Communications

Targeted Text Message Outreach Can Increase WIC Enrollment, Pilots Show

By Jessica Maneely and Zoe Neuberger

Targeted text messaging offers a promising option for reaching more families eligible for WIC, as several recent pilot programs have shown it may help increase awareness about and enrollment in the program. Benefits Data Trust and the Center on Budget and Policy Priorities recently published a guide to using targeted text messaging as an outreach tool, “Targeted Text Message Outreach Can Increase WIC Enrollment, Pilots Show,” which covers: – The effectiveness of text message outreach to families who are adjunctively eligible at reaching families, engaging them, and enrolling them in WIC; – How texting outreach compares to mail and telephone outreach; and – Key considerations when developing and launching a new targeted text outreach campaign. This guide is a companion to a guide that focuses on conducting data matching to identify WIC-eligible families that are not enrolled, “Matching Data Across Benefit Programs Can Increase WIC Enrollment,” and draws on an earlier report on the pilot projects, “Using Data Matching and Targeted Outreach to Enroll Families With Young Children in WIC: Lessons Learned From State Pilots.”

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Date Added
October 25, 2021