Here’s how to increase Latino voter turnout

Three Kings Day celebrations. Car Caravans. Voting. Do these three things seem unrelated? They shouldn’t. In fact, they are inextricably linked as the keys to success for winning the Latino vote, which new data from the 2020 census shows is critical for elected hopefuls. 

Unfortunately, Congress’s inability to pass legislation that protects all voters has made it very clear that once again, it is up to the community-based organizations and nonprofits to defend our democracy and the rights of our community. While Congress stalls on systemic changes, political parties and elected hopefuls need to learn from Latino-led groups about what really works to increase Latino voter turnout. And they need to feel the urgency now in order to make a difference for the 2022 midterms. 

First, campaigns need to build trust with the Latino community during non-election years. A voter turnout effort that begins in October of an election year is too late. Hispanic Federation  shows up all year long to build trust with our community, providing services that they need. When we knock on a door to get out the vote during election season, the community knows who we are, and is more likely to listen to us. We launched our grassroots organizing effort for the 2022 midterms in November 2020. Voter mobilization is relational, and requires long-term investment. 

Second, campaigns must invest in culturally competent voter outreach strategies. The Latino community is not a monolith, but traditional campaigns often treat us as such. 

Certain messaging resonates better with second-generation Puerto Ricans versus Puerto Ricans who just moved to the continental U.S. from the island. Just as effective messaging for the Mexican-American population living in North Carolina will look different than the Dominican population in New York.

Campaigns must tailor communications to each group. When texting a potential voter for the first time, campaigns should ask if they would prefer English or Spanish, and never assume. 

They should also tailor the type of Spanish to the particular population. For example, in Spanish, there are two forms of you: “tu” and “usted.” Different cultures have strong preferences about when and how to use each. When speaking to Mexican-Americans in North Carolina, it’s considered polite to use “usted,” the more formal form of “you” upon first meeting a voter. However, Dominican-Americans in New York prefer “tu,” as “usted” is reserved for addressing elders, and could even be perceived as an insult. 

Additionally, campaigns must adopt media strategies tailored to the diverse Latino communities throughout the U.S. Blanketing social media and TV with last minute ads isn’t alone effective.  Many in our communities don’t have TVs, but instead rely on traditional radio or streaming services. In rural communities, many Latino families do not have cable, so we place ads on very specific TV shows that are popular with our community. 

Finally, effective voter outreach strategies reflect Latino culture and traditions. When our communities see a mobilization effort that reflects our own culture back to us, it’s highly motivating, and makes us want to engage. For example, in many Latino cultures, including Venezuela, the Dominican Republic, and Puerto Rico, car caravans, or “caravanas” that encourage voting or political action are very common. Organizing a “caravana” in the U.S. shows these Latino communities that we understand them. 

These same tactics can be used to overcome voter suppression efforts that specifically target our communities. In Georgia, the 2020 runoff election was scheduled on Jan. 6, which is Three Kings Day, a major holiday in many Latino cultures, including in Mexico and the Caribbean. This was the equivalent of holding an election on Christmas Day. On the eve of Three Kings Day, or “Rosca de Reyes,” as it’s called in Mexico, organizers with Hispanic Federation dressed as the three kings, went to Latino restaurants in Atlanta and distributed presents to children, played music, and encouraged the parents to vote the next day in Spanish. 

These strategies work. In the 2020 general elections and the 2021 Georgia Senate runoffs, Hispanic Federation mobilized more than 2.5 million Latino voters to vote in key swing states such as Florida, North Carolina, Georgia, Pennsylvania, and Wisconsin, and registered over 26,000 people to vote across 43 states. 

The Latino community is a growing and powerful electorate. The U.S. Senate needs to join the House and pass the John Lewis Voting Rights Act as soon as possible, while continuing to work on passing the comprehensive voter reforms laws included in the For the People Act. But when faced with congressional inaction, campaigns must tailor their outreach to diverse Latino communities throughout the U.S. They can no longer afford to take us for granted. 

Frankie Miranda, President and CEO of Hispanic Federation, a nonprofit that aims to empower and advance the Hispanic community, support Hispanic families, and strengthen Latino institutions.