"The simple big mistake we made was running in an off-off-year election," said Trudy Bialic, public affairs director PCC Natural Markets in Seattle and an author of the initiative. "If we had waited until 2014, I think we would have pulled it out."
In a regular election year, Oregon can expect a much higher turnout. Since all-mail voting was approved in the state in 1998, turnout in non-presidential general elections has ranged between 69 percent and 72 percent.
Bialic said that her campaign's analysis concluded that they won every age group except seniors, who provided enough of a margin to defeat the measure. Seniors won't be as big a percentage of the electorate in a high-turnout election, she said.
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