Richly Diverse Hispanic Serving Our Community

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Serving Our Border Community
Southwest Regional Conference

Presented by Harriet May, President and
CEO GECU El Paso, Texas December 4, 2006
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El Paso, Texas - Snapshot

• Southwest border of Texas/Mexico
• Population 700M
• El Paso/Juarez population 2 million
• 81 Hispanic
• Median family income 35,432
• Source U.S. Census Bureau, March 2000

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GECU - A Snapshot

• 1.2 billion in assets
• 262,000 members
• More than one in three El Pasoans a member
• 10 locations and 24 ATMs
• Celebrating 75 years in 2007

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Erase the Stereotypes

• Hispanics ? low income ? inability to buy
• Buying power of 35 million expected to reach over
  1 trillion by 2010
• Average HH income on the rise
• 1980 - 14,712
• 1999 - 35,000
• Hispanics will pay where they perceive value
• Up to 38 dont have relationship
• with a financial institution
• Source U.S. Census Bureau, March 2000

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Embrace our Community

• Rich, diverse culture
• Heritage, religion and family
• Steeped in tradition
• Want better life for children
• College degree
• Better job/more money
• Better status

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Embrace our community

• Money matters held close
• Fear/distrust of US financial system
• Cash-driven
• Control, bucketeers

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Open the doors to new members

• Expanded acceptable forms of ID
• Matricular Consular of Mexico (No. De Folio)
• Alien Immigration Card (with number and
  signature)
• Visa/Border crosser card
• 20 to open share account

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We are our community

• Our staff reflects our community
• 83 Hispanic
• Majority fluent in Spanish
• Understand and embrace culture its ours!
• Majority of Board of Directors Hispanic

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Meeting the Needs

• Large branches avg. 10,600 square feet
• Products that meet needs of our community
• Deposits
• Free checking
• Christmas Club
• No Excuse Savers Club
• Round-Up Savings
• IDA Programs

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Meeting the Needs

• Loans
• Lower credit score thresholds
• Lower loan amounts
• Medications Doctors bills
• Dentures
• Helping family members
• Funeral expenses

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Meeting the Needs

• Mortgage loans
• Partnership with FNMA
• Expanded Approval Loans
• My Community Loans
• Alt A Loans
• Bond Money Programs
• Affordable Housing CUSO
• Grants to offer IDAs
• 204 Assisted Housing loans through CUSO totaling
  11 million

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Meeting the Needs

• Credit Cards
• MasterCard First
• Family Account MasterCard

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Meeting the Needs

• IRnet (International Remittance Network) through
  VIGO
• Mexico is our top destination for wires
• Average 77 wires/month
• Average amount 350
• Not an overnight sensation

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Education

• First Time Homebuyers Seminars English and
  Spanish
• Nearly 5M attended Financial Education Seminars
  through CUSO
• Housing counseling for nearly 3M through CUSO
• VITA Sites Tax prep coalition managing partner
  for 22M totaling 33 million
• High Schools
• UTEP and EPCC

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Education

• Retirement communities/adult day care centers
• Media outreach
• Radio shows
• GECUs Savings Challenge 07

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Marketing

• Communicate using benefits attractive to our
  community family, value, relationship
• Most materials in English and Spanish
• Use Spanish dialect familiar to our area
• Ads reflect diversity of our community in photos,
  type fonts, colors

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Community Involvement

• Sponsor local events
• Employees active in many charitable and
  church-related activities
• Involved with high schools and colleges
• Neighborhood block walks
• Not just money participation

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Summary

• Knowing and understanding our community
• Sincerity and long-term commitment
• Efforts are not packaged
• Members pay us before they pay anyone else
• Reward? Loyal members who teach GECU to their
  children who, in turn, become members themselves.

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• Thank you.
• Any questions?