Help your audience anticipate and welcome your texts.
+
+ People are wary of texts they’re not expecting to receive. Before you send your first text, consider how you will
+ gain trust with your audience and address any concerns of spam. Seize specific moments to reinforce what your
+ audience should expect from your messages.
+
+
Get the word out
+
Before you launch, let your audience know you are adding texting as a communication method. People are more likely
+ to trust your text once they get it if they know that your program is sending texts.
+
+
How you currently communicate with your audience will determine the best approaches to announce your new
+ initiative. Harness channels you’re already using like social media, public websites, mailing inserts, or fliers at
+ key service locations as well as partnering with community organizations to get the word out about your new texting
+ program.
+
An example of key messages in direct mail
+
+
Prime your audiences to trust you
+
To reinforce legitimacy, include these key messages in your outreach:
+
+
+
+
+
+
Introduce yourself – Give people time to get to know your texting communications before you need
+ direct
+ action from them
+
Phone number – Note the sending phone number your texts will come from
+
Text types – Be clear on the types of texts you intend to send, how often, and why they matter
+
Privacy policy– For example, state that you will not collect personal information, including the
+ types of
+ information you will never ask for
+
Places to verify – Include a phone number, website, or human where people can verify that the texts
+ are
+ coming from you
+
Opt out – Provide opt-out instructions and a disclaimer for the potential cost of receiving the
+ text
+
+
+
+
+
+
+
+
+
Write an introductory text before you start sending messages:
+
Department of Social Services: Welcome to text updates from the {{ circle_number(1) }}
+ State Department of Social Services.{{ circle_number(2) }}We’ll always text you from this
+ number, save us to your contact list. Our goal is to {{ circle_number(3) }} keep you up to date on
+ your account status. {{ circle_number(4) }} We will never ask for personal details in a text.
+ {{ circle_number(5) }} If you have questions about how we protect your privacy, see
+ state.gov/privacy. {{circle_number(6) }}Reply STOP to stop.
+
+
+
+
+
+
+
As people receive texts
+
When a person has questions or needs assistance, reaching out for support may be natural for them. Give direction
+ in your texts so your audience understands what to do with the information you provide. Remember, it’s important to
+ repeat consistent and standardized language across texts and programs.
+
Be trustworthy
+
+
+
+
+
Identify yourself in the text message. Use a consistent and familiar program name to precede each text you
+ send.
+
Personalize with First name. Through A/B testing, Code for America saw an increase in follow-through by
+ 25%
+ if someone’s first name was included.
+
Use full and direct .gov website URLs. Avoid link shorteners, as they obscure your links and potentially
+ make
+ it easier for a malicious actor to spoof your text.
+
If providing a phone number, use a familiar phone number and provide information on how to verify its
+ legitimacy.
+
+
+
+
+
+
+
+
+ {{circle_number(7) }}Dept of Social Services: Hi {{circle_number(8) }}Julie, Your Medicaid
+ renewal is closing December 31, 2023. You can renew online at {{circle_number(9) }}https://www.application.yourstate.gov or {{circle_number(10) }}
+ call the number on the back of your Medicaid card.
+
+
+
+
+
+
For example, we’ve seen Medicaid programs use trust-markers in renewal texts –
+
+
Provide helpful auto-responses
+
+
+
+
+
Provide a way to contact a human in any auto-response text
+
Provide information on how to opt out and opt back in
+
+
+
+
+
+
+
+
Don’t forget about using auto-response text
+
+ Dept of Social Services: This number is unmonitored. To {{circle_number(11) }} contact us, call
+ 888-123-4567. We will never ask for personal details in a text. If you have questions about how to
+ protect your privacy, see state.gov/privacy {{circle_number(12) }} Reply “STOP” to this phone number
+ to opt out of receiving texts, and “START” to opt back in.
+
+
+
+
+
+
+
Be prepared for questions
+
+ Your texting program will only be perceived as legitimate if you get the word out in many different ways. It's also
+ important that agency employees who support text recipients (for example, the call center) are familiar with the
+ texting program. They can accurately respond to recipient questions about them, so make sure you’re priming your
+ delivery staff, especially those who interact directly with your intended audience.
+
+
+ {% set card_header = "Harness trusted communication channels" %}
+ {% set card_contents = [
+ {
+ "image_src": asset_url('img/usa-icons/close.svg'),
+ "card_heading": "Websites",
+ "p_text": "Post banner alerts about texting on your agency website, and link to a press release for more information.
+ Publish apublic texting privacy policy.",
+ },
+ {
+ "image_src": asset_url('img/usa-icons/close.svg'),
+ "card_heading": "Community organizations",
+ "p_text": "Alert trusted community-based organizations that texts are coming and what they look like. Equip them with
+ fliers, posters, and talking points to spread the word",
+ },
+ {
+ "image_src": asset_url('img/usa-icons/close.svg'),
+ "card_heading": "IVR / Call Centers",
+ "p_text": "Consider adding hold message announcements about your texting initiative to further get the word out.",
+ },
+ ] %}
+
+ {% with card_header=card_header, card_contents=card_contents %}{% include "components/guidance/cards.html" %}{%
+ endwith %}
+
+ {% set card_header = "Prepare your team" %}
+ {% set card_contents = [
+ {
+ "image_src": asset_url('img/usa-icons/close.svg'),
+ "card_heading": "Staff",
+ "p_text": "Give all staff a heads-up about texts before and when they are sent.
+ Share talking points on what texts you’re sending, when you’ll start to send them, the phone number they are coming
+ from, and where staff can escalate any issues.",
+ },
+ {
+ "image_src": asset_url('img/usa-icons/close.svg'),
+ "card_heading": "Case management systems",
+ "p_text": "When it makes sense, include information about texts being sent to specific clients on individual splash
+ pages or
+ within case management notes.",
+ },
+ ] %}
+ {% with card_header=card_header, card_contents=card_contents %}{% include "components/guidance/cards.html" %}{%
+ endwith %}
+
+{% endblock %}
diff --git a/app/templates/views/guidance/write-for-action.html b/app/templates/views/guidance/write-for-action.html
new file mode 100644
index 000000000..e5e6fd0ac
--- /dev/null
+++ b/app/templates/views/guidance/write-for-action.html
@@ -0,0 +1,105 @@
+{% extends "base.html" %}
+{% from "components/guidance/circle_number.html" import circle_number %}
+
+{% set page_title = "Establish Trust" %}
+
+{% block per_page_title %}
+{{page_title}}
+{% endblock %}
+
+{% block content_column_content %}
+{% with title=page_title %}{% include "components/guidance/nav_breadcrumb.html" %}{% endwith %}
+
+
Write texts that provoke action
+
Help your audience know what to do with the information you send.
+
+
+ When writing a text, focus on the person who is going to receive the message and write it for them. Use plain
+ language
+ and provide easy to understand next steps.
+
+
+
When deciding what types of messages to draft for your campaign, think through the following questions:
+
+
What do you want recipients to do when they receive the text?
+
What will happen if a recipient doesn't take the action you want them to take?
+
Will you send any follow-up texts depending on if the action was taken or not?
+
+
Be clear and concise
+
+
Use simple, everyday language. Keep the text short and clear. Stay under 300 characters.
+
+ Say only one important thing per message. Focus on the most essential instructions and information. If there are
+ multiple actions you want someone to take, consider sending a series of well-timed messages.
+
+
Use a neutral, direct, and professional tone. This works better than a friendly or overly casual tone.
+
+
Build conditions for action
+
+
Clearly state the information and the response you want the recipient to take.
+
Point directly to where the action can be completed, not to more information.
+
Make sure the action can be completed via mobile phone, like calling a person or going to a mobile-friendly URL.
+
+
+ Include at least two options for a recipient to take action. Some recipients may be more comfortable talking
+ directly
+ to a person, while others may prefer a web-based experience.
+
+
Consider clearly explaining any consequences if the desired action is not completed.
+
+
+
For example, getting a person to update their mailing address:
+
+
+
+
+
Introduce yourself – Give people time to get to know your texting communications before you need
+ direct
+ action from them
+
Phone number – Note the sending phone number your texts will come from
+
Text types – Be clear on the types of texts you intend to send, how often, and why they matter
+
Privacy policy– For example, state that you will not collect personal information, including the
+ types of
+ information you will never ask for
+
Places to verify – Include a phone number, website, or human where people can verify that the texts
+ are
+ coming from you
+
Opt out – Provide opt-out instructions and a disclaimer for the potential cost of receiving the
+ text
+
+
+
+
+
+
+
+
+
Write an introductory text before you start sending messages:
+
Department of Social Services: Welcome to text updates from the {{ circle_number(1) }}
+ State Department of Social Services.{{ circle_number(2) }}We’ll always text you from this
+ number, save us to your contact list. Our goal is to {{ circle_number(3) }} keep you up to date on
+ your account status. {{ circle_number(4) }} We will never ask for personal details in a text.
+ {{ circle_number(5) }} If you have questions about how we protect your privacy, see
+ state.gov/privacy. {{circle_number(6) }}Reply STOP to stop.
+
+
+
+
+
+
+ State Medicare Agency: Hello, MEDICARE has attempted to send you an update about your claim, but the mail was
+ returned. Please go to https://www.medicare.gov/account/login?utm_source=TEXT, log in to your account, and click “My
+ Account Information” to verify that your address is correct. If you are having difficulty logging in, call
+ 1-800-MEDICARE for assistance. We will attempt to send the mail again in 14 days.
+
+
What provoking action looks like
+
Feeling a sense of ownership can influence behavior.
+ Example – Don't miss this chance to get free internet or $30 per month off your internet bill.
+
+
Individuals are strongly influenced by others’ behaviors. Example – Thousands of residents already get an
+ average of $113/month in money for food.
+
+
Individuals perceive losses more powerfully than gains. Example – Contact us for potentially unclaimed free
+ internet services that belong to you.
}})
+  }})
+ ++