GAME CHANGER:THE LATINO VOTE

PRESENTED TO 18TH ANNUAL LATINA ACTION

DAYAPRIL 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 •3,029,407 Latino Registered Voters•19% Registered are Latino•Add latina women #

THE SLEEPING GIANT

67% of Latinos don’t

vote regularly

LATINOS AND THE 2010

GUBERNATORIAL ELECTION

THE CASH ADVANTAGE

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 /

LATINOS TARGETED BY WHITMAN

ATTACK ADS DECREASED ENTHUSIASM

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

SEPTEMBER 28TH: TIDES CHANGED

BROWN GAINED LEAD

TURNOUT ACTIVITY IS CRITICAL

When did you decide that you would vote in this election…?

BROWN IS GOVERNOR AGAIN

+ 1,203,192Votes

1,549,856Latinos voted

LATINOS BEGAN THE TIDE CHANGE FOR BROWN

LESSONS LEARNED

75% LATINOS VOTED IN PERSON

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

VBM INCREASES GOTV TO WEEKS

After receiving your ballot in the mail, when did you fill out the ballot and send it…

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?

BUT MOST WANT COMMUNICATION IN ENGLISH

When you receive communications about political candidates and campaigns, do you prefer to receive information that is…

Y AVECES, LOS DOS

NEXT STEPS

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