A prominent Latino liberal group is spending $57 million to bring out Latino voters for President Joe Biden as his approval continues to fall.
Somos Votantes, which runs the Somos PAC, told NBC News that $33 million of the total will be devoted toward mobilizing Latinos in support of Biden and other Democrats in Arizona, Georgia, Michigan, Nevada, North Carolina, Pennsylvania, Texas, and Wisconsin. The remainder will be spent on expanding voter education programs.
“Latinos are the biggest and fastest growing segment of the electorate with more than 4 million new voters since the last presidential election, so we want to make sure that we are reaching them in every way possible,” Somos Votantes President Melissa Morales told the outlet.
The new total is significantly higher than that spent during the 2020 election, in which the group spent about $33 million.
“Elections are really won and lost on the margins, so in order to win on the margins, we’re going to have to actually talk to those voters on the margins, including Latinos” unfamiliar with voting, Morales told the outlet.
Somos Votantes describes itself as “a Latino-led, Latino-focused organization aimed at empowering hardworking Latino voters year-round to participate in our nation’s democracy by taking action in their own communities.”
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The effort reflects Biden’s declining popularity, especially among minorities such as Latinos. Recent polls have shown former President Donald Trump thinning the margins among Latinos, Asians, and black people.
The president has sought to compensate for the loss by aggressively campaigning for minority voters, touring various largely Latino areas in the Southwest last month.
