TCUL contents - Cornerstone Credit Union League
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TCUL contents - Cornerstone Credit Union League
TCUL cover_build.qxp 3/30/06 L 2:23 PM Page C1 NESTAR Perspectives The Official Publication of Texas Credit Union League Spring 2006 Diversity The Impact on Texas Credit Unions Immigrants: Your Future Savers, Borrowers and Investors | Small Credit Unions and the Challenges they Face Financial Design 3/27/06 5:30 PM Page C2 TCUL contents 3/30/06 10:37 AM Page 1 Contents TEXAS CREDIT UNION LEAGUE EDITORIAL Managing Editor, Linda Webb-Mañon, Associate Editor, Allison Castle Contributing Writer, Allison Griffin Contributing Writer, Lucinda Rocha ADVERTISING Advertising Sales Director, Rick Grady Account Executive, Tom Hodge Advertising Design Director, Steve Stovall 14 BUSINESS Chief Operating Officer, Bob Gallman Communications Administrator, Mikki Stokes Subscription Coordinator, Sue Epperson HOW TO REACH US Mail 4455 LBJ Freeway, Suite 1000 Farmers Branch, TX 75244-5998 e-mail: [email protected] Web site: www.tcul.coop <http://www.tcul.coop> Main Office: (469) 385-6414 (800) 442-5762, Ext. 6414 Editorial: (469) 385-6486 Advertising Sales: (469) 385-6485 Advertising Design: (469) 385-6473 Subscriptions: (469) 385-6483 Letters to the Editor: [email protected] LoneStar Perspectives is a quarterly publication of the Texas Credit Union League (TCUL) and is offered to TCUL-affiliated credit unions as a dues-supported service. If you are not an employee or volunteer of a League-affiliated credit union and would like to subscribe to this publication, an annual subscription rate of $20 is available. LoneStar Perspectives is a trademark used herein under license. Copyright 2006 by Texas Credit Union League. All rights reserved. FEATURES 14 Immigrants: Living in the Shadows of Financial Mainstream. These are your future savers, borrowers, and Investors. By Linda Webb-Mañon 18 Diversity On The Board A critical issue facing organizations today with volunteer boards. By Linda Webb-Mañon 22 Choate, Arnold The latest inductees into the Texas Credit Union Hall of Fame. By Linda Webb-Mañon MAGAZINE PARTNERS DIRECTOR of CUSTOM PUBLISHING Kristen Bohn ART DIRECTORS DEPARTMENTS 2 Brian Smith Kelly Ryan Murphy 3 BUSINESS DEVELOPMENT DIRECTOR 4 Lindsay Thomas ACCOUNT SERVICES DIRECTOR Shaneen Romero HOW TO REACH US 4311 Oaklawn Avenue, First Floor, Dallas, Texas 75219 www.magazine-partners.com 214.939.3636 LONE STAR PERSPECTIVES IS DESIGNED BY MAGAZINE PARTNERS, 4311 OAK LAWN AVENUE, DALLAS, TEXAS, 75219. COPYRIGHT 2006 BY LONE STAR PERSPECTIVES. ALL RIGHTS RESERVED. Products and Services News: Marketplace Trends Charting a New Path. By Allison Griffin 8 News: Advocacy Bill Power. By Allison Castle 10 Philosophy in Action The Truth Behind Addictions. By Linda Webb-Mañon PREPRESS COORDINATOR Chris Mulder 12 Electronic Payments. By Scott Wagner PRODUCTION MANAGER Missy Saunders Letter from the Chairman By Robert Sheppard 12 Philosophy in Action Empowered. By Curtis Collins 24 Professional Development Achieving Goals. By Lucinda Rocha 25 Professional Development Focus on Education & Training. By Tonya Farmer 26 Small Credit Union Working Together. By Allison Castle 28 Small Credit Union: Operations The Right Stuff. By Paul Montoya 29 Regulatory The Basics. By Christiane Gigi Hyland 32 The Roundup SPRING 2006 ★ TCUL 1 TCUL chairman letter 3/30/06 2:25 PM Page 2 Robert Sheppard Chairman, TCUL Communications Advisory Committee What a pleasure it is to work with the communications “Dynamic Trio” of Linda Webb-Mañon, Allison Castle and Allison Griffin. Their team work and organizational skills are a pleasure to observe. This is an exciting time for the Communications Advisory Committee, comprised of Vice Chair James Boyd, Mark Arnold, Kathy Crim, Kim DeLeon, Susie Habegger, Sheleah Hughes, Ross Irvin, Pam Rohus, Gary Williams, John Worthington, and Barbara Stephens. We hope that you enjoy this new publication, which is the product of many hours of research, discussion and brainstorming. Our objective is to put into your hands a first class magazine on a quarterly basis. Our focus will be on the issues that matter to all credit unions. Our desire is to provide you with information that is both timely and interesting. Whether you are looking for updates on legislative issues, guidance on regulatory requirements, hints on perfecting your operations, or highlights about credit union heroes, this is your magazine. This is a forum for sharing information and front line stories to benefit all Texas credit unions. We hope that you find value in this new publication and look forward to hearing what you think. With kindest regards and best wishes, I am Your friend, 2 TCUL ★ SPRING 2006 TCUL products 3/27/06 1:53 PM Page 3 By Scott Wagner Executive Vice President of TNB Card Services Products and Services Electronic Payments Looking into the Future T HE PAYMENTS INDUSTRY HAS SEEN DRAMATIC changes in the last few years with the decline of paper-based payments such as cash and checks and an increase in electronic payments. Paper based payment volume has declined a total of 21 percent over the last several years while electronic payment volume has increased by 47 percent. Electronic payment volume accounts for almost half of the total payment volume today and will increase dramatically over the next several years. The explosive growth of new payment options has impacted the way consumers prefer to pay today and will continue to do so in the future. Ranging from everyday shopping, paying utility and mortgage bills, to online shopping and purchases at quick service restaurants, consumers are using a wide array of electronic payment options. Consumers are increasingly using, and merchants are accepting, credit cards, debit cards, gift cards, and prepaid cards for their everyday transactions. The new generations of maturing consumers want easier and faster methods of paying their bills so tomorrow’s payment products will not be card based alone, but instead may originate with a cellular phone, personal digital assistant, key fob or MP3 player. Younger consumers have grown up around electronics and are accustomed to the high-tech world, so they will expect credit unions to offer and support more technologically advanced products in order to win their business. The payment options that will develop rapidly and be most in demand will be those that benefit both the merchant and the consumer. Contactless cards are a great example of this kind of innovation. Consumers like using this product because it speeds up and simplifies the payment process. Retailers understand that contactless cards expedite checkout lines and people tend to spend more when they make purchases using cards. We will also see an increasing emphasis on using payment products in non-traditional segments such as the healthcare industry. Health Savings Accounts and Flexible Spending Accounts are two examples of card-based solutions that leverage established point of sale networks for routing healthcare payments. The authorization networks ensure patients are registered participants within an active healthcare plan. These products leverage existing payment infrastructures to drive new and valuable efficiencies into the healthcare system. The challenge for the industry will be to provide new payment options, like those mentioned above, in a secure environment. The technology to support new payment options will require credit unions to employ more sophisticated tools to manage the complex payment systems and growing risks. Each new payment product offers criminals a new opportunity to defraud your credit union and your members. With convenience driving the payment choice for most consumers, credit unions must find a way to balance security and ease of use. Security programs like neural networks provide the best protection when managed by professionals who understand the intricate relationships between valid transactions and those that may be fraudulent. Industry-wide fraud currently represents only five to six basis points of total credit card sales volume and continues to decrease (as a percent of sales) as more and more preventative tools are deployed. While this is a small percentage of total sales, it is a problem that must be addressed consistently and aggressively as the volume of electronic payments grow. Techniques like phishing, pharming, and skimming are causing many restless nights for security managers worldwide. And recent security breaches and escalating reports of ID theft have consumers questioning the safety of their personal data more than ever. These increasing occurrences of data compromise are certain to garner support for legislative action that could change the way payments are processed and the way cardholder information is managed and stored. Future payment products will bring new levels of security to credit unions and their members. Biometric readers embedded within a card are one such example. All of these new security technologies and products will require a more complex infrastructure that not all payment servicers will be equipped to manage effectively. Some credit unions do not have the scale, necessary technology or personnel resources to mitigate these issues, so choosing a payment provider that can provide this expertise is critical to them meeting future business objectives. Payment processors must be able to offer credit unions the risk management tools and personnel expertise to address these issues. Consumers are demanding more diverse payment options that are easy to use and convenient while providing higher levels of security for their personal information. In order to remain competitive, credit unions must focus on the broader payments industry and expand their value proposition beyond just credit and debit. At the same time, they need to manage their fraud exposure using state-of-the-art systems. As the electronic payment landscape continues to evolve and gain speed, credit unions must identify a partner who can provide these new types of products and help them remain competitive in the marketplace. ★ SPRING 2006 ★ TCUL 3 TCUL challenges & opps 3/28/06 11:55 AM Page 4 News By Allison Griffin Contributing Writer MarketplaceTrends Charting a New Path The Challenges and Opportunities of a Growing Field of Membership I T ’S BEEN NEARLY 100 YEARS SINCE THE FIRST CREDIT Union was born in the United States. Founded so people from all walks of life could pool their resources and have access to financial services, credit unions were built around select employee groups—or SEGs. Back then, it was easy to connect with the membership. After all, members worked at the same factory or attended the same church, and with many credit unions located right on site, it was nearly impossible for members NOT to know about their financial institution. 4 TCUL ★ SPRING 2006 Fast forward to today’s fast-paced, multi-media society. Even as credit unions have grown and diversified to meet the demands of America’s growing and increasingly diverse population, they have remained true to their core mission to serve. However, achieving that level of personal service and connecting with members is not as easy as it was once upon a time. Why Change At All? Why would a credit union want to leave its comfort zone and chart a new path of growth? For many, the reason is simple: they want to extend the “people helping people” philosophy to those who otherwise may not have access to affordable financial services. Others seek growth in a mem- TCUL challenges & opps 3/27/06 5:27 PM Page 5 bership that has been relatively flat. Others are forced to change because their SEG sponsor is pulling out of town. Whatever the reason, the decision to expand the field of membership presents many opportunities. Opportunities to help more families achieve their dreams and opportunities to help educate the larger community about the credit union difference. So how does a credit union determine how to expand its field of membership to tap into those opportunities? Adding SEGs That was the dilemma that faced Shawn Bailey, president and chief executive officer of AMOCO FCU (Texas City), and its board of directors, as their 65-year-old credit union sought to evolve and to reverse several years of stagnant membership growth. After consid- ering a variety of options including conversion to a community charter, the credit union’s board of directors ultimately opted to stick with its SEG roots and focus on adding more SEGs to the field of membership. “Ultimately, our decision came down to our core values,” explained Bailey. “We wanted to maintain a common bond among our members. In a way, we believe that gives us a competitive advantage… the common bond makes us different.” So AMOCO FCU set out to add more groups to its membership. Getting there required the credit union to make some changes and be creative. “Once we made that decision, it was obvious that we needed to do a much better job of recruiting SEG groups to add to our field of membership,” said Bailey. “We changed our staffing and added two SPRING 2006 ★ TCUL 5 TCUL challenges & opps 3/27/06 5:27 PM Page 6 business development officers who had their work cut out for them. There is not a lot of new business or manufacturing coming to this area, so we had to look beyond the usual parameters.” Through research, the credit union saw opportunities in new residential developments springing up around town and began to approach homeowner associations. “This is consistent with our core vision of building memberships It’s imperative among people who share a bond,” to know your said Bailey. “However, because these are not employer groups, our current members traditional focus on direct deposit and to get to and internet services does not really know the people apply. We have to focus on convenyou want to ience if we want to attract new members and keep them happy.” become your Going Community members. Who are they? What makes them tick? How do they get their information? Is your credit union equipped to handle their needs? Other credit unions have opted to convert to a community charter in order to access thousands of additional people in a given geographic area. One credit union that jumped on the community charter bandwagon long before there was a bandwagon was Texoma Community CU (Wichita Falls). Originally started in 1953 to serve the National Federation of Federal Employees, the credit union soon expanded to serve the civilian employees of Shepherd Air Force Base. Over the next few decades other credit unions continued to merge in, until the regulator finally suggested that it would make sense to become a community charter. In 1984, that is what Texoma Community did. Today, the credit union serves members in 11 counties. “We are the credit union for people in tornado alley,” muses Wayne Mansur, Texoma’s president and chief executive officer, who says it is much more challenging to connect with a more diverse membership whose common links are geography and weather. Member Loyalty vs. Pure Economics One of the downsides of a growing field of membership is the loss of member loyalty. Tom Hodge, TCUL’s vice president of sales and marketing, says the loss of loyalty is one of the biggest shocks for credit unions he’s advised over the years. “When you start taking in people from the community or adding a whole slew of new SEGs, you lose a lot of the loyalty factor,” notes Hodge. “It goes from that tight feeling of ‘we’re all in this together’ to ‘we don’t care about the name on the building…just give us the best deal.’” Mansur agrees. “I’m sorry to say it, but member loyalty does not exist in a community credit union’s dictionary,” says Mansur. “Consumers will switch for convenience and shop for basis points. We are 6 TCUL ★ SPRING 2006 perceived as just another financial institution vying for their attention. There is a very limited sense of ownership.” Credit unions like Mansur’s are not throwing in the towel on building member loyalty, however. “We seek to educate our members and create a connection with their credit union,” explains Mansur. “We try to encourage our indirect borrowers to take advantage of our other services. But it’s an uphill battle. If we get even 10 percent of them, we feel like it’s a success.” Reaching A Different Kind of Member Without having all its members working at the same employer or even in the same industry, how does a credit union connect with its members and potential members and educate them about the credit union difference? First, it’s imperative to know your current members and to get to know the people you want to become your members. Who are they? What makes them tick? How do they get their information? Is your credit union equipped to handle their needs? Both Bailey and Mansur agree that reaching out to an increasingly diverse membership requires new approaches—and significant resources. “One of the first changes we made right off the bat was in marketing and reach,” says Bailey. “For many years, we relied solely on our newsletter to do our communicating. Now we are venturing into new mass marketing and advertising strategies to communicate our message to a larger audience. These strategies cost a lot of money.” Mansur adds, “As a community charter, we spend a significant portion of our budget in community awareness and mass media campaigns. It’s expensive, and it’s difficult to know which media channels are the most effective. That’s why it’s critical to have a good marketing director.” Be Prepared to Change Your Ways Reaching out to new members often goes beyond simply changing the marketing and communication program. It may require new services or additional facilities. AMOCO FCU, which has had one office for six decades, has embarked on a plan to build three new branches in the next five years in order to provide convenience for its growing membership among different neighborhood associations. It may require an ambitious community involvement program to help elevate the credit union’s profile in the larger community. It may even require a name change and complete overhaul of the credit union’s brand, in order to appeal to those who have no connection with the decades-old, sponsor-based name. Wake Up to the Risk Reality While many of the changes that come with a changing membership are positive and propel a credit union to a new level of service, other changes are not. Some credit unions are caught off guard by the dramatic differences between their traditional SEGs and the general public. “There are a whole lot fewer headaches with staying a single sponsor credit union,” Mansur admits. “When you expand, you subject yourself to significantly increased risk and liability. For TCUL challenges & opps 3/27/06 5:28 PM Page 7 example, we had a delivery person we’d come to know casually and we opened an account with her. Though she seemed nice enough, we learned that she had a check kiting operation going. When we caught on to her scheme, she had no sense of obligation to us because it wasn’t her employer’s credit union. We’re still trying to collect the $5,000 she owes us.” Kathie Wood, president and chief executive officer of Member Preferred FCU (Saginaw), says her credit union learned the hard way about the need to really examine the characteristics of the people being targeted for membership and plan for procedural changes before venturing down the path to expansion. Her credit union added an underserved community to its field of membership in 2002 and has been learning lessons ever since. “Our credit union was used to dealing with a stable membership base, where we had payroll deductions on most members and saw very few bankruptcies and repossessions,” says Wood. “When you open up to a whole segment of the population that has a lot more job turnover and less financial stability, it can be a real wake up call.” Wood explains, “In 2004-2005, we had more charge-offs than we had experienced in our other 70 years combined. We realized we were really putting ourselves at risk.” Wood said her credit union “had to change our loan policies big time” and had to start working at collections “a whole lot harder.” In addition, Member Preferred FCU is in the midst of a massive net-worth restoration plan because the charge-offs knocked the credit union below the minimum net-worth ratio. “We are a very small, but very determined credit union,” Wood says. “While some may say it’s time to merge into a bigger credit union or dissolve completely, we are doing everything we can to work through this.” She warns others to do their homework before jumping into unfamiliar territory. To Expand or Not to Expand: That is the Question While most credit unions have not weathered the kind of storm that Member Preferred has, any type of change has its challenges. However, the opportunities for growth and further outreach into the community remain very attractive for many credit unions. When it comes to deciding what type of membership a credit union will serve, Mansur says there is not a right or wrong way; just different ways. “Operating a credit union is a journey,” he says. “When you come to a fork in the road, take one. It does not matter which path you take—either one will have its benefits and its challenges. Anticipate what lies ahead, then manage whatever comes your way. You may end up taking the longer route to get where you want to go, but eventually you’ll get there. “The key is not to look at the grass on the other side and say it’s greener,” concludes Mansur. “Realize the people on the other path are probably looking at your grass and saying the same thing.” ★ Be aware of check kiting operations. When you expand, you subject yourself to increased risk and liability. SPRING 2006 ★ TCUL 7 TCUL News_Advocacy 3/30/06 2:28 PM Page 8 By Allison Castle TCUL Communications Director for Advocacy Bill Power Legislative decisions can impact the way you do business. I N TEXAS, OUR STATE LEGISLATURE MEETS ONCE EVERY TWO years for about five months. Lawmakers can, and have been called back to Austin at the Governor’s request to tackle important and pressing issues that were not resolved during the regular session. Credit unions both as financial institutions and as not-for-profit cooperatives have numerous issues to watch for during any given legislative session, regular or special, as well as during the interim. Since 2003, Texas lawmakers have convened for two regular legislative sessions and six special sessions. Each regular session lasts for a maximum of 140 days and special sessions no longer than 30 days each. “The Texas legislature has the power to help or hurt your credit union's operations each and every called session by the 8 TCUL ★ SPRING 2006 laws they enact,” explains Buddy Gill, Texas Credit Union League (TCUL) chief advocacy officer. “The most recent example has been the fight over public school finance reform, which contains elements of both higher taxes and property tax reduction.” TCUL operates a full time advocacy department, comprised of attorneys and in-house lobbyists who closely monitor issues, ideas and legislation that could potentially impact credit unions. “Every session thousands of bills get filed, and while only 25 percent ever become law, TCUL must vigilantly review them all to determine any potential impact on the 569 TCUL-affiliated credit unions in Texas,” says Suzanne Yashewski, vice president regulatory, compliance, and legal affairs. According to Yashewski, TCUL tracks the progress of legislation and is prepared to educate members on matters specific to credit unions, as well as more general issues such as federal preemption. She notes that because even a well-intended bill can TCUL News_Advocacy 3/27/06 1:34 PM Page 9 have unintended consequences, TCUL often provides input by drafting amendments to bills as they move throughout the process. In 2005, TCUL closely monitored more than 500 bills that could directly impact credit unions. This number could get even higher. Consider, in 2005, 5,484 bills were introduced by both the Texas House and Senate, and just 10 years earlier that number was 4,957, according to Texas Legislature Online, Legislative Statistics. “There are many points of entry for legislation that can affect credit unions,” says Jeff Huffman, TCUL vice president for governmental relations. “The House Financial Institutions Committee led by Rep. Burt Solomons and the Senate Business and Commerce Committee led by Sen. Troy Fraser are primarily charged with dealing with issues involving the state's financial institutions. However, TCUL must monitor a large number of other committees that also have jurisdiction on issues that can impact credit unions, involving issues such as ID theft and data security like the House State Affairs Committee and many others.” Huffman explains that having close relationships with lawmakers is imperative, so that before hearings or committees meet formally, there is a dialogue about what is coming down the pike. Lawmakers want to understand the credit union position and when fully briefed, can act accordingly in drafting opposing legislation. Further, according to Gill, having a close relationship with lawmakers not only helps credit unions today, but can prove useful tomorrow. “As we have seen, often Texas state lawmakers “move up” over time to Congress. Congressmen Ralph Hall, Kevin Brady, and Kenny Marchant are just a few examples. Building those relationships at the local level as their careers grow benefits all credit unions,” Gill said. No doubt that even when not in session, Texas lawmakers are hard at work, as is TCUL’s advocacy department. “TCUL must work between sessions as interim studies are conducted, to monitor and provide input,” says Carolyn Merchan Saegert, TCUL legislative and compliance counsel. “It is often during this time that we can have the most influence while working with lawmakers, as well as propose constructive solutions that can be the basis for future legisla- tion.” Interim studies allow an “airing out” of issues giving all parties more time to study and to have an impact if necessary. What the Texas legislature does can ultimately impact all credit unions—state and federal chartered. Gill says that state-chartered credit unions care very much what the Texas legislature enacts. While federal credit unions are governed by federal law, if state law does address a subject that the federal law is silent on, it is possible that the state law can be interpreted to apply to federal charters too. This gives our federal charters a stake in our state legislature. In the larger sense we also want to promote the dual charter system to lawmakers as “a race to the top,” and to seek parity whenever possible so credit unions have the powers they need to serve their members. With another special session on school finance on the horizon, Texas credit unions can sleep soundly knowing that TCUL and its advocacy team remain actively engaged and will continue to monitor issues of importance to our industry, our not-for-profit credit unions and their more than seven million members. ★ SPRING 2006 ★ TCUL 9 TCUL PIA_Truth 3/28/06 11:57 AM Page 10 Philosophy in Action By Linda Webb-Mañon TCUL Communications Director The Truth Behind Addictions Learning to recognize addictive behavior can go a long way towards making sound financial decisions. A DDICTION…MOST PEOPLE WHO HEAR THE WORD addiction relate it to someone dependent on drugs or alcohol. If you look up addict in the Webster’s Dictionary, it is defined as someone who becomes physiologically dependent on a drug. According to psychologist Susan Fletcher, PhD, that drug could be alcohol, narcotics, smoking, drinking, gambling, eating, and even shopping. While once taboo, addiction now has a face. Addicts are no longer thought of as deviants, unwilling to conform to society’s rules. Perhaps the compelling documentary series, Intervention, has helped increase awareness and understanding of the complexities of addiction. Maybe it has even motivated society to be more compassionate toward those who are battling with their addictions. Fletcher says people engage in addictive behaviors as a way of coping with feelings and situations with which they cannot otherwise cope. While no one human being is alike and every addiction is fueled by unique circumstances, Fletcher says addicts—regardless of the addiction—share some common characteristics: • Poor problem solvers • Inability to understand the long-term consequences of their decisions 10 TCUL ★ SPRING 2006 • Accountability issues, the inability or unwillingness to take responsibility for their actions • Unable to be honest with themselves or others “People with emotional intelligence, are better equipped to manage themselves and their behaviors. They are more in touch with their emotions; understand how emotions fuel certain destructive behaviors and because of this, they are able to better regulate themselves,” says Fletcher. “Addicts on the other hand do not see the connection between emotions and behavior. They seek to numb their emotions through their addictive behaviors.” Fletcher speculates that a lot of consumer overspending is due to emotions. It could be that a parent is trying to overcom- Concerning, but certainly not surprising, Americans today aren’t saving. In fact, the personal savings rate dropped below zero percent in 2005—it hasn’t dropped that low since the Great Depression. pensate for their feelings of inadequacy as a parent by overindulging their children with material things. Or perhaps a woman struggling with self-image issues overspending on clothes and beauty products to make herself feel better. It could also be a man who feels he is not measuring up professionally, TCUL PIA_Truth 3/29/06 1:25 PM Page 11 so he embellishes his reality—this could be something as small as picking up an extensive lunch tab to impress his peers. Examination of consumer debt levels might cause one to question what is fueling excessive consumer spending—perhaps Fletcher’s speculation is on target. According to the Federal Reserve Board, U.S. consumer debt has reached staggering levels with revolving debt increasing from $124.4 billion in 1985 to nearly $800 billion in 2005. The average American household reportedly owes well over $8,000 on their credit cards. Concerning, but certainly not surprising, Americans today aren’t saving. In fact, the personal savings rate dropped below zero percent in 2005—it has not dropped that low since the Great Depression. Clearly, Americans are spending far more than they’re earning and falling deeper into debt. Jill Pharr, executive director of the Texas Credit Union Foundation (TCUF), tends to agree with Fletcher on what is fueling this spending frenzy. “We all make financial choices based on emotions—it's human nature,” says Pharr. “Certainly, many of our financial habits are set early in life. Watching our parents, as well as exposure to media and cultural influences, defines our emotional ‘wants’ and these ‘wants’ often become confused with ‘needs’.” Pharr says understanding basic financial management principles and working from a plan (or budget) can help take some of the emotion out of these decisions, as well as help us to make wiser choices, financially. Fletcher adds that people also need to learn and recognize what triggers their irresponsible spending. For example, if you have a confrontation with a loved one or a colleague, do you find yourself in the mall buying something you really don’t need? By identifying what triggers emotional spending, Fletcher says you are better able to manage and control the problem. “It has been my experience that people with addictive tendencies do things because it feels right, not because it’s right,” says Fletcher. “The problem is, when they commit the act, they fulfill that need for instant gratification. They were not concerned about the consequences of their actions. Unfortunately, the emotions usually felt afterwards include anxiety, guilt and regret—certainly not positive emotions.” The first step in overcoming any addiction, Fletcher says, is admitting that you have a problem. While most patients do not come to her for help in overcoming poor spending habits, Fletcher says therapy usually reveals that overspending is a response to a bigger emotional issue. If a parent has a problem with spending, Fletcher says it’s important that they be honest about the severity of the problem and nip the problem in the bud because the bad habit can easily be passed on to their children. That is exactly why Pharr says TCUF has such a strong focus on financial education, especially in the schools. “We want to ensure that young people are able to distinguish between necessities and material desires,” Pharr says. “By learning these important lessons early on, they will be better prepared to make sound financial choices.” ★ SPRING 2006 ★ TCUL 11 TCUL PIA_Empowerd 3/28/06 10:12 AM Page 12 Philosophy in Action Empowered! Building Credit Union Value in New Employees. C HANGE IS INEVITABLE—CHANGE IS GOING TO HAPPEN. And new credit union employees’ values, if not channeled and molded into the historic cooperative service culture of credit unions, will also change. From the Rochdale, England consumer cooperative begun in 1844, to La Caisse Populaire de Levis in Quebec in 1901, to La Caisse Populaire Ste. Marie in Manchester, New Hampshire in 1908, to credit union conversions to savings banks in 2005, 12 TCUL ★ SPRING 2006 By Curtis Collins Board of Director for JSC Credit Union the culture and values of credit union employees has been challenged. With each new generation, credit unions’ basic culture will continue to be challenged and if not continually reinforced—will change. Credit unions are first-and-foremost cooperatives that are member-owned. Individual credit unions’ values change as newer generations with different values and objectives join in that credit union family. They join not only as members, but also as volunteers and members of many credit union organizations including the board of directors. And their value change is transferred to our new employees in the type of services demanded and the way the credit union chooses to provide those services. Credit union business practices and service delivery channels are changing as member service demands change from “cash” to “credit card” to “electronic;” from knowing everyone who comes in once a month to conduct a transaction to the “beep” of a message waiting, or of an online transaction being completed by a member who does not want or does not have time to come to a facility; from brick and mortar transactions to on-line transactions to call centers; and the new multiple ways to transact credit union business. Members demand improved service delivery methods that are both changing and enhanced with technology development. Additionally, credit union members are more sophisticated and through the Internet and other devices look for the best financial deal that meets their needs. They are also normally members or customers of multiple financial institutions with each of these institutions offering a different portfolio of services and an individual “set of tools” for acquiring and using their services. Our members want the best, fastest, and easiest to understand deal NOW. Today, allegiance is to the best deal, and not necessarily the cooperative relationship. From the Credit Union National Association (CUNA) Environment Scan of 2006 our U.S.A. workforce is changing. We are more service oriented, with skilled workers in short supply. One-third of the workforce is over 50; baby boomers are now 60; more job opportunities are leading to applicants being more selective. One-half of the U.S.A. population is Latino; women are more vital and make major economic decisions for the family; and first time homebuyers under age 25 increased by 20 percent. Credit union management teams change as we see retirements and mergers. With one-fourth of our credit union presidents nearing eligibility for retirement, we will continue to see new management teams in place. Some of these teams will come from other financial organizations whose culture is not seeped in cooperative member service but in for profit. The focus on customer services in those organizations is driven by the bottom line, not necessarily the satisfaction of the customer. With all of the above challenges noted, credit unions continue to rank at the top in all annual financial surveys on membership satisfaction, including those conducted by TCUL PIA_Empowerd 3/27/06 11:43 AM Page 13 other financial organizations. Credit unions must position their future services and staff-to-member relationships that enhance and maintain this position. Credit unions must remain aware of new and innovative service delivery systems, maintain staffs that are customer focused, and develop programs that meet the needs and individual financial positions of our members. Several credit union The credit union management team of the president and all supervisors must hire employees who can accept and deliver customer service with value added. groups must step up to the plate to continue the current level of member satisfaction. First the credit union governance team of the board and president must establish a culture for their credit union that puts credit union values and member satisfaction first in all areas. They must develop strategic goals and plans that focus on key credit union values. From brand to tag line to policy statements, it must be clear to members and staff that credit union values and service are first here! Next, the credit union management team of the president and all supervisors must hire employees who can accept and deliver customer service with value added. There are numerous instruments such as the Gallup Strength Quest, which allows management to asses the strengths, capabilities, and desires of employees to find their best fit—and these should be used where possible. This team must develop innovative services, including loan and savings instruments that meet the expressed needs of their members. They must also eliminate as many levels of management as possible, and empower employees to make decisions that positively impact the member. They must establish controls and review techniques that ensure first class services and financial soundness go hand-in-hand; they must provide salary and benefit programs that make the best applicants want to work for their credit union and to stay until retirement. They must demand training programs that provide employees with all the information and skill they need to staff their position - and to feel comfortable in making key decisions; and they must establish accountability and rewards when employees implement and deliver a program resulting in total member satisfaction. Building historic credit union values in new employees will continue to be a challenge for all credit union management and staff. Membership open and voluntary; democratic control by one member –one vote; fair rate of interest charged on loans and paid on savings deposits; neutral on diversity and EEO issues; service to the member is primary motive for existing; on-going community financial education; cooperating with other cooperatives; and promoting social responsibility – your credit union values yesterday, today, and tomorrow. ★ SPRING 2006 ★ TCUL 13 TCUL immigration 3/27/06 1:39 PM Page 14 MAIN POINTS Hispanics are the fastest growing, diverse ethnicity in the U.S. By 2050, 30 percent of the entire U.S. population will be Hispanic. Rio Grande Valley, San Antonio, Houston, and Dallas/Fort Worth are among the top 10 U.S. Hispanic markets. By 2007, Hispanic purchasing power will top $926 billion. By Linda Webb-Mañon, TCUL Communications Director Immigrants: Living in the Shadows of Financial Mainstream These are your future savers, borrowers and investors. T HEY WIELD A PURCHASING POWER OF ABOUT $300 BILLION; YET HALF of America’s 20 million foreign-born Hispanics have no financial institution relationship. Instead, they live in the shadows, paying a premium price for the very basic financial services. Dr. Manuel Orozco, senior associate for the Remittances and Rural Development Program in Washington, D.C., says part of the problem is 14 TCUL ★ SPRING 2006 TCUL immigration 3/27/06 1:40 PM Page 15 Despite their low income, hispanics still have a demand for various financial services. SPRING 2006 ★ TCUL 15 TCUL immigration 3/27/06 1:40 PM Page 16 that financial institutions have been slow at servicing this market, and non-banking financial institutions have yet to offer value added products that fit the market preferences of this cohort. Because of their limited access to financial services, Orozco suggests that Hispanics are underserved as a market and marginalized as a social group. Few could argue that immigrants do in fact make a large contribution to both local and national economies. In 2002, immigrants made up 11.3 percent of the U.S. population, but 14 percent of the workforce. A study published by the Federal Reserve Bank of Dallas found that from 1996-2002, immigrants comprised 51 percent of the total growth in the labor force. In 2004, immigrants alone contributed $450 billion to the U.S. economy, according to the Inter-American Development Bank. “It is immigrants who often build our houses, cook our food and wash our dishes at restaurants, take care of our children, and just how much they would save by using a credit union as opposed to a fringe financial service provider, they would switch. “A 2005 study published by the Federal Reserve Bank of Philadelphia estimates that it costs individuals using check cashers and money orders to pay their bills as much as $789 per year for the very basic financial transactions,” Baddour comments. “If newly banked individuals are taught how to effectively manage an account, having an account at a credit union could save them over $600 per year in transaction costs—that is a substantial savings.” Interestingly, many immigrants believe the opposite—convinced that they just can’t afford an account at a credit union or other institution. Baddour believes this misperception could be caused by the fact that many immigrants open checking accounts and are not taught how to manage those accounts, and as a result, they overdraw their accounts or let their accounts drop below the minimum balance requirement and are assessed fees. Frustrated, “It is immigrants who often build our houses, cook our food and wash our dishes at restaurants, take care of our children, and pick or process the food we buy. They are also entrepreneurs in our communities,” ANN BADDOUR, SENIOR POLICY ANALYST FOR TEXAS APPLESEED pick or process the food we buy. They are also entrepreneurs in our communities,” says Ann Baddour, senior policy analyst for Texas Appleseed. Baddour points out that efforts are being made by credit unions and other financial institutions to bring unbanked immigrants into the formal financial service system, but acknowledges many recent immigrants do in fact remain outside of our banking system. The biggest challenge, she says, has been increasing awareness within the immigrant community—letting them know that there are financial institutions ready to open their doors to them. Greg Barnes of Unity One FCU (Fort Worth) would agree. Since the recent opening of their new branch in the heart of a predominantly Hispanic community, Barnes says the credit union continues to compete with the more costly pawnshops and payday lenders. “I really don’t believe that recent immigrants want to pay more for basic financial transactions, they just don’t know that there is an alternative available,” he comments. “And the challenge is that you can’t educate them through the traditional marketing channels.” To reach the immigrant community in Fort Worth, Unity One FCU has gotten creative with their marketing – using colors that are more vibrant and tweaking their messages to better suit the market. But their most valuable marketing tool hasn’t cost them a dime, only their time. “Community relations has been the key to our success and we’ve found that word of mouth is vital in this market,” Barnes adds. While Baddour is not surprised that financial institutions are having to compete against the more costly, non-traditional financial service providers, she believes if immigrants really understood 16 TCUL ★ SPRING 2006 they close the accounts, believing it’s just easier and cheaper to use the local check casher. TCUL partnered with Texas Appleseed a couple of years ago to conduct focus groups in immigrant communities throughout Texas. Findings revealed that it’s not necessarily that Hispanics have a negative view of the banking system in this country—in fact, Hispanics generally have positive views —they are just mostly unfamiliar with it, and in particular, unfamiliar with credit unions. Within the context of financial services for foreign-born Hispanics, Orozco says two important realities other than culture and language have shaped their preferences: • low-income socio-economic status • limited access to both banking and non-banking financial institutions “Although the incomes of Hispanic migrants have grown considerably in the past 15 years, Hispanic income is still below the national U.S. average, particularly when compared to other foreign born groups,” Orozco notes. “But despite their low income, they still have a demand for various financial services and products such as checking accounts, stored value products, international money transfers, insurance, mortgages, payments, and credit.” With regard to remittances, $20 billion dollars was sent from the U.S. to Mexico alone. While certainly a staggering number, Orozco says that represents only 20 percent of the remitter’s earnings, the remaining 80 percent is mostly spent in the U.S. Dr. Juan Hernandez, a former cabinet member in the Mexican government, author of the just released book, “The New American Pioneers: Why are we so afraid of Mexican Immigrants,” and credit union supporter, agrees that the average income for immigrants is TCUL immigration 3/27/06 2:23 PM Page 17 lower than non-immigrants, but says that will change over time. “It’s important to keep in mind that we are talking about a much younger population and therefore, they have the opportunity and certainly the potential for upward mobility,” Hernandez says. “Immigrants in this country are energizing our economy. They have a lifetime ahead of them for investing, saving and spending. And credit unions should be on the forefront of serving this market.” Lois Kitsch, director of special projects for the Filene Research Institute, agrees. “Credit unions should not wait to position themselves to serve the Hispanic market,” Kitsch says. “Doing so puts them far behind other institutions that have already recognized the benefit of attracting them as customers.” Indeed, Baddour says credit unions have great potential to meet the financial service needs of immigrant communities, but says they must make the commitment to meet people where they are. Unity One FCU was more than willing to make that commitment. “We knew that in order to be successful, we had to be prepared to genuinely reach out to the Hispanic market,” Barnes says. This meant opening a physical branch location in the neighborhood where the (largest) percentage of the Hispanics in their field of membership lived, hiring a fully bilingual staff, and implementing a series of new products that Hispanics (new immigrants, as well as second and third generation) would be accustomed to using. In addition to reviewing their product menus to ensure they offer the desired products such as money transfers, check cashing and short-term loans, Kitsch says it is also necessary to train credit union staff to understand the benefits of servAlthough hispanics have ing this new member segment. Staff also positive views, they are generally needs to be prepared to provide the necessary unfamiliar with credit unions. information for these new members to be successful in their credit union relationships. “Credit unions have to be willing to focus on the personal relationship that has proven to be essential in the long-term success of loans to immigrants who do not have a long history using formal financial services,” adds Baddour. Equally important, Kitsch adds, is that credit unions should understand their state and local law in regard to serving undocumented immigrants and adapt their policies to accept foreign identification. “Doing so is a great business, social and philosophical decision,” she says. ★ U.S. HISPANIC PROFILE: • Hispanics are the fastest growing, diverse ethnicity in the U.S.* • By 2050, 30 percent of the entire U.S. population will be Hispanic.* • Sixty-two percent of all Hispanic adults have lived in the U.S. 15 years or less.* • Mexico represents nearly 60 percent of the entire Hispanic population in the U.S.* • Rio Grande Valley (95 percent) San Antonio (55 percent) Houston (30 percent) and Dallas/Fort Worth (25 percent) are among the top 10 U.S. Hispanic markets. Seventy-nine percent of Dallas’ Hispanics are of Mexican origin and 73 percent of Houston’s Hispanics are of Mexican origin.* • Median age for Hispanics is 26.7 and 24.2 for Mexicans.* • Seventy-two percent of first generation Hispanics are Spanish dominant; 78 percent of third generation Hispanics are English dominant, and 46 percent of second generation Hispanics are English dominant and 47 percent are bilingual.*** • By 2007, Hispanic purchasing power will top $926 billion.** * U.S. Census Bureau ** University of Georgia’s Selig Center for Economic Growth *** Pew Hispanic Center SPRING 2006 ★ TCUL 17 TCUL diversity 3/27/06 6:29 PM Page 18 MAIN POINTS Determine what qualifications you’re looking for. Establish director roles and expectations. Develop Strategic Recruitment and Exit Plans. Create a professional candidate assessment process. DIVERSiTY On The Board A critical issue facing organizations today with voluntary boards. T HE CITY OF IRVING IS NOT UNLIKE MANY OTHER By Linda Webb-Mañon, TCUL Communications Director 18 TCUL ★ SPRING 2006 cities across the state—it’s growing and it’s diversifying. According to U.S. Census data, from 19902000, Irving’s population grew by more than 36,000 residents—and Hispanics are credited with fueling this growth. A glimpse at the student body in Irving’s school district offers a clear picture of just how dramatic the population shift has been in this community of nearly 200,000 residents. In October of 1995, Hispanics represented 33 percent of the student body and Anglos accounted for nearly 47 percent. Today, 62.5 percent of the student body is Hispanic and only 19.7 percent Anglo. A growing concern in this ethnically rich TCUL diversity 3/27/06 6:28 PM Page 19 TCUL diversity 3/27/06 6:26 PM Page 20 city is that the school district’s board of trustees is no longer reflective of the student body it is charged with representing. Claire Warner, vice president of OnBalance—a service offered through Credit Union Resources that provides professional planning, consulting and training can relate to this concern, adding that it is not an issue isolated to school boards. “Credit unions are wrestling with this same issue, particularly those that have shifted from a single sponsor credit union to a community charter. Even though their membership has diversified, their board is still reflective of their original sponsor,” observes Warner. “I think most credit unions would agree that a diverse board would be the ideal situation, but they’re challenged in motivating members to volunteer in this capacity.” Daytime activities and evening meetings require a lot of time and commitment. 20 TCUL ★ SPRING 2006 Irving ISD Superintendent Jack Singley says that has certainly been their issue. “I would of course prefer to have more diversity on our board of trustees, and I’m confident that that is the board’s preference as well, but we just haven’t been successful in doing so,” says Singley. Singley stresses that he does not believe apathy is the reason Hispanics and other minority groups are not seeking a seat on the board. “Serving on the school board is an enormous commitment. There are times when the board has to engage in daytime activities, as well as participate in evening meetings. For many this commitment of time (taking them away from their job—which in some cases might result in loss of wages) presents a real challenge.” Gary Tuma, CEO of Smart Financial CU (Houston), says diver- TCUL diversity 3/27/06 6:26 PM Page 21 sifying a board is a challenge that requires the allocation of resources to identify and recruit people for this type of volunteer service. “Because credit union boards of directors are not compensated, enticing members to make a voluntary commitment is a challenging proposition,” Tuma says. Smart Financial changed to a community charter about one-anda-half years ago, but Tuma says about 40 percent of its 80,000 members are connected to the credit union through its core group—the school district. The credit union’s board is comprised of six Anglos, four African Americans and one Hispanic and within this group; eight are males, three females. All are over the age of 50 and tied to the education profession. “In a perfect world you would have mix of gender, ethnicity, age, education, and practical experience,” says Tuma. “However, that is not to say a board that lacks diversity cannot be effective. It’s really about getting the right mix of individuals and the right mix of perspectives. I strongly believe that our board is able to relate to the needs of our members. Because of their personal and professional experiences, they are extremely “In a perfect sensitive to what is going on in world you would the community and place high importance on their role as a board member.” have mix of Nonetheless, Tuma says the gender, ethnicity, credit union would love to have a more diverse board and has charged its audit committee to age, education, examine the succession process and put a plan together. and practical Karen Houston, vice president of OnBalance, says as we’re disexperience,” cussing diversity it’s important to keep in mind that diversity not says Tuma. only implies race, culture and gender, but also socioeconomic status, skill sets, personal and professional backgrounds, and geographic representation. “Effective recruiting is an awesome responsibility,” says Houston. “A warm body to fill a seat obviously isn’t enough. You not only have to identify qualified, enthusiastic and diverse candidates, but as Singley alluded to, you have to ensure candidates understand— and are in a position to meet the commitment that board service requires.” If your credit union is in the process of developing a successful volunteer succession plan, Houston and Warner offer the following suggestions: • Determine what qualifications you’re looking for—this could include experience; skill sets; attributes such as integrity, accountability, informed judgment; diversity, i.e. age, gender, race, culture, etc. • Establish director roles and expectations. Providing a clear picture to potential candidates of the organization and what is expected of its board members is extremely important. • Develop Strategic Recruitment and Exit Plans. Credit union business is far more complex, competitive and demanding than it was in years past, and boards now must keep pace with the increasing requirements of the business. Too often selecting a director suffers from the Forest Gump syndrome . . . “Like Picking from a Box of Chocolates, You Never Know What You’re Going to Get.” • Create a professional candidate assessment process, keeping in mind that the screening and assessment process needs to be undertaken through a fair, open and transparent process—and in a professional manner. It should not be an informal ‘chat’ to determine if the candidate is a nice person or not. In the end, Singley says what all organizations with volunteer boards strive for is “to have the right people on the board who want to be there for the right reason.” ★ SPRING 2006 ★ TCUL 21 TCUL Hall of Fame 3/27/06 5:23 PM Page 22 Choate, Arnold A The latest inductees into the Texas Credit Union Hall of Fame By Linda Webb-Mañon, TCUL Communications Director TRUE AND LOYAL CREDIT UNION PIONEER WHO HAS MADE OUTSTANDING CONTRIBUTIONS TO THE credit union industry… that is how Jim Bryan—inducted into the Texas Credit Union League’s (TCUL) Hall of Fame in 2004—describes 2006 Hall of Fame inductee John Arnold. Joining Arnold into the prestigious Hall of Fame is Clyde Choate—a man that Lone Star CU (Dallas) CEO Jerry Clancy says, “unselfishly volunteered his time to promote credit unions and their ideals.” TCUL’s Awards & Recognition committee, from a pool of some 30 entries, selected Arnold and Choate for this distinction. James Boyd, chair of that committee, says the process was a difficult 22 TCUL ★ SPRING 2006 TCUL Hall of Fame 3/27/06 6:30 PM Page 23 A humbled Arnold says he is thrilled to be one because there are so many individuals selected for the Texas Credit Union Hall of deserving of this award. “We are very forFame. “There is no other honor that is more tunate in the credit union industry to have meaningful to me,” he said. such an abundance of outstanding leadThough no longer with us, Clancy says ers,” said Boyd. “The Hall of Fame is our he is confident Choate would be honored way of paying tribute to the dedicated and and moved by this award. “He was a man committed professionals and volunteers that sincerely believed in the credit union who have given so much of themselves to philosophy,” Clancy says of his friend further advance the movement.” Choate. “He was a remarkable husband, The Hall of Fame was initiated in 1998 dad and credit union leader.” to honor those in the credit union moveChoate’s credit union career spanned ment who reflect a history of service to some 25 years. Although his first responsiTexas credit unions. Nominees are selected bility was to his credit union, Lone Star for their records of achievement within CU—where he served as president from their own credit union and for achieve1964 to 1992—Choate unselfishly gave ments that have benefited many credit of his time, insight and experience on the unions. Individuals are inducted into the local, state and national level. He was Hall of Fame because they have been key active in the Dallas Chapter and the Texas players in organizing and running credit unions. Beyond that, they have contributed to other credit unions CUES Council, where he served as president from 1977-1978. through service to chapters, TCUL, and in some cases, the Credit From 1974-1986, he served on TCUL’s board of directors, testifying on behalf of TCUL and CUNA in 1979 before the SubUnion National Association (CUNA). John Arnold landed on the credit union scene in the mid-60s. committee on Taxation and Debt Management of the Senate His first position was as Manager of Ada FCU, but his credit union Finance Committee on tax incentives for savers. Choate also career did not stop there. This visionary had far more contributions served on the board of directors for CUNA, Southwest Corpoto make to the movement, and his talents did not go unrecognized. rate FCU and CUNA Mutual. “I had the privilege of working with Choate for more than 20 In 1972, he became vice president of the Texas Credit Union League—a position he held until 1976. The next 20 years of his years. When he died, I felt his loss on a personal and professional credit union career were spent at the helm of Southwest Corporate level,” Clancy says. “I cannot find the words to express just how much it means to me to see my dear friend inducted into the Texas FCU (Dallas). Under his leadership, Southwest Corporate grew from an idea Credit Union Hall of Fame.” Arnold and Choate were honored at TCUL’s Annual Meeting in into the nation’s second largest corporate with assets exceeding $3 billion. Terry Young, director of marketing communications, Galveston at a special awards ceremony. ★ says Arnold was the architect and driving force of the organization. “He advocated the development of TCUL’s Award Programs Recognize CU Leaders products and services that helped literally hundreds of credit unions grow and better serve their members,” In addition to the Texas Credit Union Hall of Fame, TCUL honors credit union leaders Young says of Arnold. through the Professional and Volunteer of the Year and the Small Credit Union Achiever’s Young points out that Arnold’s time with Southwest Award. These awards are presented at TCUL’s Leadership Conference in September and Corporate tells only part of his credit union involve- a call for nominations will be issued in June. ment. During a credit union career that spanned more The Texas Credit Union Professional of the Year and Volunteer of the Year awards than 30 years, he served as president of the Galveston honor the accomplishments, time and effort of credit union professionals and volunchapter; vice president of the Texas Credit Union Execu- teers. The Achievers Award is specifically designed to honor individuals from credit tive Society (CUES) Council, and vice chairman of U.S. unions $20 million and under in assets. Central CU. In addition, he served as a board of director The Awards & Recognition committee is charged with selecting the recipients of for TCUL. these awards. The committee is comprised of the following individuals: Following his retirement from Southwest CorpoBill Gordon, Fort Worth City CU rate, Arnold has consulted, facilitated planning sesBill Nikolauk, 1st Community FCU sions and served as an interim CEO for numerous and Chet Kimmell, Neighborhood CU (Dallas) various-sized credit unions. He has also authored a Vice Chair David Keller, Texas Transportation FCU (San Antonio) book, the Journey… A history of the Corporate Credit Debbie Blackshear, Cy-Fair FCU (Houston) Union Network. Chairman James Boyd, Abilene Teachers FCU “Quite simply, as a volunteer and professional execuSuzy Brinkman-Doughty, NAFT FCU (Pharr) tive, Arnold has boosted and influenced the movement,” Additional details and requirements for each of these awards may be found in the Young says. Awards & Recognition section of TCUL’s web site at www.tcul.coop. Nominees are selected for their records of achievement within their own credit union and for achievements that have benefited many credit unions. SPRING 2006 ★ TCUL 23 TCUL professional develop 3/27/06 6:35 PM Page 24 Professional Development Achieving Goals The Enduring Importance of Leaders and Leadership L EADERSHIP IS ONE OF THE MOST OBSERVED PHENOMENA throughout time. The reason is clear; in every time and place leaders make a difference. Leaders impact public affairs, develop individuals, create and change policies, leave legacies within organizations and industries, and much more. If it were as easy as assigning a formula for leadership it might read something like: L = f (l, f, s) The key elements in the above formula are leaders, followers, and situation. Leadership is then defined as a function of three variables. A more simple definition of leadership, in this instance, can be read as the process of influencing the activities of a group in efforts toward goal attainment in a given situation. In theory this might be a good idea. Realistically, the approaches to leadership that we are all more familiar with are contingency based. Our knowledge of leadership, or leadership development, is not necessarily just the function of three variables. It is more complex. For many of us it is a function of personal experiences, observations, environments, and other countless variables that helps us create a vision to change the ordinary into extraordinary. The job of today’s leader is immense. Leaders are often viewed as the single most critical factor in the success or failure of a program or organization. In addition to serving as a communicator, mentor, and motivator, the responsibilities of leaders are even more demanding and challenging. According to John Vardallas, founder and CEO of The American Boomer Group, there is a host of factors making the job of today’s credit union leaders even tougher. These factors include: • Rapid change, making long range planning difficult; • The fluctuating economy; • More public scrutiny; • Overwhelming but crucial information provided through the Internet; • Members expectations; and • Managing a multi-generational workforce With so many challenges and changing environments, what are the fundamental tasks that leaders can do to inspire and empower us? In the text Primal Leadership (Goleman, Boyatzis and McKee, 2002), the authors write that intellect 24 TCUL ★ SPRING 2006 By Lucinda Rocha TCUL Director of Chapters & Councils alone will not make a leader, but that a fundamental key to effective leadership is not just understanding what leaders do but how they do it. Dr. Nina Vaca, founder and CEO of Dallas based Pinnacle Technical Resources, Inc., states, “My leadership style is simple—if you surround yourself by amazing people you will do amazing things.” Vaca attributes her success as a leader to empowerment. As Chairman and CEO of one of the fastest growing information technology service providers, Vaca believes it is essential to have a vision for your organization, but one person alone cannot achieve the vision. “By leveraging the talent of others you create superstars within your company. These are the people that take ownership in your vision and help you achieve your dream.” For Lupe Valdez, Dallas County Sheriff, the key ingredient in her recipe for leadership is consistency. In a speech at the recently held Latino Leaders Summit, Valdez stated that leaders of organizations set the standard and at times are the individuals that others model their behavior after. Valdez says, “It is important that as a leader you have consistency in your words, actions and ethics. Knowing who you are and what you stand for helps you build a better relationship and credibility with others.” Leaders skilled in relationship building with their staff discover their ability to maximize the cooperation and trust of all areas within their organization. This type of resonant leadership yields a greater return on investment for all involved. As research proves, for a one percent increase in any service climate, the return is a two percent increase in revenue. Just imagine if we all increased service to our members by one percent! Gone are the days of leaders using surface charm to mislead and manipulate to get the job done. While it may be effective in the short term, it comes across as insincere and in time disables the organization from moving ahead in any industry. So how do you begin your steps toward being an effective credit union leader? Sharing some of his insights, Vardallas suggests, “Develop [a] team approach toward your duties reflecting shared standards of conduct. Keep a shared vision and focus on the future, transfer the passion to the next generation, and keep yourself growing and learning!”★ TCUL professional develop 3/27/06 6:35 PM Page 25 Focus On Education & Training By Tonya Farmer Vice President of TCUL Training Resources M ALCOM S. FORBES WAS ONCE QUOTED SAYING, “Education’s purpose is to replace an empty mind with an open one.” As the world around us continues to change at an extremely rapid pace, so does the credit union industry. With this change, information and trends become quickly outdated and additional education becomes increasingly important. Old information, technology and protocols have a way of becoming exactly what Forbes refers to…empty. Industry professionals who have failed to maintain their staff skill levels and stay abreast of current trends will surely find themselves falling behind the competition that looms on every corner. Credit unions motivated by this change, and who have a continued focus on education with their management teams, staff and volunteers, will no doubt be more successful and generate a greater capacity for increased business in this ever changing and competitive environment. Why fall behind the pack when all the resources you need are available through your association—The Texas Credit Union League (TCUL). By logging onto our education website at www.tcul.coop, you will find a vast array of educational opportunities for you, your staff and volunteers. Are you interested in new lending opportunities to assist in declining financial performance, do you need assistance with your Front-Line training, or are you concerned about various security issues or business continuity threats? TCUL has your answers and wants to be your primary source of education and training. TCUL has developed programs to specifically target your concerns and challenges and additionally have partnered with two organizations to ensure that your training needs are met. TCUL wants to be certain that every possible training need is addressed. In order to make this possible, TCUL has partnered with the Texas Credit Union Foundation (TCUF) and the Credit Union National Association (CUNA). TCUF has grant funds available for credit unions in need of financial assistance in order to attend and participate in continued staff or volunteer education. You can access an online application at www.tcuf.coop. CUNA can be used as an additional resource for training on topics that the league may not currently provide. A current training schedule for CUNA can be found at www.cuna.org. Your credit union success is TCUL’s motivation. Let us focus on your success by assisting you in your continued focus on education! ★ Upcoming Training Events: 05/02/06 TCUF Grand Request Deadline Texas Credit Union Foundation 800.953.8283 05/02/06 TCUL Collections Seminar Dallas Training Resources 800.442.5762 ext. 6630 05/03/06 TCUL Bankruptcy Seminar Dallas Training Resources 800.442.5762 ext. 6630 05/04/06 Government ACH San Antonio SWCACHA 800.442.5762 ext. 6630 05/10/06 TCUL eTools Plus Webinars Dealing with Subpoenas, Summons, Garnishments, Tax Levies Training Resources 800.442.5762 ext. 6630 05/16/06 TCUL Spring Compliance Review Seminar Training Resources 800.442.5762 ext. 6630 05/16/06 TCUL Local Training Session Amarillo Training Resources Cost: Free 800.442.5762 ext. 6630 05/17/06 TCUL Spring Compliance Review Seminar Training Resources 800.442.5762 ext. 6630 05/17/06 TCUL Local Training Session Lubbock Training Resources Cost: Free 800.442.5762 ext. 6630 05/18/06 TCUL Spring Compliance Review Seminar Training Resources 800.442.5762 ext. 6630 05/11/06 TCUL Local Training Session Longview Training Resources Cost: Free 800.442.5762 ext. 6630 05/21-24/06 TCUL Southwest Lending Conference Grapevine Training Resources 800.442.5762 ext. 6630 05/15/06 TCUL Spring Compliance Review Seminar Training Resources 800.442.5762 ext. 6630 05/23/06 TCUL Management Skills for New Supervisors Training Resources Cost: $289 800.442.5762 ext. 6630 SPRING 2006 ★ TCUL 25 TCUL small in size 3/27/06 6:42 PM Page 26 Small Credit Union By Allison Castle TCUL Communications Director for Advocacy “Small credit unions play a very unique and important role in the credit union movement here in Texas,” said Val Atkins, director of small credit union development for the Texas Credit Union League (TCUL). “I really feel the small credit unions are at the heart of the movement.” Something Val feels is unique to small credit unions is the lack of competition they have with each other. “They don’t feel threatened by each other, but try to work together, encouraging one another and sharing information,” she said. “Small credit unions face the same challenges with the regulatory environment that the large credit unions have. It can be hard to wear so many hats. “And, although they may not be able to offer every financial service, they usually have a wonderful relationship with their members. They know the member when he walks in the door and they are ready to give not only financial support, but also emotional support with they are in crisis.” Hear their perspective on what it’s like to be a small credit union. Loyd Patterson, Firestone Community $19.3 Million Assets 3,831 Members What motivates you to serve a small credit union? Working Together Sixty Percent of Credit Unions in the Lone Star State may be Small in Size, but they are Big on Service. S PRINKLED AMONGST THE GROWING SUBURBS, INNER cities, and rural landscapes of the Lone Star State are more than 624 credit unions servicing the financial needs of nearly 7 million Texans. Sixty percent, or 376, of these credit unions are considered “small”, meaning they have $20 million or less in total assets. Among these small credit unions, Women’s Southwest FCU, is the smallest. They have 578 highly-valued members, and $1.1 million in assets. Firestone Community FCU has the most in assets, $19.3 million, but Starr County Teachers FCU takes the prize for largest membership base in the small credit union category. 26 TCUL ★ SPRING 2006 I came out of the Savings and Loan industry. They were what credit unions are today. Because of that, I see we have a niche—the ability to customize our service and the ability to be a lot more warm and fuzzy with our membership. If a member wants to come in and speak to the CEO, it doesn’t take an act of Congress to make that happen. [In a small credit union] you still get to see the affects of what you do—when you help someone that no one else will help, like making a $500 loan. That part makes you feel good. What area or areas of the community are you or the credit union involved in? We have a community charter that includes two counties and one parish in Louisiana. As a credit union, we are involved with Children’s Miracle Network. There are several area parades and we will have a float in a parade. We also participate with our SEGs. We participate in events that they have. At the beginning of 2005 added two underserved areas. What is the biggest challenge you face as a small credit union? The only way that small credit unions will exist is to look bigger than we are. The small credit unions are less competitive with each other. We have formed a surcharge-free ATM network. This gives the members better access to the services in ways that we couldn’t afford to do by ourselves. Last year the hurricanes really impacted us. We were very blessed that TCUL took good care of us during that process. TCUL small in size 3/27/06 6:43 PM Page 27 The League was on the phone with us and by Monday morning, they had found a credit union to host us. I don’t know that we could have done it without the assistance of people at TCUL. Although we learned a lot from the disaster, we still have questions to resolve, such as when do you close the credit union and when do you open the credit union—in order to be there for the membership, but to protect the credit union and the staff? We were up and running by Tuesday and online products stayed up the entire time. Committee for Small Credit Unions Alamo (San Antonio) Permian (Midland/Odessa) Linda Tudyk, Express-News FCU $7.8 Million Assets 2,759 Members Kay Rankin, Ward County Teachers CU $7.1 Million Assets 1,700 Members Sherri Schaible, Pamcel FCU $14.9 Million Assets 2,377 Members Teri Portillo, Women’s Southwest $1.1 Million Assets 578 Members Terri Portillo, who celebrates eight years in April 2006 as CEO of the $1.1 million Women’s Southwest Credit Union, shares the benefits and struggles of being a small credit union. Back in the 1970s, women were unable to obtain credit. Thus Women’s Southwest Credit Union was born. It now services over 30 common bond women’s organization groups, such as the League of Women Voters and one underserved area. Big Spring Sherry Roman, T&P FCU $8.8 Million Assets 2,050 Members Central Texas Gary Parker, 1st University CU $14.8 Million 3,478 Members The personal touch. The fact we can see the difference we make in peoples’ lives. We do a lot of education, budgeting with our members. We tailor the services to the person as they walk in the door. It’s tailored based on where they are at in their life. What is the greatest challenge you face as a small credit union? Lack of funds. Lack of staff. Those two go hand in hand. We put in countless hours and still always feel behind. A lot of things we want to do, we don’t have the funds to do them. We are starting checking accounts for the first time (the credit union was established August 1974) with a $50,000 grant from the U.S. Treasury. [With the grant] we are able to do more training, purchase software to establish and manage the checking accounts, begin a marketing, loan and capital initiative, as well as upgrade our website. Without that money, none of this would be possible. Actually, some of it might be possible, but on a much smaller scale. In any given year, we apply for grants with the U.S. Treasury Grant, National Credit Union Administration, Texas Credit Union League and the , NFCDCU. Gracie Sanchez, Driscoll Foundation CU $2.3 Million 1,463 Members Dallas Terri Portillo, Women’s Southwest FCU $1.1 Million 578 Members East Texas LaWanda Drennan, Sweetex CU $10.1 Million 1,218 Members Fort Worth Rita Dexter, NRCS FCU $8.9 Million Assets 1,494 Members We are in the East Dallas area, close to downtown. We have expanded our underserved and hope to increase it. In fact, we have submitted an underserved expansion request to NCUA. We are surrounded by pay day lenders and pawn shops. The people around here have no other resources. We accept the matricular. We are trying to go out to market the underserved area and let them know they have a choice—they don’t have to pay 17 percent for a car loan. ★ Texas Crossroads Betty Shelton, Guadalupe Valley FCU $4.7 Million Assets 1,118 Members Ronda Nichols, Texarkana Terminal Emp. FCU $8.1 Million Assets 1,507 Members Asset Category Directors Under $10 Million Carol Murray, Southeast Community CU $4.7 Million Assets 1,170 Members $10 - $20 Million Suzanne Chism, Texas Health Resources CU $13.5 Million Assets 4,035 Members TCUL Liason Houston What area or areas of the community are you or the credit union involved in? Loyd Patterson, Firestone Community FCU $19.3 Million Assets 3,831 Members Wright Patman Coastal Bend What motivates you to serve a small credit union? Sabine Lynda Milton, Houston Teamsters FCU $4.1 Million Assets 1,608 Members Val Atkins, Small CU Development Magic Valley (South Texas) Emma Gonzalez, Starr County Teachers FCU $16.6 Million Assets 4,350 Members SPRING 2006 ★ TCUL 27 Allied Solutions 3/28/06 10:30 AM Page 28 TCUL regulatory 3/27/06 1:56 PM Page 29 Regulatory By Christiane Gigi Hyland Member, NCUA Board The BASICS S O HERE’S A BRAND NEW MAGAZINE—A NEW SOURCE FOR CREDIT union professionals and volunteers alike to gain insights on ways to better serve credit union members. Knowing that this is the first issue and knowing that I am writing this article in February, a couple months before the April release date, I ponder what the coming months will bring for credit unions. What will become of the current field Staying vibrant in the financial marketplace requires understanding the demographics of your membership. SPRING 2006 ★ TCUL 29 TCUL regulatory 3/27/06 1:57 PM Page 30 of membership litigation in Utah and Pennsylvania? What will be the result of the agency’s efforts to measure service to members? Will there be more credit union conversions to mutual savings banks? While these issues are undoubtedly important and potentially defining for the future of the credit union system, I want to focus this article on the basics. As the great credit union philosopher, James Carville, once noted, “It’s about the members, stupid.” There is no way to put it more bluntly. Credit unions exist to serve their members. Period. End of story. Remember the motto of the credit union system? “Not for profit, not for charity, but for service.” The devil, if you will, is not in the “what,” but in the “how.” In other words, how do your credit union’s initiatives, projects and strategic plan integrate the basic premise of service to all of your members? Fall is usually the season when credit unions are refining their budgets and plans for the next year. As you undergo your planning for 2007, give some thought to whether the credit union’s efforts really leverage all the opportunities within your field of membership. Does your credit union truly live the credit union motto? What are your credit union’s demographics? Do you understand the different needs and service delivery preferences of your Baby Boomers and your Echo Boomers? Do you combine financial literacy training with products that assist lower income members to build wealth and financial stability? Do you participate in programs As the great credit union philosopher, James Carville, once noted, “It’s about the members, stupid.” There is no way to put it more bluntly. Credit unions exist to serve their members. Period. End of story. that promote financial education to the youth within your membership? Do your community efforts align with the uniqueness of your field of membership? Coming from “the regulator,” these questions may appear patronizing. They are not meant to be. Rather, these questions come from someone who wants to assure credit unions continue to be a vibrant part of the financial services marketplace. These questions are from someone who has worked in the credit union system her entire professional career and who knows the difference credit unions make in the lives of their members. These questions are really designed to reconnect the business of credit unions with the mission of credit unions. I believe the two are inseparable. Volunteer boards and paid management need to annually assess how the business plans support the mission of serving your credit union’s particular field of membership. As you finalize your credit union’s plans for 2007, spend some time on the basics. Look at the opportunities that surround you and leverage them for the benefit of your members. Take time to reflect 30 TCUL ★ SPRING 2006 on how your credit union is different from other local financial service providers. Figure out how you demonstrate that difference to your members in the products, services and information you provide. Credit union uniqueness begins and ends with your commitment to serve your members. Regulatory Q&A TCUL’s Information Central Q: What is an “estate” and what accounts are included in an estate? A: In the context of deceased members, an estate includes the pos- sessions of the deceased member that are subject to probate (administration supervised by a probate court) and distribution to heirs and beneficiaries. Funds in a deceased member’s accounts for which there are no named beneficiaries or no joint account owners with survivorship rights become property of the estate. If a member dies with a will, the probate court will appoint an executor as named in the will to distribute the assets of the estate as instructed by the will. If a member dies without a will, the probate court will name an administrator to distribute assets of the estate according to Texas laws of intestacy. Q: If a person brings in a will naming her as executor of the estate of a deceased member, may we release funds to her? A: No, the credit union should not release funds if a will is the only document presented. A will is not valid until it is approved by a probate court. Members of the decedent’s family, even if named in the will as heirs or executor, have no right to the property described in the will, and no authority to act under the will, until the probate court says so. If the will is approved, the probate court will issue “Letters Testamentary,” attested by a seal of the court, stating the qualification of the executor, the date, and the name of the deceased. When presented valid letters testamentary, the credit union may release funds to the executor via a check made payable to “The estate of (Deceased Member).” Q: What is a “P.O.D. Account”? A: In a payable-on-death account (“P.O.D. account”), the account owner controls the funds during his lifetime. When the account owner dies, the funds in the account shall be divided equally between the persons listed on the account card as P.O.D. beneficiaries. This is a simple alternative to the probate process, which can be both slow and expensive. The credit union may immediately release the funds to the beneficiaries after verifying the death of the account owner (obtain a certified copy of the death certificate) and verifying the identity of the beneficiary. The credit union need not hold the funds for an executor or administrator of the estate, as these funds pass outside the probate process. If only one beneficiary is listed and he or she pre-deceases the account owner, funds in the account after the death of the account owner will become property of the deceased person’s estate. If mul- TCUL regulatory 3/27/06 2:00 PM Page 31 tiple beneficiaries are listed, and one dies prior to the death of the account owner, the funds shall be divided equally between the remaining surviving beneficiaries. In other words, heirs of a deceased beneficiary may make a claim to funds in a P.O.D. account only if the beneficiary survived beyond the account owner’s date of death. Q: A man presented a power of attorney signed by his mother naming him as an attorney-in-fact. He requested to withdraw funds from her account. The credit union knows that the mother died recently; however, the POA form says, “this power shall survive my death”. What should the credit union do with the funds? A: Powers of Attorney (“POA’s”) terminate immediately when the principal (the person granting the power) dies. An attorney-infact is merely an agent for the principal and can only take actions that the principal could take herself. Since the principal can no longer act after death, the agent loses any power to operate under the POA form. The language purporting to stretch the power beyond death is invalid. If the account does not include any joint owners or beneficiaries, the credit union should hold on to the funds until contacted by the executor or administrator of the estate. Q: What are “ survivorship rights”? A: Members may choose to set up a joint account “with” or “with- out” rights of survivorship. In both types of accounts, all joint owners own the account in proportion to each party’s net contribution. However, the credit union may pay any sum in the account to any party at any time. In a joint account “with” rights of survivorship, both parties jointly own the funds during their lifetimes. At the time of death of one owner, all sums in the account immediately belong to the surviving account owners, thereby avoiding the probate process. The heirs of the deceased have no claim to funds in the account. In a joint account “without” rights of survivorship, on the death of a party, the deceased party’s ownership interest in the account passes as a part of the party’s estate by will or intestacy, thereby entering the probate process. Q: How can our credit union learn more about how to handle accounts of deceased members? A: Attend Texas Credit Union League’s (TCUL) Local Training Sessions heading your way! For more information on the local training sessions, contact Sharon Kinard at (469) 385-6636. You may also visit the Education section of TCUL’s web site at www.tcul.coop. For assistance with compliance issues surrounding the death of your members, contact TCUL’s Information Central at 800-4425762, Ext. 8515 or visit the TCUL Infosight Compliance Manual available online at www.tcul.coop under “Regulatory Issues.” ★ SPRING 2006 ★ TCUL 31 TCUL chapter roundup 3/30/06 2:26 PM Page 32 The Roundup TCUL Council Program Membership within any of the Texas Credit Union League’s councils provides valuable educational programs and resources relevant to specific issues occurring within one of the seven areas of credit union management. • Compliance • Human Resources • Marketing • Technology • CFO • Lending • Operations Most notably are the council roundtables offered throughout the year. Council hosted roundtables provide an open learning environment encouraging dialogue between participants and presenters. Participation in any of the council roundtables is open to council and non-council members for an nominal fee ($40 fee per credit union of host council members and $55 per credit union per credit unions of non-council members). Upcoming Roundtables: April Operations Council ACH Rule Changes May Human Resource Council Defining Internet Applicants Compliance Council Disaster Recovery & Security of CU Systems July Lending Council Deposits Strategies& Programs he Texas Credit Union League (TCUL) has a long-standing tradition of honoring Texas credit union leaders who have passed away during the past 12 months. These individuals are memorialized at TCUL’s Annual Meeting & Expo. At this year’s meeting, the following individuals were honored: For additional information regarding TCUL’s councils please contact Director of Chapters & Councils, Lucinda Rocha at (800) 442-5762, Ext. 6413. For email please send inquiries to [email protected]. Darrell Glenn May 30, 2005 TCUL Chapter Program Lawrence Alexander Harpin August 23, 2005 The Chapter Program is essential in promoting the credit union philosophy and the movement’s cooperative spirit. Chapters are the focal point for all League programs for credit unions.Credit union professionals are strongly encouraged to participate in local chapter programs and to take advantage of the resources offered through the TCUL Chapter Program. Chapter Liaison Program:provides a link between the chapter and the Texas Credit Union League. Chapter Forum: on-line communication channel for chapter members to share program ideas, best practices, post challenges and receive possible solutions. Chapter Monthly Report: highlights the League related products, services and trainings available to all credit unions within the arenas of Legislative and Political Advocacy, Regulatory and Compliance Development, and Credit Union and Personal Development. Chapter Recognition Program: celebrates the success of chapters by expanding their involvement in the areas of: Education, Public Relations, Community Service, Fundraising, Political Advocacy, Chapter Involvement and Credit Union System Participation. For more information on the Chapter program, please visit the TCUL web site at www.tcul.coop or contact Lucinda Rocha, at (800) 442-5762, Ext. 6413 32 T TCUL ★ SPRING 2006 Edward J. Pavelka, Jr. August 26, 2005 Dorothy Padgett Haga September 28, 2005 Fred Griffin October 23, 2005 Gary Kerr October 23, 2005 Elsie Daze Marsh November 3, 2005 Ken McDaniel November 23, 2005 Herbert Lee December 24, 2005 Karen Lane December 25, 2005 Earnest Askew January 16, 2006 John Edward Meador February 28, 2006 Southwest Corporate 3/27/06 5:29 PM Page C3 CMG Discovery_Las Vegas 3/31/06 2:42 PM Page C4