High Traffic Relational Pledge Collection

• In Event: Media Campaigns and Persuasion

Abstract

A robust literature of randomized controlled trials (RCTs) demonstrates that personalized outreach from a trusted source is a powerful means of increasing the likelihood that someone will vote. Other scholarship has demonstrated the power of peer-to-peer texting, from both known and unknown senders, and volunteer-based peer-to-peer texting is now widely used by campaigns across the country. However, most of those text messages are sent by individuals not personally known to the potential recipient, even if the organization or campaign they are volunteering for is a trusted source. In cooperation with an established group of practitioners, this project explores the power of peer-to-peer texts sent by friends. Canvassers used high-traffic locations to recruit texters (mobilizers) 3-14 weeks prior to the 2022 general elections. Mobilizers pledged to later reach out to up to five friends, during early voting or on election day. Specifically, we test the effect of reminders sent to those recruited texters both on their own voting behavior as well as on those they have pledged to remind to participate. The RCT was conducted in four states. Texters were randomly assigned to receive a text message reminder, a text message reminder as well as a handwritten letter reminder (sent by a partner organization), or no reminder of any kind (control group). After the election, we compared turnout rates for the three groups. We share insights on how to effectively partner with a non-academic community organization, as well as insights from the RCT.

Authors

• Melissa R. Michelson, Menlo College

• Jazmin Jimenez