The most important lesson for gun-rights activists from Tuesday's referendum is to not waste money on expensive television ads.
Weekly papers are much cheaper to advertise in than daily ones - and often have sympathetic editors.
Ethnic papers not only have cheap rates - but allow targeting your message to particular groups. Police officers explaining why police cannot protect potential victims in advance are particularly effective - as are stalking victims explaining how the police were unable to protect them or even identify their stalkers for weeks. Again, the answer is grassroots organizing, started well in advance. Don't fear her in future campaigns. Finally, bills and referendums have to be drafted bulletproof.