1. NEW YORK WASHINGTON DENVER SEATTLE LOS ANGELES SAN FRANCISCO AUSTIN LONDON HONG KONG BEIJING DUBAI BARBARA BUSH FOUNDATION FOR FAMILY LITERACY QUANTITATIVE DETAILED REPORT

2. METHODOLOGY PSB conducted online interviews among General Population and National Elites U.S. General Population: Ages 18-64, including statistically significant samples of African Americans and Hispanic/Latino populations. AUDIENCESAMPLE SIZEMARGIN OF ERROR All 1,149+/- 2.89% General Population 1,075+/- 2.99% National Elites 74+/- 11.39% Male 409+/- 4.85% Female 666+/- 3.80% African American 100+/- 9.8% Hispanic/Latino 119+/- 8.98% Northeast 179+/- 7.32% Midwest 250+/- 6.20% South 341+/- 5.31% West305+/- 5.61% 2

3. AMERICANS ARE SYMPATHETIC ON LITERACY, BUT THEY NEED MOTIVATION 3

4. EDUCATION IS A MIDDLE-TIER ISSUE FOR AMERICANS: ON THE RADAR BUT NOT TOP-OF-MIND 4 TOP ISSUES FACING THE U.S. In your opinion, what are the 2-3 most important issues facing the U.S. today? TOP ISSUES FACING THE COMMUNITY In your opinion, what are the 2-3 most important issues facing your community today? Showing All

5. BUT AMERICANS DO SEE A NEED FOR ACTION ON EDUCATION 5 Showing DC Elites TRACK OF THE SCHOOL DISTRICT Thinking generally the school district where you live, do you believe that the school district as a whole is on the right track or off in the wrong direction? TRACK OF THE EDUCATION SYSTEM Thinking generally about the U.S. education system today, do you believe the education sector as a whole is on the right track or off in the wrong direction? Right Track Wrong Direction Don’t know Right Track Wrong Direction Don’t know This tells us that they are willing to act but need motivation – Hispanics/Latino are slightly more concerned than African Americans 37% of African Americans say the education system is on the right track, compared to 28% of Hispanics/Latino 50% of African Americans believe their school district is on the right track, compared to 38% of Hispanics/Latino Showing All

6. LITERACY IS SEEN AS A MIDDLE-TIER EDUCATION ISSUE 6 TOP ISSUES IN EDUCATION SYSTEM What do you see as the main issues in the education system that need to be addressed? You can chose up to 2 issues. Americans understand it is still a problem, but our call needs to be clear on why they should act Showing All

7. AMERICANS UNDERSTAND LITERACY 7 DEFINING LITERACTY Which of the following best describes the term literacy? (Showing All) They are familiar with the meaning of literacy Which of the following best describes the term literacy? GPElites GenderRaceRegion MaleFemaleAAHispanicNE MW SouthWest The ability to read and write basic words and sentences 65546167716160686665 The ability to read long sections of text, as in a book or newspaper 1626181572117131915 The ability to speak and understand a language 13161412161217121113 Having a high school diploma or equivalent 4443455434 Don't know 2022201323

8. AMERICANS BELIEVE BASIC EDUCATION IS A RIGHT THAT THE COMMUNITY CAN HELP PROVIDE 8

9. 9 AgreeDisagree Don’t know EDUCATION A CIVIL RIGHT How much do you agree or disagree with the following statement: Education is a civil right that all Americans should be entitled to. (Showing All) How much do you agree or disagree with the following statement: Education is a civil right that all Americans should be entitled to. GPElites GenderRaceRegion MaleFemaleAA Hispani c NE MW SouthWest Strongly agree67596370857664687361 Somewhat agree23282522131728231826 Somewhat disagree4562036344 Strongly disagree2522120125 NEARLY ALL VIEW EDUCATION AS A CIVIL RIGHT This resonates very strongly with African Americans and Hispanics

10. 10 SECOND CHANCE AT EDUCATION: How much do you agree or disagree with the following statement: All adults who want a second chance at pursuing a high school diploma or GED should be entitled to getting the education they need. All GPElites GenderRaceRegion MaleFemaleAAHispanicNE MW SouthWest Strongly agree 60 585365826657596556 Somewhat agree 29 303425142733302627 TOTAL AGREE 89 888790969390899183 Somewhat disagree 6 6765136638 Strongly disagree 2 2431211122 TOTAL DISAGREE 8 811963477510 Don't know 3 4144132336 NEARLY ALL AGREE THAT ADULTS ARE ENTITLED TO A SECOND CHANCE AT A BASIC EDUCATION 82% of African Americans strongly agree

11. AMERICANS BELIEVE LITERACY STARTS AT HOME, BUT THERE IS COMMUNITY RESPONSIBILITY AS WELL 11 SchoolParents Don’t know WHO IS RESPONSIBLE FOR CHILD’S LITERACY? In your opinion, should a child’s school or parents be more responsible for his or her ability to read and write? (Showing All) In your opinion, should a child’s school or parents be more responsible for his or her ability to read and write? GPElites GenderRaceRegion MaleFemaleAAHispanicNE MW SouthWest School 4053 3542293643443836 Parents54435752 63 5848525558

12. AN OVERWHELMING MAJORITY SUPPORT PROVIDING FREE EARLY CHILDHOOD, ADULT EDUCATION AND ESL CLASSES 12 SUPPORT/OPPOSE FREE PROGRAMS How much do you support or oppose the following programs being provided free of charge as part of the public education system? SupportOpposeDon’t know Early Childhood Education Adult Education ESL Classes Hispanics/Latino in particular support ESL classes – 86% support Showing All

13. MESSAGING SHOULD START WITH GIVING OUR CHILDREN THE CHANCE TO SUCCEED 13

14. MESSAGE SCORING METHODOLOGY To easily compare the messages, PSB creates a Summary Index Score for each message comprised of the following components: 14 COLOR CODING LEGEND Top Scoring Message Top Third Messages Bottom Third Messages The most compelling phrases have been bolded in dark blue font if in the top 10%; and in blue font if in the top 3 rd. Message tables are color coded in order to allow easy identification of the highest and lowest scoring messages: NetBelievability Total % believable – total % not believable NetBelievability SCORE = 2x Much More Favorable Total % Much more favorable towards the Barbara Bush Foundation X2 2x Much More Favorable Total % Much more favorable towards the Barbara Bush Foundation X2 2x Much More Likely Total % Much more likely to donate to the Barbara Bush Foundation X2 2x Much More Likely Total % Much more likely to donate to the Barbara Bush Foundation X2

15. RANKMESSAGE TITLE ALLGPElitesAA Hispanic 1 CHILDREN 201197217 245242 2 CIVIL RIGHT 198194237 251235 3 HOME 190188227 232226 4 COMMUNITY 186181236 218211 5 ECONOMY 185184230 235233 6 FAMILIES 181 193 232216 *Score= Net Believability + 2* much more favorable + 2* much more likely NURTURING OUR CHILDREN WITH THE EDUCATION THEY DESERVE IS THE MESSAGE THAT RESONATES MOST 15 PSB tested 6 messages that relate to education and literacy issues TOP-TIER MESSAGES MIDDLE-TIER MESSAGES BOTTOM-TIER MESSAGES WINNING MESSAGE

16. We compared the six messages we tested for the Barbara Bush Foundation for Family Literacy with other messages in PSB’s Message Cloud database. This revealed that all six messages are very compelling – even the bottom-scoring message: MESSAGING OVERVIEW 93 rd PERCENTILE 81 st PERCENTILE TM TOP MESSAGE: CHILDREN BOTTOM MESSAGE: FAMILIES 16

17. MESSAGES SHOULD BE BACKED UP WITH INFORMATION ON PROGRAMS AND THE LOCAL IMPACT OF LITERACY Less Likely More Likely EFFECT OF INFORMATION ON LIKELIHOOD OF DONATION If a non-profit organization that promotes literacy were to tell you about each of the following, how much more or less likely would you be to donate? 17 The effect literacy has on your own community Providing information about how donations and programs impact the community help to motivate action The extent of the literacy problem Information on the programs that donations help to support The effect literacy has on the economy, public safety and health Statistics about the impact that donations have Stories about people that donations have helped Showing All

18. RECOMMENDATIONS 18

19. 19 Raise awareness of the cause. Support for literacy programs is strong, but Americans just are not thinking about it right now. It needs to be brought to mind. KEY RECOMMENDATIONS MOVING FORWARD Messaging should start with giving our children a chance to succeed with the fundamental civil right of literacy. Messaging can also emphasize the need to give adults a second chance, which they deserve and which will support the economy. 1 1 2 2 3 3

20. 20 AN EFFECTIVE MESSAGING CAMPAIGN, STARTS WITH A NARROW FOCUS, THEN MOVES BROADER It begins focused on the child and widens to the economy and nation: Start with a focus on the child Move on to encouraging parental involvement Then show the impact of literacy on the workforce and economy

21. MESSAGE ARCHITECTURE 21 CHILDREN AND CIVIL RIGHT Children are a precious resource that should be nurtured They deserve basic education and skills It is a fundamental civil right, providing equal chance to succeed Literacy is essential to having a chance at success. Giving our precious children this basic education should be a fundamental civil right. And adults who lack basic skills deserve a second chance – it’s not just good for their families, it’s good for the economy. PROOF POINTS THEMETHEME UMBRELLA MESSAGE Local community impact Information on programs supported by the Foundation Facts and figures about the impact of literacy on economic and societal issues Local community impact Information on programs supported by the Foundation Facts and figures about the impact of literacy on economic and societal issues SUPPORTING EVIDENCE PARENTAL INVOLVEMENT ADULTS AND ECONOMY Good education starts at home We should help parents and grandparents take an active role in their child’s education Puts them on the path to success Adults should be given a second chance at a basic education This helps their families and it affects us all A healthy economy relies on educated workers, and we need a 21 st Century workforce

22. 22 RESOURCES FOR PUBLIC SCHOOLS : Thinking generally about the resources available for education, do you think that public school systems have what they need? AllGPElites GenderRaceRegion MaleFemaleAAHispanicNE MW SouthWest Have the resources they need 3837514334323644353735 Don’t have the resources they need 575847536165605159 60 Don't know 55145245645 RESOURCES FOR NON-PROFITS : Thinking generally about the resources available for education, do you think that the non-profit literacy organizations have what they need? AllGPElites GenderRaceRegion MaleFemaleAAHispanicNE MW SouthWest Have the resources they need 2322412521282625212224 Don’t have the resources they need 575846575856 645853 Don't know 1920141721161819162023 OVER HALF DON’T THINK PUBLIC SCHOOLS AND NON- PROFIT LITERACY ORGANIZATIONS HAVE WHAT THEY NEED

23. APPENDIX III RIGHT TO EDUCATION 23

24. 24 [IF YES] You indicated that you agree that all adults who want a second chance at pursuing a high school diploma or GED should be entitled to getting the education they need. In your opinion, how should the second chance be made available to them? AllGPElites GenderRaceRegion MaleFemaleAAHispanicNE MW SouthWest Free public education49 46484958525349 46 Free education provided by private non-profit organizations 24 252325222823212823 Education offered by private organizations for a fee 1716222114111312231220 Don't know10 881286118 MAJORITY THINK ADULTS SHOULD BE ENTITLED TO FREE PUBLIC EDUCATION

25. 25 89% think that adults who want a second chance at pursuing high diploma should be entitled to it, with the majority in favor of free public education 82% of African Americans strongly agree GRANTING ADULTS A SECOND CHANCE IF YES] You indicated that you agree that all adults who want a second chance at pursuing a high school diploma or GED should be entitled to getting the education they need. In your opinion, how should the second chance be made available to them? (Showing All)

26. 26 Which of the following statements is closer to your view? AllGPElites GenderRaceRegion MaleFemaleAAHispanicNE MW SouthWest In the United States, all children and adults should have access to free education, regardless of background or country of citizenship. 48 474550676150 4843 In the United States, only U.S. citizens (children and adults) should have access to free education. 45 4942313543424351 Don't know 77868246896 BUT AMERICANS SPLIT ON WHETHER FREE EDUCATION SHOULD BE AVAILABLE TO ALL OR JUST U.S. CITIZENS African Americans and Hispanics/Latino are more likely to say that all should have access to free education regardless of country of citizenship

27. KEY FINDINGS AND RECOMMENDATIONS 27 AMERICANS ARE SYMPATHETIC ON LITERACY, BUT THEY NEED MOTIVATION They see a need to do something to improve education and literacy But these are not top-of-mind issues JOB #1: Putting the issue in front of them through a high-visibility communication campaign Conversation #1: Barbara Bush Foundation joins 100% Literacy 1

28. KEY FINDINGS AND RECOMMENDATIONS 28 THEY BELIEVE BASIC EDUCATION IS A RIGHT THAT THE COMMUNITY CAN HELP PROVIDE Americans see basic education as a civil right They also believe that adults deserve a second chance They think the public education system has a role in all types of literacy programs Conversation #2: Barbara Bush Foundation: Let’s convene the world thinkers. 2

29. 29 CORE MESSAGE: Literacy is a right that provides equal opportunity, which our children deserve. From there, we can talk about helping parents stay involved in their children’s literacy We can also talk about adults getting a second chance, linking it to the economy and the need for skilled workers Conversation #3: The new conversation with schools KEY FINDINGS AND RECOMMENDATIONS 3 MESSAGING SHOULD START WITH GIVING OUR CHILDREN THE CHANCE TO SUCCEED