Texting is often associated with big statewide and federal campaigns, but it may be even more valuable down-ballot, for city council, school board, county, and legislative races. Local campaigns run on tiny budgets and volunteer energy, and texting turns both into voter contact at a cost per voter that mail and TV can't touch. Here's how a small race uses it well.
Why is texting so effective down-ballot?
Because down-ballot races are won on turnout and name recognition in a small universe, and texting is cheap, fast reach to exactly that universe. A local campaign doesn't need to reach millions; it needs to reach the few thousand likely voters in its district, remind them the race exists, and turn out its supporters. Texting does that at a fraction of the cost of mail, and it lets a volunteer-run campaign have real conversations through P2P without a call center.
How does a small campaign run a texting program?
Lean and focused:
- Register first. 10DLC and Campaign Verify apply regardless of budget, and they're the price of deliverable texts.
- Grow a small, clean list. QR codes at events and keywords on literature build a consented list without buying one.
- Use volunteers for P2P. A text bank of a few supporters covers a local universe in an evening.
- Save broadcast for GOTV. One well-timed GOTV blast to the opted-in list is the highest-value send of the cycle.
Where should a local campaign focus?
On turnout of identified supporters. With limited resources, the highest return is identifying who's with you and making sure they vote, not persuading a broad electorate. Use early P2P to ID supporters, then concentrate the final-stretch texting on turning those people out. A down-ballot race is usually decided by who shows up, and texting is the cheapest tool for making sure your people do.
Frequently asked questions
Is texting worth it for small local campaigns?
Yes, arguably more than for big ones. Local races are won on turnout in a small universe, and texting reaches exactly that universe cheaply, turning a volunteer-run campaign into real voter contact.
How does a small campaign afford texting?
It's low-cost by nature, and a volunteer text bank replaces a paid call center. Register for 10DLC, grow a small consented list with QR codes and keywords, and focus spending on a GOTV blast.
What should a down-ballot campaign prioritize with texting?
Turnout of identified supporters. Use P2P to ID who's with you, then concentrate final-stretch texts on getting those people to vote. Local races are decided by who shows up.
Keep reading: how to run a text bank and the 72-hour GOTV plan. For registration, see The Campaign Registry.