A get-out-the-vote text has exactly one job: get a supporter to vote, now. Everything about how it's written should serve that job, and most GOTV texts fail by trying to do more. The craft of a GOTV text is ruthless simplicity, and getting it right is a big part of what makes a GOTV program work. Here's the anatomy of one that gets action.
What is a GOTV text's job?
To move a specific voter to take a specific voting action, right now. It's not persuasion, the choice is made; it's not education in general; it's a nudge to act, return the ballot, go to the polling place, vote before the deadline. Every GOTV text should be built around a single action the recipient can take immediately, and everything that doesn't serve that action is a distraction that lowers the response.
What's the anatomy of a GOTV text?
Four elements, and nothing extra:
- One clear action. "Return your ballot by Tuesday." "Vote today, polls close at 8." A single, specific thing to do.
- A reason it's easy or urgent. A deadline, a nearby location, a simple next step, whatever removes friction or adds urgency.
- The tool to act. A link or the specific location, ideally personalized to the voter.
- A human, warm tone. It should read like a helpful reminder from someone on their side, not a broadcast.
What kills a GOTV text?
Trying to do too much, and losing the action. The common failures: cramming persuasion into a turnout text, listing multiple asks, burying the action under context, or writing in a formal, broadcast voice that reads like spam. A GOTV text that mentions the deadline, the candidate's record, a fundraising ask, and an event does none of them, the reader can't tell what to do. The fix is discipline: one action, made easy, in a human voice. And it has to be timed right, respect quiet hours, and go only to voters who haven't yet acted. The best GOTV texts are almost boringly simple, which is exactly why they work.
Frequently asked questions
What makes a good GOTV text?
Ruthless simplicity: one clear voting action, a reason it's easy or urgent, the tool to act (a link or specific location), and a warm human tone. It should read like a helpful reminder from someone on the voter's side.
What is a GOTV text supposed to do?
Move a specific voter to take a specific voting action right now, return the ballot, go to the polls, vote before the deadline. It's a nudge to act, not persuasion or general education. The choice is already made.
What are common GOTV text mistakes?
Trying to do too much, cramming in persuasion, listing multiple asks, burying the action under context, or writing in a formal broadcast voice. A text that does four things does none. One action, made easy, in a human voice.
Keep reading: the 72-hour GOTV plan and how to segment your texting list. For voter tools, see Vote.org.