Text Message Experiments 2008
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Text Message Experiments 2008

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

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

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    Text Message Experiments 2008 Text Message Experiments 2008 Presentation Transcript

    • Text Message Experiments in 2008 Chris Kennedy and Michelle Mayorga Rock the Vote November 18, 2008
    • 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+
    • Texting Field Experiments in 20081.  Registration Deadline Reminders2.  Text + Direct Mail Registration3.  Early Vote GOTV4.  Election Day GOTV –  Primaries –  General
    • 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
    • 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% 
    • 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
    • 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
    • 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
    • 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:
    • 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!
    • Comments or Questions?•  Michelle Mayorga – Mobile Programs –  michelle@rockthevote.com•  Chris Kennedy – Research Analyst –  chris@rockthevote.com