Interviews and polls of more than 40,000 Americans provided some sobering feedback. "Asked to describe Republicans," the report said, "they said that the Party is 'scary,' 'narrow-minded,' and 'out of touch' and that we were a Party of 'stuffy old men.'"
The report was the result of the party's "Growth and Opportunity Project." Among the co-chairs: Rock Hill's Glenn McCall, the York County GOP chairman and a former Charlotte banker.
"Personally I did not understand how messaging and tone really mattered, especially to people in ethnic communities," he told me. One example: the issue of immigration, and Mitt Romney's call for "self-deportation" of undocumented immigrants.
"Even the Asian community said our tone and the way we addressed the issue really turned off a lot of their folks because we were not compassionate and caring," McCall said.
"I'm confident that this will be a long-term significant commitment on the RNC's part," he said. "We have no other choice. This election has changed the paradigm, with minorities by 2050 really becoming the majority in our country. We have to start somewhere.”