Texting and Movement Building

Think about these facts:

18-29 year old consumers use text messaging more often than voice to communicate.

On average 94% of text messages are read.

80% of consumers keep their mobile communicator with them all day.

When given a choice 39% of US consumers — 76 million people — prefer text messages to radio or TV advertising.


Text messaging is sometimes referred to as SMS, or short message service. Most cell phones are equipped to handle text messaging, able to receive brief messages that contain information from friends, clients, and even businesses marketing their products. Now text messaging is gaining popularity as a promotional medium because it is relatively inexpensive and allows contacting a highly targeted and qualified audience. It's also the cheapest effective way of contacting voters.

A 2006 study found text messages increased turnout by 3.1 percentage points. Researcher Aaron Strauss explained the simple reason why: "The most prevalent excuse for registered voters who don't cast a ballot is, 'I'm too busy' or 'I forgot.' Texting is a convenient, targeted, and noticeable reminder for voters to schedule their Election Day activities with a block of time set aside for going to the polling place." In a post-election survey, 59 percent of texted voters said they found the text messages helpful.

Throughout the past election the Obama campaign routinely blasted out messages, using area codes to target supporters, letting them know about upcoming local campaign events, voter registration tips, and other news. Obama's campaign was “reaching a generation that is trying to change the world in 160 characters or less,” according to David All, a GOP internet political consultant.

The mechanics of texting are simple. Print ads, fliers, banners and other signage instruct interested prospective members to obtain information by sending a text message to a certain short numerical code with the campaign's keyword included. In return, the campaign sends its return text messages, which will arrive in the recipient's cell phone inbox with its message. The text may give more general information about the movement, including a link to its Website. It may also invite recipients to text their e-mail addresses if they want to receive e-mails with more thorough information.

The beauty of text messaging lies in the “psychology” of text messages. They reach people wherever they are, at any time of day or night. That gives it a sense of an intimate communication—“the message is right here in my pocket”—which can be further enhanced with a targeted campaign that appeals directly to the consumer. And, due to its very nature, text messaging is viewed with a sense of urgency to which email can’t compare. Mobile phones are with most people almost 24 hours a day and thus the ability to deliver the message directly to the receiver is done with great confidence that the message will be received instantaneously.

More later...