Targeted Text Message Outreach Can Increase WIC Enrollment, Pilots Show
WIC enrollment has declined over the last decade, preventing millions of eligible low-income individuals from accessing its benefits. This report examines state WIC outreach pilots and discusses the effectiveness of text message outreach and key considerations when developing and launching targeted text outreach campaigns.
Targeted text message outreach has been shown to effectively increase awareness and enrollment in the WIC program among eligible families, especially those already participating in Medicaid or multiple assistance programs.
Texting is a cost-effective, scalable, and responsive outreach method with higher engagement rates than mail or phone, and about one-third of engaged recipients request WIC appointments. While less effective for SNAP-only participants, texting can be adapted and sustained as part of ongoing WIC enrollment strategies.
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