The most effective texting programs send a planned sequence of three to five texts that moves people from initial engagement to an action. Every message in that sequence has a purpose, the timing supports that purpose, and gives the recipient a clear reason to keep engaging.
If you are working backward from a crucial deadline, the questions are immediate. How many texts should you send? How far apart? What should each one say, and what will the full sequence cost?
This guide answers those questions for the four core types of political teams, with a recommended cadence, message-by-message timing, example copy, reply paths, and projected costs for each. The recommended plans draw on eight years of peer-to-peer (P2P) texting experience, reflecting where our 3,500+ clients' millions of texting projects consistently succeed and where they tend to fall short.
A strong texting sequence moves each contact through four stages: introduction, value-adding, relevance, and call to action. Most programs skip straight to stage four and suffer poor results. Stages one through three build the connection needed for the recipient to see the value in fulfilling your call-to-action request.
We recommend three core cadences:
3-Text “Quick Start” Cadence: Confirm the contact, provide one value touch, then make your ask.
4-Text “Standard” Cadence: Confirm the contact, provide two value touches, then make your ask.
5-Text “Relationship Build” Cadence: Confirm the contact, provide two value touches, add a community or proof touch, then make your ask.
The right cadence depends on the audience, the objective, and how much relationship-building your ask requires. Here is how we recommend approaching texting across these different political team types:
|
Political Organization |
Recommended Plan |
What the Sequence Is Built to Do |
Best MMS Asset |
|
Consultants, Agencies, & Political Software Platforms |
4-Text Standard |
Segments interest early, clones across clients |
Candidate photo, 3-priority graphic, event flyer |
|
Campaigns & Ballot Initiatives |
5-Text Relationship Build |
Builds familiarity and support before the direct ask |
Candidate photo, annotated ballot explainer, event photo, yard-sign graphic |
|
Institutional Advocacy |
5-Text Relationship Build |
Educates, responds quickly and builds toward an action |
Issue explainer infographic, hearing announcement graphic, weekly update slide |
|
Polling & Research Firms |
3-Text Quick Start |
Establishes legitimacy and drives low-friction participation |
Logo on an eye catching “x-minute survey” graphic |
A texting sequence does not end when someone replies. With Tap-Then-Send responses, your team prepares common responses in advance to send the right follow-up with a single tap. Replies handled in seconds keep conversations moving.
The plans below include suggested Tap-Then-Send reply paths for each type of political organization.
Recommended plan: 4-Text Standard
Consultants, agencies, and all-in-one campaign solution platforms (who integrate texting into their service offerings via our powerful API) rarely run one program at a time. You are managing several races on different timelines, each with their own audience, goals, and client expectations, and every program is competing for your attention.
A 4-text plan gives you enough room to send the critical relationship-building messages on behalf of your clients without overwhelming the recipient or turning them off when the inevitable CTA comes
|
Timing |
Format |
What this text should accomplish |
Example message |
|
Day 1 ~3 months before Election Day Registration, list upload or signup |
SMS + Contact Card Recommended: SMS for the initial introduction |
Establish relationship and learn preferences. The first text should make it clear who is reaching out and why, while giving the recipient an easy way to confirm their number, save the Contact Card and tell you what they want to hear about. |
Hi [Name], it’s [Name] with [Client/Candidate]. Can we send occasional updates on [race/issue]? Reply YES. Save our contact: [link]. Want EVENTS, INFO, or VOL? |
|
Day 31 ~2 months before Election Day First value touch |
MMS Recommended: candidate photo, priority graphic or event card |
Introduce the client or candidate. Use a visual to give the recipient a quick reason to care, highlighting key priorities, an upcoming event or a way to get involved. |
Here is the quick overview of [Client/Candidate] and the plan for [community]. Want an event invite, yard sign or volunteer shift? Reply EVENT, SIGN or VOL. |
|
Day 61 ~1 month before Election Day Information and relevance touch |
SMS Recommended: keep it short and easy to act on |
Remove barriers to participation. Give recipients practical information they may need as Election Day approaches, such as voting details, event information or other campaign resources. |
Need absentee info, polling place help or an event calendar? Reply BALLOT, POLL or CALENDAR. |
|
Day 75 to 86 Final action push or GOTV |
SMS Recommended: a concise, direct ask |
Turn engagement into action. Use this touch for the campaign’s priority action at this stage of the cycle, whether that is GOTV or another time-sensitive objective. |
Action: Would you take one concrete step this week to support [Candidate]? Reply YES to learn more. GOTV: Can we count on your vote? Reply PLAN and we’ll send your polling place and voting reminder schedule |
Receiving replies and responding back is what unleashes the persuasion and relationship-building power unique to texting. Teams that treat texting as a one-way blast channel are often baffled by their poor results… don’t be them. Before launching the texting program, decide who will handle replies and prepare the most common responses so your team can quickly move contacts to action.
For the full 4-text plan, the estimates below reflect the recommended 3 SMS + 1 MMS mix. Message volume refers to the total number of messages sent across the sequence.
|
Total message volume across 4 texts |
Estimated messaging cost |
|
5K |
~$213 |
|
50K |
~$1,813 |
|
500K to 1M |
~$13,750 to $27,500 |
Use these estimates as a starting point for budgeting. Estimates assume SMS messages stay under 160 characters. Longer SMS messages will add additional segments. For more information, check our pricing page.
Recommended plan: 5-Text Relationship Build
For campaigns and ballot initiatives, the challenge is building enough familiarity and trust before asking someone to take action. Voters need a reason to recognize the campaign, understand what it stands for, and see how to get involved before the direct ask arrives.
A 5-text plan gives you room to introduce the candidate or measure, provide useful voting information, show community involvement, and then make a clear ask when the timing is right.
Ballot measure note: replace the candidate introduction with a plain-language explanation of what a YES or NO vote means for the community. This gives voters the context they need before asking them to take action.
|
Timing |
Format |
What this text should accomplish |
Example message |
|
Day 1 ~3 months before Election Day Registration, list upload, or signup |
SMS + Contact Card Recommended: SMS for the initial introduction |
Establish the relationship and set expectations. Tell the voter what they are signing up for and let them choose. Setting frequency expectations up front reduces opt-outs on every message that follows. |
Hi [Name], it’s [Candidate/Committee]. Can we send updates before [Election Day]? Reply YES and save our contact: [link]. Want VOTING INFO, EVENTS, or UPDATES? |
|
Day 31 ~2 months before Election Day First value touch |
MMS Recommended: candidate photo or ballot explainer card |
Introduce the candidate or measure in two priorities. Two priorities get read and six get skipped. The photo is what makes the name recognizable when the ask arrives on Day 86. |
[Candidate photo / ballot card] Quick intro: [Candidate/Measure] is focused on [2 bullets]. Want a yard sign, event invite or voting info? Reply SIGN, EVENT or VOTE. |
|
Day 40 ~1.5 month before Election Day Information and relevance touch |
SMS Recommended: keep it short and easy to act on |
Be useful about voting mechanics with nothing attached. This is the message that earns the ask, and it works even on voters who will not ultimately support you. |
Need mail ballot instructions, early vote locations or polling place help? Reply MAIL, EARLY or POLL. |
|
Day 61 ~1 month before Election Day Community and proof touch |
MMS Recommended: event photo, supporter quote or yard sign graphic |
Show the neighbors. An event photo from their area makes support look normal and local, which is the groundwork the final ask depends on. |
[Event photo / supporter quote] Supporters across [Area] are getting involved. Want a yard sign, volunteer shift or rally invite? Reply SIGN, VOL or RALLY. |
|
Day 75 to 86 ~2 weeks to 5 days before Election Day Fundraising Push or GOTV |
SMS Recommended: a concise, direct ask matched to cycle stage |
Ask for the one thing that matters most now. Late cycle, ask for the vote. Earlier, ask for the money. Sending both in one message weakens both. |
Fundraising: If these updates have been useful, would you chip in [$$] to help us reach more voters? Reply GIVE. GOTV: Can we count on your vote? Reply PLAN and we will send your polling place and reminder schedule. |
Timing note: Ideally, contacts enter the sequence about three months before Election Day so they can receive the full sequence at the recommended intervals. If someone joins later, shorten the intervals while keeping the same order and purpose of each text.
For campaigns and ballot initiatives, replies should move supporters quickly from interest to a specific form of participation. Prepare the paths that matter most at each stage of the election cycle before the sequence begins.
For the full 5-text plan, the estimates below reflect the 3 SMS + 2 MMS mix recommended above. Message volume refers to the total number of messages sent across the sequence.
|
Total message volume across 5 texts |
Estimated messaging cost |
|
5K |
~$250 |
|
50K |
~$2,150 |
|
500K to 1M |
~$16,000 to $32,000 |
Use these estimates as a starting point for budgeting. Estimates assume SMS messages stay under 160 characters; longer messages will add additional segments. For more information, view our pricing page.
Recommended plan: 5-Text Relationship Build
For advocacy organizations, timing can change quickly. A hearing may be scheduled with only a few days’ notice, a bill can be pulled or rescheduled, and you may need your supporters ready to act as soon as an opportunity appears.
A 5-text plan builds supporter readiness in advance so your call-to-action ask lands as a natural next step.
|
Timing |
Format |
What this text should accomplish |
Example message |
|
Day 1 ~6 weeks before a key vote or hearing Registration, list upload, or signup |
SMS + Contact Card Recommended: SMS for the initial introduction |
Establish relationships and sort by issue. Advocacy lists are usually multi-issue, so the first text should confirm the channel and learn which fight this person cares about most. |
Hi [Name], it’s [Org] with updates on [issue/bill]. Reply YES to stay informed. Save our contact: [link]. What matters most: A, B, or C? |
|
Day 8 ~5 weeks out First value touch |
MMS Recommended: issue explainer card or "what is happening this week" slide |
Prove the alerts are worth a notification. Show movement on the issue quickly and let the recipient choose the depth they want. Advocacy value depends on being first and being clear. |
Quick update: [Bill/Issue] could move this session. Want the 60-second summary or the next local event? Reply SUMMARY or EVENT. |
|
Day 22 ~3 weeks out Information and tools touch |
SMS Recommended: keep it short and easy to act on |
Hand over the tools rather than describing them. Legislator contacts and hearing details are the two things supporters cannot easily find on their own. |
Want your legislators' contacts or the hearing time and location? Reply LAWMAKERS or HEARING. |
|
Day 36 ~1 week out Community and proof touch |
MMS Recommended: supporter story, hearing graphic, or impact card |
Show a supporter from their own community acting on this. Proof from a neighbor outperforms any statement your organization makes about itself, and it makes showing up feel normal. |
[Supporter story or impact graphic] [Name/County] spoke up and helped move this issue locally. Want tonight's briefing or the share kit? Reply BRIEFING or SHARE. |
|
Day 43 Week of the vote or hearing Sustained action ask |
SMS Recommended: a concise, direct ask |
Convert alert value into a standing commitment. By now the recipient has received four useful things, which is what makes an ongoing asks reasonable rather than abrupt. |
If these alerts are useful, would you rather help as a monthly donor or a volunteer on rapid response actions? Reply GIVE or VOL. |
Timing note: Ideally, contacts enter the sequence several weeks before the key vote or hearing so they have time to receive the full sequence at a gradual pace. Shortening the intervals for those who join later will also work.
For advocacy programs, responses to replies will heavily depend on what is happening at the time. Prepare the most common responses so supporters can move quickly when an issue, hearing, or vote becomes active. Use these examples as a starting point and adapt them to your program.
For the full 5-text plan, the estimates below reflect the 3 SMS plus 2 MMS mix recommended above. Message volume refers to the total number of messages sent across the sequence.
|
Total message volume across 5 texts |
Estimated messaging cost |
|
5K |
~$250 |
|
50K |
~$2,150 |
|
500K to 1M |
~$16,000 to $32,000 |
Use these estimates as a starting point for budgeting. Estimates assume SMS messages stay under 160 characters. Longer SMS messages will add additional segments. For more information, explore our pricing page.
Recommended plan: 3-Text Quick Start
For polling and research firms, the fielding window sets the pace for the sequence delivery. On top of that, people need to quickly understand who is contacting them, why they were selected, and how much time participation will take.
A 3-text plan keeps the sequence short, establishes credibility early, and gives respondents an easy and low-friction way to participate or decline.
|
Timing |
Format |
What this text should accomplish |
Example message |
|
Day 1 Opening day of the fielding window List upload or sample draw |
SMS + Contact Card Recommended:SMS for the initial introduction |
Establish legitimacy and set the time cost. Name the firm, state exactly how long the survey takes and offer an easy out. Stating the time commitment in the first sentence is what separates research from spam in the recipient's mind. |
Hi [Name], I’m [Name] with [Firm]. We’re conducting a 3-minute survey on [topic]. Interested? Reply YES or LATER. Save our contact: [link]. |
|
Day 2 Value and legitimacy touch |
MMS Recommended: firm logo plus a "3-minute survey" card |
Answer the "is this real" question visually. A logo and a survey card resolve suspicion faster than any sentence, and offering a format choice removes the last practical objection. |
[Logo / survey card] Thanks for considering it. Want the survey LINK or the first question by TEXT? Reply LINK or TEXT. |
|
Day 3 Final day of fielding Close and secondary offer |
SMS Recommended: a concise, direct ask with an alternative |
Close, and give non-participants somewhere to go. Offering toplines converts a decline into a list that answers next time, which costs you nothing to promise. |
Last note from us: can you spare 3 minutes today? We can also send topline results when fielding closes. Reply START or SUMMARY. |
For research programs, replies should quickly resolve questions about legitimacy, timing, and participation. Prepare responses that give respondents the information they need without adding unnecessary friction to the fielding process.
Because this plan is short, the SMS and MMS mix directly impacts cost. The estimates below show three scenarios: SMS-only, the 2 SMS + 1 MMS mix recommended above, and MMS- only.
|
Total message volume across 3 texts |
SMS only (lowest cost) |
2 SMS + 1 MMS (recommended) |
MMS only (highest cost) |
|
5K |
~$150 |
~$233 |
~$400 |
|
50K |
~$1,250 |
~$2,000 |
~$3,500 |
|
500K to 1M |
~$10,000 to $20,000 |
~$15,000 to $30,000 |
~$25,000 to $50,000 |
💡 The 2 SMS + 1 MMS mix keeps costs down while giving the invitation a visual reminder of who is contacting them. An all-MMS sequence increases costs, while an all-SMS sequence loses that visual
Use these estimates as a starting point for budgeting. Estimates assume SMS messages stay under 160 characters. Longer SMS messages will add additional segments. For more information, view our pricing page.
A strong text plan gives every message a clear role in the relationship.
The right cadence depends on who you are reaching, what they need, and how much time you have before the action you want them to take.
Whether you are building a 3-text sequence for a research project or a 5-text sequence for a campaign or advocacy program, the goal is to make each message relevant to where the recipient is in the conversation, then make the next action easy.
That is the approach we have seen work across political texting programs, and it is the foundation of the plans in this guide.
Want help mapping one of these plans to your program? Talk to our team, and we will build the sequence with you.