Why Textbanking?

Thank you to Tom Holland for writing this lesson!

Learning Outcome(s):

    • Learners can explain why text messages are more useful than other communications
    • Learners can describe segmenting

Hello, and welcome to your text bank training for the Jo Jorgensen presidential campaign. We’re thrilled you’ve decided to step up and help us out.

As you know, text messages are powerful tools in today’s digital landscape. So powerful, they can elicit strong emotions before we even open them.

Don’t believe me?

Imagine for a second, the excitement you feel getting a text from your crush for the first time, or the dread you feel after they don’t respond for a few hours. When we get texts, the combination of anticipation and emotional connection makes us want to read what’s inside!

For this reason, many large organizations, including political campaigns, use Peer-to-Peer Textintext messages as a primary form of communication.

The immortal Uncle Ben once wisely quipped: “With great power comes great responsibility.” Likewise, after you have completed today’s training, we are entrusting you with the power to contact thousands of potential voters and the responsibility of providing vital support for a presidential campaign.

Pretty cool, right? Let’s get into it.

Today you’ll learn:

    • Why texts are more useful to political campaigns than other forms of communication
    • Why campaigns use voter segmentation

Let’s begin by discussing why texts are more useful than other forms of communication.

We’ve already established that text messages can create anticipation and elicit emotional responses, but how does that translate to value for political campaigns?

In this case, the stats tell the story:

“SMS messages have a 209% higher response rate than phone, email, or Facebook.” -SMS Bump

“SMS messages have a whopping 98% open rate.”- The Daily Egg

“90% of SMS messages are read within 3 minutes.” – RandomFacts

“SMS open rates are nearly five times that of email” – Adobe Blog.

“The average person takes 90 seconds to reply to an SMS message — but 90 minutes to respond to an email.”- GSMA

Additionally, the COVID-19 pandemic has made it increasingly hard to canvas door to door.

For these reasons, campaigns are focusing more resources on texting potential voters than ever before.

We’ve seen how effective texts are at reaching our target audience, but how do we decide who to text and what to text them?

Good question. It begins with voter segmentation.

Voter segmentation is the practice of breaking large groups of voters down into smaller, more representative groups based on profiles.

As you may know, each candidate in a public election runs on a specific platform. This platform acts as a roadmap. It details how the candidate will approach legislating different key issues.

Similarly, every voter has a unique combination of core beliefs and values, which determines the candidate they’re most likely to support.

What issues do you think are most important to our voters? Some things that might come to mind are:

    • Peace and Non-Interventionism
    • Reducing taxes and regulations
    • Gun Rights
    • Legalization of Marijuana
    • Anti-Racism and criminal justice reform
    • Electing fresh leadership that is not beholden to the two-party system

Using the six key issues listed above, we can construct two distinct voter profiles who are likely to support libertarian candidates:

“Mr. I love guns, but I hate Trump” supports:

    • Gun Rights
    • Reducing Taxes and regulations
    • Electing fresh leadership that is not beholden to the two-party system

“The College Intellectual” supports:

    • Peace and Non-Interventionism
    • Legalization of Marijuana
    • Anti-Racism and criminal justice reform

Making these distinctions are critical to successful campaigns because we want to tailor our message to each audience.

For example, a call to action in support of gun rights won’t be nearly as effective with “The College Intellectual” as it will be with “Mr. I love guns, but I hate Trump.”

Creating accurate voter segments allows us to deliver the right message, to the right person, at the right time.

To summarize, today we’ve learned:

    • Why text messages are such powerful tools for reaching potential voters
    • The definition of voter segments
    • How political campaigns use voter segments to deliver the right message, to the right person, at the right time

In the next lesson, we’ll be introducing the method for creating voter segments, and how text banks can be used to build positive feedback loops.