Case Studies: Text Messaging in Ballot Measure Campaigns
Strategic voter communication is critical to the success of ballot measures, referendums, and local initiatives. Modern political campaigns increasingly rely on peer-to-peer (P2P) SMS messaging alongside targeted voice outreach to inform, engage, and mobilize voters ahead of critical elections.
Below are three case studies highlighting how text messaging supported successful campaigns across state and local elections:
California’s 2020 Proposition 22
In 2020, California voters decided on Proposition 22, a high-stakes ballot measure concerning whether app-based transportation and delivery services should be exempt from classifying workers as employees rather than independent contractors. To mobilize widespread support, campaign organizers deployed a multi-channel outreach strategy combining automated voice calls with peer-to-peer texting. By sending over 1.5 million direct text messages to registered voters alongside targeted demographic calling, the campaign effectively delivered key messaging directly to voters’ mobile devices. Ultimately, the measure passed with 58% of the vote.
Maine’s 2017 Medicaid Expansion Referendum
During Maine’s 2017 election cycle, a statewide referendum asked voters whether to expand the state’s Medicaid program under the Affordable Care Act. A coalition of healthcare providers and patient advocacy groups organized a comprehensive voter turnout campaign using SMS messaging and automated landline calling. Campaign reports indicate that over 150,000 targeted text messages were sent to voters in the weeks leading up to the election. This direct digital communication helped secure a decisive victory, with the referendum passing by a 59% majority.
2022 Cook County, Georgia SPLOST Renewal
Local sales tax initiatives rely heavily on high voter turnout and clear community outreach. In 2022, the Citizens for Cook County campaign sought to renew the county’s 1% Special Purpose Local Option Sales Tax (SPLOST). By implementing a dual-track strategy—utilizing SMS text messaging to reach mobile phone users and targeted automated calls for voter landlines—the campaign successfully educated constituents on the initiative’s benefits. Consequently, voters approved the SPLOST continuation by a clear 2-to-1 margin.
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