Campaigns often want a simple answer: what percentage of the budget should go to texting? There isn't one, and any fixed rule would be wrong for most races. The right allocation depends on the race, the goal, and the return texting is producing relative to other channels. Here's how to think about it, and why chasing a magic percentage is the wrong question.
Why isn't there a fixed percentage?
Because the right number varies enormously by context. A local race with a tiny budget and a defined universe might put a large share into texting, since it's the most cost-effective way to reach and turn out its voters. A large campaign with many channels and a broad audience allocates differently. The goal matters too, a turnout-focused GOTV push weights texting heavily, while an introduction-and-persuasion phase might lean more on ads and mail. A one-size percentage ignores all of that.
What drives the texting budget up or down?
The factors that change texting's value in a given race:
- Universe size and definition. A small, defined universe favors more texting; a huge, diffuse one favors channels that scale differently.
- Goal and phase. GOTV and fundraising weight texting heavily; broad introduction leans elsewhere.
- Budget size. Smaller budgets often favor texting's low cost per contact.
- Return. If texting is producing results, donations, turnout, at a good cost per outcome, it earns more budget.
What's the right way to decide?
Allocate by return, not by rule. Instead of asking "what percentage should texting get," ask "what is texting producing per dollar compared to the alternatives, and where does the next dollar do the most good?" Fund the channels and tactics with the best cost per outcome for your goal, and let that determine texting's share, which will differ by race and shift over the cycle. Because texting's cost per vote and per dollar raised is often favorable, disciplined campaigns frequently end up allocating meaningfully to it, but as a result of the math, not a rule of thumb. The honest answer to "how much" is "as much as it's earning, relative to everything else."
Frequently asked questions
What percentage of a campaign budget should go to texting?
There's no fixed percentage, it depends on the race, goal, budget size, and return. A small local race might weight texting heavily; a large multi-channel campaign allocates differently. Any single rule would be wrong for most races.
What determines how much to spend on texting?
Universe size and definition, the goal and phase (GOTV and fundraising favor texting), budget size (smaller budgets favor texting's low cost), and the return it's producing per dollar compared to other channels.
How should campaigns decide their texting budget?
By return, not by rule. Ask what texting produces per dollar versus the alternatives and where the next dollar does the most good. Fund the best cost per outcome for your goal, and let that set texting's share.
Keep reading: the cost per vote of political texting and measuring texting ROI. For carrier registration, see The Campaign Registry.