Presentation given by Page Gardner of Voter Participation Center, featuring research from Green Quinlan Rosner Research.

1. How unmarried women, youth and people
of color defined this election
December 12, 2012

2. Methodology and Specifications
This presentation is based on a survey conducted by Greenberg Quinlan Rosner
Research for Democracy Corps.
The survey of 1001 likely 2012 voters nationwide was conducted from November 5-
7, 2012.
Survey results weighted to reflect National Exit Survey.
Unless otherwise noted, margin of error= +/-3.1 percentage points at 95%
confidence.
2

3. By Holding the RAE, Obama Held the White House
Thinking about the presidential election, did you vote for -- Democrat Barack Obama or Republican Mitt Romney?
Obama Romney
+39 +35 +19 +28
69 67
63
59
40
32 35
30
Obama McCain Obama Romney Obama McCain Obama Romney
2008 2012 2008 2012
Rising American Electorate Non-Rising American Electorate
3
*Note: 2008 results reflect the findings of the combined WVWV/CAF/RR/DCOR post-election results.

4. Unmarried Women Decided this election
© Greenberg Quinlan Rosner 4

5. Y
RAENearly Half the 2012 Electorate
Percent of the Electorate
+3 +3 +1 - +1
48
45
23
20 18 19
13 13
9 10
2008 2012 2008 2012 2008 2012 2008 2012 2008 2012
Rising Unmarried African
Youth Hispanics
American women Americans
Electorate
*Note: Survey Results Reflect Estimates From Edison/Mitofsky/CNN exit polls. 5

6. Obama Holds Unmarried Women and Grows Hispanic
Support
Thinking about the presidential election, did you vote for -- Democrat Barack Obama or Republican Mitt Romney?
+34 +23 +40 +36 +36 +44
70 71
66 67 67
60
37
32 30 31 31
27
Obama McCain Obama Romney Obama McCain Obama Romney Obama McCain Obama Romney
2008 2012 2008 2012 2008 2012
Youth (18-29) Unmarried Women Hispanics
*Note: results come from Edison/Mitofsky/CNN exit polls. 6

7. Congressional Democrats Rebound from 2010 Among
Unmarried Women
Now let me ask you about the election for Congress, did you vote for -- (DEMOCRATIC HOUSE CANDIDATE) or
(REPUBLICAN HOUSE CANDIDATE)?
Marriage
43 30 48
Gap:
-3 +40 -14 +16 -9 +39
69 69
56 57 54
48 51
42 45
41
29 30
Dem Rep Dem Rep Dem Rep Dem Rep Dem Rep Dem Rep
Cand Cand Cand Cand Cand Cand Cand Cand Cand Cand Cand Cand
Married Unmarried Married Unmarried Married Unmarried
Women Women Women Women Women Women
2008 2010 2012
7
*Note: 2008 results reflect the findings of the combined WVWV/CAF/RR/DCOR post-election results,

8. Gender Gap is Big, but Marriage Gap is Huge
Thinking about the presidential election, did you vote for -- Democrat Barack Obama or Republican Mitt Romney?
Gender Gap: 18 Marriage Gap: 43
-7 +11 -7 +36
67
52 55 53
45 44 46
31
Obama Romney Obama Romney Obama Romney Obama Romney
Men Women Married Women Unmarried Women
*Note: Survey Results Reflect Estimates From Edison/Mitofsky/CNN exit polls. 8

9. Conservative Validation
“Far more significant than the
gender gap is the marriage
gap. And what was made
clear in the 2012 election was
that the cohorts of unmarried
women and men are now at
historic highs​—​and are still
increasing.”
-Jonathan Last
9

10. Marriage Gap Extends Throughout the Electorate
Obama- Obama-
Romney Romney Marriage gap
Married women 46-53 Unmarried women 67-31 43
White married women 37-62 White unmarried women 52-46 31
Non-white married women Non-white unmarried
78-22 91-7 28
women
Married women under 30 Unmarried women under
53-45 30 71-26 37
Married women, non- Unmarried women, non-
college 41-58 college 68-31 54
Married women, college 49-49 Unmarried women, college 67-31 36
Married women, Unmarried women,
battleground states 46-53 battleground states 65-33 39
10
*Note: Survey Results Reflect Estimates From Edison/Mitofsky/CNN exit polls.

11. Marriage Gap in Battleground States
Thinking about the presidential election, did you vote for -- Democrat Barack Obama or Republican Mitt Romney?
Romney Obama
Marriage
Gap: +29 +36 +38 +46
71 69
61 63
52 54 53 52
48 47 47
45
36 36
27 28
Unmarried Married Unmarried Married Unmarried Married Unmarried Married
Women Women Women Women Women Women Women Women
Colorado Florida Iowa Nevada
*Note: Results come from Edison/Mitofsky/CNN exit polls. 11

12. Marriage Gap in Battleground States
Thinking about the presidential election, did you vote for -- Democrat Barack Obama or Republican Mitt Romney?
Romney Obama
Marriage
Gap: +19 +38 +36 +35
66 67
63 64
54 52 53
50 50
45 47 46
35 33 35
32
Unmarried Married Unmarried Married Unmarried Married Unmarried Married
Women Women Women Women Women Women Women Women
New Hampshire Ohio Virginia Wisconsin
*Note: Results come from Edison/Mitofsky/CNN exit polls. 12

13. #1 reason people voted for Obama – brought us through
economic crisis
Now let me read you a list of reasons to support Barack Obama. Which THREE describe the most important
reasons why you voted for Barack Obama?
Took out Osama bin Laden and ended wars
in Iraq and Afghanistan 27 Leadership and
National Security
Respect him as a leader 21
Passed Affordable Health Care Act for all 30
Social Insurance
Will protect Medicare and Social Security
26
from cuts
Brought America through the economic 39
crisis and needs more time
His jobs plan for American energy, auto 21
efficiency, infrastructure and more teachers
Economic Action
Will get millionaires to pay higher taxes and 18
pay their fair share
Rescued U.S. auto industry 13
For Planned Parenthood, preventive health 26
care and pay equity for women Support Women
Stood up for minorities and equal 19 and Minorities
rights, like the Dream Act
0 25 50
13

14. Women’s Narrative a Leading Reason to Support
President among Unmarried Women
Now let me read you a list of reasons to support Barack Obama. Which THREE Unmarried
describe the most important reasons why you voted for Barack Obama? Total RAE Women
Brought America through the economic crisis and needs more time 40 40 34
Passed Affordable Health Care Act for all 30 27 23
Took out Osama bin Laden and ended wars in Iraq and Afghanistan 27 32 24
For Planned Parenthood, preventive health care and pay equity for women 26 23 30
Will protect Medicare and Social Security from cuts 26 27 30
Respect him as a leader 21 21 23
His jobs plan for American energy, auto efficiency, infrastructure and more 21 23 23
teachers
Stood up for minorities and equal rights, like the Dream Act 19 20 21
Will get millionaires to pay higher taxes and pay fair share 18 19 19
Rescued U.S. auto industry 13 10 9
Could not vote for Romney 10 11 13
14

15. Voted against Romney because out-of-touch and for the rich above
all
Let me read you a list of doubts about Mitt Romney. Regardless of how you voted, which THREE describe the
most important reasons NOT to vote for Mitt Romney?
With the rich and out of touch with average 28
people
His statement that he doesn't care about the "47 27
percent"
20 For rich and
Wants more tax cuts for the wealthy
out of touch
Closed companies and shipped jobs abroad 19
when CEO of Bain Capital
For the Bush trickle down policies that caused 17
the economic crash
Plan to change Medicare and raise costs for
24
seniors Threats to
Would repeal Obamacare 16 Social Insurance
Changed positions so often we don't know what 30
he believes Leadership
Stands for Tea Party Republicans who produce 15 Qualities
gridlock in Washington
Being against Planned Parenthood and 27
preventive health services for women
Women
Would increase military spending and let 14
generals decide whether to keep troops in Foreign Policy
Afghanistan 0 25 50
15

16. Women’s Narrative Hurts Romney Among Unmarried
Women
Let me read you a list of doubts about Mitt Romney. Regardless of how you
voted, which THREE describe the most important reasons NOT to vote for Mitt Unmarried
Romney? Total RAE Women
Being against Planned Parenthood and preventive health services for women 27 27 33
Changed positions so often we don't know what he believes 30 28 29
His statement that he doesn't care about the "47 percent" 27 31 33
With the rich and out of touch with average people 28 32 35
Plan to change Medicare and raise costs for seniors 24 25 28
Wants more tax cuts for the wealthy 20 20 18
Closed companies and shipped jobs abroad when CEO of Bain Capital 19 14 11
For the Bush trickle down policies that caused the economic crash 17 19 22
Would repeal Obamacare 16 16 19
Stands for Tea Party Republicans who produce gridlock in Washington 15 15 13
Would increase military spending and let generals decide whether to keep 14 17 11
troops in Afghanistan
16

17. Looking Ahead: Will 2014 Look Like 2006 or 2010
Now let me ask you about the election for Congress. Did you vote for (DEMOCRATIC HOUSE CANDIDATE) or (REPUBLICAN HOUSE
CANDIDATE)?
Democrat Republican
100 +33 +20 +22 +17 +79 +81 +39 +30
89 90
80
68
60 65 64
60 60
57
40
40 38 40
34
32
29
20
10 9
0
2006 2010 2006 2010 2006 2010 2006 2010
Unmarried African
Youth** Hispanic**
Women* American**
Page 17 | Greenberg Quinlan Rosner
*Note: 2006 and 2008 results reflect Democracy Corps Post Election Research
**Note: Results reflect CNN/Edison Miftosky exit poll figures

18. Agenda Moving Forward
Now that Barack Obama has won another term in office and we have a Republican
Congress, which two or three of the following do you believe should be the first Unmarried
priority of Congress and the President: Total RAE Women
Invest in education, including hiring 100,000 more teachers, more Pell Grants for college 33 41 37
and investing in early childhood education.
Protect Social Security and Medicare from significant cuts 33 34 36
Support a grand bargain to reduce the deficit where Democrats agree to cuts in spending 30 27 27
and Republicans agree to tax increases for the wealthy
Invest in an "all of the above" energy strategy that exploits domestic oil, gas and coal, but 29 24 25
also expands new, clean energy like wind, solar and bio-fuels.
Pass a new jobs bill that increases exports and rebuilds roads, bridges and economic 25 21 14
infrastructure
Crack down on companies that pay women LESS money if they perform THE SAME job as 18 23 29
their male colleagues
Raise taxes on top earners to help reduce the deficit and pay for important programs. 12 13 14
Fully implement the health care reform law 12 13 15
Protect Planned Parenthood and women's health care choices, including the right to 14 18 21
choose to have an abortion.
18
Protect programs for the vulnerable, including food stamps and Medicaid 12 13 15

19. Progressive Role for Government
Which is closer to your view:
-12 +13
56
51
44
38
Gov’t should do more to Gov’t is doing too many Gov’t should do more to Gov’t is doing too many
solve problems things better left to solve problems things better left to
businesses and individuals businesses and individuals
Total Unmarried Women
*Note: Results Reflect Estimates From Edison/Mitofsky/CNN exit polls. 19

20. WORLD HEADQUARTERS EUROPEAN HEADQUARTERS LATIN AMERICAN HEADQUARTERS
10 G Street, NE 405 Carrington House Cabrera 6060, 7D
Suite 500 6 Hertford Street C1414 BHN
Washington, DC 20002 London, UK W1J 7SU Ciudad de Buenos Aires, Argentina
T: 202.478.8300 T: +44.(0).207.096.5070 T: +54.11.4772.0813
F: 202.478.8301 F: +44.(0).207.096.5068
www.greenbergresearch.com | www.gqrr.com

21. Successes to Date and Looking Forward
www.voterparticipation.org
@VoterCenter
www.wvwvaf.org
@Women_Vote

22. 2012: Unmarried Women Breakthrough
“Who wins them at the end of the day, wins the
election.”- Chuck Todd NBC News, 11/5/12
“The big story of the night was single women,”- Meghan
Daum, Los Angeles Times, 11/8/12
“We knew exactly who we had to go get – [unmarried
women, Latinos, African Americans] --and that's how we got
the turnout numbers that mattered." Obama Campaign
Manager Jim Messina, Rolling Stone, 12/7/12

23. 2012 Registration Program
Over 875,000 Americans returned registration applications for an average return rate
of 8.3% at an average cost of $5.10 per application.
2012 Registration
875,000
380,000 364,000
300,000
Total People of Color Young People Unmarried Women
www.voterparticipation.org VPC Cycle Counts 12/4/12

24. Bending the Voter Registration Cost Curve
2004 2008 2012
VR Response %: 2.90% 4.51% 8.29%
Cost per App: $9.79 $7.65 $5.10
Cost per Voter: $13.73 $11.32 $7.53
www.voterparticipation.org 24

25. Crossing Platforms
•Integrated trackable URLs into
mailings in states with online
registration (CO, IN, NV, OR) .
•Added QR codes for mobile use.
34,000 mail recipients used QR
codes or URLs to check their
registration status online.
•Ran online campaigns including
Facebook and Google ads,
registering an additional 12,000
voters and generating 60,000
“clicks”. Ads featuring state flags
worked best.
25
www.voterparticipation.org

26. Vote By Mail
Partnering with the League of Conservation Voters Education
Fund, VPC mailed a combined 1.8 million VBM application
forms to RAE members and high scoring true green modeled
individuals.
Resulting VBM Requests 140,000

27. Bending the Vote By Mail Cost Curve
2004 2008 Sept 2012
VBM Response %: 4.80% 5.51% 8.29%
Cost per App: $8.92 $6.26 $5.10
Cost per (Early) Voter: $12.38 $9.79 $7.85
www.voterparticipation.org 27

28. Looking Ahead: Importance of Absentee/Early Vote
VPC program responders voted early/absentee (AVEV) at rate that was 25%
higher than that of the average voter and 14% higher than newly registered
voters in general.
Absentee/Early Vote: VPC vs. Overall
90
Percent Voted Absentee/Early
80
70 77
72
60 66
50 58 58
40
50
45
41
30 36
31 29
20
10 19 20
10
-
CO NV NM NC OH WA WI
VPC Program Responders Overall
28
Source: Catalist Records, December 3, 2012

29. Looking Ahead: More Lessons for 2014 and 2016
Run a quarterly mailings program.
Improve List technology and the ability to match and
target names more accurately.
Grow the suite of registration tools –including online.
Speak to and advocate for the policy agenda that helped
motivate the RAE and UMW this year.
Make voting easier, not harder.
29

30. www.voterparticipation.org
@VoterCenter
www.wvwvaf.org
@Women_Vote