SACRAMENTO — Less than two weeks before Election Day, the chief strategist behind a ballot measure outlawing same-sex marriage in California called an emergency meeting here.
Frank Schubert was the chief strategist for Proposition 8, which defines marriage as between a man and a woman in California.
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“We’re going to lose this campaign if we don’t get more money,” the strategist, Frank Schubert, recalled telling leaders of Protect Marriage, the main group behind the ban.
The campaign issued an urgent appeal, and in a matter of days, it raised more than $5 million, including a $1 million donation from Alan C. Ashton, the grandson of a former president of the Mormon Church. The money allowed the drive to intensify a sharp-elbowed advertising campaign, and support for the measure was catapulted ahead; it ultimately won with 52 percent of the vote.
As proponents of same-sex marriage across the country planned protests on Saturday against the ban, interviews with the main forces behind the ballot measure showed how close its backers believe it came to defeat — and the extraordinary role Mormons played in helping to pass it with money, institutional support and dedicated volunteers.
“We’ve spoken out on other issues, we’ve spoken out on abortion, we’ve spoken out on those other kinds of things,” said Michael R. Otterson, the managing director of public affairs for the Church of Jesus Christ of Latter-day Saints, as the Mormons are formally called, in Salt Lake City. “But we don’t get involved to the degree we did on this.”
The California measure, Proposition 8, was to many Mormons a kind of firewall to be held at all costs.
“California is a huge state, often seen as a bellwether — this was seen as a very, very important test,” Mr. Otterson said.
First approached by the Roman Catholic archbishop of San Francisco a few weeks after the California Supreme Court legalized same-sex marriage in May, the Mormons were the last major religious group to join the campaign, and the final spice in an unusual stew that included Catholics, evangelical Christians, conservative black and Latino pastors, and myriad smaller ethnic groups with strong religious ties.
Shortly after receiving the invitation from the San Francisco Archdiocese, the Mormon leadership in Salt Lake City issued a four-paragraph decree to be read to congregations, saying “the formation of families is central to the Creator’s plan,” and urging members to become involved with the cause.
“And they sure did,” Mr. Schubert said.
Jeff Flint, another strategist with Protect Marriage, estimated that Mormons made up 80 percent to 90 percent of the early volunteers who walked door-to-door in election precincts.
The canvass work could be exacting and highly detailed. Many Mormon wards in California, not unlike Roman Catholic parishes, were assigned two ZIP codes to cover. Volunteers in one ward, according to training documents written by a Protect Marriage volunteer, obtained by people opposed to Proposition 8 and shown to The New York Times, had tasks ranging from “walkers,” assigned to knock on doors; to “sellers,” who would work with undecided voters later on; and to “closers,” who would get people to the polls on Election Day.
Suggested talking points were equally precise. If initial contact indicated a prospective voter believed God created marriage, the church volunteers were instructed to emphasize that Proposition 8 would restore the definition of marriage God intended.
But if a voter indicated human beings created marriage, Script B would roll instead, emphasizing that Proposition 8 was about marriage, not about attacking gay people, and about restoring into law an earlier ban struck down by the State Supreme Court in May.
“It is not our goal in this campaign to attack the homosexual lifestyle or to convince gays and lesbians that their behavior is wrong — the less we refer to homosexuality, the better,” one of the ward training documents said. “We are pro-marriage, not anti-gay.”
Leaders were also acutely conscious of not crossing the line from being a church-based volunteer effort to an actual political organization.
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