New Mexico Utility
Shareholders Alliance
October 7, 2009
DMD Timeline
 2003: Initial campaign to support tax package that reduced the maximum dividend
tax rate from 35% to 15%
 2006: Successfully campaign to extend then-current legislation sunset from 2008 to
2010
 2008: Formalize and launch Defend My Dividend as a fully formed national
grassroots campaign
 2009: Retool campaign message and strategy to support President Obama’s 20%
maximum dividend tax rate and Senate Finance Committee Chair Baucus’ legislation
 2010: Unless Congress takes action, on December 31, the maximum dividend tax
rate will skyrocket to almost 40%
Key Objectives
Targeted positioning and education campaign that will:
 Define issue and clarify importance to, and impact on, everyone
 Reach target audiences to inform them about permanently keeping
dividend taxes low and the consequences of Congress not acting by
the end of 2010
 Deliver and reinforce messages via all potential channels - industry,
grassroots, grasstops, DMD partners, etc.
Messaging Strategy
Publications & Media
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Senior and retiree publications
Financial reporters and publications
Energy reporters and publications
Regional editorial writers and papers
Grassroots & Utility Industry
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Key legislators & district papers
Member company employees/retirees/shareholders
CEOs and senior management
CEOs/association leaders
Industry Earned Media
Internal Articles & Blog Posting
Peer To Peer & Social Web
Peer to peer promotion to raise awareness of the
campaign and the Web site:
 Promotion of DMD at industry board meetings, functions and events
 Utilize social media tools via online campaigns to further extend the
reach of campaign
Defend My Dividend Campaign:
Advocacy Strategy
Coalitions/Partners
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Financial reporters and publications
Financial industry
Investor clubs
Senior groups
Shareholder groups
Dividend producing industries
Constituent Advocacy Tools
Web: Action center, news, video, partner links, cross branding
Mail: Postcards, newsletters, target advocacy pieces
Phone: Patch through system, issue information
Collaterals
PowerPoint Presentation
Fact Sheets
Postcard
Stakeholder Education and
Recruitment
Exhibit Panels
Recruitment Brochure
Defend My Dividend Campaign:
Web Site
 Home base for overall DMD campaign
 Media and communications resource
 Conduit for news and legislative updates
 Main portal for joining campaign
 Advocacy database backend to manage communications
campaigns
Defend My Dividend Campaign:
Website
http://www.DefendMyDividend.org