Conservative Outreach to Hispanics - A Primer

7/30/2019 Conservative Outreach to Hispanics - A Primer

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What Conservatives are Doing Wrong with Hispanics, and

How to Fix it

The 2012 elections were a wake-up call to Republicans and conservatives. Many were not

expecting Obama to win reelection decisively, much less win at all. While the chorus of blame

and finger-pointing ran rampant on television, radio, the blogosphere and social media, one

underlying issue was being commonly accepted: the GOP and conservatives must reverse the

devastating trend with the Hispanic vote.

Since George W. Bushs peak of receiving 40% of the Hispanic vote in 2004, the GOP has been

hemorrhaging support from this key electorate, with Romney receiving an embarrassing 27% of

the Hispanic vote in his defeat. Meanwhile, the Hispanic electorate is likely to double by 2030

to a potential 40 million Latinos eligible to vote. [1]

This is a primer not to place blame or say I told you so. This is a plan that is meant to be a

comprehensive starting guide for GOP insiders, politicians, and grassroots conservatives to

address the problems we face with earning Hispanic vote, while providing specific, targeted

solutions. These are substantive strategies which can and should begin as soon as possible.

There is no quick fix to this issue. It will take 4 years of dedication and hard work to win back

what conservatives lost 8 years ago.

Please remember that we are promoting conservatism because it is best for everyone and not

just for votes alone. When we operate to just win votes, it is obvious and this is how we lose

people and communities. Although we are often criticized for not being compassionate, we are

compassionate and we need to show it in our efforts. This will take four years in the short-run

but our efforts should be continuous in the long-run.

For each issue/problem we highlight, we will point out whom among the movement needs to

hear it the most; whether it be GOP elections insiders at the local, state, or national level,

current GOP politicians, or the conservative grassroots movement.

I. Ground Game or Lack Thereof (Everyone)

At its core, the biggest problem the GOP and conservatives have with Hispanics and minority

groups in general is a lack of a ground game. The GOP lags behind the Democrats because for

years, the middle-aged to elderly white voting class has been the most reliable voting bloc, and

they have traditionally voted for Republicans. Therefore, conservatives and the GOP have never


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had the need for a major ground effort to bring them to the polls. The changing demographics

in the United States necessitate a concerted ground effort with the GOP.

Ignoring Urban Outreach is No Longer an Option

A subset on the issue is the seeming fear of the urban outreach. The GOP and conservativesmust accept they are going to have to do the hard work and reach out to Hispanics and other

minority groups in what are generally Democrat strongholds: large cities and urban areas. Facts

show more and more people are moving towards the cities, and the GOP is running out of rural

and suburban voters to engage with. In addition, these urban areas are where the vast majority

of Hispanics and other minorities live. If conservatives and the GOP do not begin to set up an

infrastructure now, we will not win in 2016.

Redefining the Likely Voter

In addition to moving to the cities, the movement needs to break from the conventional

wisdom of what a likely voter is among Hispanics. For whites, the likely voter is over 40 with

a college education, and a middle class income or higher and who have voted previously. For

Hispanics, the rules are different. The median age of the Hispanic voter in 2012 was 27. [2]

Hispanics are disproportionately poor, attain less education, and because of their youth, many

are either 1st or 2nd time voters. Focusing only on the number of Hispanics who match the

likely voter makeup among whites will not be enough to make a dent in the Democrats steep

majority. Therefore, in order to gain success in this unfamiliar territory, we must acknowledge

the distinct cultural differences that exist and lay out a plan that reflects those distinctions.

Finally, there is an overwhelming distrust of Republicans among Latinos especially Latino

youth, many of which did not immigrate to this country but were born here. They dont see

conservatives in their communities, but they see liberals on a daily basis. How can this be fixed?

Show Up!

The simple answer is Republicans need to start showing up at events and in the community.

The difficult answer is it requires investment of time, effort, and leg work. It would be wise for

campaigns and local GOP offices to keep track of cultural festivals in the area and reserve a

booth in order to disseminate information. These are perfect venues for voter registration

drives!

GOP candidates need to be appearing at these events because we guarantee the Independent

and Democrat candidates already do. There are plenty of websites that a Google search will

turn up that list these local cultural events in your area. If you are unable to find these events in

Google, you can also seek out towns or neighborhoods with large Hispanic populations and go


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to the local town hall/community center/library to find calendars or flyers for events. Another

option is to search for local Hispanic organizations. For example, there's a Puerto Rican

Association in Dallas. Not only do these organizations hold their own events, you can ask to

speak at group meetings.

Dont just attend these events hold them! If you are a GOP office or a local conservative

group, hold cultural events or utilize Latino cultural celebrations to engage the community. For

example, hold a family friendly 3 Kings Day Block Party at a local school with booths, food,

dancing, and performances. For a more educational twist have an event promoting freedom on

Jose Martis birthday. These are great ways to unite people while also having fun.

When phone banking and canvassing, go into the urban neighborhoods! One consistently sees

liberal candidates going door to door in black and Latino neighborhoods but never

conservatives. How can conservatives expect minorities to vote conservative if they are never

exposed to conservative principles? Go to the bodega on the corner and explain how free

market principles help his store. Go to the single mom working at Dennys and tell her how

ObamaCare is going to cost her the full time job there so she will have to get a second job. We

guarantee you no one is saying these things to them right now.

How do we know? If you looked at GOP walk-books during the campaign they simply skip over

certain neighborhoods. Instead their books and calls focus on getting the base out instead of

possibly expanding it. Fine, in an election year that makes sense but now is the time to lay

down the groundwork so that in 2014 and 2016 more minorities will be part of that potential

base.

Community Service

Have some free time on a Saturday? Take your family to do volunteer work or help a charity

that focuses on the Latino community. This is a great way to give back, show compassion, stick

to our cherished idea of private charity, and make connections in your local Latino

communities. Hispanics are disproportionately affected by high unemployment, poverty rates

similar to those in Latin America, and lack of quality education. [3]

Know Your Voter

With the success of the Obama campaign, it is now more important than ever that the party

and grassroots organizations know who the potential voters are to the last detail. This

realization is especially critical with the Hispanic population. Overall culture, traditions, political

priorities, and even dialect of Spanish differ among Hispanic nationalities, so do your research

prior to making those initial phone calls and setting up that first booth.


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Also, realize that Hispanics are a young demographic and that Latino youth may not find ACDC

cool they may prefer artists like Jay-Z, and Wisin y Yandel, they may not. Turn to more

creative mediums like spoken word, music, and dance when attempting to engage Latino youth.

Become more culturally aware pick up your local Hispanic newspaper and look through theevents section, follow some conservative Latinos on twitter, and engage the Hispanics around

you.

II. Stop Throwing Out Nothing But Spanish TV Ads and Start Engaging

Spanish Media (GOP Insiders, Politicians)

Because of the lack of a ground operation, the GOP has left itself to overly rely upon television

ads and indirect forms of communication to try and reach the Hispanic audience. The problem

is that television ads in general dont have a very good return on investment, and will reach

only a limited audience, especially in Spanish-speaking neighborhoods. The way you speak to

and spread a message to Hispanics is through direct, personal communication. Not through

external and relatively easy marketing like television and radio ads.

Furthermore, many of these ads are out of touch and seem out of place. Candidates or

spokesmen for them never seem to appear on black radio or Spanish radio stations.

Meanwhile Democrats are consistently giving interviews, talking about pop culture, and more.

If any of you watch BET or Telemundo or Univision, you will constantly see liberal ads, speakers,

and programs. Most of this is because all media trends heavily left, but this is also in part to lack

of effort on our part. We need to be finding ways to tap into the audiences of these stations

and getting our message out there.

It should be noted that Hispanics also watch less TV than overall population, but more

streaming video online. Blacks watch more TV than any other demographic. Asians watch less

traditional TV than any demographic, but more streaming video than anyone else. [4]

Therefore, if you wanted to get the Hispanic votewhy werent there more web ads? You

couldnt click on YouTube without seeing an Obama ad, but a conservative ad was rare.

Understand the Culture

One of the reasons Marco Rubio has so much cross-over appeal is that not only is he relatable,

but he engages the public like a normal person. He listens to 2pac and tweets about his sports

teams. President Obama sings Al Green and his wife can dance the Dougie. Knowing these


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things about the candidates make them more real as opposed to another name on a yard sign.

No one is saying that candidates have to be rap connoisseurs to winbut it doesnt hurt to

show that you are engaged in pop culture and are human too.

Have a Consistent Media PresenceThe solution here for the GOP is to embrace and engage Spanish and minority media outlets,

don't just simply purchase airtime. Candidates should be doing interviews on radio and

television and appear on the Sunday shows on Univision and Telemundo. Are they biased?

Most likely. But has that stopped GOP politicians and pundits from appearing on MSNBC, NBC,

etc.? Of course not. Bear in mind that it shouldn't just be Rubio, Martinez, or Labrador doing all

this work in Spanish media. Non-Hispanic politicians should be willing and able to go on these

venues as well.

III. Using and Speaking Spanish is a Must (Conservative Grassroots)

Going beyond the ads, it appears that there are many in the conservative movement who are

antagonistic about the use of Spanish-language media or communication. We hate to break it

to some, but while we and many others are of the agreement that English should be the

language of government, many Hispanics prefer to speak Spanish within their community. Even

those who are bilingual will speak Spanish with family and friends, as well as watch Spanish-

language media. Since the end of the Mexican-American War, Spanish has been an integrated

language in the United States. We say this only to address the hostilities some conservativeshave towards the language. If you are going to reach out to the Hispanic community, Spanish

must be a key component of it.

Dont Assume

On the flip side, dont assume all Hispanics speak Spanish and dont assume you have to use the

four words you do know in Spanish when speaking to Hispanics. If you only know a few broken

phrases in Spanish, it comes off as awkward when you try to use them with someone you know

speaks English. Just use common sense. If you knew someone spoke English fluently but was of

a French background, would you feel compelled to speak broken French to them? No, so dontdo that to Hispanics either.

How and Where to Utilize Spanish

If you don't speak Spanish, find someone who does to help you out either at events or

translations. For the love of everything stay away from Google Translate when transcribing

printed materials! If you don't know someone who speaks Spanish, go to your local county


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courthouse and see if you can find court-approved translators. Many work freelance and ask to

hire them to do printed translations. Keep in mind that simple translations are better they

dont have to be grandiloquent.

IV. The Conservative Grassroots Must Get Involved and Help(Conservative Grassroots)

In addition to not having a presence on the ground, non-Hispanic conservatives have been

woefully inadequate at assisting Hispanic conservatives in spreading the message and lending

support. Speaking from anecdotal evidence, we and many other Hispanic conservatives have

been consistently frustrated by the lack of support from the conservative grassroots and

bloggers. When we try to promote an event that is meant to cater to Hispanic conservatives or

spreading the conservative message to a Hispanic audience, support from non-Hispanic

conservatives with large audiences (whether it be in the form of twitter followers, website

audiences, or talk radio listeners) has been minimal at best, or met with hesitation.

This is a trend that must change. Because Hispanic conservatives are greatly outnumbered by

Hispanic liberals, we desperately need the support of the grassroots movement help spread the

message. At the moment, Hispanic conservatives do not have the infrastructure to

communicate on our own.

Commit to Engaging the Community and Lending Your Voice

For talk radio and blogs: start having segments on Hispanics and the Hispanic vote! Bring on

representatives from right leaning Hispanic organizations and promote them on your show and

website. Offer to write for conservative Hispanic media outlets. We're not asking for every

ounce of airtime or site space, we only ask for a committed voice that will support Hispanic

engagement, and won't fizzle away when the election becomes a memory. Here is a list of

organizations and outlets where you can get started right away:

Conservative or Free-Market Hispanic Organizations

1 The LIBRE Initiative (@LIBREInitiative)

LIBRE is a non-partisan, non-profit that promotes economic freedom to the US

Hispanic community. LIBRE grassroots efforts include: small businesses, faith

communities, women, and youth efforts. Read more or sign up to volunteer

here: www.thelibreinitiative.com

2 The Hispanic Leadership Network (@HispanicLN)
http://www.thelibreinitiative.com/http://www.thelibreinitiative.com/http://www.thelibreinitiative.com/


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An organization dedicated to promoting center-right issues to the Hispanic

community. http://hispanicleadershipnetwork.org/

3 The Latino Coalition (@LatinoCoalition)

www.thelatinocoalition.com

4 Republican National Hispanic Assembly (@RNHA)A Republican organization dedicated to promoting GOP platform and

conservative ideas to the Hispanic population. www.rhna.org

Conservative Hispanic Media/Advocacy/Communication Outlets

1 The Americano (@TheAmericano) www.theamericano.com

2 Heritage Libertad (@LibertadUSA) www.libertad.org

3 Puentes Research and Communications, Inc. www.puentesresearch.com

Statistical Analysis of Hispanic Demographics

1 Pew Hispanic Center (@PewHispanic) www.pewhispanic.org2 Latino Decisions (@LatinoDecisions)www.latinodecisions.com

Many of the organizations listed above also have volunteer opportunities, and not just in

election time.

V. The Rhetoric Must Be Addressed - But the Policy Need Not

Completely Change (Everyone)

Immigration Rhetoric

Immigration is an issue that must be addressed. Theres no going around it. And the biggest

problem behind the immigration issue with the GOP and conservatives is the rhetoric used to

advocate our position. The GOP/Conservative position has always been the rule of law. In other

words, if one is to come to this country to live or work, they must adhere to the proper

channels. But the rhetoric, whether or not it is accurately described by the mainstream media,

has been among the primary reasons Hispanics are turned off by the GOP. Statements like,

self-deportation, deport them all! and speak English! English only! are slogans that are

instant turn offs with Hispanics, regardless of whether you try to explain your position or not. It

is an instant non-starter.

Were not saying those conservatives who support the hardline stance do not have a valid point

or that they should cave into the free and clear amnesty, but that the manner in which they
http://www.thelatinocoalition.com/http://www.theamericano.com/http://www.libertad.org/http://www.pewhispanic.org/http://www.latinodecisions.com/http://www.latinodecisions.com/http://www.latinodecisions.com/http://www.latinodecisions.com/http://www.pewhispanic.org/http://www.libertad.org/http://www.theamericano.com/http://www.thelatinocoalition.com/


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articulate their position must change. In addition, the conservative position on immigration

reform differs among the movement. This is an internal debate that conservatives all around

must have.

Speaking of amnesty, this term needs to be defined. Our immigration system IS in fact broken,hence the reason we have over 12 million illegal immigrants in this country. But calling ANY

proposal that MAY allow a small segment of illegal immigrants to obtain legal status (not

necessarily citizenship) "amnesty" is another nonstarter with Hispanics. For any reform to pass

there will be a give and take, including that dreaded word, compromise. But there are issues

in which the GOP can use as leverage at the negotiation table. Senators Rubio, Kyl, and

Hutchison are some of the conservatives doing great work to find common ground and find a

solution agreeable to both sides regarding immigration and the DREAM Act. Conservatives

would be wise to throw weight behind them on the issue.

Conservatives must also shame out and shun any racist elements in our midst. Racists exist in

all movements and to say conservatives dont have any is a lie. Take a look at several of the

threats that conservative minorities get from other conservatives and you will see what we

mean. This racist and harmful rhetoric often includes terms like anchor babies and classless

jokes about wanting a free ride or being janitors or criminals. These hateful people need to be

publicly shamed lest they taint the entire movement.

In addition, embracing or tolerating truly anti-immigrant politicians and organizations needs

to stop. We refer to has-been politicians like Tom Tancredo and organizations like NumbersUSA

and FAIR. They may support the hardline stance like many conservatives, but they go even

further: advocating a near full stoppage of ANY immigration to the USA, legal or otherwise. No

matter how much you dress it up, the media will eat it alive, and even then, its a terrible policy

to advocate to begin with. These politicians and groups must be condemned by conservatives

and the GOP alike.

Hispanics are not Single Issue Voters

We must also note that not all Hispanics have immigration as their number one policy concern.

Many are still concerned with issues that everyone else is regardless of ethnicity; the economy,

education, healthcare, cost of food and taxes, etc. But immigration is an issue that must be

addressed and cannot be ignored. The Democrats would prefer that we DID ignore it so that it

can continue to be used as a political football with Hispanic voters.

Puerto Ricos Status as an Initiative


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One specific issue that the GOP can utilize and take the initiative on is the status of Puerto Rico.

For the first time the island voted made clear the desire to obtain statehood. The ironic aspect

of this issue is that the more prominent Hispanic Democrats in the House are hostile towards

statehood. The GOP has the opportunity to be champion and advocate for what is a growing

Hispanic demographic. The right to self-delineate has been supported for Puerto Rico in theGOP platform for years.

VI. The Success of Rubio, Labrador, and Martinez is a False Trophy of

Hispanic Outreach (Everyone)

These and most of the other Hispanic Republican politicians were voted in not with Hispanic

voters, but with white voters. Getting the Hispanic vote means more than having a Hispanic on

the ballot, as recent elections have shown. Marco Rubio didnt win the overall Hispanic vote in

the 2010 election. He was aided with the Cuban vote, but for the more centrist (and growing)

Puerto Rican and Dominican electorate, he didnt get nearly the same amount of support. And

in regards to Congressman Labrador, it doesnt need to be said that he was not voted in with

the aid of the massive Hispanic electorate in Idaho. In 2012, Ted Cruz did not win the majority

of the Latino vote.

That is not to say that these politicians cannot be utilized in our mission. They can be the policy

standard bearers for the GOP in their respective Congressional houses. Rubio has already

started with his earlier modified-DREAM Act, and Raul Labrador, though of Puerto Rican

descent was an immigration attorney for 15 years before winning his seat in Congress. The fact

that they are both Tea Party candidates is also a plus.

Luis Fortuo Deserves Recognition

While Rubio and Labrador are just two examples of the many impressive Latinos in the GOP,

there are also conservative minorities that are completely glossed over. One of, if not the most

successful Governors of the past term was Luis Fortuo from Puerto Rico. He did more to

advance fiscal conservatism than almost anyone in the past four years. However, its no

surprise that most white conservatives dont even know his name. While we cant rely on just

having Hispanic politicians, we must use them more efficiently as resources.

But this all gets away from the fact that it takes more than a Hispanic surname to sway Hispanic

voters. No one politician or policy change is a quick fix to the serious problem the movement

faces.


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VII. The GOP Primary Schedule (GOP insiders)

One suggestion specifically for the GOP is to take a serious look at its primary schedule. While

Florida is third in line with the primary dates and Nevada not far behind, the GOP should look tochanging its primary schedule to bring in states with growing Hispanic populations front and

center. Why is Texas, a reliably red state with a substantial Hispanic population holding its

primary in March? States like Texas, Georgia, Colorado, Arizona, New Mexico, North Carolina,

and Virginia should move their primaries towards the front of the pack, thereby requiring

primary candidates to acknowledge and engage those growing Hispanic populations.

Conclusion

Trying to keep this as short yet comprehensive as possible, there are several problems with the

GOPs outreach to Hispanics. However, there are countless solutions. Start by realizing that

your definition of outreach may not be what is needed. Realize that not all of the pundits and

talking heads have the answers and turn to people who are actually part of the demographic

you are trying to reach. There are several conservative Latinos who should be on conservative

radio, featured in conservative publications, and used as tools to engage the Latino community

but instead you see the same commentators regardless of the issue.

The Latino vote, regardless of what the media says, is an opportunity we can no longer ignore

or approach half-heartedly. Latinos are hard-working people who gave up their lives in their

home countries to risk everything for a piece of the American Dream. Appeal to that passion for

life, the yearning for success, and the traditional values that celebrate family and community.

Conservative principles are more beneficial for Latinos, and for everyone, than liberal ideology.

We just need to put in the coordinated effort to make that crystal clear.

This piece is a collaboration from Brittney Morrett and Samuel Rosado, with contributions by

Michelle Lancaster and Ben Domenech. The views expressed here are the personal views of the

authors and do not speak for their employers or any organizations of which they may be

affiliated. Brittney and Samuel live on the east coast. For more information on how to get

involved in your city or help with Hispanic outreach, contact them at [email protected] and

[email protected]. You can also reach them via Twitter at @BMorrett and

@SARosado.


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[1] Pew Hispanic Center. http://www.pewhispanic.org/2012/11/14/an-awakened-giant-the-hispanic-

electorate-is-likely-to-double-by-2030/

[2] Ibid.

[3] Pew Hispanic Center. http://www.pewhispanic.org/2011/11/08/hispanic-poverty-rate-highest-in-new-

supplemental-census-measure/

[4] Nielsen Wire. http://blog.nielsen.com/nielsenwire/online_mobile/american-video-habits-by-age-gender-

and-ethnicity/

Conservative Outreach to Hispanics - A Primer

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