TABLE OF CONTENTS |
The initial message is the first text message sent to contacts within a specific campaign.
The Five Components Of Initial Messages
Most initial messages include these five components:
Greeting with the name of the contact you’re texting
Intro with your sender ID, i.e. the name of your organization
Context about the candidate or the organization’s goals
Your “Ask”: what you’re asking contacts to do
Opt-out language (mandatory: read more here)
1. The Greeting
Addressing contacts by name personalizes messages and helps identify incorrect numbers. Recipients will notify you if they receive a text with the wrong name.
Scale to Win will automatically populate your contact’s name in a message if you include “first_name” inside double curly brackets {{ }}. You can place the contact’s name anywhere in the message.
If you’re texting a list of confirmed wrong numbers, you can replace the contact’s first name with “there”: “Hi there! I’m (texter alias or First Name) with <candidate’s> campaign, reply stop to opt out. Have you heard about our latest endorsement?”
2. The Introduction
Introductions do two things:
Identify the person texting.
Identify your campaign or organization.
Including the texter's name helps recipients understand that the message is from an actual person. It is also crucial to name your campaign or organization to provide essential context for the text's request.
Note: Mobile carriers require “sender ID”. You can read more about this requirement here.
3. The Context
Provide sufficient context so your contacts can make an informed decision about supporting your goal. Keep it concise to ensure they read the entire message.
The information you provide should align with the purpose of your text message. If you are introducing a candidate or organization, elaborate on your identity and the reasons for supporting your objectives. Conversely, if you are mobilizing existing supporters for phone banking, detail the specifics of when, where, and how to participate.
Examples:
Hi {{firstName}}, this is (texter alias or First Name) with Megan Johnson’s campaign. She is an immigrant’s daughter who wants to help our state by diversifying our economy, fixing our infrastructure, and will work to end the opioid epidemic. Can Megan count on your vote? Stop to opt out.
{{firstName}}, I’m Carolina with Big Movement Organizing. We’re trying to ensure we pass the pro-act, but we need your help! Can you join a phonebank happening this Saturday, May 1st, at 4pm ET? Stop to End.
4. Your “Ask”
Most text messages include a clear and concise "ask" or question, prompting the recipient to take a specific action. This action could be anything from sharing a support ID, donating to a candidate or organization, attending an event, or joining a volunteer team.
When crafting these questions, aim for clarity to ensure that a "yes" or "no" answer unequivocally corresponds to a single meaning. For instance, if you ask, "Will you make calls with us?", a "yes" clearly indicates the contact will make calls with your group. However, if you ask, "Will you make calls or send texts with us?", a "yes" leaves the preferred option ambiguous.
When inviting individuals to events, it is beneficial to include pertinent details such as the time, timezone, date, day of the week, location, and the type of activity (virtual or in-person).
Example Asks:
Hi {{firstName}}, this is (texter alias or First Name) with <candidate>’s campaign. <context about the candidate> (Reply stop to opt out.) Will you support our campaign on November 6th?
{{firstName}}, this is (texter alias or First Name) with <candidate>’s campaign. (Reply stop to opt out.) We need <number of signups> more people in <city> to knock on doors for <candidate> before early voting starts next week. Can you join us for a canvassing training on Tuesday, October 16th, at 6 pm ET?
5: Mandatory Opt-Out Language
To comply with wireless carrier policies, your initial message must include opt-out instructions. A simple phrase like "stop to end" is acceptable, but ensure there's a space between each word (e.g., "stop2end" is not allowed). Also, avoid using replacements for "to," such as the number "2" or an equal sign, as carriers prefer phrases like "stop to opt-out" and may filter shortened versions like "stop 2 end."
You can also phrase your opt-out instructions conversationally, for example: “Reply with any questions, or text STOP to opt out.” For more information on mandatory opt-out language, click here.
Length Guidelines
For better readability and ease of understanding, we suggest keeping SMS messages under three segments, or 459 characters.
If you need more room for your message, try to stay under 4 segments (or up to 764 characters). You can calculate the segment length of your messages using the segment estimate calculator in the Initial Message section of your campaign.
MMS messages, which include pictures or media files, have a limit of 1600 characters and are not measured in segments. However, longer messages may require the recipient to scroll to view the media or read the entire text.
Examples:
Call to Action
Hi {{firstName}}, this is (texter alias or First Name) volunteering with The Stop Corruption PAC! Respond with any questions, or reply stop to opt out. We're the biggest organization of young people in the US working to get money out of politics and make our government work for all of us, not just the wealthy few. Will you sign our petition to end corruption in our government?
Support ID
Hi {{firstName}}, this is (texter alias or First Name) with Megan Johnson’s campaign. She is an immigrant’s daughter who wants to help our state by diversifying our economy, fixing our infrastructure, and will work to end the opioid epidemic. Can Megan count on your vote? Stop to opt out.
Event Recruitment
{{firstName}}, I’m Carolina with Big Movement Organizing. We’re trying to ensure we pass the pro-act, but we need your help! Can you join a phonebank happening this Saturday, May 1st, at 4pm ET? Stop to End.