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Latino Donor Collaborative
Los Angeles, CAJanuary 14th – 15th, 2013
IntroductionThe LDC seeks to impact outcomes as it relates to inclusion and engagement of Latinos at the highest levels in every sector of our society
In order to achieve this goal, we launched this organization with a focus on shaping positive perceptions, images, and the "brand“ of Latinos
Recognizing that Latinos have been re-branded negatively, we have concentrated on positive outcomes in entertainment, news, and advertising media, and through the public policy process
Scorecard
Latino Voters and the 2012 Election (1 of 2)
Source: Pew Hispanic Center, “Latino Voters in the 2012 Election” and “An Awakened Giant: The Hispanic Electorate is Likely to Double by 2030”.
Latinos accounted for 10% of the vote and voted for Obama over Romney by a 2-1 margin
Obama71%
Romney28%
2000 2004 2008 2012
5.9
7.6
9.7
12.5
Total Latino Votes
Projected
Source: Pew Hispanic Center, “Latino Voters in the 2012 Election” and “An Awakened Giant: The Hispanic Electorate is Likely to Double by 2030”.
1988 1992 1996 2000 2004 2008 20120%
10%
20%
30%
40%
50%
60%
0.0
2.0
4.0
6.0
8.0
10.0
1.4 1.5
2.5 1.6 1.4
3.5
5.5
39% 36%
51%
27%
18%
36%
44%
Latino Presidential Vote Margin (Percent Democrat Difference)
# Margin % Margin
(figures in millions)
Latino Voters and the 2012 Election (2 of 2)
Source: U.S. Bureau of Census, Official websites for the U.S. Senate and U.S. House of Representatives.** - City population must be greater than 500,000
Senate – 3 / 100(3%)
House – 30 / 435(7%)
Governor – 2 / 50
(4%)
Mayor** – 2 / 33
(6%)
11
6
3
2
2
Electoral Representation Post-2012
2
2005 2006 2007 2008 2009 2010 2011 2012
Non-Criminal Criminal
Annual Deportations (000’s)
197232
293
371392 395
Source: U.S. Customs and Immigration Enforcement.
Deportations hit record levels despite decreasing net migration
397
“Criminal” Deportations Sharply Rising
410
Leadership Pipeline: Public SectorCase Study: State Legislatures
1992 1994 2003 2007 2009
161 155
215 238 242
# of Latino State Legislators
Source: National Association of Latino Elected Officials and the National Conference of State Legislatures and the U.S. Bureau of Census.
Latino political power at the state level has significantly lagged population growth
2.2% of
total
2.1%2.9%
3.2% 3.3%
Growth in Latino State Legislators (‘92-’09): 50%
Growth in U.S. Latino Population (‘90-’10): 225%
Enacted (5)Pending (9)Failed (15)
Tougher measures subsequently failed
Source: Based on data from the National Conference on State Legislatures, 2011-2012 and the National Council of La Raza
Original bill amended in response to successful
court challenge
AZ-style Legislation Faltering
Leadership Pipeline: Private Sector
C-level Corporate boards
Companies Positions Latinos % Latino Members Latinos % Latino
Banking
Print media
Electronic media
Hollywood studios
Top foundations
Silicon Valley
Fortune 100 100 1,211 46 3.8%
Fortune 500 500 5,463 164 3.0%
Need to create data sources to monitor pipeline
A full understanding of the pipeline could accompany our tracking of the top positions
Source: Hispanic Association on Corporate Responsibility 2007 Corporate Governance Study and 2011 Corporate Governance index; U.S. News & World Report; Alliance for Board Diversity Report, July 2011.
Metric Example Value (2012) Current Value
BankingChairman or CEO, Top 10 banks by assets
N/A 0% 0%
Academic Institutions
President, top 50 undergraduate institutions
University of Texas system 1 chancellor 1 chancellor
Hollywood Studios
Chief / Head top 10 studios by box office revenue
N/A none none
Top Foundations
President and Trustees, top 10 foundations by assets
Luis Ubiñas(Ford
Foundation)
1 president
5% trustees
1 president
5% trustees
Silicon Valley
Chairman or CEO, Top 10 tech companies by revenue
N/A 0% 0%
Fortune 100
CEO of Fortune 100 companies
George Paz (Express Scripts) 1 CEO 1 CEO
Source: Federal Reserve, U.S. News and World Report, School websites, Box Office Mojo, Studio websites, The Foundation Center, various Foundation websites, Fortune and The Wall Street Journal
Progress on Key Metrics – Top Positions
1.5% Fortune 1000
1.5% Fortune 1000
Source: Hispanic Association on Corporate Responsibility 2007 Corporate Governance Study and 2011 Corporate Governance index; U.S. News & World Report; Alliance for Board Diversity Report, July 2011, , and Korn/Ferry International
3.8% Fortune 100 board seats held by Hispanics
3.8% Fortune 100 board seats held by Hispanics
3.0% Fortune 500
3.0% Fortune 500
Current Perceptions
Source: Hill & Knowlton Strategies, U.S. Department of Homeland Security, and the Center for American Progress.
80% …of non-Hispanics associate Hispanics with NOT speaking
English
Reality:
Hispanics learning English at same rates as past immigrants
Nearly all 2nd generation Hispanics have mastered English
ABCDEFGHIJKLMNOPQRSTUVWXYZ
33% believe >50% “illegal”
75%overestimate
Reality:
only 17% of Hispanics are without current documentation
Hispanics Still Misperceived…
Source: Hill & Knowlton Strategies, 2012.
80%
70%
80%
Non-Hispanics Think or Associate Hispanics with…
…Leading to Negative Stereotypes
Source: Hill & Knowlton Strategies, 2012 and Pew Hispanic Center.
strong family structure and religious values
hard-working most people can get ahead in life if they work hard
90% 90%
80%
Non-Hispanics also think or associate Hispanics with…
And Latinos believe…
Despite Some Positive Associations…
Source: Hill & Knowlton Strategies, 2012.
Among Hispanic issues covered by the media, immigration and the U.S.-Mexican border have the highest volume of negative coverage, with nearly twice the volume of the leading positive issue (H+K)
Positive media coverage on Hispanics’ economic contributions, work ethic and religious faith comprises less than half the volume of media coverage on the leading negative topic, immigration and the U.S.-Mexican border
…Media Coverage Reinforces the Negative
Branding and Perceptions
Advertising Rationale: The Study of Brand XL
Brand perceptions influence individual attitudes and actions
Source: Cornelius DuBois, Foote, Cone & Belding in he Public Opinion Quarterly, Vol. 24, No. 3 (Autumn, 1960), pp. 465-530Published by: Oxford University Press on behalf of the American Association for Public Opinion Research. Courtesy of the Harvard Business School Baker Library Historical Collection.
Hypothesis: Through advertising you influence attitudes; through attitudes you influence sales
Study: 40 grocery store brands in 8 product categories with attitude scale of “one of the best” to “good” to “fair” to “poor”; completed in 1959
First group used the product and then reported favorability. Second group decided to use or not use the product based on these ratings.
One o
f the
bes
t
Mild
ly fa
vora
ble
Less
than
favo
rable
68%50%
28%
Continued Use – First Group
One of the best
Good Less than favorable
25%17%
9%
Continued Use – Second Group
How Perceptions Lead to Actions
Source: Robert J. Dolan, “Integrated Marketing Communications”, Harvard Business School.
In order to change perceptions: media, content, and advertising must be a major focus
Unaware of product
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
Repeat Purchase
Cognitive stage
Affective stage
Behavioral stage
LDC Rebranding Chain
Legislation (Action)
Lawmaker (Decision-maker) preference
Perception / Salience
News
Reality
Voter (Viewer) conviction
Cognitive stage
Affective stage
Behavioral stage
Standard Purchasing Chain
EntertainmentAdvertisingPersonal experience
Source: Network websites
Morning Afternoon Evening
4.4%0.0%
3.7%
% Latino National Anchors
Where Perceptions Are Formed: News
Source: Network websites. * - In most cases, “Lead Actors” are the most featured character(s) in a series
2.2% 0.0% 0.0% 0.0%
% Latino Lead Actors*
Where Perceptions Are Formed: Content
Exposure Occurs in Entertainment and Ads
Source: Market sizing assumptions based primarily on Nielsen ratings, assuming a three-hour primetime period from Monday – Thursday and approximately 12 viewer impressions per hour. Movies data based on MPAA “Theatrical Statistics for 2011”, U.S./Canada admissions. Network nightly news is assumed to occur for one half-hour on ABC, CBS and NBC only.
Networ
k
ente
rtain
men
t
Adver
tisem
ents
Networ
k ni
ghtly
new
s
Mov
ies
(in th
eate
r)
Fox
News
CNN /
MSN
BC
9,600
2,212
675 443 270 72
Millions of Weekly Viewer Impressions
Avg. Viewers
10,000,000 7,500,000 1,500,000 200,000
The Advertising / Messaging Process
Source: Advertising Research Foundation “Toward Better Media Comparisons” (1961) and “Making Better Media Decisions” (2003).
This model suggests how impact can be achieved through the advertising process
VEHICLE DISTRIBUTION (CHANNELS)Potential reach (# of newspapers, TV’s, social media
etc)
VEHICLE EXPOSURE (SALIENCE)Who interacts with the message “open eyes and ears”
ADVERTISING EXPOSURE (SEGMENTING)Exposure of message to target audience (e.g. audience
ratings)
ADVERTISING ATTENTIVENESS (THEMES)Focus on and recall of the delivered message
RELATIVE IMPACT
Who to Target: Segmentation (1 of 2)
Source: Hill & Knowlton Strategies, 2012. Shading indicates value statistically different from other segments.
Female 18-34 HS or less College + Dem. Rep. Midwest Rural
Allies(20%)
56% 26% 20% 40% 37% 11% 20% 19%
Friendly Persuadables
(21%)44% 21% 21% 40% 33% 21% 22% 20%
% of group with characteristic in each segment
Who to Target: Segmentation (2 of 2)
Source: Hill & Knowlton Strategies, 2012. Shading indicates value statistically different from other segments.
Female 18-34 HS or less College + Dem. Rep. Midwest Rural
Challenging Persuadables
(24%)48% 22% 21% 41% 20% 29% 18% 24%
Opposition(29%)
57% 20% 30% 29% 20% 25% 24% 29%
% of group with characteristic in each segment
Do you think marriages between same-sex couples should or should not be recognized by the law as valid, with the same rights as traditional marriages?
May
-96
May
-97
May
-98
May
-99
May
-00
May
-01
May
-02
May
-03
May
-04
May
-05
May
-06
May
-07
May
-08
May
-09
May
-10
May
-11
May
-12
20%
30%
40%
50%
60%
% of Americans Answering “Valid”
Will & Grace premiers
Ellen DeGeneres comes out on
“Ellen”
Repeal of “Don’t Ask Don’t Tell”
Brokeback Mountain premiers
A “Comparable”: GLAAD and Public Perceptions
Source: Gallup, “Half of Americans Support Legal Gay Marriage”, May 8, 2012; and Gay & Lesbian Alliance Against Defamation “Accomplishments – 1985 – 1998”.
Prior to
1996
1987: NY Times agrees to use
“gay”1990: CBS suspends Andy
Rooney for homophobic comments
1993: Billboard and subway poster
campaigns launched1994: Roseanne episode with kiss
between 2 women
1996: CBS fires Ben Wright for
homophobic remarks
1995: Snapple pulls ads from Rush
Limbaugh
CA Prop 22 gay
marriage ban passes
61-39
3 states approve same-
sex marriage by avg. 53-47
“Glee” and “Modern Family”
premiere
A “Comparable”: Gay Community and Legislation
Pre-2002 2004 2006 2008 2012
Gallup Polling
35% 42% 42% 40% 50%
Source: Gallup, “Half of Americans Support Legal Gay Marriage”, May 8, 2012; and Peter Sprigg “Clarifying the Count of Marriage Amendments and Referenda”; May 18, 2012.
The Inside Track
Presidential Appointments% Portion of Cabinet-Rank Appointment-Years Served
George H. W. Bush William J. Clinton George W. Bush Barack H. Obama
5%
17%
11%
23%
14%
8%
5%
9%
5%
9%
African-American Hispanic Asian
Source: Wikipedia.
A Comparable: African-Americans and Boards
African-American Hispanic
415
164
Fortune 500 Board Seats Held
Source: Alliance for Board Diversity Report, July 2011; “IMPLICATIONS AND RECOMMENDATIONS OF THE 2004 CENSUS OF AFRICAN AMERICANS ON BOARDS OF DIRECTORS”, Executive Leadership Council, and various websites.
Pipeline Examples:Vernon Jordan, Franklin Raines, Earl Graves and Bonnie Hill all served on 5+ corporate boards as early as 2004
Raines served on the Time Warner board that selected Richard Parsons as CEO
Graves served on Aetna board that selected Ron Williams as CEO
Jordan served on the board that selected Kenneth Chenault to lead American Express
Chenault then lifted three African-Americans to board seats (himself, Ursula Burns, and Ron Williams)