How a Lieutenant Governor campaign went from signed contract to sending texts in under 24 hours.
Xay for Rhode Island, Xay Khamsyvoravong’s campaign for Lieutenant Governor, had its 10DLC texting registration approved by the carriers in under 24 hours with help from Hustle’s support team. The campaign then sent more than 250,000 messages to voters with Hustle Broadcast Texting in the two weeks before the primary.
By the numbers
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What problem was Xay for Rhode Island solving?
Every political campaign must register its texting program with the carriers before it can send a message. This is called 10DLC registration. With most vendors, approval takes two to three weeks.
Xay Khamsyvoravong’s campaign for Lieutenant Governor had tried another vendor, struggled to get support with registration, and then came to Hustle. The primary was two weeks away. A normal registration timeline would have eaten the whole GOTV window.
How did Hustle get the campaign approved to text in under 24 hours?
Hustle’s client success and support teams told the campaign the timeline up front, then kept them posted at every step. Support reviewed the registration details with the campaign and came back with clear feedback and specific edits to make, so the submission had the highest chance of approval. The registration was submitted the day the contract was signed. It was approved in less than 24 hours because of the expert guidance and handling provided by Hustle’s client facing teams.
How did the campaign use Hustle Broadcast to reach voters?
The campaign used Hustle Broadcast to reach voters at scale. Twelve sends in ten days followed the voter through the calendar: an intro from Xay, an endorsement from Attorney General Peter Neronha, an early vote reminder, a last-day-to-vote-early push, a polls open text on primary morning, and a polls close soon text that night. A separate track reminded mail ballot voters to return their ballots to a drop box. The team scheduled every text ahead of time and segmented lists to exclude contacts who had already voted, so each send went only to voters who still needed the nudge.
What did the two weeks before the primary look like?
- Day 0Contract signed. Hustle submits the 10DLC registration the same day.
- Day 1Campaign approved by the carriers. The team can start texting voters.
- Day 7More than 100,000 messages sent, with a full week still to go.
- Day 14Final GOTV broadcast goes out on election day.
Why did texting matter to the campaign?
In a crowded Democratic primary against an incumbent, texting was a critical complement to Xay’s field program, reinforcing conversations at the doors, following up with voters canvassers couldn’t reach, and expanding the campaign’s GOTV footprint beyond what field alone could cover.
Which Hustle products did the campaign use?
Hustle Broadcast Texting. Twelve broadcasts in ten days. GOTV in the candidate’s voice, an Attorney General endorsement, and a mail ballot track. All from the same, local number.
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