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Henry Serrano: "The idea to begin doing concrete, voter engagement electoral work, came from a strategic planning process that the organization went through in 2003 that involved about 80 leaders talking about the direction of the organization. [...]  What came out of it was that membership came out with a very clear message that what we were doing was building a tool to help the policy work, that the electoral work wasn’t an end in itself, and I think that kind of directed a lot of the way we approach the work. And there was a question about moving slowly into partisanship questions. That we’d have to have a model about membership engagement, leadership development, somehow tying into the policy work we were doing and not just being an isolated arm of what the organization was about."