NAACP Leadership 500 Strategic Planning Retreat
October 29-31, 2009
Westin Diplomat Hotel
Hollywood, Florida
Executive Summary
Attendees
Rose Blackburne, 2010 Co-Chair NAACP Leadership 500, Co-Founder NAACP Leadership 500
Roslyn Brock, Vice Chair NAACP Board of Directors; Chair & Co- Founder Leadership 500
Paula Brown Edme, NAACP Associate Director of Development
Marsha Ellison, Treasurer, NAACP Florida State Conference
Yma Gordon, Vice President/Director Strategic Initiatives, CitiGroup (Retreat Sponsor)
Kevin Myles, President, NAACP Kansas State Conference
Armando Seay, Founder & Executive VP Development & Corporate Strategies, Ross Technology
Kathy Seay, President & CEO Ross Technology
Maxim Thorne, NAACP Senior Vice President Development
Alethia _______, Ross Technology
Michelle Adderley, President & CEO Michelle Lynn Solutions, Inc.
Nicholas Wiggins, NAACP National Board of Directors, Former Member
Kristen Williams, Senior BGD Alliance Manager, Astra Zeneca Pharmaceuticals, Inc.
Regrets
David Goatley, NAACP National Board of Directors
Michael Turner, Co-Chair NAACP Leadership 500 2010, Co-Founder NAACP Leadership 500
NAACP Leadership 500 Planning Retreat Charge and Mission- Roundtable Format
Rose Blackburne, Presiding
Welcome and Introductions
Yma Gordon and Citi were recognized and thanked for their sponsorship of the Planning Retreat
as well as their sponsorship of the 2005 and 2008 Leadership 500 Programs.
Kristen Williams was recognized and thanked for her support and sponsorship through Astra
Zeneca for Leadership 500 programs since its inception in 2005 through 2009,, with $100,000
support over 5 years.
Attendees introduced themselves and described their respective connections to NAACP
Leadership 500. There was a wide range of professional expertise and NAACP experience:
technology, marketing, development, healthcare, medicine, education and finance; NAACP
experience and connections ranged from NAACP Life Members, non- members, National Board
Members and former Board Members, NAACP Executive Staff, NAACP State Conference
Leadership and NAACP Leadership 500 Corporate Sponsors.
NAACP Leadership 500 Mission
The original mission and objective of NAACP Leadership 500 was discussed: Roslyn Brock, Rose
Blackburne, Michael Turner and other former Youth & College Members and Youth Board
Members, then in their 20s and 30s, observed that there was noticeable absence of active
NAACP members in the 25-45 age range. Youth members that had been active through their
college years and early professional years were “missing in action”; the group voiced multifaceted concerns: 1- those in this age cohort were the direct beneficiaries of the gains of the
Civil Rights Movement and were now „absent‟ from the Movement; 2- Who would be the next
generation of NAACP Leadership?; 3-How can NAACP attract and engage those from the
talent pool in this age cohort, who now hold professional, executive and managerial positions
across the spectrum of professions in corporate, non-profit and government? The „Founders‟
brought the idea of Leadership 500, then referred to as „The New Day Caucus‟ to then NAACP
Chairman of the National Board of Directors, Mrs. Myrlie Evers Williams during the 1996 NAACP
National Convention in Charlotte, North Carolina. In 2004, under the leadership of Roslyn Brock,
Vice Chair of the NAACP National Board of Directors, planning began for the first NAACP
Leadership 500 Summit for 2005 as a program supported and sanctioned by the NAACP
National Board of Directors.
2009 NAACP Leadership 500 Strategic Planning Retreat Objectives
The retreat was convened to reflect on the accomplishments and challenges of the first 5 years
of Leadership 500 Summit, to consider future programs and platforms, the strategic role of L500
for the second century of NAACP, areas for improvement, and, to develop marketing and
branding strategies for Leadership 500 moving forward. Findings and strategies will be shared
with the L500 Planning Committee.
Attendees were asked to share their candid impressions of NAACP. There was an overwhelming
sentiment that it was an “old, aging” organization, “stuck in the past”, not relevant in “post racial
Obama era”, seen as a “Black Only” organization, vocal on issues of injustice only as related to
Black America, today‟s generation does not really know what the Civil Rights movement is, what
Jim Crow was, nor do they care, NAACP picks and chooses its battles and does not usually
address issues internal to the Black Community such as black on black crime, but, is perceived
as only addressing issues perpetrated by others against Black America. Most people outside of
NAACP do not know of the NAACP‟s multi racial history and founders of 1909. NAACP current
leaders are not widely recognized and acknowledged; the new leadership is not widely
recognized (outside of NAACP).
The NAACP Futures Commission report was reviewed and discussed with attendees; Leadership
500 mission and goals are closely aligned with the findings of the Futures Commission. Leadership
500 marketing materials, past program sponsors, panelists and agenda, Centennial Fund
Campaign materials, NAACP Marketing materials were provided for attendees to review.
To attract the cohort targeted by NAACP Leadership 500, focus should be shifted from the past
accomplishments of Civil Rights Movement to current needs and interests of the target
constituency: economic empowerment, breaking through the professional glass ceilings, charter
schools, embracing and maximizing technology and social media, higher education, sandwich
generation issues, unions and leveraging community involvement with professional development
and advancement.
The Leadership 500 Brand
How do we re-brand NAACP Leadership 500 in a way that is true to our multi-cultural, multiracial, inclusive, social justice, advocacy and civil rights heritage and mission? What does
NAACP advocate for: Opportunity, Democracy and Justice? What brand will resonate with the
target constituency? It was acknowledged by the attendees that there is relevance and value
for NAACP in this day and age, but, since NAACP is viewed as an organization of the past, there
is presently a disconnect between historic achievements and current needs.
How can L500 maximize technology and social media, how do we engage and train target
constituency in advocacy initiatives?
NAACP is uniquely poised to take on controversial issues.
What is important to Sponsors for continued support and engagement? What do sponsoring
companies look for in target programs, partners and alliances? Access to thought leaders, link to
industry decision makers “Who was there?”, caliber of speakers, attendees and panel topics are
important, variety and scope of issues, target consumers, customers, partnerships. Examples:
financial literacy, disease management, advocacy training and civic engagement around
sentinel issues, measurable metrics and outcomes, white papers, expert testimony, invitations
and participation in advisory boards. Sponsors can, in turn, provide best practices expertise for
process improvement and development.
NAACP is currently and historically viewed, and, can be even better positioned as a power
broker; it is the only civil rights group with a permanent National Lobbyist, national organization
with local unit grass roots constituents, diversity talent pool, conveners of people, connection to
legislators and thought leaders. In order to maintain this standing we must have a seat at the
table, be invited to important meetings, commissions, be an expert resource and have access
to and relationships with experts.
The discussion repeatedly circled back to the “BRAND”.
Should NAACP Leadership 500 be repositioned as „Leadership 500 co-hosted, co-sponsored by
NAACP and XYZ Company‟…‟powered by _____‟ After a lot of discussion, it was agreed that the
NAACP name is still powerful and recognizable, and, it should, therefore, not be dropped or
repositioned secondary to Leadership 500.
Re-branding themes should encompass “New energy…new advocacy…the work goes on…the
work continues…new beginnings…power…leadership…inclusion…multi racial…” “Change,
hope, and dream” should NOT be part of the new brand since they themes that are overused in
recent and past history. Similarly, affirmative action and diversity tend to have negative or offputting connotations. Rationale: the advocacy and social justice work must continue in the post
racial Obama era, voter registration and engagement must continue at the local level, midyear Congressional elections are coming up, US Senate races will be hotly contested, President
Obama will only be effective with a majority Democratic Congress, local elections such as
school board, city council, state legislature are equally if not more important than the 2008
Presidential election.
2010 NAACP Leadership 500 Program Development
Issues of the day: Immigration Reform, Health Care Reform, Technology and Social Media, 2010
Census, Financial Literacy, Voter empowerment and Political Engagement, „Tea Party‟ Counter
Movement. Historic focus areas of Leadership 500: Health, Education, Finance/Economic
Empowerment/Entrepreneurship, Civic Engagement/Political Empowerment, Religious Affairs
and the Military.
Communication/Media Plan
Develop a communication plan maximizing social media, such as Leadership 500 website,
electronic newsletter, blog, Twitter, Face Book, LinkedIn, data base list serve, communications
plan should target events preceding the L500 2010 Summit, and equally important, be a forum
and platform for information exchange on an up-to-the minute events and issues between
Summits. This can be accomplished by earmarking corporate funds as restricted resources to
support the communication/media plan. Sponsors agreed that this was doable.
Enhance presence in traditional media, print media, black press, etc. Op-ed, Letters to the
editor, talk show, talk radio.
Develop a press packet for potential sponsors
Defining an advocacy agenda
Paradigm shift from didactic information presentation to action items and advocacy training.
What does modern day advocacy mean? Focus workshop/plenary on advocacy training,
evidence and data driven strategies; data gathering techniques, Speakers/panelists to educate
and train Summit attendees to take action steps around issues of Health, Education, Economics,
etc. Redefining advocacy training:
 Using social media to promote change
 Media plan connecting to social media
 Social media as an advocacy tool
 New Organizing Institute-advocacy training organization
 Joel Silberman, Media Trainer, Washington, DC Progressive Movement
o Looking for young, diverse, female experts
 Community Reinvestment Act
 Internet Neutrality Bill
 Black Entrepreneurship
 Ties to corporate interests
 CBCF Economic Empowerment
Political Empowerment/Civic Engagement
The continuum of voter registration is political engagement such as political campaign
candidacy, political fundraising, campaign management and strategy. Grooming the next
generation of political candidates is another unique opportunity for L500, engaging the talent
pool of Leadership 500.
 Barbara Perkins, Sisters at the Well, International Women‟s Institute
Advocating around specific legislation and policies
 National Voter Registration Act-advocate for compliance of Act
 Richie v. DeStefano
 Vitter Amendment
Consider a (Young) Elected Officials roundtable
 Ex. Cory Booker, Kendrick Meeks
 NBCCL
 HSL
Presenting Awards at 2010 Leadership 500 Summit as was done at the 2006 L500 Summit, present
awards to leaders in health, finance, entrepreneurs, scholastics, military service, religion, etc. This
was viewed as a recruitment and branding opportunity.
Show case Leadership 500 Success Stories:
 Kevin Myles, President NAACP Kansas State Conference
 Shavon Arline- NAACP National Health Director, 2008 Leadership 500 Attendee,
Washington DC Branch Health Committee and Executive Committee
 Roslyn Brock- Vice Chair National Board of Directors, Candidate for Chair of National
Board
 Karen Boykin-Towns, Chair NAACP National Health Committee, Chief Diversity Officer,
Pfizer Pharmaceuticals
 Michael Turner, Co-Chair L500, Chief of Staff Wayne County Sheriff‟s Office
 Benjamin Jealous, President/CEO NAACP
 Seek out other cohort aged leaders in NAACP to showcase
 Roundtable discussion around role of NAACP and Leadership 500 in success
Adding ‘Glitter’ to Leadership 500
Continuing our connection to luminaries, other possible persons to target: Indie Arie, Kerry
Washington, JayZee, Ludacris, Kanye West, Hill Harper, Tom Joyner, Tyler Perry, Inaugural Poet
Laureate
Consider selecting an „Honorary Chair‟ (celebrity) of Leadership 500 for 2010.
Develop a VIP invitation list to target top 100 „name‟ leaders- develop an enhanced, fancy
invitation to send to create interest and buzz.
Partner with a local (Florida) celebrity to host a kick-off event at L500
 Tom Joyner-cruise departs from FLL same weekend as L500, consider Town Hall Meeting
with Tom Joyner for Thursday night.
Host Leadership 500 reception at the 2010 NAACP Image Awards, host other events around the
country and in Kansas City at the National Convention.
Professional Development/Education Credits
Define criteria and accrediting bodies and structure programs with that goal in mind.
Executive Education Credits
Diversity Training Credit/Certification
Global Volunteerism/Community Service Credit for trainers/facilitators (finance and banking)
Will make attractive to those in corporate management, non- profit, and government
Develop template letter of Sponsorship for attendees to give to employers.
Corporate sponsors are allowed a certain number of attendee slots per level of sponsorship (24).
NAACP Leadership 500 Website
Develop separate website from naacp.org, optimize search capability; URL was purchased
Content to include mission statement, testimonials “…Without NAACP I would not have…”, L500
Success stories, “Who is?”, blogs around specific issues, monthly or periodic newsletter, Twitter,
FB, LinkedIn. Links to Young Adult Counsel Websites, Use the Wichita Kansas website model, links
to NAACP.org website and action alerts.