SOVALA: Grassroots Innovation Redefining Latino Advocacy

Innovation isn’t always high-tech or headline-grabbing; sometimes, it is the ability to listen, adapt, and respond in real time. The Southern Virginia Latino Association (SOVALA) exemplifies innovation, showing up as neighbors solving problems together, stories shaping solutions, and leadership rising from lived experience. It is hands-on, homegrown, and rooted in trust. SOVALA proves that when communities lead, lasting change follows.

SOVALA began as a small but determined advocacy group based in Martinsville, Virginia focused on immigration support. However, as the Latino community’s needs expanded, so did the organization’s mission. It has become a reliable strategic nonprofit committed to education, empowerment, and trust. Under the leadership of Executive Director Hur Eli Marin Salgado, SOVALA is proving that progress doesn’t always come from radical reinvention; it comes from deep listening, clever problem-solving, and consistently showing up for their community.

From Passion to Plan

“We’d hold forums with the sheriff’s office, help students navigate college, and partner with the Mexican consulate for ID services,” explained Salgado. “That’s when we realized the community didn’t just need quick fixes, they needed long-term, reliable support.”

“We couldn’t just react to crises, we had to show up consistently.”

Turning grassroots passion into a sustainable organization required a mindset shift. SOVALA began tracking resources, building a community database, and positioning itself as a dependable source of support, especially crucial during political uncertainty when accurate information and trust were essential.

Innovation That Works

At SOVALA, innovation means inventive human-scale solutions.

A prime example? Quarter-sized flyers. With the community spread across rural areas, door-to-door outreach wasn’t feasible. Instead, SOVALA designed pocket-sized flyers that people could carry, share at work, and leave at local businesses.

“We created small flyers that could fit in someone’s wallet. People took them to work, left them in businesses, and spread the word,” explained Salgado.

The organization also transformed its Facebook page into a dynamic community bulletin board, using real-time posts and updates to keep people informed. These efforts were cost-effective, timely, and tailored to the community’s communication style.

This adaptive thinking, meeting the moment with available tools, defines SOVALA’s innovative spirit.

Listening First, Acting Second

“We listen, deliberate, and act based on what the community tells us they need.”

At SOVALA, community isn’t just who they serve—it’s who they are. The voices of those most affected shape every decision, event, and program. The organization listens deeply, reaching beyond its usual circles to engage individuals who show passion, care, and the desire to lead.

“Our feedback doesn’t come from the top down,” Salgado said. “It comes from the people living these experiences.”

Whether through casual conversations, social media, or public forums, SOVALA ensures that its work reflects real needs. One shining example is the Latino Festival. Originally a small health fair, it evolves annually based on community input, adding new resources, entertainment, and opportunities for connection.

By inviting collaboration and honoring grassroots insights, SOVALA embraces a core truth: the best solutions come from within the community.

Empowerment Through Knowledge

With immigration concerns on the rise, SOVALA has expanded its outreach to include legal education. Through Charla (community chats), the organization partners with local law firms to offer information on immigrant rights, legal status pathways, and civil protections.

“People are scared. Even if the issue isn’t immigration-related, they worry it will come back to that. Our job is to ensure they have the facts and the tools to protect themselves,” explained Salgado.

These chats demystify legal systems and empower individuals with actionable knowledge, a crucial service in a climate of fear and misinformation.

Building Capacity for the Future

SOVALA recently partnered with Ruth Peebles, President and Founder of The INS Group to transform its vision into a strategic plan. Together, they clarified priorities, identified program needs, and developed a sustainable roadmap.

“This is the time to reflect, refine, and rebuild. We’re growing, and that means being willing to change.”

Over the years, they identified several pressing needs and knew it was time to act. They captured all their brainstorming, ideas for programs, what they might look like, and what kind of support they would need, and shared it with The INS Group.

“We had ideas and passion,” Salgado shared. “Ruth helped us turn those into a real plan. Now we have priorities, a roadmap, and a strategy for growth. We’re learning the nonprofit world as we go, and that’s been huge.”

Through the guidance of The INS Group, SOVALA is cultivating a board with IT, communications, and design expertise, and training volunteers for leadership roles to support long-term sustainability. These efforts lay a strong foundation for community ownership, ensuring that growth is scalable and shared.

Redefining What’s Possible

While many organizations slip into survival mode, SOVALA is charting a different path. Their story shows how adaptive thinking and community-driven innovation can drive real change, even on a tight budget.

They are not waiting for the perfect moment or permission – they are building something better right now. In doing so, they’re redefining what is possible for grassroots advocacy, one thoughtful, community-rooted step at a time.