REPORT: Text Campaigns Can Help States Increase Public Benefit Participation

Why It Matters

The results prove that mobile‑first outreach can close enrollment gaps, delivering immediate aid to vulnerable families while offering a scalable model for other states to boost participation in nutrition and health benefits.

Key Takeaways

• SMS outreach added 2,700 SNAP households.
• $5.5 million in federal food aid unlocked.
• 55% of targeted SUN Bucks families completed eligibility screener.
• Bilingual texts boosted engagement among Spanish‑speaking recipients.
• Cross‑enrollment can expand to Medicaid and EAFCC programs.

Pulse Analysis

State agencies are increasingly turning to mobile technology to bridge the gap between eligibility and enrollment in public assistance programs. Maryland's recent partnership with mRelief leveraged existing SUN Bucks enrollment data to send targeted SMS messages, prompting recipients to assess SNAP eligibility. The campaign’s 2,700 new SNAP households and $5.5 million in federal aid illustrate how a relatively low‑cost, high‑volume outreach method can generate tangible benefits for both families and government budgets. By focusing on a mobile‑first strategy, the state reached hard‑to‑contact populations, including those facing language barriers, and demonstrated that text messaging can serve as a reliable conduit for public service delivery.

The pilot also highlighted the importance of data integration and multilingual communication. Bilingual texts that combined English and Spanish content achieved higher response rates, underscoring the need for culturally aware outreach. Moreover, the report suggests embedding eligibility tools—such as QR codes or direct links—within existing program interfaces to create seamless cross‑enrollment pathways. Automated follow‑up texts can further reduce manual processing, turning a one‑off campaign into an ongoing, client‑centric engagement model that scales across multiple benefit programs.

Looking ahead, Maryland’s experience offers a blueprint for other jurisdictions seeking to modernize benefit delivery. By expanding the SMS framework to include Medicaid, Emergency Assistance for Families with Children, and similar programs, states can capitalize on overlapping eligibility criteria and shared data assets. The approach not only accelerates enrollment but also enhances program efficiency, ultimately strengthening the social safety net in an era where digital outreach is becoming essential for public welfare.