In North Carolina, where former President Donald Trump won by fewer than 75,000 votes in 2020, both parties are hoping to win the state through its Hispanic community, the state’s fastest-growing population.
Between 2010 and 2020, North Carolina’s Hispanic population grew by nearly 40%, well above the national average of 23%. Over the past decade, North Carolina’s Hispanic population grew by nearly 320,000, the largest increase of any racial group in the state, and is now over 1 million, according to the 2020 Census.
But after increases in the past two midterm elections, Latino voter turnout actually decreased in 2022, according to the North Carolina State Election Commission.
Due to its large population and relative newness, state and national organizations are working to engage North Carolina’s Hispanic community.
Kelly Morales is co-president of Siembra NC, a grassroots organization that protects North Carolina’s Latino community, particularly from Immigration and Customs Enforcement and wage theft. The organization has traveled the state to register 5,600 Latinos.
“We’re excited, we believe Latinos are going to continue to grow their voter base,” Morales said. “It’s not just about this year, we want to grow the Latino voter base and one day have the goal of making up 10% of the state’s electorate.”
Morales said Alamance County is an important county to continue organizing because it was the first county to elect a Hispanic to the state Legislature, like Ricky Hartold, who served from 2021 to 2023, and it also has a conservative sheriff like Terry Johnson.
Johnson, who has served as Alamance County sheriff since 2002, gained national attention for his response to protests over a Confederate statue in Graham, where deputies arrested and pepper-sprayed protesters demanding the statue’s removal.
“For years we’ve had contradictions. You have Terry Johnson in Alamance, but you also have Ricky Hurtado in the state legislature,” Morales said. “I think just getting people to understand some of the intricacies of our county and our population growth will help us organize Latinos a little bit.”
According to the 2020 census, 14.4% of Alamance County’s population is Hispanic, which is higher than the Hispanic population share in North Carolina, which is 10.7%.
A campaign team in Siembra, North Carolina, conducts voter registration at the Plug Latino Flea Market. Photo courtesy of Siembra, North Carolina.
Morales said both sides are trying to attract voters by highlighting issues like abortion and the public school system, but are not addressing other important issues that concern Latinos.
“I don’t think we’ve heard enough about working conditions, I don’t think we’ve heard enough from either party about what kind of economic plan they have to really improve people’s working conditions,” Morales said. “I think that’s something that we all need to think about and address as we think about how to speak to Latino voters.”
CNBC has ranked North Carolina among the top three best states for business for the past five years, and it’s coming in at No. 2 in 2024. But Oxfam’s annual survey also lists North Carolina as the worst state for wages.
Morales said the connection between North Carolina being one of the top states for business yet one of the worst when it comes to protecting workers is very clear.
“I don’t think that’s a coincidence. A lot of Republicans pride themselves on North Carolina being the best state for business, and that’s really great, but the state needs to make an effort to do the right thing for workers as well,” Morales said. “For us, this election is about creating a North Carolina that’s not only good for business, but that protects our residents and workers across the state.”
At the Hispanic Federation, a nonpartisan nonprofit organization that empowers and strengthens Hispanic communities across the United States, Jack Golub also works to promote civic engagement by interacting with residents at events and in popular local areas.
Golub, the Hispanic Federation’s community engagement program manager, said the priority now is to give people more information about the upcoming election and encourage them to register to vote.
“We’re very committed to addressing what we feel is a systemic disadvantage for the Latino community in terms of getting the information they need to register to vote, the information and access to vote to actually go and vote, and the connections to civic organizations to have a sense of responsibility and personal efficacy in voting,” Golub said.
Golub said the Hispanic Federation is also committed to helping other smaller local organizations educate their members.
“We’re really trying to make a difference by empowering small, locally run, locally organized organizations to do voter mobilization work themselves,” Golub said. “Because that’s the difference, and we need to meet them where they are so they can address it.”
Golub said getting Latinos to the polls is crucial to ensuring fair representation.
“Democracy only works if we act on it, and democracy doesn’t work on its own, especially in the Latino community,” Golub said. “Having equal and fair representation is especially important in an election where the stakes feel pretty high, regardless of who you support. And even more so in North Carolina, which is a battleground state that could affect the presidential election, and then there’s a very important gubernatorial election and a whole bunch of other important elections.”
Morales said Siembra is working to build trust within the community to build a strong voter base in this election and in the future.
“I think that’s where Siembra has really worked to build and develop relationships, build trust, and make sure we’re letting people know that this isn’t just about one candidate, one election, but what we’re trying to build for the long term,” Morales said.
Golub said the most important thing voters can do is do their research and vote.
“This really feels like the most important election of our lifetimes, especially given North Carolina’s role,” Golub said. “If you’re going to participate in our democracy, now is the most important time, and the best way to do that is to make an informed decision and vote for somebody.”
