Executive Summary

Despite record turnout in the 2004 presidential election, unmarried women remain underrepresented in the electorate. The challenge for 2006 remains how to continue to expand the presence of unmarried women in the electorate.

From our previous research, we know that unmarried women turn out to vote in proportionally lower numbers in part because they lack information about the issues and candidates. In our July, 2006 focus groups and a recent web survey of unmarried women, we learned that unmarried women respond best to political information that is simple, objective, balanced, and verifiable, using images that these women can connect with emotionally. We also learned that unmarried women trust information that comes from non-partisan organizations, particularly when it is accompanied by a disclaimer stipulating that the organization does not endorse parties or candidates.

From this earlier research, we learned how unmarried women want information presented to them; the goal of the current research is to identify the political agenda for unmarried women and how this relates to election interest. We also want to determine which messages are most motivating for reaching unmarried women, and determine the best framing for each message.

In a groundbreaking study, focusing only on the most competitive congressional districts in the country, we find that unmarried women are extremely discontented with the Bush Administration and the direction of the country. But there is a question as to whether this discontent and anger will translate into increased enthusiasm or interest in the election. Unmarried women exhibit somewhat lower levels of enthusiasm than their married and male counterparts. This lack of enthusiasm may be partly attributable to generally lower levels of political interest among them compared to the rest of the electorate. It also may be attributable to unmarried women's lack of political information, which makes them less likely to see how to harness their anger to affect change. Regardless, it speaks to a real opportunity for WVWV Action Fund and others to make a difference in this election - by providing the information and motivation for unmarried women to get out to vote.

Our research suggests a GOTV campaign aimed at unmarried women under 50 should be particularly effective, because they exhibit a shift in propensity to vote by the end of our survey, with women under 30 exhibiting the greatest shift. Because large numbers of unmarried women - particularly those under 30 - are drop-off voters, they are less likely to be contacted by the parties or campaigns, and our previous research suggests that policy information has its largest impact for women who rarely receive political communication.

For all single women, the GOTV campaigns should focus heavily on Iraq and the economy, as these issues dominate their agenda. Unmarried women strongly oppose the war in Iraq, but they also have deep economic concerns that have been largely unaddressed over the past five years. For younger women, jobs and wages dominate while older unmarried women are more focused on the issues of retirement security and health care.

Methodology

This memo is based on a Greenberg Quinlan Rosner survey of 753 unmarried women over the age of 18 who are registered to vote. The survey was conducted August 17-31, 2006, in the 50 most competitive congressional districts as of August 14, according to a compilation of rankings from a variety of non-partisan professional political researchers and publications.

Key Findings

• A strong majority of unmarried women are upset about the current course of the country and with the president.
• Unmarried women under 50 exhibit a substantial shift in turnout from the beginning of the survey to the end, suggesting that a GOTV campaign aimed at drop-off women under 50 ought to be effective.
• Topping the agenda for unmarried women is the war in Iraq, closely followed by the economy - especially jobs, wages, and gas prices. For younger unmarried women, other important issues include education, while Medicare, Social Security, immigration, and terrorism stand out for older unmarried women.
• The best overall message for reaching unmarried women is one centered on Iraq and the economy. Education also tests well with younger unmarried women, and Medicare messages prove effective with seniors.