.

3. Don't assume all Hispanic members are recent immigrants, says Stephanie Sherrodd, Texas Dow Employees' senior vice president of diversified services. "That's a small percentage of the overall Hispanic market, especially in Texas," she notes. "Many people who identify themselves as Hispanic have been here for multiple generations and are primarily English-speaking. But the culture still resonates."

Therefore, marketing materials should incorporate appropriate subtleties so Hispanic members "feel like the marketing is talking to them," Sherrodd adds.

4. Consider sports marketing and sponsorships, advises Rohan Kothare, assistant branch manager for $930 million asset University Federal Credit Union, Austin, Texas. Soccer is wildly popular in Mexico, and many credit unions there sponsor regional teams and have related mascots and cheerleaders.

5. Rethink your lobbies. Guadalupe, for example, opened a branch that has an open design, extra seating, a television, and a "take a number" queuing system, Nava says, much like many Mexican credit union lobbies.

6. Educate Hispanic members. "The average person in Mexico doesn't have a checking account," Nava says. "Education is needed to help [Hispanic members] understand the U.S. financial system."

"You don't need to jump in with a full-blown program," Chartier says. "You can [take] small steps, but commitment from management and a Spanish-speaking, bicultural staff are key. Hispanics are the fastest growing segment of our population. We believe they're key to continuing credit union growth and success in the U.S."

Get more Hispanic marketing insights at CREDITUNION magazine.com