Efforts to Mobilize Latino Voters in Texas

A progressive group plans to spend $6 million to mobilize Latino voters in Texas. This demographic has drifted from the Democrats but remains crucial for their hopes to win congressional seats.

Somos Votantes has initiated a $2 million statewide voter education campaign, focusing on door-to-door conversations and voter registration. Its affiliated political committee, Somos PAC, is launching a $4 million advertising campaign. This effort targets three congressional districts in South Texas. They aim to channel voter dissatisfaction with the economy towards supporting Democratic candidates in Republican-leaning districts.

We genuinely hope to reconsolidate support for Democrats by presenting the positive economic vision that Democratic candidates in these House districts offer, said Melissa Morales, founder of Somos Votantes. Texas stands at the crossroads of the battle for control of the House of Representatives in the upcoming midterm elections. Regaining Hispanic support, which leaned towards President Donald Trump in 2024, is vital for Democrats there.

Republicans in the Texas Legislature, acting under Trump’s influence, redrew the districts last fall to favor their party, aiming to win up to five Democratic seats. They bet that the shift of Hispanics towards Republicans will be lasting, although that remains uncertain.

Somos PAC is targeting three districts where Trump secured victories with double-digit margins in 2024: District 15, where Republican Representative Monica De La Cruz faces Tejano music star Bobby Pulido; the 23rd, currently vacant after Republican Tony Gonzalez resigned following a personal scandal; and the 35th, a largely new district created in the recent redistricting.

Morales noted that Somos PAC is focusing on more challenging districts rather than the main battlegrounds receiving national attention. These districts could be the difference between Democrats narrowly achieving a small majority and expanding it to a 20-seat lead.

If we are going to reach those 20, we need to start investing in some of these more challenging districts, and we need to start early, Morales stated. In Texas, this means winning back Latino support.

While Trump made gains among Hispanic voters in 2024, general opinions about him have declined within this demographic since he took office. According to AP-NORC surveys, only 29% of Hispanic adults nationwide approved of his performance in a June poll, down from 41% at the start of his second term.

Historically, Latino voters have predominantly supported Democrats. Yet, some turned towards Trump in the 2024 election. Although most backed Democrat Kamala Harris, Trump made significant inroads by securing 43% of the Latino vote nationally, up from 35% in the 2020 election. This shift is partly attributed to economic concerns.

But dissatisfaction with the president alone is not enough, Morales noted. Voters need a reason to choose Democrats, which is where advertisements play a role. We risk people staying home because they’re disillusioned with everything, she explained.