Care about Hispanics
21%All Hispanics
14%Persuadables
Introduction
Over the last 10 years, Hispanics have been on the move. Searching for a home for their conservative values. But conservatives have not mobilized to welcome them. The Hispanic Engagement Program is a turnkey, proven solution for c3s, c4s, and 527s to play separate but equally important roles in welcoming them to the movement.
Introduction
Identified UNIQUE impact opportunities:
HAFA did Voter Registration and Hispanic Engagement in GA.
THF and HAFA expanded to Voter Registration and Hispanic Engagement in GA and AZ.
Introduction
Voter Registration won’t have the same unique impact—it’s more expensive and less exclusive.
Heritage Action’s program is structured to target and turn out Hispanic conservative voters in this year’s election and beyond.
Separately, The Heritage Foundation will conduct a nonpartisan effort to increase civic engagement and educate voters on key issues.
The fear factor is gone.
In 2022 and 2024, conservative non-voters were very scared for their future. That is not the case now.
More competition, less exclusivity.
In 2022 and 2024 there were zero then very few legit voter registration operations outside of THF and HAFA. This is beginning to not be the case as well.
High unique impact.
Hispanic voters remain under-engaged and represent the biggest persuadable opportunity.
Low competition.
Few organizations are investing at scale with a proven, culturally resonant approach.
Efficient and effective.
The optimal spend continues to deliver strong returns.
Hispanic ROI by the numbers
Hispanic voters are moving, but durable conservative engagement still has not caught up.
Early signs of reversal
*AP-NORC: Trump favorability among Hispanic adults fell from 44% before taking office to 25% in Oct. 2025.
Hispanic ROI by the numbers
No other major demographic moved this much,
this quickly, at this scale.
Hispanic ROI by the numbers
Hispanic ROI by the numbers
Most political spending is inefficient. Hispanic engagement, done right, is not.
The right Hispanic program can deliver votes at a fraction of the cost politics usually accepts as strong performance.
Hispanic ROI by the numbers
Estimated additional competitive elections that could have been affected with $18M more in targeted Hispanic outreach.
| PRESIDENT | SENATE | HOUSE | TOTAL | |
|---|---|---|---|---|
| 2020CYCLE | 3(AZ, GA, WI) | 1(Perdue) | ~5–6seats | ~9–10elections |
| 2022CYCLE | 0— | 1(NV) | ~4–5seats | ~5–6elections |
| 2024CYCLE | 0— | 3(MI, NV, WI) | ~4seats | ~7elections |
Hispanic Messaging Framework
With numbers like this, we have a messenger problem before a message problem.
% who say that Republicans / conservatives __________ more than Democrats / liberals
Hispanic Messaging Framework
The strongest early findings are not policy facts. They are perspectives that first resonated in focus groups, then held up in the survey, especially among persuadables.
Focus group quotes that got a “hear, hear” from everyone.
% who said this perspective resonates with them
% who said this perspective resonates with them
Hispanic Messaging Framework
Majority say they are worse off. Cost of living is the dominant pain point, and it beats immigration, jobs, and foreign policy in direct trade-offs. Keep the main thing the main thing: lower prices and family budgets.
say their financial situation has gotten worse.
2026 commitment already in motion.
Next state to add as capacity and funding become available.
Recurring battlegrounds with durable statewide utility.
Precision or defensive plays where smaller lift can still matter.
The highest-density opportunities in the Atlas—large modeled lift, volatile statewide races, and meaningful congressional utility.
Best for moving the most votes in the most consequential geographies.
These states act as presidential pivot points, where Hispanic engagement can materially change statewide margins.
Best for protecting and expanding the national battleground map.
A mix of developing markets and smaller-universe states where targeted lift can still determine outcomes.
Best for precision investments, defensive coverage, and future growth.
13 States. 3 Tiers.
Wick’s Framework organizes the 13-state universe by where Hispanic lift can move the most votes, influence the most important races, and create the strongest downstream political utility.
The highest-density opportunities in the Atlas—large modeled lift, volatile statewide races, and meaningful congressional utility.
Best for moving the most votes in the most consequential geographies.
These states act as presidential pivot points, where Hispanic engagement can materially change statewide margins.
Best for protecting and expanding the national battleground map.
A mix of developing markets and smaller-universe states where targeted lift can still determine outcomes.
Best for precision investments, defensive coverage, and future growth.
Set up for a c3 nonpartisan, educational program and small amount for c4 survey and focus group.
A separate c3-compliant program to educate on issues in a non-partisan way.
A separate c4-compliant program for targeted issue-engagement and driving political outcomes.
Optional HAFA effort focused on turnout execution and election-year GOTV.
c3-compliant survey questions in a difference-in-differences trial.
Measured through a precinct-level election-results control trial.
Set up for a c3 nonpartisan, educational program and small amount for c4 survey and focus group.
A separate c3-compliant program to educate on issues in a non-partisan way.
A separate c4-compliant program for targeted issue-engagement and driving political outcomes.
c3-compliant survey questions in a difference-in-differences trial.
Measured through a precinct-level election-results control trial.
Confidential Notice
This deck is Wick marketing material.
This presentation is proprietary Wick marketing material for informational discussion. It was not prepared by, at the direction of, or on behalf of The Heritage Foundation, Heritage Action for America, any candidate, campaign, political party committee, or their agents.
Nothing in this deck constitutes a coordinated plan, authorization, direction, solicitation, or instruction for any candidate-related communication, expenditure, or campaign activity.
References to 501(c)(3) work are intended only to describe nonpartisan charitable, educational, research, and civic-engagement activity. References to 501(c)(4), 527, PAC, or political activity are illustrative only and must be conducted separately under applicable law.
Any organization considering activities described here must make its own independent decisions and obtain advice of counsel. This deck is not legal, tax, accounting, campaign-finance, or compliance advice.