It comes as no surprise that presidential candidates are looking at mobile technology to sound the political battle cry. After all, it doesn’t take a rocket scientist to connect the pervasive nature of smartphones with the essence of the democratic process—a vote from every registered voter with a cell phone would equal the greatest voter turnout in history! However unlikely that outcome is, the principles driving the candidates to communicate with voters via mobile are redefining the campaign trail, from dusty road to digital highway.
In particular, campaigners are relying on SMS or text messaging to ignite passionate volunteers to action, as well as for updating supporters on rally meetings, local campaign groups, and other related information. Texting is an immediate form of communication that hits about as close to home as one can get—without actually going door-to-door.
Vermont Senator Bernie Sanders, for example, hasn’t spent a dime on advertising political rallies. Instead, his staff has focused on adding data specialists to the team, refining methods of gathering data on rally attendees, and working to convert those people into campaign volunteers/supporters.
In July, Sanders hosted a simulcast from a Washington, D.C., apartment to 3,500 event locations across the country. Instead of soliciting for email addresses, Sanders called upon more than 100,000 viewers to text “work” to the organizing number.
According to the New York Times, nearly 50,000 people became volunteers for the grassroots-style movement that evening.
Sanders isn’t the only candidate connecting with voters via text. Senator Ted Cruz, Hillary Rodham Clinton, and Rand Paul have all incorporated aspects of SMS messaging into their campaign initiatives. What’s more, this isn’t the first time texting has been used in the political process. In 2008 President Obama managed to curate a list of more than 1 million people, although according to his staff, the campaign was unable to do much with it at the time.
The 78-year-old Sanders, however, is taking the technology and running with it.
According to Billy Howard, a Sanders supporter from Reno, Nevada, the effects of the mobile rallying efforts have increased volunteer leadership in the area—surpassing what Howard saw in Reno during Obama’s 2008 presidential bid.
“That means Sen. Sanders isn’t going to have to spend as much money as Obama did,” Howard said.