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She overcame a stiff challenge from Evans, who tried to frame herself as the more ardent progressive. Evans fueled her campaign with nearly $2 million of her own money, pummeling Abrams with criticism for supporting a 2011 Republican-backed measure that cut awards to the HOPE scholarship.
Each of the Democratic and Republican candidates tried to carve out his or her niche in a race that attracted more than $22 million in campaign contributions – and flooded the airwaves with more than $13 million in TV ads.
Though her Republican opponent is not yet known - Lt. Gov. Casey Cagle will face Secretary of State Brian Kemp in a July 24 showdown - the Georgia GOP quickly attacked her over her financial background.
“I’ve tried to make sense of her personal and professional finances, and my head is spinning,” said Georgia GOP chair John Watson, who called on her to release her tax returns and other financial records.
Abrams owes more than $200,000 in debts, including about $54,000 to the IRS. She has said she’s on payment plan to pay back the debt, and has sought to frame her struggles as evidence she understands the problems that Georgians face.
Evans, meanwhile, quickly endorsed Abrams and vowed to help Democrats form a united front against President Donald Trump and state Republicans.
"The Democratic party is trying to find a unified voice to rally against Trump,” said Evans. “We must do that."
The Democrats largely abandoned centrist talk to appeal instead to left-leaning voters with a promise of implementing gun control, increasing financial aid for lower-income families and taking steps toward the decriminalization of marijuana.
Stacey Abrams visited the AJC to discuss her run for governor. We had three questions for her.
That’s a stark contrast from more moderate appeals from a generation of Democratic candidates for governor, who often sought the National Rifle Association’s endorsement and touted fiscally conservative policies.
They are echoing many in the party’s base who insisted on that shift. Claudia Colichon, who lives in north Atlanta, said she demands candidates who embrace mass transit funding and fight for gun control.
“There needs to be a progressive change,” said Colichon. “People are seeing that conservative policies aren’t working.”
Abrams drew support from Hillary Clinton, Bernie Sanders and a string of other high-profile Democrats and raised about two-thirds of her campaign funds from outside the state. National groups chipped in another $2 million worth of ads supporting her.
Evans mounted a lower-key campaign focused on local endorsements and smaller gatherings. The election-eve activities highlighted their differences. While Abrams held a large get-out-the-vote rally, Evans slung beers for supporters at an Atlanta bar.
United and divided
Both Abrams and Evans united around a host of issues, including expanding Medicaid, growing the medical marijuana program and continuing Deal’s criminal justice overhaul. And both are outspoken opponents of “religious liberty” measures they say amount to state-sponsored discrimination.
The two attorneys also both were the products of hardscrabble childhoods that shaped their views of government, served together in the state House in their 30s and had up-close views of the tragic toll of substance abuse on their families with siblings who faced legal trouble.
But they've clashed on other issues, including how aggressively they oppose the NRA, how they would handle the state's $26 billion budget and even how they would address Stone Mountain and other Civil War monuments.
The biggest policy divide, however, centered on the HOPE scholarship, which provides tuition aid to Georgia college students who maintain a “B” average.
Evans said Abrams betrayed her party by working with Republicans seeking cost-cutting moves to reduce the program’s awards in 2011. Abrams countered that more “seasoned” Democrats sided with her in that vote because they knew negotiating with the GOP would prevent deeper cuts.
A new philosophy
The other central disagreement in the race involved strategy.
Evans banked on a more conventional Democratic plan to win over independent voters and moderates, particularly suburban women, who have fled to the GOP. Abrams staked her campaign on energizing left-leaning voters, including minorities who rarely cast ballots.
The two competed for support in an increasingly diverse electorate and at times racial tensions surfaced.
There was the moment last year when Abrams supporters shouted down Evans at an Atlanta conference of progressive activists with chants of “support black women.” Evans, who is white, drew scorn with a video at Ebenezer Baptist Church that faded her face into the image of Martin Luther King Jr.
For Democrats, the divisive primary for governor was somewhat novel. Jason Carter, the party’s 2014 nominee, faced no Democratic competition. And former Gov. Roy Barnes steamrolled over opposition in 2010 during his failed comeback bid.
The party has also largely avoided fierce primary battles between black and white candidates for governor since the 1990 vote, when then-Lt. Gov. Zell Miller trounced former Atlanta Mayor Andrew Young.
Evans, who represented a Smyrna-based district, faced an uphill battle from the moment she entered the race. Black women form the largest bloc of voters in the Democratic primary, and Abrams’ campaign predicted African-American turnout overall could make up 65 percent of the vote.
To make inroads, Evans staged a slate of smaller rallies and meet-and-greets, and she relied heavily on prominent black officials to spread her message. She also spent far more heavily on TV than Abrams, inundating the airwaves with a HOPE-themed pitch.
In her victory speech, Abrams moved to unite the party by praising Evans’ supporters. She pledged to repeal a campus carry law, expand the HOPE scholarship, improve workforce training programs and strengthen labor unions.
And she tried to appeal to more centrist voters by saying she would be the “state’s public education governor” – emphasis on the word “public.”
“Together we will shape a future with a boundless belief in the historic investment of children who are at the very core of every decision we make,” she said.
- Staff writer Ariel Hart contributed to this report.