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Text Message Registration Reminders. Chris Kennedy and Michelle Mayorga Rock the Vote June 19, 2008. Rock the Vote in ‘08 Mobilizing Young Voters. Register 2 million 18-29 year olds. Online via Facebook, website Partnerships (AT&T, grassroots) Street teams, concert tour, events

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Presentation Transcript
Text message registration reminders

Text Message Registration Reminders

Chris Kennedy and Michelle Mayorga

Rock the Vote

June 19, 2008


Rock the vote in 08 mobilizing young voters
Rock the Vote in ‘08Mobilizing Young Voters

  • Register 2 million 18-29 year olds.

    • Online via Facebook, website

    • Partnerships (AT&T, grassroots)

    • Street teams, concert tour, events

    • Artist Advisory Council

  • Increase turnout for 3rd major election in a row.

    • Peer to peer turnout reminders

    • Text message reminders

    • Voter education

Already, more than 650,000 18-29 year olds have used our online tool to register to vote, and nearly one million voters of all ages!


Rtv mobile programs
RTV Mobile Programs

  • Registration Reminders

  • GOTV Text Messages

  • Event Alerts

  • Short Code - txt “VOTE” to RTVOTE

  • WAP Site (English & Spanish)

  • Wallpaper

  • Ring Tones


Mobile list demographics
Mobile List Demographics

Total Opt-Ins: 70,000+


Experimental design
Experimental Design

  • Randomize our mobile opt-in list (ages 18-29) into treatment and control groups.

  • Treat with a text message reminder 0-3 days before state’s registration deadline.

  • Validate registration status of participants via Catalist voter file match back and compare treatment to control group.



Example messaging pennsylvania
Example Messaging - Pennsylvania

1A. This Monday is PA’s voter registration deadline. Register at rockthevote.com/PA or call 877-868-3772 to check status. Please fwd.

1B. Are you registered to vote? If not, do it at rockthevote.com/PA or call 877-868-3772 to check status. PA’s deadline is this Monday. Please fwd.

2A. Today is PA’s voter registration deadline. Register at rockthevote.com/PA or call 877-868-3772 to check status. Please fwd.

2B. Are you registered to vote? If not, do it at rockthevote.com/PA or call 877-868-3772 to check status. PA’s deadline is today. Please fwd.




Why might it have worked
Why Might It Have Worked?

  • Low awareness of state registration deadlines.

  • The contact rate of text messages is essentially an instant 100% - this makes it ideal for deadline notification.

  • Text messages normally come from close friends and are presumably a highly trusted information source. No spam.


Caveats
Caveats

  • Results apply to young people who were already motivated to download registration form

  • Excluded 17 year olds from analysis

  • Requires large mobile list to increase registration in a significant manner

  • Presidential primaries may be different from other elections


Additional analysis
Additional Analysis

  • NC, KY, and WV Results Pending

  • Net Votes in Primary and General

  • Which day is most effective?

  • Check if this is mainly re-registering movers.

  • Would text message reminder work without a primary deadline? TBD.

  • We still don’t know the best messaging to use.


Other rtv mobile experiments
Other RTV Mobile Experiments

  • GOTV Testing

    • Email vs. Mobile vs. Email + Mobile

  • Short Code List Building

    • Converting opt-ins to registrations

  • Direct Mail Registration + Text Reminder

  • List Engagement Strategies

    • Determining what percentage of list is active


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