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 : 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 Senior and retiree publications Financial reporters and publications Energy reporters and publications Regional editorial writers and papers Grassroots & Utility Industry 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 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 Postcard Fact Sheets

Stakeholder Education and Recruitment Recruitment BrochureExhibit Panels

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