Our Key Findings:
- For voters, a woman’s campaign loss does not mean the end for her political career; it can be the beginning of the next chapter.
- Voters still rate losing women candidates favorably and believe that they are qualified to run for office again.
- Voters reject the notion that if many women were to lose their elections, it would be ominous for the electoral chances of women candidates in the future.
- Post-election messaging is the first step towards a successful next run.
- Voters respond best when a woman candidate’s message centers on voters, not herself.
- Voters want to hear a woman candidate stay positive and hopeful.
- Voters do not want to hear a woman candidate use excuses or place blame.
- Voters respond well to a woman who reiterates what she believes in, what and who she will continue to fight for, and how she will do it.
- The next steps for a woman candidate who loses her election are critical.
- Voters want to see a losing woman candidate who is a community-focused, issues-oriented public servant rather than someone trying to acquire money, power, or attention.
- According to voters, successful repeat candidates will stay engaged in public life by continuing to hold a political office, conducting a listening tour, taking a role in her political party, helping other women run for office, or serving on a commission.
- Women candidates who choose paths like the above will be better positioned to run again than those who take jobs in the private sector, academia, or the media.