How Mikie Sherrill Won Latino Voters Back for Democrats

Sherrill’s campaign was not the only organization engaging with Latino voters. Make the Road New Jersey, an advocacy group that encourages Latino civic participation, engaged with voters in Elizabeth, Perth Amboy, and the city of Passaic to ensure that they were aware of the stakes of the election. The political arm of Make the Road NJ joined other progressive organizations in endorsing Newark Mayor Ras Baraka in the primary, but continued its outreach efforts in the lead-up to the general election. This was accomplished through a “layered program,” she said, wherein the organization reached voters through seven million digital ad impressions, 260,000 calls, 130,000 text messages, and knocking on 60,000 doors.

This electoral effort bloomed from deep roots. Well before becoming involved in election activities, the nonprofit arm of Make the Road participated in a nonpartisan campaign to engage with voters year-round and encourage civic participation. Morsy said that the canvassing effort reached Latino voters who admitted to voting for Trump but felt betrayed by his administration’s actions on immigration.

“It was such an important year to launch a year-round canvassing program because of how quickly the administration operated,” said Morsy. “You wanted to be there with people to help make meaning, and also to connect the dots that what is happening out there is actually connected to a gubernatorial race.”