1. “Lessons from the Fall of the Iron Curtain (and DCJCC), Monica Lewinsky (and TIP) and Stop Smoking Efforts (and RespectAbilityUSA) – Unexpected Insights into How We Run Our Foundation and Work L’Tikkun Olum” Jennifer Laszlo Mizrahi Co-founder/director, Mizrahi Family Charitable Fund 1

2. A + B + C = D How did I learn about this? -Read heavily on topic -My great aunt, Ella Laszlo Bache-Brummer -Many conferences/trainings on topic -My coach is Marty Linksy, a professor at Harvard Business School (see http://cambridge- leadership.com/index.php/about_us/staff/linsky)http://cambridge- leadership.com/index.php/about_us/staff/linsky -Executive Training at Harvard -Site visits, asking questions -No fear of failure. LEARN FROM MISTAKES. 2 Theory of change /Performance Metrics

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4. The Challenge Gorbachev was allowing for elections Pro-Democracy side: not organized Pro-Democracy side: fragmented Fear of public that if they voted against Communists there was risk No money for campaign No experience with elections No clear message Action FOCUS the message Bring in experienced team 4 CASE STUDY: Fall of the Berlin Wall/End of FSU

5. Perfection is the enemy of the "good enough.“ Good results on a great plan are always faster, more efficient and effective than waiting for perfection on little details. Avoid “analysis-paralysis” on things that don’t matter. Work backwards from the finish line with a strong theory of change. Determine the goal you want to achieve, and then work your plan and timeline backwards from your goal. How to Raise Money for Great Causes! 5 Rules to work by

6. Remember to K.I.S.S. – Keep it Short and Simple 6 If you can’t explain in 8 words or less why people should care, you will fail!

7. Theory of Change (TOC) for this Singles “Mizvah Program” Action Brought together Jewish volunteers to help homeless, poor, sick. Enabled people L’Tikkun Olum with minimum time commitment. 1000 volunteers served people 15,000 times a year! Leverage all investments broadly, many marriages and now families too, 25 years strong, award winning. 7 DCJCC Community Service Message: “Make a difference. Make some friends.” Strong business plan/TOC, board and team. Constantly checked performance metrics and refined plan. Collaborated w/ DOZENS of groups. I ran it for 3 years.

8. 8 NEW: Washington DCJCC “Summer of Service”(SOS)

9. 9 Partner between DCJCC Longstanding Community Service Program and teachers from Autism Program in Public School. Enables students with disabilities to be care GIVERS, and not just takers. Teaches real-world work skills. Started with a survey of needs/people interested: https://www.surveymonkey.com/s/summerservice https://www.surveymonkey.com/s/summerservice Pilot program served 12 middle & high schoolers; was a massive success. Kids helped the homeless, hungry and an animal shelter. Students got service credit hours towards their graduation, made friends, learned skills and a real sense of accomplishment. Overview of program:http://respectabilityusa.com/respectabilityusa- dcjcc-announce-new-community-service-opportunities-for-middle-and- high-schoolers-with-disabilitieshttp://respectabilityusa.com/respectabilityusa- dcjcc-announce-new-community-service-opportunities-for-middle-and- high-schoolers-with-disabilities

10. The Challenge Republicans wanted to stop Clinton Agenda Were using legal means and the court of public opinion as a strategy Clinton had made SERIOUS mistakes Still wanted to move policy agenda forward Core Clinton team didn’t want to carry water on this issue Gender gap a major problem (i.e. soccer moms) for mid term elections Action Pivot to issues that mattered more to voters – economy/jobs, homes, crime Use female messengers to repeat same message over and over Turn crisis into an opportunity to drive agenda High job approval  could pass agenda and win elections 10 CASE STUDY: Monica Lewinsky

11. Make sure messages hit the “bottom of the pyramid” and swing voters. Three is a the magic number. Need a message TRIANGLE, not an octagon! Message repetition is key – generally takes being touched at least 7 times to move behavior 11 Rules to work by

12. 12 Message Pyramid >1 Elected Officials/Experts 10 Percent: Opinion Leaders 15 Percent: Informed Public 75 Percent: Politically Passive Voters

13. 13 Focus on the “Swing Voter”

14. Clinton Message Triangle 14 18 million new jobs Crime is downHome ownerships up

15. 15 High Job Approval

16. Started at JFN with other JFN Members - Action Didn’t waste resources on “Amen Choir” Focused on swing voters, laser sharp messages Leverage all investments broadly Legacy now in many programs (TIP, Jerusalem U, IDF, Chinese Media Center at COMA, Fuente Latina, Al-Masdar etc.) 16 Example – The Israel Project Had a strong business plan, board and team Constantly checked performance metrics and refined plan Collaborated with DOZENS of other leaders/groups We donated $, plus I worked for free for first 5 years

17. 1. Have serious experts do your public opinion research. Don’t short-cut message testing or targeting. It’s not what you say that matters, it is what people HEAR. 2. Say "NO" to good ideas. There is never enough time, talent or "treasure" (i.e. money) to do everything. It is critical to be disciplined enough to say "yes" to GREAT ideas. Who are our swings? What messages will work with them? What is the most cost effective delivery system for those messages? 17 Rules to Work By

18. 18 Develop the Message and Monitor Public Opinion Focus Groups Polls Dial testing Leveraged Delivery Share research Training partners Creating on-message materials Media Relations Media briefings/ events Fact sheets TV ads for press Direct mail to press Email to press Online references for press Must be data driven

19. Greenberg Quinlan RosnerPage 19 | Not At All ImportantVery Important Traits of allies: Where Israel measures up *Data based on October 2005 opinion elite survey

20. Israel Supporter Palestinian Supporter Neither/Undecided Thinking about the ongoing conflict between Israel and the Palestinians in the Middle East, please tell me whether, in general, do you think America should be... 58% 9% 23% Voters believe the U.S. SHOULD support Israel 0% 20% 40% 60% 80% 68% 60% 71% 46% 51% 43% 23% 14% 2% 4% 3% 11% 6% 7% 10% 8% 24% 30% 23% 38% 34% 48% 61% 71% 7/2002 10/2002 4/2003 5/2005 10/2005 5/2006 12/2007 3/2008 Disengagement Lebanon 7/2008 6% 14% 69% 9/2008 7% 23% 59% 11/2008 6% 12% 66% Jan. 2009 1/2009 9% 23% 58%

21. Challenge Action Education of the heath risk Proof you can indeed quit 21 CASE STUDY 4: Smoking Kills people Corporate interests against change Industry creates jobs

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24. 24 TOC

25. RespectAbilityUSA MISSION RespectAbility is a new national, non-profit, non-partisan organization whose mission is to: 1- Reshape the attitudes of American society so that people with disabilities can more fully participate in and contribute to society, and 2- Empower people with disabilities to achieve as much of the American dream as their abilities and efforts permit. RespectAbilityUSA will work to educate, sensitize and engage Americans to focus on what people with disabilities can do, rather than on what they cannot. RespectAbilityUSA thereby will seek -- gradually, steadily, and in a practical way -- to help increase the number and percentage of Americans with disabilities who engage in gainful employment, start and sustain their own businesses, lift themselves into the middle class, and participate in their communities -- as fully as their abilities and efforts will take them. 25

26. Donn Weinberg Founding Chair 26 Shelley Cohen Thomas M. Sweitzer Jennifer Laszlo Mizrahi CEO & President Louis Zweig Board of Directors

27. 27 1 out of 5 with disability turned away

28. Strongly Agree 18-29Somewhat Agree 18-29Somewhat Disagree 18-29Strongly Disagree 18-29Really Not Sure 18-29 Jewish events and organizations should be as welcoming and inclusive of people with disabilities as everyone else. 89%88%9%10%1% ** Raising my children to be Jewish is very important to me. 81%75%12%17%2%4%1% 3%4% Caring about Israel is a very important part of my being Jewish. 80%63%15%27%2%5%1%2% Israel is the spiritual center of the Jewish people. 71%65%22%25%4%6%2% 1%3% Having a Jewish spouse/partner is very important to me. 71%62%16%19%5%8%5%7%4% North American and Israeli Jews share a common destiny. 47%33%34%41%9%11%3% 7%12% 28 Priorities of Young Jews

29. -Published about 3 DOZEN opeds on PwD issues this year -Publications included USA Today, The Hill, Huffington Post, New Normal, Times of Israel, NY Jewish Week, Washington Jewish Week etc. -22,000 people on my email list, email them at least weekly 2500 Twitter followers https://twitter.com/Respect_Abilityhttps://twitter.com/Respect_Ability -More than 3000 personal Facebook “friends” https://www.facebook.com/jennifer.l.mizrahi and 10,000 “likes” on RespectAbility’s Facebook page https://www.facebook.com/RespectAbilityUSA https://www.facebook.com/jennifer.l.mizrahi https://www.facebook.com/RespectAbilityUSA -Member of National Press Club, American Association of Political Consultants, profiled is “SheSource” etc. -Continue to read on best practices in PR and also go to conferences -Ask experts for help 29 Using PR to advance issues for PwDs

30. -AIPAC http://www.thejewishweek.com/blogs/new-normal/aipac-where-are-sign- language-and-captions -JFNA http://blogs.timesofisrael.com/jfna-hypocritical-on-disability-issues -Jewish Day Schools http://forward.com/articles/170753/jewish-day-schools-dirty-little- secret/?p=all 30 Name, Blame & Shame

31. -Abraham’s tent (JFNA/JFN – 150 people) -Training at TBA (20 co-sponsors – 150 People) -Training on Capitol Hill (150 disability leaders) -Constant webinars and calls (i.e. Gov. Markell, Gov. Walker, Lori Golden of EY, next is Mathematica on “Best Practices”) -Fellows program – so far 24 fellows 31 Training

32. RESPECTABILITY USA CHALLENGE  57 million Americans with disabilities and are largely viewed with PITY, not R-E-S-P-E-C-T.  Approximately 70% of working –age Americans with disabilities don’t have jobs.  This figure has not improved in 24 years since passage of Americans with Disabilities Act (ADA).  Indeed, gap between percent of people with and w/out disabilities in workforce has INCREASED. 32

33. RESPECTABILITY OPPORTUNITY  NGA Better Bottom Line with Gov. Markell (Del)  We’ve met with 33 governors so far  We’ve “touched” every Capitol Hill office more than 20 times  WIOA Passed House 416-6, Senate 95-3 – now law  All 50 Governors have this year to create new plan to expand jobs for PwDs – we are working with them to create those plans based on best practices  New Rule 503, Executive Order and Veterans rules mean expanded Federal opportunities  Fiscal cliff for SSDI in 2016. On Bi-partisan Policy Commission Special Committee  Enormous pressure to fill gaps quickly. HISTORIC OPPORTUNITY 33

34. 34 Who Can/Will Really Care About These Issues?: Maslow’s Hierarchy

35. 35 RespectAbility Message Pyramid >1 Elected Officials/Experts 10 Percent: Opinion Leaders 15 Percent: Informed Public 75 Percent: Politically Passive Voters

36. Foundation for Jewish Camps and inclusion: http://www.jewishcamp.org/sites/default/files/u4/Jewish%20Camp%20for%20Children%2 0with%20Disabilities%20and%20Special%20Needs%20- %20Full%20Survey%20Findings.pdf Jerusalem U/RespectAbilityUSA and inclusion: http://respectabilityusa.com/new-poll-data-of-2607-jews-these-jews-feel-strongly-about- inclusion-of-people-with-disabilities-even-more-so-than-israel-jewish-life-marrying- jewish-or-having-jewish-kids RespectAbilityUSA on jobs for people with disabilities: http://respectabilityusa.com/new-poll-of-3839-people-in-disability-community-shows-3- out-of-4-people-with-disabilities-surveyed-value-a-job-and-independence-over- government-benefits People with disabilities and voting/political activism: http://laszlostrategies.com/index.php/sub-press/press-releases/119-breaking-news BUT MORE RESEARCH URGENTLY NEEDED! 36 Public Opinion Research and Disability

37. Once Again: 3 Messages (a.k.a your “message triangle”) 37 1. The majority of Americans with disabilities who are working age want to work. They represent a talent pool of 9 million Americans who can make companies and organizations stronger and better. 2. Hiring people with disabilities can make companies more profitable. Nationally Walgreens has found this to be true as employees with disabilities, when aligned with their talents and interests, are more productive, loyal and have fewer work place accidents than employees without disabilities. 3. Hiring Americans with disabilities can save money for taxpayers. The U.S. spends billions each year on benefits to people who, in most cases, would rather have a hand up than a hand out. They need to be included in employment because of the talents they bring to the table. Their work and commitments to success can be a part of how the U.S. can compete against countries like China in this tough global economy.

38. 38 People with a Disability & Families Employers Providers Support System Future Employment Limited Belief & Aspirations Can’t Not Ready Passive Perceived Safety of Segregation Benefit Risk Reliance on System Unprepared for Transition To: Full Belief & Desire Yes I Can Yes You Can Active Dignity of Risk & Integration Benefit Management Utilize System to Bolster Natural Supports Prepared for Transition Fragmented, Agency Centric To: Silo’s Not my mission Focus on Person’s Deficits Measured on Process Lack of Coordination Funding Gaps Policy Deterrents Coordinated, Person Centric Integrated Common Goals Focus on Person’s Abilities Measured on Outcomes Coordinated Sufficient & Flexible Funding Policy Enablers Benevolent Agnostics To: Sympathetic Hiring Lack of Knowledge Randomly Solicited Tolerant of Job Coaches Cost / Risk Focus Active Recruiters Asset Based Hiring Knowledgeable Relationship Based Matching Respect for Job Coaches Cost / Benefit Focus Current Employment Service Definition Driven Focus on Person’s Deficits Legacy Services Readiness Model Little Collaboration No Standard Training No Certification Outsider to Employers Process Compliance Driven Low Pay / Esteem To: Holistic Outcome Driven Focus on Person’s Abilities Best Practice Services Trained / Certified Part of Employer Team Rewarded for Outcomes Improved Pay / Stature Area Mental Health Vocational Rehabilitation Dept of Social Services Social Security Workforce Development Housing Authority DPI Community Colleges Universities Community Agencies “Employment First” Vision What Must Change? Goal: Increase Employment for People with Disabilities

39. Focus on outcomes, not outputs. Real results can take a marathon, not a sprint. Breaks enable you to take a step back and re-evaluate people, processes and performance metrics. The best ideas for work are often made the far away from the office. Smile. Work, no matter the hours and intensity, should be fun. Leaders with a "glass half full" mentality will get more productivity and positive outcomes from their teams. After all, life is short. Why not make it fun? 39 Rules to work by

40. 40 Gov. Bryant (MS) with disability leaders On Mississippi becoming an Employment First state: https://www.youtube.com/watch?v=Nxt4OV 8KwJU https://www.youtube.com/watch?v=Nxt4OV 8KwJU Gov. Walker (WI) with disability leaders Link to Jennifer’s interview with Gov. Scott Walker: http://respectabilityusa.com/conference-call- with-scott-walker/

41. Governor Scott Walker (R-WI) quickly improved policies and practices and made it a key point in his State of the State address. Expanded to 27 Project Search sites, which will help young people with disabilities go straight into jobs instead of a life of dependency. He has become a role model for expansion of opportunities for people with disabilities.State of the State addressProject Searchexpansion of opportunities Governor Jack Markell (D-DE) has transformed standards. Gov. Bryant (MS) already declared executive order and now changing all laws 41 Gov. Dennis Daugaard (SD) did the same in his State of the State address and has created a very specific plan to move ahead. Both of Gov. Daugaard’s parents are deaf, he has a special understanding of these issues.State of the State addressspecific plan Governor Pat Quinn of Illinois started “employment first policies. ”employment first policies NY looking at a new plan of action. Iowa’s Governor Terry Brandstad has been working with Sen. Tom Harkin on solutions.solutions Some examples of positive action from the Governors

42. 42 Published Op-eds A Better Bottom Line: Employing Individuals With Disabilities By Jack Markell, Gov. of Delaware Aug. 13, 2013 http://www.huffingtonpost.com/gov-jack-markell/a-better-bottom-line- empl_b_3749414.html?view=print&comm_ref=false http://www.huffingtonpost.com/gov-jack-markell/a-better-bottom-line- empl_b_3749414.html?view=print&comm_ref=false Finding jobs for Cole and his peers By Rep. Cathy McMorris Rodgers (R-Wash.) July 1, 2013 http://thehill.com/blogs/congress-blog/healthcare/308499-finding-jobs-for-cole-and-his- peers http://thehill.com/blogs/congress-blog/healthcare/308499-finding-jobs-for-cole-and-his- peers Disability advocates laud governors' jobs focus By Cindy Bentley, Daniel Bier, Joan Karan, Lisa Pugh And Beth Swedeen Aug. 1, 2013 http://www.jsonline.com/news/opinion/disability-advocates-laud-governors-jobs-focus- b9966299z1-217983671.html http://www.jsonline.com/news/opinion/disability-advocates-laud-governors-jobs-focus- b9966299z1-217983671.html Michael J Fox: A Role Model for the disabled By Jennifer Laszlo Mizrahi September 25, 2013 http://www.usatoday.com/story/opinion/2013/09/25/jennifer-laszlo-mizrahi-on- disabilities/2860765/

43. 43 Published Op-eds Getting people with disabilities into the workforce: Brad Sherman By Rep. Brad Sherman, (D-Cali) July 7, 2014 http://www.dailynews.com/opinion/20140717/getting-people- with-disabilities-into-the-workforce-brad-sherman http://www.dailynews.com/opinion/20140717/getting-people- with-disabilities-into-the-workforce-brad-sherman MTV’s TJ Lavin, Gov. Jack Markell, Rep. Pete Sessions, Rep. Brad Sherman and Gold Medalist Matt Cowdrey Join RespectAbilityUSA to Stand Up for Jobs for People with Disabilities (PwDs) Feb 14, 2014 http://www.reuters.com/article/2014/02/14/respectabilityusa-job- idUSnPnDCshdwz+160+PRN20140214 http://www.reuters.com/article/2014/02/14/respectabilityusa-job- idUSnPnDCshdwz+160+PRN20140214 Hiring Americans with disabilities CNBC segment Aug 27, 2013 http://video.cnbc.com/gallery/?video=3000193204 http://video.cnbc.com/gallery/?video=3000193204

44. 44 My ask to you: Don’t fund discriminaton Does your organization have policies and/or programs that support meaningful inclusion of people with disabilities at all levels? Are they prominent on your website and materials? Does it have a disability advisory committee / inclusion committee, and if so, are Jews with disabilities themselves and their family members on the committee? Will ALL people with any kind of disability be welcomed to participate? If not, why not? If so, how do you plan to identify, reach, and welcome them? Do you serve Jews with disabilities in an inclusive way (welcoming them inside the full community), or are they forced into segregated “special needs programs” which are inherently unequal? Has someone who uses a wheelchair personally check the physical accessibility of your offices and programs for people who use wheelchairs?

45. 45 Jewish Survival Through Inclusion Has a person who is blind and who uses adaptive computer technology checked your website and facilities for accessibility? Do the videos you use have captions? Do you have a way to communicate with people who are deaf or use other adaptive supports? Do you employ individuals who have disabilities? If so, what are their jobs? Do they receive the same compensation and benefits as all other employees in like positions? How you educate your staff, board of directors, trustees and other key people about serving and partnering with people with disabilities?

46. GO, FIGHT, WIN! Jennifer Laszlo Mizrahi Co-founder/director, Mizrahi Family Charitable Trust 9800 Avenel Farm Drive Potomac, MD 20854 www.RespectAbilityUSA.org www.LaszloStrategies.com Cell: (202) 365 – 0787 JLM@LaszloStrategies.com JenniferM@RespectAbilityUSA.org 46

47. Upcoming Networking Events NYC: Sept 16 th at 6pm wine and cheese hosted by board member Shelley Cohen DC: Sept 22 at 12pm lunch at RespectAbility office in Bethesda, MD. 47