Texting is the most affordable way to reach voters.
- Mass media is terribly costly.
- Postcards cost 50 cents in postage plus printing costs.
- Letters are even more expensive and are often tossed as “junk.”
- Texting is less than a nickel
Why is this a method to flip a district?
Because texting is so affordable, campaigns can easily reach out to unaffiliated voters, independents, and even voters registered to the other party. Sure, you have to message your party's voters, your supporters and your donors to keep money rolling in and your campaign afloat. But we suggest reserving a portion of your campaign funds to reach beyond your base. And if you're in a district that's traditionally safe for the other team, the only way to win is to expand beyond your base and reach those voters.
Simple. Texts get read.
Text banking is fast and effective because a lot of people communicate by text instead of answering their phones. You might text 1000 or more people in an hour with an open rate of 90%+ (who can ignore a text?) and a response rate of 10-24%!
- No one answers the phone these days. Less than 10% of calls get picked up, especially if from an unknown number.
- Emails go unread most of the time. Less than 15% of emails get through filters or are otherwise stuck in the inbox.
- Face-to-face canvassing is probably a thing of the past in our post-Covid19 environment.
- 90% or more of texts are read.
(And most are read within 3 minutes!)
We may not agree on everything, but I'll bet you'd agree on this.
Drip campaigns are a series of texts and/or emails that are sent out on a schedule over time. Just like water can erode a rock drip by drip, a scheduled series of communications can build a solid brand identity, nurture new relationships, and build a base of support. Drip campaigns are a kind of “set it and forget it” messaging campaign. You create your messages in advance and then use an automated system like CLOSEM to send them out when you want.
Why is this effective? Because on average, voters require at least 8 messaging “touches” to generate name recognition and awareness. A series of consistent, non-annoying, informative, brief messages sent over time build affinity.
Here's a winning idea:
- Download a list of your opposition party's voters
- Build a regular text-based branding campaign
- Reach out to them with short, informative messages about issues that matter
- Drip by drip you'll build awareness and name recognition
Using a series of text and email messages in a steady, week by week “drip” campaign can help you build support, even from those that have a negative knee-jerk reaction to your party affiliation. An effective, well-planned drip campaign allows voters to truly get to know you. And they might not agree with you on everything, but they might start to agree with you on some things, might build some affection for your demonstrated concern for their issues, certainly recognize your name, and who knows?