Latino Donor Collaborative
Los Angeles, CA
January 14th – 15th, 2013
Introduction
The 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)
Total Latino Votes
12.5
Projected
Romney
28%
9.7
7.6
5.9
Obama
71%
2000
2004
2008
2012
Latinos accounted for 10% of the vote and voted for Obama over Romney by a 2-1 margin
Source: Pew Hispanic Center, “Latino Voters in the 2012 Election” and “An Awakened Giant: The Hispanic Electorate is Likely to Double by 2030”.
Latino Voters and the 2012 Election (2 of 2)
Latino Presidential Vote Margin
(Percent Democrat Difference)
(figures in millions)
60%
10.0
51%
50%
40%
39%
36%
36%
8.0
5.5
6.0
27%
30%
18%
20%
10%
44%
3.5
4.0
2.5
1.4
1.6
1.5
2.0
1.4
0%
0.0
1988
1992
1996
2000
# Margin
2004
% Margin
Source: Pew Hispanic Center, “Latino Voters in the 2012 Election” and “An Awakened Giant: The Hispanic Electorate is Likely to Double by 2030”.
2008
2012
Electoral Representation Post-2012
Senate – 3 / 100
(3%)
2
House – 30 / 435
(7%)
Governor – 2 / 50
11
2
(4%)
2
6
3
Mayor** – 2 / 33
(6%)
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
“Criminal” Deportations Sharply Rising
Annual Deportations (000’s)
371
392
395
397
2009
2010
2011
410
293
232
197
2005
2006
2007
2008
Non-Criminal
Criminal
Deportations hit record levels despite decreasing net migration
Source: U.S. Customs and Immigration Enforcement.
2012
Leadership Pipeline: Public Sector
Case Study: State Legislatures
# of Latino State Legislators
Growth in Latino State Legislators (‘92-’09): 50%
Growth in U.S. Latino Population (‘90-’10): 225%
215
161
238
242
155
2.2%
of total
2.1%
1992
1994
2.9%
2003
3.2%
2007
3.3%
2009
Latino political power at the state level has significantly lagged population growth
Source: National Association of Latino Elected Officials and the National Conference of State Legislatures and the U.S. Bureau of Census.
AZ-style Legislation Faltering
Original bill
amended in
response to
successful court
challenge
Tougher measures
subsequently failed
Enacted (5)
Pending (9)
Failed
Source: Based on data from the National Conference on State Legislatures, 2011-2012 and the National Council of La Raza
(15)
Leadership Pipeline: Private Sector
C-level
Companies
Positions
Latinos
Corporate boards
% Latino
Members
Latinos
% Latino
Banking
Print media
Electronic media
Need to create data sources to monitor pipeline
Hollywood studios
Top foundations
Silicon Valley
Fortune 100
100
1,211
46
3.8%
Fortune 500
500
5,463
164
3.0%
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.
Progress on Key Metrics – Top Positions
Metric
Example
Value (2012)
Current Value
Banking
Chairman 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
3.8%
Fortune 100 board seats held by Hispanics
3.0%
Fortune 500
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
Current
Perceptions
Hispanics Still Misperceived…
33%
believe >50% “illegal”
Reality:
IJKLMNOPQ
Reality:
overestimate
only 17% of Hispanics are without current documentation
ABCDEFGH
RSTUVWXYZ
75%
80%
…of non-Hispanics associate
Hispanics with NOT speaking
English
 Hispanics learning English at same rates as past immigrants
 Nearly all 2nd generation Hispanics have mastered English
Source: Hill & Knowlton Strategies, U.S. Department of Homeland Security, and the Center for American Progress.
…Leading to Negative Stereotypes
Non-Hispanics Think or Associate Hispanics
with…
80%
80%
70%
burden on the heatlh care
system
Source: Hill & Knowlton Strategies, 2012.
budren on public education
involved with crimes and gang
violence
Despite Some Positive Associations…
Non-Hispanics also think or associate Hispanics with…
90%
90%
And
Latinos believe…
80%
strong family structure and
religious values
Source: Hill & Knowlton Strategies, 2012 and Pew Hispanic Center.
hard-working
most people can get ahead in life if
they work hard
…Media Coverage Reinforces the Negative
 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)
Hispanics’ economic
contributions, work ethic and religious faith comprises
less than half the volume of media coverage on the leading
 Positive
media
coverage
on
negative topic, immigration and the U.S.-Mexican border
Source: Hill & Knowlton Strategies, 2012.
Branding and
Perceptions
Advertising Rationale: The Study of Brand XL
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.
Continued Use – First Group
Continued Use – Second Group
68%
50%
28%
One of the best Mildly favorable
Less than
favorable
25%
One of the best
17%
Good
9%
Less than
favorable
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.
How Perceptions Lead to Actions
Standard Purchasing Chain
LDC Rebranding Chain
Unaware of
product
Awareness
Reality
Cognitive
stage
Cognitive
stage
Personal Advertising Entertainment
experience
Knowledge
Perception / Salience
Liking
Preference
Affective
stage
Affective
stage
Conviction
Purchase
Repeat
Purchase
Behavioral
stage
Voter (Viewer)
conviction
Lawmaker (Decision-maker)
preference
Behavioral
stage
Legislation (Action)
In order to change perceptions: media, content, and advertising must be a major focus
Source: Robert J. Dolan, “Integrated Marketing Communications”, Harvard Business School.
News
Where Perceptions Are Formed: News
% Latino National Anchors
4.4%
Morning
Source: Network websites
0.0%
Afternoon
3.7%
Evening
Where Perceptions Are Formed: Content
% Latino Lead Actors*
2.2%
0.0%
Source: Network websites. * - In most cases, “Lead Actors” are the most featured character(s) in a series
0.0%
0.0%
Exposure Occurs in Entertainment and Ads
Millions of Weekly Viewer Impressions
9,600
2,212
675
Network
Advertisements
Network
entertainment
nightly news
Avg. Viewers
10,000,000
7,500,000
443
270
72
Movies
(in theater)
Fox News
CNN /
MSNBC
1,500,000
200,000
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.
The Advertising / Messaging 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”
RELATIVE IMPACT
ADVERTISING EXPOSURE (SEGMENTING)
Exposure of message to target audience (e.g. audience ratings)
ADVERTISING ATTENTIVENESS (THEMES)
Focus on and recall of the delivered message
This model suggests how impact can be achieved through the advertising process
Source: Advertising Research Foundation “Toward Better Media Comparisons” (1961) and “Making Better Media Decisions” (2003).
Who to Target: Segmentation (1 of 2)
% of group with characteristic in each segment
Female
18-34
HS or less College +
Allies
(20%)
56%
26%
20%
Friendly
Persuadables
(21%)
44%
21%
21%
Source: Hill & Knowlton Strategies, 2012. Shading indicates value statistically different from other segments.
Dem.
Rep.
Midwest
Rural
40%
37%
11%
20%
19%
40%
33%
21%
22%
20%
Who to Target: Segmentation (2 of 2)
% of group with characteristic in each segment
Female
18-34
HS or less College +
Challenging
Persuadables
(24%)
48%
22%
21%
Opposition
(29%)
57%
20%
30%
Source: Hill & Knowlton Strategies, 2012. Shading indicates value statistically different from other segments.
Dem.
Rep.
Midwest
Rural
41%
20%
29%
18%
24%
29%
20%
25%
24%
29%
A “Comparable”: GLAAD and Public Perceptions
Prior
to 1996
1987: NY Times agrees
to use “gay”
1993: Billboard and subway
poster campaigns launched
1995: Snapple pulls ads
from Rush Limbaugh
1990: CBS suspends
Andy Rooney for
homophobic comments
1994: Roseanne episode
with kiss between 2 women
1996: CBS fires Ben
Wright for homophobic
remarks
% of Americans Answering “Valid”
60%
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?
50%
40%
Ellen DeGeneres
comes out on “Ellen”
30%
20%
Repeal of “Don’t Ask
Don’t Tell”
Will & Grace
premiers
CA Prop 22 gay
marriage ban
passes 61-39
3 states approve
same-sex marriage
Brokeback
“Glee” and
by avg. 53-47
Mountain premiers “Modern Family”
premiere
Source: Gallup, “Half of Americans Support Legal Gay Marriage”, May 8, 2012; and Gay & Lesbian Alliance Against Defamation “Accomplishments – 1985 – 1998”.
A “Comparable”: Gay Community and Legislation
Gallup
Polling
Pre-2002
2004
2006
2008
2012
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
23%
17%
14%
11%
9%
8%
5%
George H. W. Bush
5%
William J. Clinton
African-American
Source: Wikipedia.
5%
George W. Bush
Hispanic
9%
Barack H. Obama
Asian
A Comparable: African-Americans and Boards
Fortune 500 Board Seats Held
415
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
164
Graves served on Aetna board that
selected Ron Williams as CEO
Jordan served on the board that selected
Kenneth Chenault to lead American
Express
African-American
Hispanic
Chenault then lifted three AfricanAmericans to board seats (himself,
Ursula Burns, and Ron Williams)
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.