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The Prop 8 Report
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(a) Abstract
(b) Executive Summary
(c) Findings: Overview
Findings 1–7: Prejudice
1: Which Voters Changed Their Minds
2: The Yes on 8 Ads That Worked
3: The No on 8 Ads That Worked
4: No on 8's Biggest Mistake
5: Message Clarity Favored Yes on 8
6: The Public Polls Got It Wrong
7: The Election Results Make It Look Closer Than It Was
Findings 8 & 9: Power Building
8: No on 8 Field – Strengths and One Flaw
9: No on 8 Fundraising – Unprecedented Success
(d) Recommendations: Overview
a. Practice Persuasion Now
1: Learn How To Persuade Voters
2: Learn How To Rebut The “Kids” Attack
3: Act Now, Between Campaigns
b. Be Ready for the Opposition
4: Go Back to the Ballot When We Can Win
5: Winning One Time Won’t Be Enough
6: Don’t Underestimate Our Opposition
c. Campaign Structure and Accountability
·7: Leaders Need More Support and More Accountability
·8: Hire a Campaign Manager Prepared to Lead
·9: Choose a Strong Board
10: Integrate Thinking and Doing
11: Do Your Homework before You Hire Consultants
d. Honesty
12: Don’t Over-Rely on One Research Method
13: Honesty is the Smart Choice
14: Learn to Love Reality
(e) Appendices
Appendix A: Notes on Methodology
Appendix B: Prop 8 By The Numbers
Appendix C: Chronology
Appendix D: Visual Chronologies
Appendix E: Campaign Media
Appendix F: Independent, Non-Campaign Media
Appendix G: Campaign Expenditures
Appendix H: Who Changed Their Minds?
Appendix I: Polling Failed To Reveal Strength of Kids Argument
Appendix J: Polling Primer
Appendix K: Wrong-Way Voting
Appendix L: The Larger Dynamics: Why History Repeats Itself
Appendix M: The Equality for All Executive Committee
Appendix N: Direct Mail
Appendix O: The Non-Competitiveness of Most Same-Sex Marriage Ballot Measures
Appendix P: No on 8 Campaign Materials
Appendix Q: The No on 8 "Road Map to Victory"
Appendix R: Maine's Question 1
(f) Acknowledgements
(g) About The Author
(h) Bibliography
(i) Glossary
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The Prop 8 Report
What Is The Prop 8 Report?
The Prop 8 Report is an in-depth case study of California's 2008 Prop 8 campaign. Prop 8 amended the state constitution to prohibit future same-sex marriages.
Most of the conventional wisdom about why we lost Prop 8 is wrong.
Different ways to read the report
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