Campaign Fundraising Appeals: Contempt or Dignity Strategy?

 

September 27, 2024

National Citizens Panel finds that contempt continues

to pervade political speech and damage national unity

UNITE, the non-profit founded by Tim Shriver to ease the country's political divisions, today released its Dignity Index scores on campaign fundraising appeals.

The 80-member National Citizens bipartisan panel, which has been using The Dignity Index to score political speech since March of this year, continues to find that contempt dominates political language.

In response to a PAC-sponsored fundraising appeal, a 33-year-old white conservative woman from the South wrote, "Donation bits like these are so exhausting because of the major strings they try to pull to make you feel the need to give something even if you have nothing but prayers for the country as a whole."

One liberal panelist responded to an appeal by writing, "Hatred and anger, accusations without any proof. This is just getting old. I expect better from someone asking me to let them run things."

On the positive side, one fundraising appeal that 87 percent of the panelists scored on the dignity side was greeted with praise, "Almost refreshing to hear from a campaign that does not denigrate the other side but just shares the vision the candidate has for the country." Another wrote: "Finally, a quote that isn't attacking the other side." A third panelist wrote: "I am glad to hear this. It makes me feel like there is still hope for this country."

Dignity Index co-creator Tim Shriver has been calling on candidates to adopt a "dignity strategy" in the final weeks of the campaign to improve their chances of winning over crucial swing voters.

"Every candidate in a tight race faces the same question," said Shriver. "How do you win over the voters who are sick of division?"

"The answer is not complicated," he said. "Contempt has made them turn away from politics. Dignity gives us a chance to bring them back."

 

THE LATEST SCORES

Panelists score by matching language from the speech passage with descriptions in the Dignity Index scoring guide, which is available here. 

 
 
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If you’re not 100% ready to donate, can I remind you what we’re fighting for? Protecting reproductive rights and blocking a TOTAL ban on abortion here in North Carolina. Ensuring every North Carolinian has access to affordable, quality healthcare. Supporting our public schools and teachers. Defending democracy and protecting voting rights.
Josh Stein Campaign
The first half of a campaign fundraising email
5 is the most frequently chosen score by members of the National Citizens Panel.
Why was this scored as
contempt and dignity ?
"They're not even human. It's our moral duty to destroy them before they destroy us."
"Those people are evil and they're going to ruin our country if we let them. It's us or them."
"We're the good people and they're the bad people. It's us vs. them."
"We're better than those people. They don't really belong. They're not one of us."
"The other side has a right to be here and a right to be heard. It's their country too."
"We always talk to the other side, searching for the values and interests we share."
"We fully engage with the other side, discussing even values and interests we don't share, open to admitting mistakes or changing our minds."
"Each one of us is born with inherent worth, so we treat everyone with dignity–no matter what."
Top Reasons
Speaks openly, explaining their views, but never with contempt.
Subtext goes here
I share my views with no contempt so they're easier for others to hear.
Subtext goes here
Does more than state vague goals; they state views they know others oppose.
Subtext goes here
Subtext goes here
Subtext goes here
Subtext goes here
Panelist Thoughts
Certainly no disrespect in the passage and the goals are very specific
A panelist on the right , Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
When you take the hate and or anger out of your voice you have a more effective speech. There for your voice is heard more clearly.
A panelist in the middle , Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
Score Analysis
53% of all panelists
Contempt
Dignity
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Average Score
4.95
• Left Avg: 5.42
• Middle Avg: 4.97
• Right Avg: 4.38
Agreement: Moderate
72%
of panelists
agree this is
CONTEMPTCONTEMPTCONTEMPTCONTEMPTDIGNITYDIGNITYDIGNITYDIGNITY
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To help us win this toss-up race and keep delivering for North Carolina, will you chip in $15 or any amount now? While we fight for progress, my opponent, Mark Robinson, is busy promoting far-right extremism and undermining North Carolina values. He’s made it no secret that he plans to ban abortion with no exceptions, reject more than $1 billion of our own federal tax dollars intended for North Carolina public schools, and undermine our democracy. His vision is dangerous and reckless, but he has a real shot at winning this whole thing. National Republicans are pouring in millions of dollars to see this seat flip red and support his radical agenda — it’s up to our grassroots team to stop him.
Josh Stein Campaign
The second half of a campaign fundraising email
3 is the most frequently chosen score by members of the National Citizens Panel.
Why was this scored as
contempt and dignity ?
"They're not even human. It's our moral duty to destroy them before they destroy us."
"Those people are evil and they're going to ruin our country if we let them. It's us or them."
"We're the good people and they're the bad people. It's us vs. them."
"We're better than those people. They don't really belong. They're not one of us."
"The other side has a right to be here and a right to be heard. It's their country too."
"We always talk to the other side, searching for the values and interests we share."
"We fully engage with the other side, discussing even values and interests we don't share, open to admitting mistakes or changing our minds."
"Each one of us is born with inherent worth, so we treat everyone with dignity–no matter what."
Top Reasons
Makes a personal attack on the other, targeting performance, competence, appearance, background, character or morals.
Subtext goes here
Ascribes all the good qualities to "us" and all the bad qualities to "them."
Subtext goes here
Subtext goes here
Subtext goes here
Subtext goes here
Subtext goes here
Panelist Thoughts
Everytime I hear extremism from a politician I think Wow seems violent rhetoric has no place in these speeches targeting specific to help ruin opponent
A panelist in the middle , Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
I think there is contempt in the passage. I was thinking how he could have gotten his point across without the contempt.
Panelist on the left , Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
Score Analysis
36% of all panelists
Contempt
Dignity
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Average Score
3.24
• Left Avg: 3.42
• Middle Avg: 3.36
• Right Avg: 2.86
Agreement: Strong
89%
of panelists
agree this is
CONTEMPTCONTEMPTCONTEMPTCONTEMPTDIGNITYDIGNITYDIGNITYDIGNITY
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THE ELECTION IS BEING RIGGED AGAINST OUR MOVEMENT. But I don't want you to lose hope. We’re going to SAVE AMERICA from total destruction, and it will all be because of YOUR support. If you can, and only if you can, please chip in any amount today to help us WIN!
Trump - Vance Campaign
In a campaign fundraising email
2 is the most frequently chosen score by members of the National Citizens Panel.
Why was this scored as
contempt and dignity ?
"They're not even human. It's our moral duty to destroy them before they destroy us."
"Those people are evil and they're going to ruin our country if we let them. It's us or them."
"We're the good people and they're the bad people. It's us vs. them."
"We're better than those people. They don't really belong. They're not one of us."
"The other side has a right to be here and a right to be heard. It's their country too."
"We always talk to the other side, searching for the values and interests we share."
"We fully engage with the other side, discussing even values and interests we don't share, open to admitting mistakes or changing our minds."
"Each one of us is born with inherent worth, so we treat everyone with dignity–no matter what."
Top Reasons
Those people are evil. They're going to ruin our country if we let them. It's us or them.
Subtext goes here
Those people are a danger to everything we value.
Subtext goes here
Believes the other side is an existential threat.
Subtext goes here
Subtext goes here
Subtext goes here
Subtext goes here
Panelist Thoughts
Just looking at this passage you can tell from the beginning that it is full of doubt and contentment. All caps, that says something from the start.
A panelist in the middle , Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
total destruction = existential threat
A panelist on the left , Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
Score Analysis
28% of all panelists
Contempt
Dignity
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Average Score
3.18
• Left Avg: 3.00
• Middle Avg: 3.03
• Right Avg: 3.62
Agreement: Very Strong
97%
of panelists
agree this is
CONTEMPTCONTEMPTCONTEMPTCONTEMPTDIGNITYDIGNITYDIGNITYDIGNITY
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We must fight the big money pouring in to elect lunatic liberals like Harris and Walz who want to turn our entire country into San Francisco. Without your help today, we could be looking at a true disaster in November with big money and the media doing everything they can to elect Harris. There's no sugarcoating it: this next election will be the fight for the very soul of our nation. We need every dollar possible to combat the radical left while we still can. Do your part and help now before it's too late.
Four More Years PAC
Conservative political action committee in a fundraising email.
3 is the most frequently chosen score by members of the National Citizens Panel.
Why was this scored as
contempt and dignity ?
"They're not even human. It's our moral duty to destroy them before they destroy us."
"Those people are evil and they're going to ruin our country if we let them. It's us or them."
"We're the good people and they're the bad people. It's us vs. them."
"We're better than those people. They don't really belong. They're not one of us."
"The other side has a right to be here and a right to be heard. It's their country too."
"We always talk to the other side, searching for the values and interests we share."
"We fully engage with the other side, discussing even values and interests we don't share, open to admitting mistakes or changing our minds."
"Each one of us is born with inherent worth, so we treat everyone with dignity–no matter what."
Top Reasons
Makes a personal attack on the other, targeting performance, competence, appearance, background, character or morals.
Subtext goes here
Those are bad people trying to hurt us
Subtext goes here
Subtext goes here
Subtext goes here
Subtext goes here
Subtext goes here
Panelist Thoughts
Again this is a personal attack to another candidate. We need to evaluate ourselves because the way we talk in public can really affect the way people, audience see you. We need to understand that just because people have different beliefs does not mean we need to attack the other side and go against them.
A panelist on the right , Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
In general, donation bits like these are so exhausting because of the major strings they try to pull to make you feel the need to give something even if you have nothing but prayers for the country as a whole. I do believe in helping whatever cause you stand behind but the sentimental or guilt trips they add to their speech, on top of still bashing the opposite side is tiring anymore and never makes me want to donate anything if they have no respect for one another.🤦‍♀️😉
A panelist in the middle , Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
basically says other side is bad for the country
A panelist on the right , Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
Score Analysis
43% of all panelists
Contempt
Dignity
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Average Score
2.89
• Left Avg: 2.83
• Middle Avg: 2.97
• Right Avg: 2.86
Agreement: Very Strong
97%
of panelists
agree this is
CONTEMPTCONTEMPTCONTEMPTCONTEMPTDIGNITYDIGNITYDIGNITYDIGNITY
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...while Lincoln’s party of “liberty and Union” becomes Trump’s cult of chaos and disunion, Democrats will continue fighting hard to make democracy deliver for the American people, just as we always have. Every bit of support makes a big difference and I am grateful for any amount you can give.
Jamie Raskin Campaign
In a campaign fundraising email
3 is the most frequently chosen score by members of the National Citizens Panel.
Why was this scored as
contempt and dignity ?
"They're not even human. It's our moral duty to destroy them before they destroy us."
"Those people are evil and they're going to ruin our country if we let them. It's us or them."
"We're the good people and they're the bad people. It's us vs. them."
"We're better than those people. They don't really belong. They're not one of us."
"The other side has a right to be here and a right to be heard. It's their country too."
"We always talk to the other side, searching for the values and interests we share."
"We fully engage with the other side, discussing even values and interests we don't share, open to admitting mistakes or changing our minds."
"Each one of us is born with inherent worth, so we treat everyone with dignity–no matter what."
Top Reasons
We're the good people; they're the bad people. It's us versus them.
Subtext goes here
Makes a personal attack on the other, targeting performance, competence, appearance, background, character or morals.
Subtext goes here
Subtext goes here
Subtext goes here
Subtext goes here
Subtext goes here
Panelist Thoughts
I never realized how much we put each other down
A panelist on the right , Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
Also, a 3. It seems insults are the way to get money.
A panelist on the left , Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
I’m sensing a theme here. A whole lot of gaslighting to drum up more financial support. It would be great that these political parties didn’t have to spend so much money to bash the other side and try to convince Americans that the other side is a threat to democracy. There is absolutely no substance here.
A panelist in the middle , Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
Score Analysis
40% of all panelists
Contempt
Dignity
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Average Score
3.50
• Left Avg: 3.63
• Middle Avg: 3.58
• Right Avg: 3.24
Agreement: Strong
86%
of panelists
agree this is
CONTEMPTCONTEMPTCONTEMPTCONTEMPTDIGNITYDIGNITYDIGNITYDIGNITY
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Mike Rogers is a Trump-endorsed former law enforcement officer who's proud to be running to represent the people of the great state of Michigan in the US Senate. He will work day-in and day-out to fight to secure our border, squash the threat of China, and bring our economy back under control, while upholding the values of Michiganders from all across the Great Lake State. So, after reading all of that, would you consider chipping in today to help Mike forge his path to victory this November?
Mike Rogers Campaign
In a campaign fundraising email
5 is the most frequently chosen score by members of the National Citizens Panel.
Why was this scored as
contempt and dignity ?
"They're not even human. It's our moral duty to destroy them before they destroy us."
"Those people are evil and they're going to ruin our country if we let them. It's us or them."
"We're the good people and they're the bad people. It's us vs. them."
"We're better than those people. They don't really belong. They're not one of us."
"The other side has a right to be here and a right to be heard. It's their country too."
"We always talk to the other side, searching for the values and interests we share."
"We fully engage with the other side, discussing even values and interests we don't share, open to admitting mistakes or changing our minds."
"Each one of us is born with inherent worth, so we treat everyone with dignity–no matter what."
Top Reasons
Speaks openly, explaining their views, but never with contempt.
Subtext goes here
I share my views with no contempt so they're easier for others to hear.
Subtext goes here
Subtext goes here
Subtext goes here
Subtext goes here
Subtext goes here
Panelist Thoughts
This is a perfect example of a five. He is stating a few of his goals, but he is not attacking or maligning anyone in the process. The statement is fairly vague, but it is a "vote for me" appeal so it is heading in the right direction. I will not rank it any higher than a five because it does not signal compromise or coming together with the other side to find common ground. He is headed in that direction, but actions speak louder than words, and six, seven, and eight on the scale, to me, require action to demonstrate sincerity to those ideals.
A panelist on the right , Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
You see, there is a nice way on the republican side to say things. No matter who you like or not, in my opinion, that is how it should be done when speaking. Straight to what matters, without insults or name calling. This is called professionalism.
A panelist on the left , Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
Score Analysis
75% of all panelists
Contempt
Dignity
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5
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8
Average Score
5.01
• Left Avg: 4.92
• Middle Avg: 5.10
• Right Avg: 5.00
Agreement: Strong
87%
of panelists
agree this is
CONTEMPTCONTEMPTCONTEMPTCONTEMPTDIGNITYDIGNITYDIGNITYDIGNITY
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$25. That is the donation we are asking you to make to Kamala Harris' campaign today. We know what you are thinking — and we get it: How is it that $25 can make a difference against all that money being spent by Trump's allies? The answer is simple: because while a few super wealthy people try to buy this election for Trump, we are running a people-powered campaign. Made up of lots and lots of people.
Kamala Harris Campaign
In a campaign fundraising email
4 is the most frequently chosen score by members of the National Citizens Panel.
Why was this scored as
contempt and dignity ?
"They're not even human. It's our moral duty to destroy them before they destroy us."
"Those people are evil and they're going to ruin our country if we let them. It's us or them."
"We're the good people and they're the bad people. It's us vs. them."
"We're better than those people. They don't really belong. They're not one of us."
"The other side has a right to be here and a right to be heard. It's their country too."
"We always talk to the other side, searching for the values and interests we share."
"We fully engage with the other side, discussing even values and interests we don't share, open to admitting mistakes or changing our minds."
"Each one of us is born with inherent worth, so we treat everyone with dignity–no matter what."
Top Reasons
They're working for those people, not for us.
Subtext goes here
We're better than those people. They don't really belong. They don't really share our values.
Subtext goes here
Subtext goes here
Subtext goes here
Subtext goes here
Subtext goes here
Panelist Thoughts
I would give this quote a 5 but the subtle jab at Trump for having help from his wealthy friends seems to be a little contemptful if I speak it out loud, so I dropped my score to a 4.
A panelist in the middle , Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
This one I had to think about for a moment. I chose the score I did because I don't feel there was any effort at discussion or interaction with the other side.
A panelist in the middle , Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
Score Analysis
44% of all panelists
Contempt
Dignity
1
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5
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7
8
Average Score
4.14
• Left Avg: 4.71
• Middle Avg: 3.97
• Right Avg: 3.76
Agreement: Moderate
66%
of panelists
agree this is
CONTEMPTCONTEMPTCONTEMPTCONTEMPTDIGNITYDIGNITYDIGNITYDIGNITY
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The left has willingly let in millions of migrants and illegal immigrants, letting THOUSANDS OF POUNDS of illegal drugs through our porous border as a consequence. They’re willing to sacrifice this entire nation for their woke, radical agenda. Securing the border means kicking out the people who have caused this disaster, AKA Ruben Gallego and his friends. I will bring some common sense to Washington D.C. I’m in this fight for ALL OF US. Click HERE to donate & join the fight and help take back America.
Kari Lake Campaign
In a campaign fundraising email
2 is the most frequently chosen score by members of the National Citizens Panel.
Why was this scored as
contempt and dignity ?
"They're not even human. It's our moral duty to destroy them before they destroy us."
"Those people are evil and they're going to ruin our country if we let them. It's us or them."
"We're the good people and they're the bad people. It's us vs. them."
"We're better than those people. They don't really belong. They're not one of us."
"The other side has a right to be here and a right to be heard. It's their country too."
"We always talk to the other side, searching for the values and interests we share."
"We fully engage with the other side, discussing even values and interests we don't share, open to admitting mistakes or changing our minds."
"Each one of us is born with inherent worth, so we treat everyone with dignity–no matter what."
Top Reasons
Those people are a danger to everything we value.
Subtext goes here
Tells stories that "prove" the evil of the other side.
Subtext goes here
Subtext goes here
Subtext goes here
Subtext goes here
Subtext goes here
Panelist Thoughts
There's no dignity left in this election
A panelist on the right , Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
Hatred and anger, accusations without any proof. This is just getting old. I expect better from someone asking me to let them run things.
A panelist on the left , Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
, Score: 1, Score: 2, Score: 3, Score: 4, Score: 5, Score: 6, Score: 7, Score: 8
Score Analysis
38% of all panelists
Contempt
Dignity
1
2
3
4
5
6
7
8
Average Score
2.86
• Left Avg: 2.67
• Middle Avg: 2.81
• Right Avg: 3.14
Agreement: Very Strong
93%
of panelists
agree this is
CONTEMPTCONTEMPTCONTEMPTCONTEMPTDIGNITYDIGNITYDIGNITYDIGNITY

All of the National Citizen Panelist quotes have been attributed verbatim to retain the authenticity of the language.

Press Contact: press@unite.us

 
Kate Larsennational citizens panel