Proposition 63 was successful for three primary reasons. First, the tax increase will be paid by less than .1 percent of California's population of 35 million (
+1). People support health-related spending increases if they are not financially responsible for them (
+2).
Next, groups that supported Proposition 63 tended to be well funded and trusted by the public (
+3). Proponents poured several million dollars into the "Yes on 63" campaign (
+4). Supporters of the proposition included police, teachers, representatives from labor unions, and nurses—trusted groups that embody core values of many members of society and who make excellent advocates (
+3). These groups supported Proposition 63 because they believed that appropriate treatment of mental illness would be beneficial for society (
+5). In contrast, opponents of the proposition—a few government officials and organizations supporting limited taxation—lacked broad popular and financial support (
+4). The money and prestige of the "Yes on 63" campaign dwarfed those of the opponents of the proposition. Furthermore, supporters of the proposition helped increase public awareness of the needs of persons with mental illness, including those who are homeless.
Finally, opponents' arguments were unconvincing. They suggested that California's millionaires would leave the state to avoid the tax increase (
+6). However, California's population of millionaires has increased over the past decade, even during periods of higher state and federal taxes (
+6). The Bush tax cuts of 2002 reduced the richest Californians' taxes far more than Proposition 63 would raise them. Even though California's personal income tax has grown faster than any other of the state's taxes, wealthy residents have not fled (
+6). Opponents also attacked the proposition for failing to consider whether mental health care is effective. However, studies have demonstrated repeatedly that untreated mental disorders can lead to disability, suicide, and decreased productivity at work and can contribute to homelessness, use of health services, and incarceration (
+5). Also, opponents failed to bring up arguments that might have been more convincing. For example, Proposition 63 sets aside a fixed portion of general revenues for mental health services, potentially requiring budget cuts in other areas during years of budget shortfall (
+6). Also, the new system would decrease flexibility in local spending for non-mental health related purposes, even though counties would gain greater funding for mental health services (
+6). Overall, Proposition 63 had more money, stronger allies, and more appealing arguments.