On a Saturday morning in late August, Ricardo Alfaro, an immigrant from El Salvador, visited a residence in Holland, Michigan, to campaign for Mike Rogers, a former Republican congressman running for Senate against Abdul El-Sayed. Alfaro, who is the youth director at an evangelical church, aims to convert Latinos into Republican voters, stating, "Maybe you see things on the news, or on social media, but you’re not getting the facts or reliable information—that’s what we want to share with you." He is a volunteer and the Michigan strategic director for the Libre Initiative, a center-right group affiliated with Charles Koch’s political-action committee Americans for Prosperity. Over the past fifteen years, Libre has established a significant presence in Latino voter-turnout operations across thirteen states, including key electoral battlegrounds. Although Libre originated in Texas, it has chosen not to invest in the Senate race there this fall, with founder Daniel Garza indicating that focusing on other races could yield greater impact.
Libre has allocated over a million dollars towards campaigning for Rogers, who lost the previous election by fewer than twenty thousand votes. Michigan's Latino community, which comprises about six percent of the state's population, has concentrated areas, such as Holland, where approximately a quarter of residents are Hispanic. Vionelkis Coen, Libre’s grassroots-engagement director in Michigan, noted the city's conservative cultural identity, as evidenced by a statue of its founder with a hand on the Bible. Since January, Libre has contacted over 125,000 voters in Michigan through phone banking and door-to-door outreach.
Libre operates as one of the largest efforts on the right to encourage Latino support for conservative and libertarian policies, despite its goals sometimes conflicting with those of the Trump administration, particularly regarding immigration. Alfaro introduced Miguel Mota, a barbershop owner who has expressed frustration with Trump’s immigration policies, highlighting concerns about clients being detained. Mota appreciates Rogers’ faith-based approach but is critical of Trump’s rhetoric.
Historically, there has been a space within the GOP for organizations like Libre, which seeks to create a more pro-immigrant and pro-Hispanic faction. However, the current political landscape has shifted, with many Latino voters feeling alienated from the party. According to a recent survey, Trump's approval rating among Hispanic voters has dropped to as low as twenty-six percent, with deportations contributing to this decline. Michael Farage, the ethnic vice-chairman of the Michigan GOP, expressed confusion over the party's lack of engagement with Latino voters.
Garza, whose parents immigrated to the U.S. as farmworkers, has voiced his concerns about deportations, particularly affecting women and children. Despite his criticisms, he remains supportive of Trump’s policies and believes that the MAGA movement has benefitted Latinos more than Democratic alternatives. Garza has not seen sufficient investment from the GOP to maintain the gains made with Latino voters in the last election cycle.
Garza’s background includes a diverse range of experiences, from working in the fields to serving as a police officer and a city councilman. He founded Libre in 2011, and the organization has faced backlash from left-leaning Latinos. Notably, during the 2016 election, Hillary Clinton’s campaign recognized Libre’s effectiveness in engaging Latino voters, prompting efforts to enhance outreach strategies. Garza continues to lead initiatives aimed at mobilizing Latino support for Republican candidates in Michigan.