As part of its Latino Empowerment and Advocacy Project (LEAP), the National Council of La Raza (NCLR) has undertaken initial research to draw a more complete picture of Latino voters and to identify strategies to maximize their voting power. The following discussion provides background on the current Latino electorate, including the increase in the number of registered and active voters. It also highlights the results of recent polls to gain a better understanding of what drives Latino voters, with respect to both issues and politics. The paper also examines the untapped potential of the Latino electorate and the impact at the voting booth of narrowing the disparities in voter registration and participation between Hispanics and other Americans. In addition, the paper analyzes the factors that impede the expansion of the Latino electorate. Finally, the paper concludes with guidance regarding what policy-makers, political parties, private philanthropy, and the Hispanic community itself must do to tap the power of the Latino voter.