In this article from CNET, Rae Hodge reviewed a recent report from Tech for Campaigns, a Democratic technology company.
Here’s a key quote:
“People who received text messages with a candidate or district-specific issues were 8.2% more likely to vote, Tech for Campaigns found. Those who responded to the text messages were 9.6% more likely to vote than those who didn’t respond.”
Here are five quick takeaways:
Texting works and works best when you talk about issues. Use them to communicate an issue-based message for your candidate instead of candidate ID’s or messages without an issue.
If you have a landline and cell mobile number for a voter, sending an auto call to landline voters will be cheaper, but with (.$08 per SMS compared to $.04 for an auto call), campaigns will see better results with SMS than autocalls.
Live calls with longer scripts can produce better turnout than just an SMS message. But that only happens if you reach someone – and contact rates are dropping. Calls are more expensive and the price per turnout increase looks to be higher with phones. Plan on $.50-$.95 per call, depending on the side of your universe and length of your script.
If you only have a voter’s mobile number, most autocalls aren’t legal (not legal advice and talk with your attorney with questions). That means SMS is your best and only option to reach these voters.
Ringless voicemails should perform better than autocalls this cycle. Check them out if you want an alternative to autocalls.
A quick tip: campaigns who integrate traditional voter contact (canvasses, phones) with SMS will see the best results.