The Latino Victory Project is a left-of-center advocacy group. It is one of three affiliated Latino Victory organizations co-founded by actress Eva Longoria and political activist Henry R. Munoz III that supports left-of-center policies and priorities in the Latino community. ¹ The Latino Victory Project works in tandem with the Latino Victory Foundation, a charitable affiliate, and the Latino Victory Fund, an affiliated PAC. ²

Background

Actress Eva Longoria and philanthropist Henry Munoz III, the former national finance chairman for the Democratic National Committee, ³ founded the Latino Victory Project as part of a network of groups collectively known as Latino Victory in 2014. ⁴ It was built from a pre-existing network of donors who had supported former President Barack Obama’s 2012 re-election campaign and included representatives from the AFL-CIO, the National Education Association, and billionaire George Soros. Longoria had served as co-chair of Obama’s re-election campaign. ¹

Activities

The Latino Victory Project has a nationwide candidate training program called Path to Victory which encourages, recruits, and trains left-of-center Latinos to run for office and work on political campaigns. In Georgia, the training is co-sponsored by the Galeo Impact Fund. The National Democratic Training Committee (NDTC), Google, and ActBlue conduct the training. ⁵

In December 2020, actor Lin-Manuel Miranda and Pearl Jam co-hosted a virtual fundraiser aimed at mobilizing Latino voters for the U.S. Senate runoff elections in Georgia. The fundraiser benefited the Latino Victory Project, the Latino Community Fund of Georgia, and the Hispanic Federation. ⁶

In April 2021, the Latino Victory Project joined with Building Back Together to launch a communications initiative to encourage Latino support for the Biden administration agenda. Alianza, Somos Votantes, and Voto Latino also joined the campaign which Mayra Macias, a former Latino Victory executive director and Building Back Together chief strategy officer, led. ⁷

In October 2023, the Latino Victory Project hosted a roundtable discussion of Latino activists on how to get the first Afro-Latina elected to U.S. Congress. One board member, Yrthya Dinzey-Flores, urged potential Afro-Latina candidates to lean into their identities of being female, Black, and Latina. ⁸

In the 2023 Chicago Mayor’s race, the Latino Victory Project teamed up with the Hispanic Federation, the Illinois Black Advocacy Initiative, the Latino Policy Forum, and Northwestern University to commission a series of polls to understand the issues facing Black and Latino Chicago voters. The group said that Chicago’s mayoral candidates should address the issues facing Latino voters because Latinos make up 30 percent of Chicago’s population. ⁹

In May 2024, the Latino Victory Project teamed up with Mi Familia Vota, the Unidos US Action Fund, America’s Voice, and Voto Latino to educate Latino voters. The groups claimed that “misinformation and disinformation is crippling Latino communities.” The group also claimed that former President Donald Trump was “enemy number one for the Latino community.” The coalition opposed former President Trump’s plans for increased detention and deportations of illegal immigrants. ¹⁰

In August 2024, the Latino Victory Project joined with the Service Employees International Union (SEIU), America’s Voice, and Poder Latinx, among others to release an advertising campaign against the Heritage Foundation-led “Project 2025.” The groups criticized the project for its support of enforcement of immigration laws, shrinking the size of the federal government, opposition to policies combating climate change, and its support for pro-life policies on abortion. ¹¹

In October 2024, the Latino Victory Project and Hispanic Federation co-sponsored a poll showing then-Vice President Kamala Harris leading former President Donald Trump among Latinos across eight competitive states. The poll also found that economic concerns were the top priority for Latino voters. The poll found that Democrats had reached out to more Latino voters than Republicans. ¹²

In October 2024, the Latino Victory Project opposed then-former President Donald Trump’s proposals for “mass deportations” of illegal immigrants, calling it an “extremist agenda” and claiming that Trump’s plans “erode the fundamental rights and protections of immigrants, legal residents, and even naturalized citizens.” ¹³

Climate Change Campaign

In 2022, the Latino Victory Project launched the Vote Like a Madre campaign to encourage Latinas to vote for left-of-center candidates to combat the “climate emergency.” People en Espanol reported the celebrities pushing the campaign included Eva Longoria, Jessica Alba, Rosario Dawson, Michaela Jaé (MJ) Rodriguez, America Ferrera, Lin-Manuel Miranda and his mother Luz Towns-Miranda, Ariana DeBose, Angelica Maria, Angelica Vale, Gloria Calderon Kellet, Lorena Garcia, Carolina Sandoval, Danna Garcia, Cyn Santana, and others. The group planned on spending $5 million on advertising and voter contact. ¹⁴

In 2024, the Vote Like a Madre campaign reappeared with a major push by actress Jessica Alba. While the campaign ostensibly focused on climate change, Alba mentioned other issues such as gun control, abortion, and the economy. The campaign planned to focus on the swing state of Arizona with the goal of increasing Latina voter turnout by 15,000 through targeted ads featuring Latina mothers and mother figures. The campaign planned to invest $2 million to support it. ¹⁵

In March 2025, The Post Millennial, a Canada-based right-of-center news site released a fundraising email to subscribers listing several left-of-center organizations allegedly organizing efforts to “PACK & DESTROY the U.S. Supreme Court” as well as “end the career of [Supreme Court Justice] Clarence Thomas.” ¹⁶ The Latino Victory Project was among those listed on the email which also included Greenpeace USA, Black Voters Matter and the American Humanist Association (AHA). ¹⁶

Funding

Between 2013 and 2014, the Atlantic Advocacy Fund gave $1,000,000 to the Latino Victory Project to support immigration policies, including amnesty for illegal immigrants. ¹⁷

The Latino Victory Project uses ActBlue Civics to raise small-dollar donations. ¹⁸

Financials

According to its 2022 990 form, the Latino Victory Project reported a revenue of $2,088,999, expenses of $2,346,243, and total assets of $306,161 ¹⁹

According to its 2021 990 form, the group reported a revenue of $2,165,001, expenses of $1,705,676, and total assets of $1,023,462. ²⁰

According to its 2020 990 form, the group reported a revenue of $3,878,388, expenses of $3,835,756, and total assets of $85,857. ²¹

Leadership

Katharine Pichardo-Erskine is the president and CEO and was appointed to the position in December 2024. ²² She previously worked as the group’s executive director. Before joining the Latino Victory Project, Pichardo-Erskine was senior vice president at the MirRam Group, a strategic communications firm where she handled governmental and community relations for corporate, non-profit, and labor clients. She also led the firm’s political campaign arm, the Hamilton Campaign Network. She began her political career as the civic education organizer at the National Association of Latino Elected and Appointed Officials (NALEO) Educational Fund. ²³

Cristobal Alex is the chair of the board and was appointed to the position in December 2024, replacing Luis Miranda. ²² Cristobal is the head of the Tusk Strategies DC office and has a leadership role with Tusk Philanthropies. Before joining Tusk Strategies, Cristobal served as a White House Deputy Cabinet Secretary in the administration of President Joe Biden. Before that, he worked on the 2020 presidential campaign of Joe Biden and worked as the founding president of Latino Victory. Before entering electoral politics, Cristobal worked for George Soros’s Open Society Foundations and the Ford Foundation. ²⁴

Sindy Marisol Benavides worked as the president and CEO of Latino Victory from December 2023 through December 2024. ²² Before becoming president and CEO, she worked as the executive director of the group. Before joining Latino Victory, she worked as the chief executive officer for the League of United Latin American Citizens (LULAC) and before that worked for Voto Latino and the Democratic National Committee. ²³

Latino Victory ‘s former board chair is Luis A. Miranda Jr. is the founder of the MirRam Group, a left-of-center political consulting firm that has worked for the Senate campaigns of Chuck Schumer (D-NY), Hillary Clinton (D-NY), and Kirsten Gillibrand (D-NY). ²⁵

Latino Victory’s former president and CEO is Nathalie Rayes who stepped down in December 2023 after being appointed U.S. Ambassador to Croatia. ^{23 26} She replaced former president Cristobal Alex who stepped down in March 2019 to work as an advisor for Joe Biden’s 2020 presidential campaign. ^{27 28}

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