The stated mission of the organization was "...to engage women with new messages and new messengers by focusing on personal interactions with voters and going beyond the traditional methods of identifying, persuading and turning-out voters..." In November 2014, "The Washington Post" reported that "Helping Fiorina chart her political future are consultants Frank Sadler, who once worked for Koch Industries, and Stephen DeMaura, a strategist who heads Americans for Job Security, a pro-business advocacy group in Virginia"; The Up-Project website lists Fiorina as chair.