A Presentation of Findings from 3 Focus Groups and a Nationwide Survey of Women who are Infrequent Voters

1. People For the American Way Foundation A Presentation of Findings from 3 Focus Groups and a Nationwide Survey of Women who are Infrequent Voters December 2003 LAKE SNELL PERRY AND ASSOCIATES

2. Methodology • Lake Snell Perry & Associates designed and administered this survey which was conducted by phone using professional interviewers. The survey reached 761 women ages 18 or older nationwide who identify themselves as infrequent voters. The survey was conducted between October 16th and October 21st, and between October 30th and November 4th, 2003. Telephone numbers for the survey were drawn from a random digit dial sample (RDD). The sample was a replicate sample. Data were weighted by region, party identification, age, race, and education to reflect the attributes of the actual population of these registered voters. The margin of error is 3.6% • Lake Snell Perry & Associates also designed and conducted three focus groups of women– two in Las Vegas, Nevada on August 13th and one in Richmond, Virginia on September 9th. The groups in Las Vegas were comprised of one group of white suburban women and one group of Latinas. The group in Richmond was comprised of white women who are Democrats or Independents. LAKE SNELL PERRY AND ASSOCIATES

3. Strategic Summary • There is near universal support for preschool programs – especially for making them affordable and available to all families who want them. Three-fifths of voters support a federal pilot program for preschool and half of infrequent women voters say this issue would make them more interested in voting and more likely to support a candidate. • Student achievement, both early in life and in later grades, is the top factor in women’s support for preschool education programs. They want children to enter kindergarten ready to learn and they want to make sure children have the learning skills that will help avoid dropouts and repeating grades. They are also cautious, however, that preschool education programs should not become entirely focused on academics but that children should also learn social skills. It is also necessary to focus on access to affordable preschool education programs. These frames drive women’s support for preschool education programs and messages should concentrate on these factors. • The strongest messages emphasize safety for children and peace of mind for parents, include components that focus on children’s early brain development, coupled with children entering school unprepared to learn. This project is best positioned as something positive to work for under an umbrella of working together for children’s futures. Parents, educators, and pediatricians are the best spokespeople. LAKE SNELL PERRY AND ASSOCIATES

4. Context LAKE SNELL PERRY AND ASSOCIATES

5. The education agenda is diffuse, smaller class sizes and ensuring quality early childhood education are on top, followed by equalizing funding and better teacher salaries. Thinking specifically about the area of education. Which one of the following is the greatest priority for you in improving public education? LAKE SNELL PERRY AND ASSOCIATES

6. These women believe both early childhood education and preschool education programs are important. How important do you think pre-school education programs are in preparing children for kindergarten – extremely important, very important, somewhat important, a little important, or not important at all?* How important do you think early childhood education programs are in preparing children for kindergarten – extremely important, very important, somewhat important, a little important, or not important at all? * Important for: Single mothers, mothers with young children, mothers with more than one child, under age 30, strong Democrats, younger Democrats, minorities, those with children or grandchildren in preschool. 79% 73% 25% 21% *Split sampled questions Early Childhood Preschool Education LAKE SNELL PERRY AND ASSOCIATES

7. Across the political spectrum, programs are important- even among majorities of Independents and Republicans. How important do you think pre-school education programs are in preparing children for kindergarten – extremely important, very important, somewhat important, a little important, or not important at all?* How important do you think early childhood education programs are in preparing children for kindergarten – extremely important, very important, somewhat important, a little important, or not important at all? * 48% extremely 40% extremely 34% extremely *Combined split sample questions LAKE SNELL PERRY AND ASSOCIATES

8. Over half say the issue will be important in their decision to vote in the election next year. When you decide whether or not to vote in the election next year how important will preschool education programs be in your decision to vote – will preschool education programs be the top factor, an important factor but not the top factor, somewhat of a factor or not a factor at all? 55% LAKE SNELL PERRY AND ASSOCIATES

9. Those under age 30, high school educated or less, African Americans, and mothers with young children are most likely to say preschool programs will be a voting factor. • Democrats are more likely to make preschool programs a voting factor: • Democrats: +32 (Factor= 65%, Not a factor= 33%) • Independents: +8 (Factor= 54%, Not a factor= 46%) • Republicans: -9 (Factor= 45%, Not a factor= 54%) LAKE SNELL PERRY AND ASSOCIATES

10. There is a strong sense that there are NOT enough preschool education programs, and a stronger sense that affordable programs are scarce. Do you think there are more than enough, enough, or not enough preschool education programs available for families and children in America today?* Do you think there are more than enough, enough, or not enough affordable preschool education programs for families and children in America today? * Availability Affordability *Split sampled questions LAKE SNELL PERRY AND ASSOCIATES

11. Younger women are most aware of the scarcity of programs. Do you think there are more than enough, enough, or not enough preschool education programs available for families and children in America today?* Do you think there are more than enough, enough, or not enough affordable preschool education programs for families and children in America today? * Not enough available/affordable programs, by age *Combined split sampled questions LAKE SNELL PERRY AND ASSOCIATES

12. Nearly all women strongly agree that preschool education programs should be available to all families who want them. Do you agree or disagree that preschool education programs should be available to all families who want to send their children to these programs? 93% 93 percent of Democrats, 81 percent of Independents, and 78 percent of Republicans STRONGLY agree that programs should be available to all families. 6% LAKE SNELL PERRY AND ASSOCIATES

13. There is strong support for a pilot program that would offer quality preschool education programs to all 4-year olds. Now let me read you a description of a program some people have recommended implementing. This federal program would fund pilot programs in a variety of communities to provide a VOLUNTARY comprehensive, quality pre-school education program open to all four year olds that would offer learning opportunities and social skills building. Having heard this description would you favor or oppose this program?* 77% +58 19% LAKE SNELL PERRY AND ASSOCIATES *Split sampled questions

14. Majorities across the political spectrum strongly favor the program: • 76% of Democrats • 61% of Independents • 51% of Republicans • including 55% of weak Republicans and 57% of young Republicans. • Those most favorable to the pilot program are homemakers, those under age 30, Democrats, women with children under five, single moms, moms with children in preschool, and those in the Mid-Atlantic and West South Central regions. LAKE SNELL PERRY AND ASSOCIATES

15. Messages: Student Achievement, Being Prepared to Learn, and Being Cared For LAKE SNELL PERRY AND ASSOCIATES

16. Even when using arguments opposed to preschool programs, women support the need for these programs by 2:1 over arguments that we cannot afford them. Using contemporary language, Democrats (+46), Independents (+32), and Republicans (+22) all believe that preschool programs are more important than ever and that every child deserves the opportunity to attend a quality preschool program. +34 *Combined split sampled language LAKE SNELL PERRY AND ASSOCIATES

17. Text of Statements PRESCHOOL PROGRAMS ARE TOO IMPORTANT: “Some people/other people say that preschool education programs are too important to not have them available to all children whose families want them. Investing in quality early childhood education saves us money in the long run. These programs are important because children enrolled in preschool education programs are more likely to graduate from high school; less likely to repeat a grade; less likely to register in special education courses; less likely to be arrested as a juvenile; and less likely to use alcohol and drugs. There are not enough affordable preschool programs available to all children and we need to expand them in order to give every child the opportunity to attend a quality preschool program and get a good start to do well in school and life.” PRESCHOOL PROGRAMS ARE TOO IMPORTANT-with brain development component: “Some people/other people say that preschool education is important because a youngster’s brain works on a use it or lose it principle. They say that scientific studies have shown that a majority of children’s brain development occurs before they enter school and we need to take advantage of these years. Children who go to good preschool education programs are much more likely to achieve their full potential in kindergarten and throughout their school years. Providing access to quality preschool education programs will ensure that all children have a better chance to reach their potential. These programs should be available to all children to help stimulate brain development and better prepare children to do well in school and life.” NOT ESSENTIAL AND CANNOT AFFORD TO EXPAND: “Some people/other people say that during these tough economic times we need to spend our money on things that will impact K-12 education. During times like these, with limited funds, the money can best be spent on hiring quality teachers and reducing class sizes, not creating a new federal program. Preschool is a parental issue and it is the parent’s responsibility to find and pay for quality programs for their children without relying on the government and government should not interfere with the parent’s role. Preschool education programs would be nice, but they are not essential and right now we cannot afford to expand them.” LAKE SNELL PERRY AND ASSOCIATES

18. A message which talks about brain development and student achievement works better against a message that these programs are not essential and we cannot afford. +5 LAKE SNELL PERRY AND ASSOCIATES