Governor Dean, Chair of the Democratic National Committee, asked State Party Chairs to help define a message that will help us win in 2006. In turn, I asked county party chairs to assist by conducting conversations at their
meetings about what would be of value as a message in their communities. As I sorted through all of the responses I have received to date I was able to put them into 6 Message Areas. They are listed below with many of the issues that fit into each area.

Message 1: Community and Compassion

• Moral values that respect all of humanity
• Respect of others' opinions and beliefs
• Social safety net for those less fortunate
• Affordable health care for all--and the right of individuals to make
  their own medical decisions

Message Area 2: Responsible Government

• Honesty, openness, accountability, and ethical integrity in government
• Support of the constitution
• Respecting the balance of power
• Honoring the separation of Church and State
• Fiscal responsibility--which seems to be on the front burner only when Democrats are in office
• Campaign finance reform

Message Area 3: Equality and Justice

• Equal opportunity for all in our society
• Protection of civil liberties
• Economic justice such as:
  -- Progressive taxation
  -- Protecting social security
  -- Providing for a living wage

Message Area 4: Opportunity & Freedom for All

• High quality public education for all of our children
• Equitable labor management relationships and workers' rights to organize and collective bargaining
• Franklin Delano Roosevelt's Freedoms: from Fear, from Want, of Religion, of Speech, of Choice
• The freedom to dissent in a democracy

Message Area 5: Investing in Our Future

• Providing for national defense and security--while protecting civil
  r nights
• Providing for community safety--fire and police
• Building our national infrastructure
• Protecting our environment while providing for recreation, hunting and fishing

Message Area 6: Responsible World Citizen

• Creation of a sane and multilateral foreign policy
• Working for peace and prosperity throughout the world
• Affirming and supporting human rights at home and abroad

A Nagging Question
Most of what was listed in the message we should convey is what we have been talking about. Yet there seem to be a substantial number of voters who say they agree with us but when the go to the polls they do not vote our way. So the question is: How do we reach the voters who agree with our beliefs but apparently vote against their own best interest and concern?

Governor Dean is committed to helping us answer this question. He
commissioned a poll in key battleground states, including Wisconsin. What he was trying to understand is the so-called faith voters who were so important in this last election.

Who are the Faith Voters in Our Electorate?
Before getting to who the faith voters are, we must understand what they
are:

• They are almost half of the electorate
• They are a diverse group--not just the religious right
• A majority of faith voters see politics through a values frame rather than a purely economics--driven frame
• They do not dislike us as Democrats but believe we are out of touch with their values
• They care deeply about our issues--but their moral angst outweighs their economic concerns

Who Are The Faith Voters?
The poll found 4 general "types" of voters; each of which represents about ¼ of the electorate.

The Real Republicans

• These are the most prosperous group
• 53% are Republican; 32% Independent
• 66% are faith voters
• and 75% of them voted for George Bush.

Pocketbook Patriots

• Moderate views; middle-class economically
• 32% are faith voters
• Pocketbook concerns trump value concerns
• 57% voted for John Kerry

Merlot Minority

• Strongest Democratic group - 38% Democrats; 41% Independents
• 17% are faith voters
• Least anxious about pocketbook and values issues
• 64% for John Kerry

Backlashers

• Enormous angst about pocketbook issues but values issues trump economic issues
• 70% faith voters
• 58% for Bush

Developing Our Message
So as we continue our discussion about our message we have to take into
account that the backlash voters share our economic interests but don't
think we understand them. Our focus on economics is not heard because we first need to get their attention on their primary interest - their faith
and values.

We need to show them that we do share their concerns--the values ones and the economic ones.

We must learn to speak to their anxiety about their children and the future
while addressing their economic angst.

We will be hearing more about this from the DNC as more and more data is
gathered from around the country and as this message gets more and more
refined.

When we learn to communicate our common values more clearly, the backlash voters will realize that voting for Democratic candidates addresses both their values concerns and their economic needs.

I look forward to continuing to work with you to develop this message, to
build our party, and to elect more Democrats to office so that all in
society will win.

Linda Honold

Linda Honold is the outgoing 2-term Chair of the Democratic Party of Wisconsin, currently 1st Vice Chair