How we finally won

Excellent article from Chris Geidner on how changes in strategy allowed our side to win this year.

Among the key changes were a shift away from talk of "rights" to a focus on committed relationships; a decision to address "values" directly as being learned at home; and an attempt to give voters "permission" to change their minds, according to elements of the research shared with BuzzFeed....

The six key findings highlighted in the November 2011 document were:

• Commitment trumps rights, a point made in prior research by Freedom to Marry as well: “Leading with commitment will show the middle that gay people want to join the institution of marriage, not change it.”
• Kids move voters: “In our past qualitative research, we found that underlying these concerns about children are deeply emotional fears about loss of parental control. These fears were also evident in the poll data.”
• The home is our turf; schools are their turf: “When compared directly to other possible responses to attacks around children, parents teaching core values ranks highest in persuasiveness.”
• On kids — turn down the heat: “One effective way to do that is to remind those in the middle of something they already believe to be true — that 'kids will be kids,' and in reality, they are much more interested in other things than they are in whether gay couples are allowed to marry.”
• Give people permission to change their minds about why gay couple[s] marry: “Using a messenger who could describe changing his own opinion on why gay couples want to marry modeled this positive evolution on the very issue that is most crucial to gaining support.”
• Religion is a hurdle, not a wall: “[E]ven among those groups in the middle who were more concerned about religion, overwhelming majorities said ‘It is not for me to judge.’ … [I]t is crucial to include reaffirmation of religious liberty protections as a significant part of supporters’ message framework.”

Read the whole thing.