Campaign funding and spending The pro- and anti-Prop 8 campaigns spent a combined $106 million on the campaign. This was not the most expensive California ballot proposition that year, however; the 2008 campaigns for and against
Propositions 94, 95, 96, and 97, dealing with the expansion of
Native American gambling, surpassed Prop 8, with combined expenditures of $172 million. The campaigns for and against Proposition 8 raised $39.0 million ($11.3 million or 29.1% from outside California) and $44.1 million ($13.2 million or 30.0% from outside California), respectively, from over 64,000 people in all 50 states and more than 20 foreign countries, setting a new record nationally for a
social policy initiative and more than for every other race in the country in spending except the presidential contest. Contributions were much greater than those of previous same-sex marriage initiatives. Between 2004 and 2006, 22 such measures were on ballots around the country, and donations to all of them combined totaled $31.4 million, according to
OpenSecrets. A
ProtectMarriage.com spokeswoman estimated that 36 companies which had previously contributed to Equality California were targeted to receive a letter requesting similar donations to ProtectMarriage.com. The California Fair Political Practices Commission fined the
LDS Church in 2010 for failing to follow campaign disclosure policies during the last two weeks leading up to the election, which amounted to $37,000 in non-monetary contributions. They were fined $5,538. Both proponents and opponents of Proposition 8 made significant use of online tactics for campaigning. For example, over 800 videos were posted on YouTube, most consisting of original content and most taking a position against the Proposition. A greater proportion of 'Yes on 8' videos were scripted and professionally produced. Many 'No on 8' videos recorded demonstrations in the aftermath of the election.
Proponents "Yes on 8" campaign sign Proponents of the constitutional amendment argued that exclusively heterosexual marriage was "an essential institution of society", that leaving the constitution unchanged would "result in public schools teaching our kids that gay marriage is okay", and that gay people "do not have the right to redefine marriage for everyone else". The ProtectMarriage.com organization sponsored the initiative that placed Proposition 8 on the ballot and continues to support the measure. The measure also attracted the support of a number of political figures and religious organizations.
Political figures Republican presidential nominee and
U.S. Senator John McCain released a statement of support for the proposed constitutional amendment. Former
Speaker of the House Newt Gingrich released a video in support. Both characterized the court ruling requiring recognition of same sex marriage as being against the will of the people. A political action committee run by former Massachusetts governor
Mitt Romney, who personally supported the proposition, donated $10,000 to the
National Organization for Marriage during their campaign for the proposition.
Religious organizations The
Roman Catholic Church, as well as a Roman Catholic
lay fraternal organization, the
Knights of Columbus, firmly supported the measure. The bishops of the California Catholic Conference released a statement supporting the proposition, a position met with mixed reactions among church members, including clergy.
George Hugh Niederauer as Archbishop of
San Francisco campaigned in 2008 in favor of the Proposition, and claimed to have been instrumental in forging alliances between Catholics and
Mormons to support the measure. His successor,
Salvatore Cordileone was regarded as instrumental in devising the initiative. Campaign finance records show he personally gave at least $6,000 to back the voter-approved ban and was instrumental in raising $1.5 million to put the proposition on the ballot. Subsequently, as archbishop of San Francisco, he has called publicly for an amendment to the US Constitution as "the only remedy in law against judicial activism" following the number of state same-sex marriage bans struck down by federal judges. He also attended and addressed the audience at the "March for Marriage", a rally opposing marriage for same-sex couples, in Washington, D.C., in June 2014. In California's 2008 election, the
Knights of Columbus attracted media attention when they donated more than $1.4 million to Proposition 8. The Order was the largest financial supporter of the successful effort to maintain a legal definition of marriage as the union of one man and one woman.
The Church of Jesus Christ of Latter-day Saints (LDS Church) also publicly supported the proposition. The
First Presidency of the church announced its support for Proposition 8 in a letter intended to be read in every congregation in California. In this letter, church members were encouraged to "do all you can to support the proposed constitutional amendment by donating of your means and time". Other religious organizations that supported Proposition 8 include the
Union of Orthodox Jewish Congregations of America,
Eastern Orthodox Church, a group of
Evangelical Christians led by
Jim Garlow and
Miles McPherson,
American Family Association,
Focus on the Family and the
National Organization for Marriage.
Rick Warren, pastor of
Saddleback Church, also endorsed the measure.
Others The
Grossmont Union High School District in
San Diego County, California, publicly voted on a resolution endorsing Proposition 8. The Governing Board voted 4–0 to endorse the amendment of the California State Constitution. The Asian Heritage Coalition held a rally in support of Proposition 8 in downtown San Diego on October 19, 2008. During the November 2008 election campaign,
Porterville's City Council was the only City Council in California that passed a Resolution in favor of Proposition 8.
Church of Scientology The
San Diego branch of the
Church of Scientology publicly supported the proposition by signing an
online petition asking for Prop 8. This led to award-winning director, producer and writer
Paul Haggis to call on
Tommy Davis to denounce the signature. Haggis spent ten months trying to get Scientology to publicly denounce Prop 8, but Scientology remained silent and later said "Davis explained to Haggis that the church avoids taking overt political stands." going further to explain that because they are a non-profit with tax exempt status, they cannot take a political stance or risk losing that status. Haggis resigned from Scientology after thirty-five years of membership and wrote in his resignation letter that "public sponsorship of Proposition 8, which succeeded in taking away the civil rights of gay and lesbian citizens of California—rights that were granted them by the Supreme Court of our state—is a stain on the integrity of our organization and a stain on us personally. Our public association with that hate-filled legislation shames us."
"Whether You Like It or Not" advertisement In the months leading up to
Election Day, Proposition 8 supporters released a commercial featuring San Francisco
Mayor Gavin Newsom stating in a speech regarding same-sex marriage: "This door's wide open now. It's going to happen, whether you like it or not." Some observers noted that polls shifted in favor of Proposition 8 following the release of the commercial; this, in turn, led to much speculation about Newsom's unwitting role in the passage of the amendment.
Opponents Opponents argued that "the freedom to marry is fundamental to our society", that the California constitution "should guarantee the same freedom and rights to everyone", and that the proposition "mandates one set of rules for gay and lesbian couples and another set for everyone else". They also argued that "equality under the law is a fundamental constitutional guarantee" (see
Equal Protection Clause). They also ran the NoOnProp8.com campaign. As with the measure's proponents, opponents of the measure also included a number of political figures and religious organizations. Some non-partisan organizations and corporations, as well as the editorial boards of many of the state's major newspapers, also opposed the measure.
Political figures Gavin Newsom speaks at an anti-Proposition 8 rally on the
Sproul Plaza steps at
UC Berkeley Democratic
presidential nominee and U.S. Senator
Barack Obama stated that while he personally considered marriage to be between a man and woman, and supported
civil unions that confer comparable rights rather than gay marriage, he opposed "divisive and discriminatory efforts to amend the California Constitution... the U.S. Constitution or those of other states". Democratic
vice-presidential candidate
Joseph Biden also opposed the proposition.
Republican California Governor Arnold Schwarzenegger stated that although he opposed and twice
vetoed legislative bills that would recognize
same-sex marriage in California, he respected and would uphold the court's ruling and oppose the initiative and other attempts to amend the state's constitution. The
U.S. House Speaker, California Representative (
8th District),
Nancy Pelosi along with other members of the California congressional delegation and both of California's U.S. senators,
Dianne Feinstein and
Barbara Boxer, voiced their opposition to Proposition 8. Also voicing their opposition were the
Lieutenant Governor, State Controller
John Chiang, former governor and
Attorney General Jerry Brown, 42 of 80 members of the
state assembly, half of the state senators, and the mayors of San Francisco, Los Angeles, and San Diego:
Gavin Newsom,
Antonio Villaraigosa, and
Jerry Sanders, respectively.
Religious organizations All six
Episcopal diocesan bishops in California jointly issued a statement opposing Proposition 8 on September 10, 2008. Southern California's largest collection of rabbis, the Board of Rabbis of Southern California, voted to oppose Proposition 8. Other Jewish groups who opposed Proposition 8 include
Jewish Mosaic, the
American Jewish Committee,
Progressive Jewish Alliance,
National Council of Jewish Women, and the
Anti-Defamation League (ADL). Los Angeles Jews were more opposed to Prop 8 than any other
religious group or
ethnic group in the city. Seventy-eight percent of surveyed Jewish Angelenos voted against the measure while only 8% supported the measure; the remainder declined to respond. The legislative ministry of the
Unitarian Universalists opposed Proposition 8, and organized phone banks toward defeating the measure.
Others The
League of Women Voters of California opposed Proposition 8 because "no person or group should suffer legal, economic or administrative discrimination". Additionally, all but two of the
National Association for the Advancement of Colored People's local chapters in California and NAACP national chairman
Julian Bond and President
Benjamin Jealous opposed Proposition 8.
Amnesty International also condemned Proposition 8, saying that "states should never withhold rights based on minority status". A coalition of
Silicon Valley executives urged a 'No' vote on Proposition 8.
Google officially opposed Proposition 8 "as an issue of equality", and its founders donated $140,000 to the No on 8 campaign.
Apple Inc. also opposed Proposition 8 as a "fundamental"
civil rights issue, and donated $100,000 to the No on 8 campaign. Biotech leaders warned of potential damage to the state's $73 billion industry, citing Massachusetts as a top competitor for employees. Many members of the entertainment industry were opposed to Proposition 8. Actor
Tom Hanks, a strong supporter of
same-sex marriage, was extremely outspoken about his opposition to the bill.
Brad Pitt and
Steven Spielberg each donated different amounts of money to the opposition campaign "No on 8". In 2010, the documentary film
8: The Mormon Proposition premiered to sell-out audiences at the
Sundance Film Festival. The
Los Angeles Unified School District Board of Education voted unanimously for a resolution to oppose Proposition 8. The
California Teachers Association donated one million dollars to fight Proposition 8. Chancellor
Robert Birgeneau of
UC Berkeley urged a vote against the measure, claiming a likely threat to California's academic competitiveness if Proposition 8 is passed.
Newspaper editorials All ten of the state's largest newspapers editorialized against Proposition 8, including the
Los Angeles Times, and the
San Francisco Chronicle. Other papers to have editorialized in opposition include
The New York Times,
La Opinión (Los Angeles), and
The Bakersfield Californian.
Actions against supporters and opponents After the election, a number of protests were held against the referendum's passing. These included
candlelight vigils outside organizations such as LDS churches that promoted the proposition. Rallies against the amendment took place in California and across the country, with participants numbering in thousands.
Boycotts were also a feature of public response to the outcome of the election. LGBTQ rights groups published lists of donors to the Yes on 8 campaign and organized boycotts of individuals or organizations who had promoted or donated to it. Targets of the boycotts included the
Sundance Film Festival in Utah,
El Coyote Cafe,
California Musical Theatre, and the
Manchester Grand Hyatt Hotel. Some supporters of Proposition 8 reported receiving
death threats, some of which claimed to be "stemming from Prop 8". Some LDS churches were vandalized with
spray paint. Fresno-area supporters of gay marriage were also harassed; "No On 8" signs at the Clovis
Unitarian Universalist Church were torn up, with Reverend Bryan Jessup alleging that his church experienced
vandalism "every night". ==Pre-decision opinion polls==