1. Latino Donor Collaborative Los Angeles, CA January 14 th – 15 th, 2013

2. Introduction The LDC seeks to impact outcomes as it relates to inclusion and engagement of Latinos at the highest levels in every sector of our society In order to achieve this goal, we launched this organization with a focus on shaping positive perceptions, images, and the "brand“ of Latinos Recognizing that Latinos have been re-branded negatively, we have concentrated on positive outcomes in entertainment, news, and advertising media, and through the public policy process

3. Scorecard

4. Latino Voters and the 2012 Election (1 of 2) Source: Pew Hispanic Center, “Latino Voters in the 2012 Election” and “An Awakened Giant: The Hispanic Electorate is Likely to Double by 2030”. Latinos accounted for 10% of the vote and voted for Obama over Romney by a 2-1 margin Projected

5. Source: Pew Hispanic Center, “Latino Voters in the 2012 Election” and “An Awakened Giant: The Hispanic Electorate is Likely to Double by 2030”. (figures in millions) Latino Voters and the 2012 Election (2 of 2)

6. Source: U.S. Bureau of Census, Official websites for the U.S. Senate and U.S. House of Representatives. ** - City population must be greater than 500,000 Senate – 3 / 100 (3%) House – 30 / 435 (7%) Governor – 2 / 50 (4%) Mayor** – 2 / 33 (6%) 11 6 3 2 2 Electoral Representation Post-2012 2

7. Annual Deportations (000’s) 197 232 293 371 392 395 Source: U.S. Customs and Immigration Enforcement. Deportations hit record levels despite decreasing net migration 397 “Criminal” Deportations Sharply Rising 410

8. Leadership Pipeline: Public Sector Case Study: State Legislatures Source: National Association of Latino Elected Officials and the National Conference of State Legislatures and the U.S. Bureau of Census. Latino political power at the state level has significantly lagged population growth 2.2% of total 2.1% 2.9% 3.2% 3.3% Growth in Latino State Legislators (‘92-’09) : 50% Growth in U.S. Latino Population (‘90-’10) : 225 %

9. Enacted (5) Pending (9) Failed (15) Tougher measures subsequently failed Source: Based on data from the National Conference on State Legislatures, 2011-2012 and the National Council of La Raza Original bill amended in response to successful court challenge AZ-style Legislation Faltering

10. Leadership Pipeline: Private Sector Need to create data sources to monitor pipeline A full understanding of the pipeline could accompany our tracking of the top positions Source: Hispanic Association on Corporate Responsibility 2007 Corporate Governance Study and 2011 Corporate Governance index; U.S. News & World Report; Alliance for Board Diversity Report, July 2011.

11. MetricExampleValue (2012)Current Value Banking Chairman or CEO, Top 10 banks by assets N/A 0% Academic Institutions President, top 50 undergraduate institutions University of Texas system 1 chancellor Hollywood Studios Chief / Head top 10 studios by box office revenue N/A none Top Foundations President and Trustees, top 10 foundations by assets Luis Ubiñas (Ford Foundation) 1 president 5% trustees 1 president 5% trustees Silicon Valley Chairman or CEO, Top 10 tech companies by revenue N/A 0% Fortune 100 CEO of Fortune 100 companies George Paz (Express Scripts) 1 CEO Source: Federal Reserve, U.S. News and World Report, School websites, Box Office Mojo, Studio websites, The Foundation Center, various Foundation websites, Fortune and The Wall Street Journal Progress on Key Metrics – Top Positions

12. 1.5% Fortune 1000 1.5% Fortune 1000 Source: Hispanic Association on Corporate Responsibility 2007 Corporate Governance Study and 2011 Corporate Governance index; U.S. News & World Report; Alliance for Board Diversity Report, July 2011,, and Korn/Ferry International 3.8% Fortune 100 board seats held by Hispanics 3.8% Fortune 100 board seats held by Hispanics 3.0% Fortune 500 3.0% Fortune 500

13. Current Perceptions

14. Source: Hill & Knowlton Strategies, U.S. Department of Homeland Security, and the Center for American Progress. 80% …of non-Hispanics associate Hispanics with NOT speaking English Reality:  Hispanics learning English at same rates as past immigrants  Nearly all 2 nd generation Hispanics have mastered English ABCDEFGH IJKLMNOPQ RSTUVWXYZ 33% believe >50% “illegal” 75% overestimate Reality: only 17% of Hispanics are without current documentation Hispanics Still Misperceived…

15. Source: Hill & Knowlton Strategies, 2012. …Leading to Negative Stereotypes

16. Source: Hill & Knowlton Strategies, 2012 and Pew Hispanic Center. Non-Hispanics also think or associate Hispanics with…And Latinos believe… Despite Some Positive Associations…

17. Source: Hill & Knowlton Strategies, 2012.  Among Hispanic issues covered by the media, immigration and the U.S.-Mexican border have the highest volume of negative coverage, with nearly twice the volume of the leading positive issue (H+K)  Positive media coverage on Hispanics’ economic contributions, work ethic and religious faith comprises less than half the volume of media coverage on the leading negative topic, immigration and the U.S.-Mexican border …Media Coverage Reinforces the Negative

18. Branding and Perceptions

19. Advertising Rationale: The Study of Brand XL Brand perceptions influence individual attitudes and actions Source: Cornelius DuBois, Foote, Cone & Belding in he Public Opinion Quarterly, Vol. 24, No. 3 (Autumn, 1960), pp. 465-530Published by: Oxford University Press on behalf of the American Association for Public Opinion Research. Courtesy of the Harvard Business School Baker Library Historical Collection. Hypothesis: Through advertising you influence attitudes; through attitudes you influence sales Study: 40 grocery store brands in 8 product categories with attitude scale of “one of the best” to “good” to “fair” to “poor”; completed in 1959 First group used the product and then reported favorability. Second group decided to use or not use the product based on these ratings.

20. How Perceptions Lead to Actions Source: Robert J. Dolan, “Integrated Marketing Communications”, Harvard Business School. In order to change perceptions: media, content, and advertising must be a major focus Unaware of product Awareness Knowledge Liking Preference Conviction Purchase Repeat Purchase Cognitive stage Affective stage Behavioral stage LDC Rebranding Chain Legislation (Action) Lawmaker (Decision-maker) preference Perception / Salience News Reality Voter (Viewer) conviction Cognitive stage Affective stage Behavioral stage Standard Purchasing Chain EntertainmentAdvertisingPersonal experience

21. Source: Network websites Where Perceptions Are Formed: News

22. Source: Network websites. * - In most cases, “Lead Actors” are the most featured character(s) in a series Where Perceptions Are Formed: Content

23. Exposure Occurs in Entertainment and Ads Source: Market sizing assumptions based primarily on Nielsen ratings, assuming a three-hour primetime period from Monday – Thursday and approximately 12 viewer impressions per hour. Movies data based on MPAA “Theatrical Statistics for 2011”, U.S./Canada admissions. Network nightly news is assumed to occur for one half-hour on ABC, CBS and NBC only. Millions of Weekly Viewer Impressions Avg. Viewers10,000,0007,500,0001,500,000200,000

24. The Advertising / Messaging Process Source: Advertising Research Foundation “Toward Better Media Comparisons” (1961) and “Making Better Media Decisions” (2003). This model suggests how impact can be achieved through the advertising process VEHICLE DISTRIBUTION (CHANNELS) Potential reach (# of newspapers, TV’s, social media etc) VEHICLE EXPOSURE (SALIENCE) Who interacts with the message “open eyes and ears” ADVERTISING EXPOSURE (SEGMENTING) Exposure of message to target audience (e.g. audience ratings) ADVERTISING ATTENTIVENESS (THEMES) Focus on and recall of the delivered message RELATIVE IMPACT

25. Who to Target: Segmentation (1 of 2) Source: Hill & Knowlton Strategies, 2012. Shading indicates value statistically different from other segments. % of group with characteristic in each segment

26. Who to Target: Segmentation (2 of 2) Source: Hill & Knowlton Strategies, 2012. Shading indicates value statistically different from other segments. % of group with characteristic in each segment

27. Do you think marriages between same-sex couples should or should not be recognized by the law as valid, with the same rights as traditional marriages? % of Americans Answering “Valid” Will & Grace premiers Ellen DeGeneres comes out on “Ellen” Repeal of “Don’t Ask Don’t Tell” Brokeback Mountain premiers A “Comparable”: GLAAD and Public Perceptions Source: Gallup, “Half of Americans Support Legal Gay Marriage”, May 8, 2012; and Gay & Lesbian Alliance Against Defamation “Accomplishments – 1985 – 1998”. Prior to 1996 1987: NY Times agrees to use “gay” 1990: CBS suspends Andy Rooney for homophobic comments 1993: Billboard and subway poster campaigns launched 1994: Roseanne episode with kiss between 2 women 1996: CBS fires Ben Wright for homophobic remarks 1995: Snapple pulls ads from Rush Limbaugh CA Prop 22 gay marriage ban passes 61-39 3 states approve same-sex marriage by avg. 53-47 “Glee” and “Modern Family” premiere

28. A “Comparable”: Gay Community and Legislation Pre-20022004200620082012 Gallup Polling 35%42% 40%50% Source: Gallup, “Half of Americans Support Legal Gay Marriage”, May 8, 2012; and Peter Sprigg “Clarifying the Count of Marriage Amendments and Referenda”; May 18, 2012.

29. The Inside Track

30. Presidential Appointments % Portion of Cabinet-Rank Appointment-Years Served Source: Wikipedia.

31. A Comparable: African-Americans and Boards Source: Alliance for Board Diversity Report, July 2011; “IMPLICATIONS AND RECOMMENDATIONS OF THE 2004 CENSUS OF AFRICAN AMERICANS ON BOARDS OF DIRECTORS”, Executive Leadership Council, and various websites. Pipeline Examples: Vernon Jordan, Franklin Raines, Earl Graves and Bonnie Hill all served on 5+ corporate boards as early as 2004 Raines served on the Time Warner board that selected Richard Parsons as CEO Graves served on Aetna board that selected Ron Williams as CEO Jordan served on the board that selected Kenneth Chenault to lead American Express Chenault then lifted three African- Americans to board seats (himself, Ursula Burns, and Ron Williams )