Complete the task or action and then you will unlock the reward shown.

Johnny Gat - Ronin mission 11.
Legal Lee - Fight Club Prison level 3.
One follower - Prologue mission 4.
Pierce - Brotherhood mission 11.
Shaundi - Sons Of Samedi mission 11.
Three followers - 50% hoods conquered.
Tobias - Sons Of Samedi mission 3.
Troy - Fight Club prison level 6.
Two followers - 25% hood conquered.
Vehicle delivery for $1,000 - Escort level 3 in Red Light District.
Vehicle delivery for free - Escort level 6 in Red Light District.