Text Message Experiments 2008

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A brief summary presentation of my mobile research at Rock the Vote, Nov. 2008

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Text Message Experiments 2008

  1. 1. Text Message Experiments in 2008 Chris Kennedy and Michelle Mayorga Rock the Vote November 18, 2008
  2. 2. RTV Mobile Program•  Registration and Early Voting Reminders•  GOTV•  Events – Debates, Concerts, Volunteering•  Mobile WAP Site (English & Spanish)•  Wallpaper, Ring Tones, Mobile Ads•  Opt-Ins: 200,000•  Text Messages: 300,000+
  3. 3. Texting Field Experiments in 20081.  Registration Deadline Reminders2.  Text + Direct Mail Registration3.  Early Vote GOTV4.  Election Day GOTV –  Primaries –  General
  4. 4. Reg Deadline Reminders: Reg. Up 4% Pts. Control 40.6% Indiana Sent Reg. Deadline Text 44.7% Control 64.5%Pennsylvania Sent Reg. Deadline Text 68.4% 0% 20% 40% 60% 80% Registration Rate of Online Form Downloaders
  5. 5. Mail / Email Reg. + Text Re-Registering RTV Members Who Moved Registra/on Applica/on Return Rate (Mail or Online)  0%  4%  8%  12%  Text‐Only  2%  Mail‐Only  4%  Email‐Only  4%  Email + Text  7%  Mail + Text  8%  Mail + Email  12%  Mail + Email + Text  12% 
  6. 6. Early Vote GOTV – GeorgiaGeorgia Early Vote % OLS Effect P-value SizeControl 26% - - 436Early Voting Ends 26% -0.4% 0.43 804Early Voting Start & Ends 30% +4.2% 0.03 803 2,043
  7. 7. Election Day GOTV – Primaries•  Feb. 5th and Mar. 4th 2008•  18,000 GOTV texts sent•  Timing: Friday, Monday, or Tuesday•  Results: –  Friday & Tuesday: no significant effect –  Monday: 4% pt. turnout increase –  No effect of SOS phone # for polling place info
  8. 8. Election Day GOTV – General •  Control Group•  Timing: 1/3 on Mon, 1/3 on Tue, 1/3 Both•  First Name: ½ of messages (trust / personal)•  Polling Place: –  1/3 with polling place, 1/3 with polling place and link to mobile Google Map, 1/3 given normal GOTV msg and link to www.wap.rockthevote.com
  9. 9. Election Day GOTV Example: •  “Chris: On Tues 11.04.08 Rock the Vote @ Latin American Youth Center, 1419 Columbia Rd NW, Washington, DC 20009; view map at http://is.gd/5RBP”•  Map:
  10. 10. Conclusion•  Text messages have ITT effects of 1- 5 % points for pennies per msg – get opt-ins!•  Timing seems more important than message.•  Early voting allows for rapid in-cycle testing before Election Day GOTV!
  11. 11. Comments or Questions?•  Michelle Mayorga – Mobile Programs –  michelle@rockthevote.com•  Chris Kennedy – Research Analyst –  chris@rockthevote.com

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