Did Democrats take the Hispanic vote for granted in 2020? Some in the party think they did, and can’t afford the same mistakes going forward.

By Jennifer Medina and Lisa Lerer

Alejandra Gomez was surprised, but pleased, by a flurry of phone calls from the White House in the spring, offering updates on its efforts toward an immigration overhaul. Officials also asked what her Arizona-based advocacy group thought of its work on voting rights and how the pandemic relief package was affecting the state.

“It’s absolutely different than what we’ve seen before,” Ms. Gomez said, comparing the efforts to those of previous Democratic administrations, which typically waited to reach out only during re-election campaigns.

She wasn’t alone. Leaders of the National Association of Latino Elected and Appointed Officials were taken aback when both the president and vice president committed to speaking at their conference in June, the first time in the event’s decades-long history that the top two White House officials had agreed to speak in a non-election year.

And in Wisconsin, Voces de la Frontera, a group that represents low-wage immigrant workers, was thrilled when the White House reached out to arrange a conversation between their members and Marty Walsh, the secretary of labor, during a swing he made through Milwaukee.

“We had an opportunity for all our members to come listen to him and for him to listen to us,” said Christine Neumann-Ortiz, the executive director of the organization. “That’s a good cue that they haven’t forgotten us after the elections.”

For years, Latino activists and organizers complained that Democratic efforts to woo their community often seemed like an afterthought, a motley collection of Spanish-language advertisements, haphazardly translated campaign literature and a handful of outreach staff members tacked on to campaigns.

But after last year’s election, when Republicans peeled away significant amounts of Latino support across the country, Democratic leaders are trying a more aggressive approach.

Led by a White House that recruited top Latino organizers to high-level staff positions, and with the first lady, Jill Biden, taking a particular interest in reaching out to Latino voters, the new effort bridges the party, encompassing policy, communications and political organizing. The outreach encompasses a broad number of community leaders and social media stars, such as Eugenio Derbez, a Mexican comedian, and meetings with Hispanic faith leaders.

The efforts reflect how vital Latino voters are to the party’s success, but also the extent of the work needed to win back a group that makes up nearly 20 percent of the population. Democrats have long viewed these voters — a diverse group that includes dozens of countries of origin and a wide range of socioeconomic status — as a mostly monolithic bloc that could be taken for granted, operating as though the most important factor was simply turnout; if Latino voters cast ballots, the reasoning went, they will vote Democratic.

But 2020, with a record 18.7 millions ballots cast by Latino voters, proved just how wrong that theory was. Though roughly 60 percent chose President Biden, the movement toward Donald J. Trump plunged Democrats into a period of soul-searching.

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