Madrinas

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• Madrinas
• Sponsorship Package

October 22, 2006
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• HISTORY
• Madrinas was founded in 2002 by a group of
  visionary Latinas who recognized the need for a
  powerful network committed to career advancement,
  leadership development, and mentorship for
  Latinas in the workplace and across industries.
  Madrinas was initially launched in partnership
  with the Hispanic Association on Corporate
  Responsibility (HACR), and is a 501C (3)
  non-profit organization.
• MISSION
• Madrinas is dedicated to the advancement of
  Latinas in todays corporate environment.
• GOALS
• To build a premier network organization that
  engages the support of highly skilled,
  professional Latinas, to serve as mentors and
  role models and help in shaping the future of
  corporate leadership.
• To provide a sense of community and connection
  through shared experiences and the celebration of
  our diverse, multi-cultural backgrounds.
• To leverage the assets of our rich culture and
  combined years of workplace experience, to form
  partnerships and alliances that will benefit the
  organizations membership and its continued
  growth.
• .

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• Madrinas was founded to
• assist Latinas with enhancing their leadership
  qualities and develop career advancement
  strategies
• provide a forum for networking and mentorship
• offer Latinas in diverse business organizations,
  developmental opportunities and share broad based
  corporate experiences
• create a platform for showcasing Latinas in
  corporate leadership roles, and support their
  advancement toward executive and/or boardroom
  positions
• celebrate and promote Latin culture/heritage
• highlight and acknowledge the attributes, and the
  contributions of Latina women to the development
  of successful business models
• assist individuals and organizations in
  leveraging Hispanic diversity
• promote equitable Latina leadership
  representation in the corporate work environment.

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• Overall Objective
• Become a resource of information, a think-tank
  that seeks to shape the
• corporate/business strategies around more
  equitable representation of Latinas in
• the workforce and in leadership roles.
• Create strategy for increased understanding of
  Latinas and their value
• Provide a network for Latinas in leadership
  roles representing Americas leading
• corporations
• Develop tools (with the support of Simmons
  College), for professional
• development and executive skills building
• Promote the celebration of Hispanic/Latin
  culture/heritage within the corporate
• workplace
• Provide support in identifying talent and in
  highlighting their success

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• Madrinas Membership
• Madrinas recruits Latinas who support the
  empowerment of all Latinas, share the spirit of
  networking
• and are committed to supporting the professional
  advancement of Latinas in todays business
• environment.
• Madrinas members are Latinas who have been
  actively employed in a professional capacity and
  have
• strong educational backgrounds and demonstrate a
  capacity for professional involvement.

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• Madrinas Executive Team
• Acting President Vice President
• Chair, Sponsorship
• Roseanne Lopez, Sr. Vice President, Consulting
• AgreeYa Solutions
• Chair, Membership
• Alba Contreras-Rodriguez, Business Coordination
• Manager Vehicle Operations
• Ford Motor Company
• Chair, Professional Development Program
• Josy Laza Gallagher, Consultant
• The FutureWork Institute Inc.
• Secretary/Treasurer
• Lydia E. Rosa , LCSW, President
• La Rosa Group Intercultural HR

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Why Sponsor Madrinas?
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• The Market Imperative
• The faces of people in Americas corporations
  are more diverse than those of the past. But the
  dreams of personal
• success that fuel these organizations remain much
  the same.
• U.S. firms, skilled in the creation of strong
  corporate cultures and the management of a
  homogeneous workforce, face a
• new and difficult challenge They must motivate,
  retain and reward diverse employees at a time
  when competition is fierce,
• profits are flat and the work force is shrinking.
  If firms are to meet this challenge, they must
  first understand that the very
• cultures that were instrumental to their earlier
  success may hamper their ability to succeed in
  the future.
• 
  R.Roosevelt Thomas, Jr. Differences Do Make a
  Difference
• One need only watch television or flip through
  a magazine to notice corporate Americas
  increasing focus on marketing
• to the growing U.S. Hispanic community. However,
  there has not been a corresponding increase in
  the number of Latinas
• in senior positions at Fortune 500 companies.
• Catalyst, Women of Color in Corporate Management
  Opportunities and Barriers, (1999)
• From 1990 to 2007, the nations Hispanic buying
  power is projected to grow at an annual rate of
  8.7, which exceeds the
• 4.8 estimate for non-Hispanics. This buying
  power is projected to exceed that of all other
  ethnic or racial minorities. Now

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The Changing Marketplace

• Changing demographics impacting the U.S.
  workforce, new emerging trends in consumer buying
  
• power, and market globalization have all created
  a need for more focused multicultural alignments
• within organizations to address recruitment and
  retention issues.

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Facts The Changing Talent Pool

• The Hispanic/Latino population is the fastest
  growing group in the U.S.
• Women represent over 50 of the total U.S.
  workforce.
• Women of Hispanic origin represent one of the
  fastest growing groups of women entering the U.S.
  workforce
• Between 1990 - 2000 their numbers increased by
  76 from 3.8 to 6.7 million
• It is estimated that by 2010, there will be 9.2
  million Latinas in the workforce, an additional
  37 increase
• Latinas with Bachelors Degrees increased by 150
  in the ten years between 1990-2000.
• Latinas earning Masters increased by 164 in the
  same time period.

Source WOW Facts 2003 Catalyst Advancing
Latinas in the Workplace What Managers Need to
Know
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Facts The New Emerging Consumer

• Women dominate the marketplace with an
  astonishing 5.2 trillion in spending power.
• Latinos economic clout is out pacing that of
  African Americans and Asians
• In 2005 consumer spending among Latinos was at
  764 billion.
• In 2007 the buying power of Latinos is expected
  to climb to 926 billion
• Between 1990 to 2007, Hispanic buying power is
  expected to increase 8.7 annually and is
  expected to exceed all other ethnic or racial
  minorities.
• Latinas in key decision making positions can help
  corporations understand and reach this growing
  consumer market.

Source WOW Facts 2003 Catalyst Advancing
Latinas in the Workplace What Managers Need to
Know
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Facts Market Globalization

• Both internally and externally, globalization is
  impacting the U.S.
• marketplace.
• - It was estimated that in 2005 one in three
  Americans was either African
• - American, Hispanic/Latino or Asian-American.
• - Bilingualism has increased in importance as a
  critical business skill.
• Spanish has become one of the most commonly
  spoken languages in the world.
• An estimated 350 million people around the world
  identify Spanish as their first language.

Source WOW Facts 2003 Catalyst Advancing
Latinas in the Workplace What Managers Need to
Know
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Latinas in Corporate America

• Despite the increase in leveraging power of the
  Hispanic population and the rise in
• dominance among Latina women in the U.S., Latinas
  remain virtually invisible in senior
• management positions at Fortune 500 Companies.
• In 2002, Latinas represented only 0.24 of
  corporate officers within Fortune 500
  corporations (25 of the 10,092 positions)
• Latinas represent 23 of all managerial and/or
  professional positions
• in Corporate America.
• Latin American based companies, including those
  in Mexico, generated 112 billion in revenue in
  2001, demonstrating the regions growing
  financial influence.

Source Catalyst Advancing Latinas in the
Workplace What Managers Need to Know
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Latinas General Demographics

• Latinas represent over 70 of those employed
  within the following
• industries
• Education, health, and social services
• Manufacturing
• Retail trade
• Arts entertainment,
• Hospitality, recreation, food services
• Professional, scientific, management,
  administrative, and waste management services

Source U.S. Census Bureau, (SF-4)
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The Barriers to Latinas in Corporate America

• Latina women face a number of barriers related to
  culture, race and gender in todays corporate
  environment that impact their successful
  advancement up the corporate ladder
• lack of sponsors and/or mentors (42)
• overcoming stereotypes (38)
• lack of informal network (37)
• lack of cultural role model of like
  race/ethnicity (28)
• pay equity (17)
• isolation (15)
• authority challenged (12)
• lack of respect (11)
• lack of recognition (9)
• lack of support (7)
• At least 38 of Latinas felt they had to overcome
  stereotype perceptions
• 42 cited having to exceed performance
  expectation to advance

Source Catalyst Advancing Latinas in the
Workplace What Managers Need to Know
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What does Madrinas Corporate Sponsors?
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• Services and Programs
• Madrinas has formed a Virtual Network that meets
  monthly via phone conference to address relevant
  issues and provide strategies for solutions.
• Madrinas provides an open forum for dialogue with
  experts from diverse fields.
• The group offers knowledge based networking
  events focused on strategies for career
  advancement, leadership development, effective
  mentoring and other areas of importance and
  interest to Latinas in leadership roles. These
  sessions facilitate the sharing of Best Practice
  and opportunities for interfacing with key
  influentials in a variety of business practices.
• The group holds an Annual Seminar and a number of
  regional events that provide professional
  development uniquely tailored for the
  professional Latina.

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What do the Best Companies do?
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Best Companies for Women of Color

• Allstate
• American Electric Power
• American Express
• Deloitte
• General Mills
• Hewlett Packard
• IBM
• JPMorgan Chase
• Met Life
• PriceWaterhouse Coopers
• Procter Gamble
• Verizon Communications

Working Mother Magazine June 2006
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Best Practices

• Strong CEO support
• Stated and measured goals regarding recruitment
  and retention tied to compensation
• Recruitment at all levels
• Pipeline initiatives
• Seek input from below the manager level
• Career development and mentoring programs that
  matter
• Salary reviews that seek parity

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Best Practices

• Investments in training and leadership
  development
• Continuous review and evaluation of results and
  course adjustments
• Internal affinity groups (employee councils)
• Investments in Diversity and Inclusion Training
• Work-Life programs to support needed flexibility
• Relationships with institutions of higher
  education

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MadrinasSponsorship Levels
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• Targeted Events Sponsorship
• Title Sponsor/Special Event-Workshop - 10,000
  
• Opened to one key corporate sponsor/Host annual
  Madrinas/Working Mother Media Women of Color
  Conference reception and workshop
• Opportunity to reach and build communications
  with senior level Latinas and young Latina
  professionals
• Signage on all collateral materials developed for
  distribution throughout the conference/workshops,
  etc.
• Verbal acknowledgement at start and close of
  conference
• Banners and other signage throughout the event
• Maximum 10 memberships for Latina employees and
  invitations to conference activities
• Speaker/workshop opportunity
• On site corporate information table for handouts,
  etc.
• Website acknowledgement/special sponsor page and
  logo placement/w link
• Online job postings on Madrinas Job Bank (6
  postings for a period of 3 months)
• VIP Meet and Greet Sponsor- 5,000
• Madrinas to work with corporations to organize
  special professional development program targeted
  to companys Latina employee population
• Madrinas would organize key professional
  development workshop, tailored for the Latina
  professionals in the organization aimed at

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• Main Contact
• Roseanne Lopez
• Madrinas Acting President, Vice-President
  Sponsorship Chair
• rlopez_at_agreeya.com
• Office 916-351-2515
• Cell 916-952-9968