Efforts to Organize Latino Voters in Texas

An organization with a leftist tendency plans to spend $6 million to organize Latino voters in Texas. This demographic has shifted away from Democrats but remains crucial for their hopes of winning Congressional seats. The group, Somos Votantes, launched a $2 million state campaign focusing on voter education, door-to-door conversations, and voter registration. Its affiliated political committee, Somos PAC, is preparing a $4 million advertising campaign targeting three Texas congressional districts. The aim is to channel voter concerns about the economy towards support for Democratic candidates in Republican-leaning areas.

“We hope to consolidate Democratic support by presenting the positive economic vision of Democratic candidates in these districts,” said Melissa Morales, founder of Somos Votantes. Texas stands at a critical point in the battle for control of the House of Representatives in November’s midterm elections. Re-attracting Hispanics drawn to President Donald Trump in 2024 will be vital for Democrats’ chances there.

Republicans in the Texas Legislature, influenced by Trump, redrew the districts last fall in their party’s favor, aiming to gain up to five Democratic seats. They bet on Hispanics’ shift towards Republicans being lasting, though this remains uncertain.

SOMOS PAC focuses on three districts where Trump won by double digits in 2024: District 15, where Republican Monica De La Cruz faces Tejano music star Bobby Pulido; District 23, currently vacant after Republican Tony Gonzalez resigned following a scandal; and District 35, created in the recent redistricting. Morales emphasized that Somos PAC targets harder-to-win districts rather than major battlegrounds that receive national attention. Winning these districts could mean a narrow Democratic majority or expanding to a 20-seat advantage.

“If we aim to reach a 20-seat majority, investments in harder-to-reach districts must start early,” Morales stated. In Texas, this means winning back Latino support.

While Trump improved his standing with Hispanic voters in 2024, his approval among Hispanics generally declined since taking office, according to AP-NORC polls. In June, only 29% of Hispanic adults nationally approved of his performance, down from 41% at the start of his second term.

Historically, Latino voters predominantly support Democrats; however, in the 2024 elections, some favored Trump. Though the majority backed Democrat Kamala Harris, Trump made significant gains, earning 43% of Latino votes nationally, versus 35% in 2020, partly due to the economy.

However, losing faith in the president alone isn’t enough, Morales highlighted. Voters need reasons to support Democrats, which is where advertisements play a role. “We risk people staying home due to disillusionment,” Morales explained.