If you're running for the first time, texting is one of the most cost-effective ways to reach voters, and one of the easiest to get wrong in ways that cost you money or credibility. Here's the plain-language version of what a first-time candidate needs to know.
What texting is for
Three jobs, mostly: building a relationship with supporters, raising money, and turning out your voters at the end. It is not a tool for blasting strangers, doing that is both against the rules and a fast way to get your number blocked. Think of it as a channel to the people who've raised their hand for you, not a megaphone at the whole district.
The one rule that matters most
You need consent to text voters. A person has to have opted in, given you their number and agreed to hear from you, before you send campaign texts to their cell. This isn't a formality; it's the law (the TCPA), and it's enforced. The upside is that a consented list is also a better list, people who asked to hear from you respond.
Start by building a list
Because you need consent, your first job is growing a list that's actually yours: a sign-up on your website, a QR code on your literature and at events, a form at every door. Start on day one. The list you build in the spring is the list that turns out your voters in the fall.
The basics you can't skip
Register your number for A2P messaging so your texts actually deliver. Honor STOP and HELP automatically. Respect quiet hours. Put the required "paid for by" disclaimer where the rules call for it. A platform built for political texting handles most of this for you, which is exactly why first-time candidates shouldn't try to do it from a personal phone or a generic marketing tool.
Frequently asked questions
Can I text voters from my own phone?
No. Campaign texting to cell phones requires consent and A2P registration, and personal phones and generic marketing tools don't meet the rules or deliver reliably. Use a platform built for political texting.
Do I really need consent?
Yes. The TCPA requires voters to opt in before you text their cells, and it's enforced. A consented list is also more responsive, so it's both the legal and the effective path.
What should a first-time candidate do first?
Start building a consented list immediately, website sign-up, QR codes on literature and at events, forms at the door, so you have an audience to raise money from and turn out in the fall.
New to the whole thing? Start with what political texting is and the launch checklist.
Keep reading: A political texting launch checklist and how to grow a texting list that's actually yours.