If you’re hoping to encourage stronger voter turnout, the best way to boost interest may be text messaging (SMS). After all, everyone’s locked into their phones, so seeing a screen light up with a text about voting details can be engaging and efficient. SMS can let people know where and when to vote without seeming confrontational.
While effective, SMS comes with some special considerations. Communities that want a larger turnout must weigh privacy and reduce the length and ambiguity of communication. Discover how communities can increase voter turnout with SMS by continuing your reading.
Use SMS to Share Critical Voting Information
It’s easy for emails to get lost in the shuffle. Texts, however, usually generate interest quickly. A simple notification banner on a phone can prompt someone to click on a text right away.
Consequently, SMS is an excellent way to capture someone’s attention immediately and share critical information about voting. Including registration deadlines, voting reminders, and details about polling locations can encourage someone to take action. Election Day texts can also spur someone into action more than general online communication through a website.
Quick, succinct messages are best. A few bulleted details can help someone who’s forgotten about an upcoming election feel compelled to participate.
Know the Laws
If you’re trying to generate interest before an election, don’t start an SMS campaign without first knowing the rules. While some individuals may appreciate voting-related messages, others may feel ambushed.
In North America, for instance, the Telephone Consumer Protection Act requires obtaining consent before contacting anyone via SMS or voice message. Under the TCPA, consumers may file lawsuits against organizations they believe are violating their rights.
Similarly, Canada’s Anti-Spam Legislation (CASL) regulates communication. The consumer must provide consent and see identifying information about anyone sending SMS.
Europeans use the General Data Protection Regulation (GDPR). The GDPR stipulates that all personal details must be stored securely, and consumers should know how their phone numbers and data will be used. Consumers also have the option of requesting not to be contacted.
Focus on Timing
Sending SMS at random times during the day may lessen the impact. 9 words paraphrasing of “However, first take into account time zone differences” Otherwise, a recipient may receive the message whilst they are either likely sleeping or not on the phone.
With time-zone batching, you can schedule bulk messages by time zone. In other words, the messages will reach the intended recipients at the same time but account for time zone differences.
Batching ensures you stay compliant and avoid sending messages during designated quiet hours. It also ensures that messages arrive when recipients are more likely to read them.
A smart approach to SMS scheduling might entail sending a quick reminder about a registration deadline a few weeks before Election Day. A few days before the election, a message detailing poll information can be helpful. And then on Election Day, one last reminder can help nudge people to the polls.
By spreading out messages, they’ll have a greater impact. And you won’t overwhelm people with information.
Avoid Lengthy Messages
Long blocks of text tend to be a turn-off for most recipients. They want clear, brief messages that get to the point. You’ll need to structure your reminders accordingly to have a captive audience.
Be sure to identify your organization in your message so the recipient isn’t confused. Indicate why you’re sending the message and the action you hope to achieve.
For instance, maybe you’re sending a message encouraging people to complete voter registration by a specific date. Include a link to resources on your website, too, to provide further instructions.
At the same time, give message recipients an easy way to opt out of future messages as a show of respect and compliance. A simple line telling recipients to reply with STOP can clarify what to do.
Crafting effective voting or volunteer recruitment texts boils down to being clear and providing actionable steps. Use a consistent template, but aim to personalize your SMS whenever possible. Be conversational and avoid using political jargon.
Strengthen Relationships with Follow-Up Messages
Don’t limit your communication to just Election Day and the weeks leading up to it. Make a point of following up with recipients once the polls have closed.
Use a simple, direct template that you can send to everyone. Thank people for allowing you to share voting information. And thank them for participating in the voting process to support community work.
Avoid sounding promotional when you’re crafting these messages. You don’t want anyone fearing an ongoing onslaught of texts from your organization.
You can, however, ask if recipients want to hear about other upcoming voting opportunities and allow them to opt in to future SMS communication.
Help Voters Stay Informed
Using SMS can help organizations reach their communities and encourage better civic participation. Messages should comply with rules such as the TCPA and CASL and be clear and brief. Send follow-up messages after Election Day to encourage ongoing engagement.
When organizations are smart about messaging, they can help voters take action and participate in critical decisions that impact their communities.
