(CBS News) The Republican Party released results Monday of a wide-ranging study on why it lost the presidential election, and as Party Chair Reince Priebus predicted Sunday on "Face the Nation," it was not a fun read.
The party announced a massive new outreach to minorities and, next time around, fewer debates and an earlier nominating convention.
Burton Waddy is among those voters that Republicans are trying to woo. It's an effort to win back voters who were turned off by their message.
"The Republican Party needs to come across as positive and upbeat and open and inclusive and not red-hot hatred," says Burton, a registered Republican who voted for Barack Obama in the last two elections.
In 2012, President Obama won 93 percent of the black vote, 71 percent of the Hispanic vote and 73 percent of the Asian-American vote. So Monday's report suggested the GOP "need(s) to go to communities where Republicans do not normally go to listen and make our case."
The party plans to spend $10 million to hire staff dedicated to minority outreach, open offices in urban areas and boost voter registration and turnout.
Last week, Burton attended a GOP "listening session" at a Brooklyn, N.Y., religious center. It was designed to allow party leaders, including Reince Priebus, to hear from women and minorities or voters who have strayed from the GOP.
Watch: RNC Chairman Reince Priebus speaks to "Face the Nation" about changes he thinks the GOP should make for 2016, below.
The Republican Party says 3,000 people have attended these sessions across the country. Burton says he's not convinced yet, but he's definitely listening.
"How they treat me and black voters and Hispanic voters and women and young people in every election is either going to help them or bite them," he says.
Republican Party leaders say it's not just about how the message is delivered. Monday's report endorsed comprehensive immigration reform, warning without that, the party's appeal will "continue to shrink."