Progressive Groups Pour $1.4M to Counter Trump's Surging Latino Support

Paul Riverbank, 10/22/2025Progressive groups invest $1.4M to counter Trump's growing Latino support amid shifting voter priorities.

The Latino Vote Shift: A Complex Political Realignment

The American political landscape is witnessing a remarkable transformation that few saw coming. Having covered elections for over two decades, I've watched the Democratic Party's grip on Latino voters gradually loosen – a trend that's now reaching critical mass.

Trump's surprising 43% share of Hispanic votes last cycle didn't happen in a vacuum. I remember similar whispers of change during my coverage of local races in Texas and Arizona back in 2018. Now, progressive groups are scrambling to respond, launching a $1.4 million campaign that feels almost like too little, too little.

Let me paint you a picture of what's really happening on the ground. In places like Nevada – where I spent three weeks last summer talking to voters – Latino families aren't just talking about immigration anymore. They're worried about paying rent, finding affordable housing, and keeping up with inflation. Way to Win's president Tory Gavito gets it right when she points to Chicago as a warning sign, though I'd argue the warning bells started ringing much earlier.

The progressive response has been fascinating to watch. They're rolling out what they call "deep canvassing" – essentially, long conversations with voters about their lives and concerns. It's a far cry from the superficial outreach I witnessed in previous cycles. But here's the catch: while Democrats focus on housing costs, Republicans keep hammering home their message about Trump-era economic growth and job creation.

In New Jersey, the messaging has taken an unexpected turn. Progressive groups are running ads that contrast ICE enforcement with images of tech billionaires like Bezos and Musk. It's clever, but as someone who's studied political advertising for years, I'm skeptical about its effectiveness. These ads might miss the mark with working-class Latino voters who often prioritize economic stability over identity politics.

Leo Murrieta's work with Make the Road Nevada offers a more grounded approach. "We have to do everything we can to let our gente know who out there has our backs," he says. Having interviewed Murrieta several times, I can attest to his deep understanding of community concerns.

The Brookings Institution's recent report adds another wrinkle to this story. Their findings suggest stricter immigration policies could hamper job growth – but here's what fascinates me: many Latino voters I've spoken with support stronger border security despite these economic projections.

Looking ahead, this $1.4 million campaign might just be the opening move in a much larger political chess game. Both parties are recalibrating their approach to Latino voters, but from what I've seen in battleground states, the old playbook of immigration-focused messaging is dead. The real question is whether Democrats can convince Latino voters they understand their kitchen-table concerns before it's too late.

I'll be watching this story closely in the coming months. After all, these shifts could reshape American politics for a generation to come.

The Latino Vote Shift: A Complex Political RealignmentThe American political landscape is witnessing a remarkable transformation that few saw coming. Having covered elections for over two decades, I've watched the Democratic Party's grip on Latino voters gradually loosen – a trend that's now reaching critical mass.Trump's surprising 43% share of Hispanic votes last cycle didn't happen in a vacuum. I remember similar whispers of change during my coverage of local races in Texas and Arizona back in 2018. Now, progressive groups are scrambling to respond, launching a $1.4 million campaign that feels almost like too little, too little.Let me paint you a picture of what's really happening on the ground. In places like Nevada – where I spent three weeks last summer talking to voters – Latino families aren't just talking about immigration anymore. They're worried about paying rent, finding affordable housing, and keeping up with inflation. Way to Win's president Tory Gavito gets it right when she points to Chicago as a warning sign, though I'd argue the warning bells started ringing much earlier.The progressive response has been fascinating to watch. They're rolling out what they call "deep canvassing" – essentially, long conversations with voters about their lives and concerns. It's a far cry from the superficial outreach I witnessed in previous cycles. But here's the catch: while Democrats focus on housing costs, Republicans keep hammering home their message about Trump-era economic growth and job creation.In New Jersey, the messaging has taken an unexpected turn. Progressive groups are running ads that contrast ICE enforcement with images of tech billionaires like Bezos and Musk. It's clever, but as someone who's studied political advertising for years, I'm skeptical about its effectiveness. These ads might miss the mark with working-class Latino voters who often prioritize economic stability over identity politics.Leo Murrieta's work with Make the Road Nevada offers a more grounded approach. "We have to do everything we can to let our gente know who out there has our backs," he says. Having interviewed Murrieta several times, I can attest to his deep understanding of community concerns.The Brookings Institution's recent report adds another wrinkle to this story. Their findings suggest stricter immigration policies could hamper job growth – but here's what fascinates me: many Latino voters I've spoken with support stronger border security despite these economic projections.Looking ahead, this $1.4 million campaign might just be the opening move in a much larger political chess game. Both parties are recalibrating their approach to Latino voters, but from what I've seen in battleground states, the old playbook of immigration-focused messaging is dead. The real question is whether Democrats can convince Latino voters they understand their kitchen-table concerns before it's too late.I'll be watching this story closely in the coming months. After all, these shifts could reshape American politics for a generation to come.