To text or not to text...

From the Desk of: Steve Elliott

A few decades ago when e-commerce was relatively new, I can recall discussions with organization leaders who were trying to figure out how to wade into this new arena.

Organizations rushed to claim ".com" or ".org" addresses and then built (often quite expensive) websites. Then they waited for something to happen (often, not much happened).

+ + From dot-com, to email, to social, to texting...

As I shared a few weeks ago, I learned early on that the most valuable asset of every organization is its database. I started my journey in direct response marketing by writing direct mail letters, so I understood the value of a physical address as well as a phone number. These data points added measurable value to the organization.

My original core idea centered on building viral email databases and adding "email" to the CRM record, thus further enhancing the value of that record. Email never was a panacea. Instead, savvy organizations viewed email as one component of a multi-media direct response fundraising strategy.

+ + Something happened...

Since the advent of email marketing something happened (well, a lot has happened, but I'm focusing on one thing)...

People began switching to social media and, even more fundamentally, to texting as their primary means of communication. Think of your day today...

  • You may or may not see something that comes in the physical mail;

  • You'll receive dozens of emails and pick and choose which ones will get your attention;

  • You'll scan scores of social media posts, barely ever stopping long enough to even process if there is some interaction requested of you;

  • But... you'll read just about all your text messages.

Which begs the question...

If your organization isn't currently running a vibrant text message direct response program alongside your other programs, why not?

+ + Texting is ... where we live

Marketing is about reaching consumers where they live. This is why the NFL rules TV advertising. Amazingly, in 2023, 48 of the top 50 TV shows were... NFL games.

Texting is where we live in our most personal human interactions throughout the day.

I'll never forget when, for the first time, I received an important business communication by text. One of my business parters texted me something really critical related to our business. He didn't call. He didn't email. He texted, and the text wasn't "call me." The text included the pertinent information.

It seemed strange at first, but now hardly any business or life gets done without a text. Most people prefer to receive a text over a phone call and might actually be annoyed by your call if you didn't text first. 

I would argue that, for our actual life commerce (interactions that impact what we actually do), texting holds the pole position and is many lengths ahead of other media.

So, again, I ask...

Have you developed a texting program for your constituents who actually prefer receiving their most important communications through text?

If not, you need to start. Now!

Grassroots Action can help. We can help you move from 0 to 60 MPH in texting to build a text channel for your direct response communications.

If you've already started, we can come alongside and help add thousands of supporters to your texting channel.

Next week, we'll take a deeper dive into this world of texting. If you don't want to wait until next week, go here and set up a quick call.

Steve Elliott
[email protected]

P.S. We offer organizations what we call a "Strategic Assessment." It's a great way to pause and take an overall look at your current efforts. Too often, we run to the next thing when a "strategic pause" is more beneficial. Go here to find out how a Strategic Assessment might help you.

P.P.S. Next week: "nuts and bolts" on texting.

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 © 2025 Steve Elliott. Grassroots Action, Inc. 

Stephen Elliott

About

Steve Elliott is the co-founder of Grassfire, a 1.5 million member liberty-based citizen network. Steve likes to talk about politics, tech, faith and family.