If someone is a racist, as you say, then by definition they can't learn or evolve - that is what they are. Period. That is why I try not to call anyone "a racist" or any other name, but rather point out the behaviour which is "racist."

This is more than semantics. If you slap a label on someone, you declare them unredeemable. If you focus on the behaviour instead, then they can learn and evolve.

Slapping labels on people also just results in putting them on the defensive. That is why you received the responses you did. Your original message will never get through their defensive walls.

That does not mean that racist behaviour should not be called out; it does not mean that there should be no consequences. But what needs to be called out is the behaviour. If someone is to bear consequences, it should be based on what they did, not who they are.