LAS VEGAS-The size and growth of the Hispanic market in the U.S. is no secret. Less well-known is how credit unions can better penetrate it.

First, the demographics. Miriam De Dios, CEO of Coopera, a Des Moines, Iowa-based subsidiary of the Iowa CU League that specializes in Hispanic marketing, noted that if "10% of California's Hispanic adults were members of a credit union, they would have contributed an estimated $592 million to annual income and $2.1 billion to loan balances. In Nevada, 10% of Hispanic adults would mean $28 million to annual income and $82 million in loan balances."

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