Deck to Fundraise for She Se Puede and Empower Latinas

2. If our community is to ever
achieve our political potential, what we
need is a transformation of our culture,
one that shifts perceptions of
Latino identity and power.
This election year, everyone is reminded of the Latino population
numbers and how fast we are growing as a community. But let’s
be clear: demography is not destiny. Unless and until we believe
in our own potential and realize our own power, we will remain
underrepresented as a political and cultural force.”
— Activist, actress, producer, and director America Ferrera
“

3. Background & Context
Young Latinas make up the largest age and
gender cohort in most states, which means we
are driving growth in the Latino electorate across
the country. Latina purchasing power exceeds $1
trillion and Latinas are more socially-networked
and more engaged online than the general
population.
Yet, historically Latina turnout rates have been
10-15 points lower than black and white women.
There are many reasons for this, but we
especially see a confidence gap among them.
Our goal is to cultivate this confidence
for the long term.

4. Latinas - Especially Young Latinas, Have The Numbers

5. The Confidence Gap
Apathy is not the problem and urgency is not the solution.
Research from Equis Labs has indicated that there is a confidence
gap— while Latinas in particular, are interested (and often motivated)
to vote, they are not invested nor ready to do so. Many low and
mid-propensity Latina voters don’t doubt that voting is important.
However, what they lack is confidence in voting, and the assurance
that their vote makes a difference. They do not want to mess up.
Even those who intended to vote when they registered
sometimes find themselves cast adrift. They desire more
guidance and knowledge about taking the next steps,
and yet, voter registration efforts often miss that opportunity
for engagement. The signature of a new voter is the end,
with little discussion, support or encouragement about
anything that comes after.”
— research from Topos Partnership
“

6. We came together as a powerful
cross-section of Latina leaders, each
bringing experience and following
fromthe worlds of organizing, politics,
content and entertainment.

7. Alexandra Martinez-Kondracke
is an award-winning writer and
producer of Showtime’s
The L Word and HBO's Hung.
America Ferrera is a producer,
director, and award winning
actress. She is the co-founder of
Harness, an organization bringing
together artists, activists, to
power social change
Carmen Perez is the president
and CEO of The Gathering for
Justice, co-founder of Justice
League NYC, and board member of
the Women's March.
Christy Haubegger is Executive
Vice President, Chief Enterprise
Inclusion Officer of WarnerMedia.
She was the Founder of Latina
Magazine and served as CEO and
Publisher for the first eight years.
Elsa Collins is a social impact
consultant working at the nexus of
sports, entertainment, and culture.
She is the co-founder of This is
about Humanity, a movement
focused on vulnerable families at
the U.S-Mexico border.
Eva Longoria is an award-winning
actress, director, producer,
entrepreneur and philanthropist.
She is the founder of The Eva
Longoria Foundation, dedicated to
helping Latinas build better
futures through education.
Monica Ramirez is a lawyer and
organizer working to uphold the
human rights of women, children,
workers, latinx communities, and
immigrants. She is the founder of
Justice for Migrant Women
Jess Morales Rocketto is the
Political Director the National
Domestic Workers Alliance,
Executive Director of Care in
Action, and Chair of Families
Belong Together Coalition.
Olga Segura is a producer,
actress, activist, and entrepreneur.
She is also the co-founder of
Latinx House, a gathering place for
the Latinx community creatives in
film, entertainment and social
impact work.
Stephanie Valencia is a social
entrepreneur and national leader
at the nexus of politics and
technology. She is the co-founder
of EquisLab, an organization that
is working to create a better
understanding of the Latinx
electorate.

8. A new digital lifestyle community
and media platform that informs,
affirms,and inspires Latinas to
leverage our POWER in a way
that transforms our lives, families,
and community.

9. We launched on 8/31 With A Robust Cross Media and
Multi-Phased Launch
The plan included:
• Content
• Press & Publicity
• Partnerships
• Paid Media
• Social Media
• SSP garnered the support of
Latina influencers around the
country including:
Rosie Perez, Zoe Saldana,
Kate Del Castillo, Becky G,
Maria Celeste Arraras,
Francia Raisa, Dayanara
Torres, Stephanie Beatriz,
Roselyn Sanchez
• Garnering the coveted IG
certification within 3 days of
our official launch!
Top Influencer Support

10. We Worked To Build An Inclusive Community
Information
RESOURCES:
How to register to Vote,
Best tips to save, healthy
eating habits
Affirmation
POSITIVE MESSAGING:
Diverse content on Latina
empowerment. IG lives with
small business owners, etc.
Inspiration
TAKING ACTION:
Live DJ session, Yoga class,
Pledging to vote, Cocina
Quickies

11. Reaching Young, Engaged Latinas
SOURCE: SSP Sprout Social December, 2020 Tag Report
They are young and educated
● 62% are between the ages of 21-39
● 40% have a HHI of $100k or more
● 74% have graduated college
● 70% are employed full-time
They are leaders in their communities
● 75% want to make an impact on their community
● 94% are registered voters
They are engaged with our content
● 78% want to hear more about empowerment
● On average 180% higher engagement rate than most Not-
for-Profits
● 400% higher engagement rates than Media

12. Platform Size Reach Impressions
Instagram 141,265 8,930,590 9,869,078
Facebook 12,464 1,012,384 1,127,126
Twitter* 4,100 79,544,531 2,353,609
Email** 23,430 23,430 23,430
Site*** 87,135 96,302 141,489
TOTAL
Audience 268,394 89,607,237 13,514,732
Since launching in August 2020:
• We have built an audience of over a
quarter million Latinas
• Instagram and Facebook alone
account for a total reach of over 9
million
• Our owned platforms have generated
over 13 million organic impressions
• SSP has a monthly audience size of
200K & enjoys a minimum month-
over-month organic growth rate of
12%
SOURCE: SSP Google Analytics Audience Overview Aug-Dec 2020; SSP Sprout Social Cross-Profile Post report, Aug-Dec 2020
WILL BE UPDATED WITH
NUMBERS THRU FEB 2021
TODAY...SSP Is One Of The Fastest Growing and
Influential Latina Communities In The Country

13. Post Launch, Our
Main Focus Was
Driving Voter
Education and
Participation
Amongst Our
Audience
1.Influencer Network
1.Power Squad
1.Latinas Make a
Difference Tour
1.SSP VOTE Campaign

14. Our influencer network of over 200 powerful
Latinas and partnered with us to get out the vote.
Participants including Shakira, Camila Cabello,
Diane Guerrero, Becky G, Justina Machado,
Carla Morrison, Anjelah Johnson, Stephanie
Beatriz, Rosie Perez, Maria Elena Salinas, and
Kate del Castillo, among many others.
We Developed and Nurtured A Robust Influencer Community

15. We Recruited Over 1000 Latinas for the
She Se Puede Power Squad
● Organizing values focused on two simple beliefs:
○ Our voices have an impact if we come together
○ When we come together we can create change
for ourselves and our communities
● We trained leaders across states, including
California, Texas and Georgia and developed key
CTAs during the 2020 election cycle
○ Register to Vote
○ Plan to Vote (by mail, home, in person)
○ Key dates
● Power Squad Leaders informed and organized
their communities for long-term civic
engagement

16. We Launched a Virtual Experience
The Latinas Make A Difference virtual tour set to INFORM,
INSPIRE and EMPOWER Latinas to make an impact on their
lives and their communities! The tour was the activation
component of our GOTV campaign - SSP Vote that kicked off
in late September and went through the 1st week of
November.
DATES: Oct 19th – Oct 23rd
MARKETS: Phoenix, Tucson, Tampa, Orlando, Miami,
Raleigh/DH
The topics were wide-ranging and included- immigration, career, finance, health and wellness,
farmworker rights and advocacy, beauty, fashion, cooking/history and of course civic engagement,
specifically VOTING! With 24 segments featuring close to 60 panelists, moderators and performers,
including:
● Stacey Abrams – political leader and voting rights activist, interviewed by Selena Gomez – global star, actress,
singer, producer and activist
● Mayor Regina Romero – 1st Latina and woman as Mayor of Tucson, in conversation with America Ferrera
● County Commissioner Susan Rodriguez McDowell – one of only 2 elected Latinas in NC, in conversation with Eva
Longoria Baston
● Kate Del Castillo – in conversation with Olga Segura about her US naturalization process and first-time voting
experience
● Karla Martinez de Salas – Chief Editor, Vogue Mexico in conversation with Sophie Lopez about being Latinas in
the fashion industry
● Power Squad – Members from Arizona, engaged in a conversation with America Ferrera

17. Our Community was ALL IN!
Plus a few more…
•This is the kind of organization I’ve been waiting for! So glad to be on
the Power Squad to continue this crucial work!
• So glad I joined She Se Puede with you amazing jefas! I am excited to
see the positive impact it will have in the future and the positive
changes in place when it’s time for my young daughters to vote.
•Latina women are powerful! This is a connection of so many talented
women. What an amazing connection to inform, empower and
advocate for Latinas! Instead of silos we can be an amazing
empowering community! Thank you...
•@SheSePuede has encouraged me to be authentically myself as an
Afro-Latina and a woman. I’m so grateful for this community
Testimonials
• Secured over 4,300 tour registrations
• Engaged close to 60 panelists, moderators, artists, experts, local leaders and influencers
• Double-digit growth across all our platforms
• Over 60k views (and counting) across FB, YT and IG platforms
• 300 media hits across broadcast, digital and radio
• A ton of goodwill amongst our followers, partners and influencers

18. We Developed the
She Se Puede VOTE Campaign
She Se Puede partnered with various
mission-aligned organizations to promote
the Latina vote, including:
● A series of posts across all our platforms
● Informational sessions with partner
organizations
● Influencer engagement to garner social
media community support
● Social media posts on National Voter
Registration Day as well as all key voter days
and milestones
● Educational content on making a plan to vote
including - voting by mail or in person during
COVID19 pandemic
● We levered our Power Squad to spread the
word to their communities, families and
social networks

19. 2021 Goals

20. 1. Content Development
1. 365 Civic Engagement
Plan in a non-election
Year
1. Leadership Development
power squad curriculum
new cohorts
1. Community Engagement
more events
1. xxxx
In 2021,
We Will Focus
On Expanding
our Scope, Our
Reach and Our
Audience’s
Power

21. Story Telling
Studio
Latina
Leadership &
Community
Engagement
2021 Goals
Community
Engagement
Content
Development

22. THEME EXPANSION
Given the impact the last 12 months
has had on the Latina community, we
will increase our focus on the
following key themes:
● Covid
● Career/Small Business
Development
● Mental Health
● Recognizing & Harnessing POWER
Content
Development
DIVERSIFY PLATFORMS

23. Civic engagement is the ultimate
demonstration of active
citizenship, regardless of one’s
socio-economic status,
educational level, or immigration
status. She Se Puede encourages
Latina civic engagement on a
local and national level. She
Puede has cultivated this passion
for civic engagement through:
● IG lives
● Latinas Make a Difference
Tour
● She Se Puede Power Squad
Content
Development

24. Civic engagement is the ultimate
demonstration of active
citizenship, regardless of one’s
socio-economic status,
educational level, or immigration
status. She Se Puede encourages
Latina civic engagement on a local
and national level. She Puede has
cultivated this passion for civic
engagement through:
● IG lives
● Latinas Make a Difference
Tour
● She Se Puede Power Squad
Latina
Leadership
Development

25. Civic engagement is the ultimate
demonstration of active
citizenship, regardless of one’s
socio-economic status,
educational level, or immigration
status. She Se Puede encourages
Latina civic engagement on a
local and national level. She
Puede has cultivated this passion
for civic engagement through:
● IG lives
● Latinas Make a Difference
Tour
● She Se Puede Power Squad
Leadership
Development
&
Civic
Engagement

26. She Se Puede
Live IG Series
Topics include:
● Self-care and mental health
● COVID19 and the Latina community
● Fashion & beauty
● Financial freedom and literacy
● Citizenship as a civic duty
● Multicultural holidays
● Art and creative expression
● Fitness and dancing
● “Chingonas Table”:talk series with various guest speakers
● Cooking

27. Story Telling
Studio
Latina
Leadership &
Community
Engagement
2021 Goals
Revenue Generating
Partnerships
One of the
Largest Platforms
on Social Media

28. Sustained Long-term Conversation
We will continue to hav e the support of a broad range
of Latina leaders, talent and influencers whose social media
followings reach more than 100 million.
Key talent and influencers will continue sharing a call to action
for their Latina fans to subscribe, enroll and follow She Se Puede.
• Owning Your Power
• Post-election Civic Engagement
• Politics, Finance, Family & Community

29. Investment

30. The Investment

31. Year 1 Total (May 2020-May 2021) $1,782,699.00
2020 Total (May- December) $921,829.00
She Se Puede 2021 Budget:
Now and Beyond
update with full
2021 budget

32. FUNDRAISING GOALS
For this initiative we are seeking to raise $3 - $4.5 million over the next 18
months to fund our multiple component strategies.
CONTENT DEVELOPMENT RESEARCH DIGITAL
PAID MEDIA MEME STUDIO PLATFORM EXPANSION
CAPACITY BUILDING XXX XXX
ORGANIZATIONAL DEVELOPMENT

33. Powered by trusted community leaders
and inspiring Latina figures we are building
a new platform for Latina voices,
empowerment and civic engagement.
Through sustained conversations we are
going to drive Latinas to own their power
and leadership, and become a political
force this year and beyond.
We look forward to partnering
with you on this important
initiative and bringing Latina
power to scale!

35. Diverse Partnerships

36. Our Content
Our unique mix of lifestyle and civic engagement content and activations have struck
a cord with the audience. We
EMPOWERMENT CULTURA CIVIC ENGAGEMENT SELF-CARE

37. Insight & Approach

38. She Se Puede will be a cross-media platform that lives
though subscriptions to text-messaging and email as well
as social media (Facebook, Instagram and Twitter). The
platform is a digital first, content driven site which has
become the online community for Latinas.
By giving them key information and lifestyle tips that are
relevant across socio-economic strata, She Se Puede will
ignite a confidence boost in all aspects of Latina lives. We
will earn trust among the community by meeting the unique
needs of Latinas for share-able content with weekly topics
that include news, health, parenting, food and culture, all
from a distinctly Latina perspective.
This kind of ongoing messaging engenders trust and creates
an inclusive community, which enables year-round
organizing. By making the connection between
empowerment and civic engagement we will reinforce that
you cannot have one without the other. We will sustain a
weekly two-way conversation with multiple touchpoints
• Cuisine - Making meals
with only 4 ingredients
or on a budget
• Top 10 Free
Educational Resources
• Exercise and
Healthy Living
• Mental Health
• Financial Literacy &
Wellness
• Outfit/Lipstick Of
The Day to Vote
SAMPLE VERTICALS
She Se Puede Social Media
Strategy & Content

39. She Se Puede by the
Numbers..
13
million
total organic
impressions
1000+
She Se Puede Vote
Power Squad sign-ups,
with 100 new sign ups
each week.
1.07K
Youtube
Subscribers
180%
higher
engagement
rate than most
Not-For-Profits
Over 184,687
total Social Media
Followers
159k
Instagram followers
Over 24k
email subscribers
Over
13k
Facebook
follwers

40. Top 3 Posts in 2020 Were Focused on Empowerment and Inspiration
Top Posts: 1-3; Based on Engagement Rate
SOURCE: SSP Sprout Social Aug-Dec 2020 IG Post Report;
Impressions Engagement %
68,929 15.3%
Impressions Engagement %
75,863 14.4%
Impressions Engagement
65,093 13.5%