Courting the Hispanic Vote
Seven Action Items for Your Campaign
(Published in Campaigns & Elections Magazine)
Matt Lewis
President Bush speaks Spanish to them...Al Gore tried to speak Spanish to them...both sides desperately need them. They are Hispanics -- the fastest growing population in the nation. Most experts predict they will play a vital role in the future of American politics.
Yet unlike other minority groups, the Hispanic vote is up for grabs.
Sure, Democrats hoped former California Governor Pete Wilson's Proposition 187 ruined Republican chances with Hispanics forever. And Republicans hoped the Miguel Estrada hearings would win them the coveted Hispanic vote. So far, both sides are still looking for the "silver bullet."
Republicans and Democrats have both tried and failed to win the Hispanic vote outright. It may be that neither party will be able to capture entirely this growing population segment. But following are tips for how your campaign might:
1. Get There Early
Latinos are a crucial voting bloc in 11 states, including Texas , Florida and California (These states also happen to be the biggest electoral states in the nation). According to Ron Nehring, Chairman of the Republican Party of San Diego County , CA: "Democrats have historically done well with Latinos simply by being the first to welcome them to this country." As Chairman, Nehring has made great strides to make sure Republicans are present at swearing-in ceremonies. "We want to let them know that we share their values, and that we're glad to have them as Americans," says Nehring.
ACTION ITEM: Especially if you live in California, Colorado, Florida, Illinois, Nevada, New Jersey, New Mexico, New York, Texas, or Washington, make swearing-in ceremonies a priority.
2. Understand that Hispanics aren't monolithic
Victor Pinzon, President of Americas Global Foundation, a Washington, D.C.-based non-partisan Hispanic advocacy group, believes the biggest mistake both major parties make is treating Hispanics as a monolithic group. "The way you market yourself to Mexican-Americans should be significantly different than the way you market yourself to Cuban-Americans. We come from different countries; we're not the same."
ACTION ITEM: Don't assume Hispanics are all the same, because they're not. Target specific messages to specific nationalities.
3. Speak Spanish
According to Maryland State Senator Alex Mooney, the ability to speak Spanish is a big plus. "When I tell Hispanic voters that my mother is an immigrant from Cuba , they open up to what I have to say. But when I speak with them in Spanish, a deeper trust begins to develop."
ACTION ITEM: Studies have repeatedly shown that even Hispanics who speak English are more likely to purchase a product if it is presented in Spanish. So if you're serious about running for office someday , start learning Spanish -- today . If you're currently involved in a campaign, consider hiring someone fluent in Spanish.
4. Build a Team of Hispanic Advisors
Forward-thinking candidates understand the need to hire a Director of Coalitions. Amanda Adkins, a Republican campaign professional who conducted coalitions work at GOPAC and on Capitol Hill says, "It's important for Hispanic leaders to be the agent through whom the candidates' message of opportunity is shared. Figureheads will not do in this case. We want active members of the business, social service, and faith-based communities." Senator Sam Brownback (R-KS) is currently building a team of Hispanic advisors representing all aspects of life in Kansas .
ACTION ITEM: Start identifying Hispanic leaders who could be part of your campaign.
5. Listen
Famed motivational author Dale Carnegie said, "You can make more friends in two months by becoming really interested in other people than you can in two years by trying to get other people interested in you." Hillary Clinton understood this during her campaign for U.S. Senate. The fact that she wasn't really a New Yorker was overlooked because of her willingness to work hard and listen to people's concerns. In fact, she dubbed the first months of her campaign a "listening tour."
ACTION ITEM: Don't be one of those candidates who does all the talking. When approaching Hispanic leaders, let them do 80% of the talking. When it comes time for you to talk, stress areas of commonality, and avoid talking about yourself. Make it clear that it is in their best interest that you win. But remember: if you're the one talking, you're not learning anything.
6. Show up
Woody Allen famously said: " Eighty percent of success is showing up." Often, the same is true in politics. The most important thing a candidate can do to win Hispanic votes is simply show up at Hispanic community events in order to make new friends -- and cultivate current relationships. This is difficult for some candidates who naively think that Hispanic outreach is simply walking a Hispanic precinct for an hour. One word of warning, however: make sure you've done your advance work and prepped your candidate before sending them to a cultural event. (Who will ever forget President Ford's trying to eat a tamale without removing the husk?)
ACTION ITEM: Nothing replaces person-to-person contact (this is universally true). Do your homework, contact the Hispanic Chamber of Commerce for event dates, then roll up your sleeves and GET OUT THERE!
7. Think Long-Term
There are two types of people in politics: those who want to be somebody and those who want to do something . Candidates who want to do something understand that one of their responsibilities is recruiting and training future candidates. A candidate who wants his party to thrive in the 21 st century will make it a priority to look at the long term and develop potential Hispanic leaders.
ACTION ITEM: Identify, recruit, and train future Hispanic candidates and activists. Place them in areas of importance in your campaign, and groom them for the future. Investing in their future is a sure sign of your dedication to the Hispanic community and the interests you have in common.
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