GAME CHANGER: THE LATINO VOTE PRESENTED TO 18 TH ANNUAL LATINA ACTION DAY APRIL 10, 2012

1. GAME CHANGER: THE LATINO VOTE PRESENTED TO 18TH ANNUAL LATINA ACTION DAY APRIL 10, 2012

2. 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

3. THE CA ELECTORATE • 16,017,164 Registered Voters • 3,029,407 Latino Registered Voters • 19% Registered are Latino • Add latina women #

4. THE SLEEPING GIANT 67% of Latinos don’t vote regularly

5. LATINOS AND THE 2010 GUBERNATORIAL ELECTION

6. THE CASH ADVANTAGE

8. LATINOS WERE NOT MOTIVATED

9. LATINOS TARGETED BY WHITMAN

10. ATTACK ADS DECREASED ENTHUSIASM

11. 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

12. SEPTEMBER 28TH: TIDES CHANGED

13. BROWN GAINED LEAD

14. TURNOUT ACTIVITY IS CRITICAL When did you decide that you would vote in this election…?

15. BROWN IS GOVERNOR AGAIN + 1,203,192 Votes 1,549,856 Latinos voted

16. LATINOS BEGAN THE TIDE CHANGE FOR BROWN

17. LESSONS LEARNED

18. 75% LATINOS VOTED IN PERSON

19. BUT 83% SAID A MAILED BALLOT HELPFUL

20. VBM INCREASES GOTV TO WEEKS After receiving your ballot in the mail, when did you fill out the ballot and send it…

21. 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?

22. BUT MOST WANT COMMUNICATION IN ENGLISH When you receive communications about political candidates and campaigns, do you prefer to receive information that is…

23. Y AVECES, LOS DOS

24. NEXT STEPS

25. 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