Efforts to Mobilize Latino Voters in Texas Ahead of Elections

A left-leaning group, Somos Votantes, intends to invest $6 million in mobilizing Latino voters in Texas. This demographic has shifted from the Democrats but remains crucial for winning Congressional seats. The group has initiated a statewide campaign worth $2 million focusing on door-to-door voter registration. Its affiliated political committee, Somos PAC, plans a $4 million ad campaign aimed at three Congressional districts in South Texas. They aim to leverage economic concerns among voters to support Democratic candidates in Republican-leaning districts.

We hope to consolidate support for Democrats by presenting the positive economic vision of Democratic candidates in these House districts, said Melissa Morales, founder of Somos Votantes. Texas is a battleground in the struggle for control of the House in the upcoming November midterms. Winning back Hispanics who were drawn to Donald Trump in 2024 is crucial for Democrats.

Republicans in the Texas Legislature, pressured by Trump, redrew the districts last fall to favor their party, seeking to gain up to five Democratic seats. They bet that Hispanics turning towards Republicans will be lasting, though its permanence is uncertain.

Somos PAC targets three districts where Trump won by double-digit margins in 2024. These include District 15, where Republican representative Monica De La Cruz faces Tejano music star Bobby Pulido; District 23, currently vacant following Republican Tony Gonzalez’s resignation after a scandal; and District 35, largely new after district redrawing. Morales indicated that Somos PAC focuses on harder-to-win districts rather than major battlegrounds heavily under national scrutiny. These could determine whether Democrats narrowly secure a small majority or expand to a 20-seat advantage.

To reach those 20, we will need to invest in these harder-to-reach districts early, noted Morales. In Texas, this means reconnecting with Latino voters. Although Trump made gains among Hispanic voters in 2024, his approval has since fallen among Hispanics, as shown by AP-NORC polls. Only 29% of Hispanic adults nationally approved of his performance in a June survey, down from 41% at the beginning of his second term.

Historically, Latino voters have largely supported Democrats, but in the 2024 elections, some leaned towards Trump. Most backed Democrat Kamala Harris, yet Trump significantly increased his Hispanic voter share to 43% from 35% in 2020. This shift is partially attributed to economic factors. Morales emphasized that dissatisfaction with the president is not enough; there must be a reason to vote Democrat, facilitated by advertisements.