game changer: the latino vote presented to 18 th annual latina action day april 10, 2012
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GAME CHANGER: THE LATINO VOTE PRESENTED TO 18 TH ANNUAL LATINA ACTION DAY APRIL 10, 2012. SEIU CA: WHO WE ARE. Over 700,000 Californians make up SEIU CA We fight to pass policies and elect candidates that benefit working families. THE CA ELECTORATE. 16,017,164 Registered Voters - PowerPoint PPT PresentationTRANSCRIPT
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GAME CHANGER:THE LATINO VOTE
PRESENTED TO 18TH ANNUAL LATINA ACTION
DAYAPRIL 10, 2012
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SEIU CA: WHO WE ARE
•Over 700,000 Californians make up SEIU CA•We fight to pass policies and elect candidates that benefit working families
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THE CA ELECTORATE
•16,017,164 Registered Voters •3,029,407 Latino Registered Voters•19% Registered are Latino•Add latina women #
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THE SLEEPING GIANT
67% of Latinos don’t
vote regularly
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LATINOS AND THE 2010
GUBERNATORIAL ELECTION
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THE CASH ADVANTAGE
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LATINOS WERE NOT MOTIVATED
% Very Enthusiastic To Vote – August 1, 2010 (%9-10 on 10 Point Scale)
43
4250
34
4635
4850
39
0 11 23 34 45 56
All LikelyVoters
Democrats
DTS/MinorParty
Whites
Asians
MixedEthnicity /
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LATINOS TARGETED BY WHITMAN
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ATTACK ADS DECREASED ENTHUSIASM
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CAMBIANDO CA: A PROJECT OF SEIU
•Targeted undecided latino voters•Targeted unlikely latino voters•Communication was bilingual and data driven
•Mail•TV, Radio•Phones and walks
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SEPTEMBER 28TH: TIDES CHANGED
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BROWN GAINED LEAD
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TURNOUT ACTIVITY IS CRITICAL
When did you decide that you would vote in this election…?
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BROWN IS GOVERNOR AGAIN
+ 1,203,192Votes
1,549,856Latinos voted
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LATINOS BEGAN THE TIDE CHANGE FOR BROWN
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LESSONS LEARNED
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75% LATINOS VOTED IN PERSON
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BUT 83% SAID A MAILED BALLOT HELPFUL
62
61
41
40
35
32
24
22
25
28
24
24
0 20 40 60 80 100
An informational mailer with your polling place address and hours
The state sending your ballot in the mail so that you could fill outyour ballot at home and mail it in prior to Election Day
An email with your polling place address and hours
A phone message with your polling place address and hours
A text message with your polling place address and hours
A reminder phone call the day of the election
Very Helpful Somewhat Helpful
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VBM INCREASES GOTV TO WEEKS
After receiving your ballot in the mail, when did you fill out the ballot and send it…
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25% LATINOS SPEAK SPANISH AT HOME
What language do you speak at home – do you only speak Spanish at home, mostly speak Spanish, more Spanish than English, both English and Spanish about equally, more English than Spanish, mostly English, or do you only speak English at home?
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BUT MOST WANT COMMUNICATION IN ENGLISH
When you receive communications about political candidates and campaigns, do you prefer to receive information that is…
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Y AVECES, LOS DOS
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NEXT STEPS
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LATINOS BEGAN THE TIDE CHANGE FOR BROWN
• Engage your community•Register family and friends to vote and to vote by mail•Make sure you always vote