SLF — 2026 YTD Text Creative Insights

Senate Leadership Fund · Text campaigns (SMS + MMS) · prepared for the SLF team

JAN – MAY 2026

SMS + MMS

325

Creatives
Sent

10.6M

Sends

17

Home
Runs

29%

Expansion
Rate

The 10 Rules

vs your 2026 YTD avg · ▲ lift · ▼ drag

	Rule	vs Avg	#Cr	Sent	Raised
▲	Signer: Newt	+93.2%	7	519,966	$27,173
▲	Medium message (160–319 chars)	+76.3%	13	315,498	$8,994
▲	Signed by ANY named person	+59.8%	69	2,199,954	$140,418
▲	Signer: Ted Cruz	+58.8%	55	1,630,414	$113,075
▲	Hook: Question lead	+59.8%	17	1,217,853	$44,508
▲	Hook: I AM / THIS IS (signed)	+48.4%	19	524,657	$57,712
▼	No personalization token	−44.4%	74	1,995,629	$31,867
▼	Has any $ ask in body	−46.6%	20	478,025	$4,434
▼	Min ask $6–$15	−43.5%	14	448,254	$4,394
▼	High CAPS density (>25% letters)	−43.9%	16	204,120	$1,513

Opener Tactics

April cross-client benchmark · 596 creatives

Test/Incoming $0.044

Fatigue Reversal $0.021

Verification $0.013

Relational Guilt $0.013

Confidential $0.013

Other (default) $0.011

Trump/Presidential $0.011

Survey/Census $0.008

Authority/Official $0.005

Test/Incoming framing ("[INCOMING MESSAGE]") leads — 4x the platform average. Authority and Survey/Census underperform.

Landing Page Archetypes

April cross-client benchmark · 4x Y/S spread top to bottom — LP choice is the highest-leverage decision

Survey / VVQ $0.029

RSVP Urgency $0.023

Authority / Presidential Order $0.018

Universal Verification $0.011

Confidential / Secret Message $0.008

Fatigue Reversal $0.004

Survey / VVQ ("Voter Verification Quiz") dominates as the platform's go-to LP archetype. RSVP Urgency and Authority/Presidential framings are the next-best lifts when applicable.

Top Home Run

Rolled deep on DB Donors + scaled to externals

Cr-396SMS$19,561 · 461,841 sent

SMS—Audit framing

Are you really not going to finish, [firstname|Patriot]? We're asking one last time. Finish your Voter Verification in the next 9-mins: [link]

Worst Strikeout

Failed first DBD D9-6 filter — killed cheap

Cr-418SMS$0 · 14,921 sent

SMS—All-caps opener

We begged & they gave an extension just for you, [firstname|Friend] 24 hrs to share your input before we close this for GOOD: [link]

SLF · 2026 YTD · Forensic read of 325 active creatives · Confidential — for SLF team review

DonorBureau Forensics

NRSC — 2026 YTD Text Creative Insights

National Republican Senatorial Committee · Text campaigns (SMS + MMS) · prepared for the NRSC team

JAN – MAY 2026

SMS + MMS

185

Creatives
Sent

11.5M

Sends

3

Home
Runs

31%

Expansion
Rate

The 10 Rules

vs your 2026 YTD avg · ▲ lift · ▼ drag

	Rule	vs Avg	#Cr	Sent	Raised
▲	Generic deadline	+48.9%	7	215,710	$6,874
▲	Medium message (160–319 chars)	+27.1%	14	1,680,304	$49,488
▲	MMS (image creatives)	+15.8%	56	2,972,381	$81,776
▲	"From [Name]:" / "This is X:" framing	+16.0%	26	4,113,951	$44,799
▲	Today/Now urgency	+17.1%	13	380,963	$10,381
▲	Survey / poll / audit framing	+13.2%	28	1,347,274	$35,211
▼	Hard deadline (≤24h)	−39.5%	19	136,623	$2,674
▼	Low CAPS density (<5% letters)	−16.0%	41	929,102	$18,807
▼	Short message (<160 chars)	−9.7%	133	8,790,747	$116,241
▼	No personalization token	−2.9%	76	3,873,570	$61,684

Opener Tactics

April cross-client benchmark · 596 creatives

Test/Incoming $0.044

Fatigue Reversal $0.021

Verification $0.013

Relational Guilt $0.013

Confidential $0.013

Other (default) $0.011

Trump/Presidential $0.011

Survey/Census $0.008

Authority/Official $0.005

Test/Incoming framing ("[INCOMING MESSAGE]") leads — 4x the platform average. Authority and Survey/Census underperform.

Landing Page Archetypes

April cross-client benchmark · 4x Y/S spread top to bottom — LP choice is the highest-leverage decision

Survey / VVQ $0.029

RSVP Urgency $0.023

Authority / Presidential Order $0.018

Universal Verification $0.011

Confidential / Secret Message $0.008

Fatigue Reversal $0.004

Survey / VVQ ("Voter Verification Quiz") dominates as the platform's go-to LP archetype. RSVP Urgency and Authority/Presidential framings are the next-best lifts when applicable.

Top Home Run

Rolled deep on DB Donors + scaled to externals

Cr-2221SMS$33,493 · 3,737,456 sent

SMSDon JrAudit framing

It's Don Jr. My father and I need you to do one thing: update your voter verification record. [firstname|Friend]: [link]

Worst Strikeout

Failed first DBD D9-6 filter — killed cheap

Cr-2185$95 · 9,856 sent

MMS—Audit framing

💔 [firstname|Friend], we trusted you. Trump just ordered the most accurate Census in history - one that excludes illegals. We're verifying every Republican's voter profile. Yours came back U…

NRSC · 2026 YTD · Forensic read of 185 active creatives · Confidential — for NRSC team review

DonorBureau Forensics

NRCC — 2026 YTD Text Creative Insights

National Republican Congressional Committee · Text campaigns (SMS + MMS) · prepared for the NRCC team

JAN – MAY 2026

SMS + MMS

157

Creatives
Sent

7.2M

Sends

3

Home
Runs

38%

Expansion
Rate

The 10 Rules

vs your 2026 YTD avg · ▲ lift · ▼ drag

	Rule	vs Avg	#Cr	Sent	Raised
▲	Survey / poll / audit framing	+56.8%	12	655,659	$14,910
▲	MMS (image creatives)	+44.5%	28	1,543,139	$28,847
▲	Hard deadline (≤24h)	+33.3%	34	879,185	$18,419
▲	"From [Name]:" / "This is X:" framing	+30.7%	18	1,406,824	$24,543
▲	Low CAPS density (<5% letters)	+28.0%	17	2,054,135	$30,520
▲	Signer: Trump	+16.2%	12	1,611,099	$23,460
▲	Signed by ANY named person	+11.2%	32	2,304,380	$36,216
▼	Hook: All-caps opener	−65.8%	24	169,962	$1,229
▼	Signer: Speaker Johnson	−6.7%	9	486,422	$7,740
▼	Short message (<160 chars)	−3.6%	137	6,582,890	$93,705

Opener Tactics

April cross-client benchmark · 596 creatives

Test/Incoming $0.044

Fatigue Reversal $0.021

Verification $0.013

Relational Guilt $0.013

Confidential $0.013

Other (default) $0.011

Trump/Presidential $0.011

Survey/Census $0.008

Authority/Official $0.005

Test/Incoming framing ("[INCOMING MESSAGE]") leads — 4x the platform average. Authority and Survey/Census underperform.

Landing Page Archetypes

April cross-client benchmark · 4x Y/S spread top to bottom — LP choice is the highest-leverage decision

Survey / VVQ $0.029

RSVP Urgency $0.023

Authority / Presidential Order $0.018

Universal Verification $0.011

Confidential / Secret Message $0.008

Fatigue Reversal $0.004

Survey / VVQ ("Voter Verification Quiz") dominates as the platform's go-to LP archetype. RSVP Urgency and Authority/Presidential framings are the next-best lifts when applicable.

Top Home Run

Rolled deep on DB Donors + scaled to externals

Cr-576SMS$9,148 · 838,447 sent

SMS—All-caps opener

Ready to ship to your area! Our America 250 Shirts are flying off the shelves! We'll hold 1 shirt for 24 hrs. Confirm: [link]

Worst Strikeout

Failed first DBD D9-6 filter — killed cheap

Cr-497SMS$0 · 5,000 sent

SMSNewtAll-caps opener

Newt Gingrich here. Allow me to be brutally honest. There are three dire reasons I'm reaching out to you today. READ: [link]

NRCC · 2026 YTD · Forensic read of 157 active creatives · Confidential — for NRCC team review

DonorBureau Forensics

RNC — 2026 YTD Text Creative Insights

Republican National Committee · Text campaigns (SMS + MMS) · prepared for the RNC team

JAN – MAY 2026

SMS + MMS

223

Creatives
Sent

3.4M

Sends

48/223

Creatives
Expanded

22%

Expansion
Rate

The 10 Rules

vs your 2026 YTD avg · ▲ lift · ▼ drag

	Rule	vs Avg	#Cr	Sent	Raised
▲	Signer: Vance	+41.5%	56	1,433,596	$24,753
▲	Signed by ANY named person	+30.2%	87	1,741,388	$30,483
▲	"From [Name]:" / "This is X:" framing	+28.8%	48	939,886	$15,154
▲	Generic deadline	+31.9%	10	287,344	$3,267
▲	Hook: All-caps opener	+23.4%	43	1,018,072	$16,044
▲	Signer: Don Jr	+25.8%	11	137,386	$3,204
▼	Low CAPS density (<5% letters)	−59.9%	34	225,639	$1,677
▼	Hook: Question lead	−58.1%	31	252,537	$1,900
▼	[firstname]/[statename] personalization token	−20.3%	117	1,510,158	$16,638
▼	Signer: Trump	−16.4%	20	170,406	$2,525

Opener Tactics

April cross-client benchmark · 596 creatives

Test/Incoming $0.044

Fatigue Reversal $0.021

Verification $0.013

Relational Guilt $0.013

Confidential $0.013

Other (default) $0.011

Trump/Presidential $0.011

Survey/Census $0.008

Authority/Official $0.005

Test/Incoming framing ("[INCOMING MESSAGE]") leads — 4x the platform average. Authority and Survey/Census underperform.

Landing Page Archetypes

April cross-client benchmark · 4x Y/S spread top to bottom — LP choice is the highest-leverage decision

Survey / VVQ $0.029

RSVP Urgency $0.023

Authority / Presidential Order $0.018

Universal Verification $0.011

Confidential / Secret Message $0.008

Fatigue Reversal $0.004

Survey / VVQ ("Voter Verification Quiz") dominates as the platform's go-to LP archetype. RSVP Urgency and Authority/Presidential framings are the next-best lifts when applicable.

RNC Top Performer

Highest-raised creative — no Home Run qualified this period

Cr-1129SMS$8,771 · 440,227 sent

SMSVanceAll-caps opener

JD VANCE: Please don't embarrass me. I promised fellow MAGA Leaders I'd have your responses: [link]

Worst Strikeout

Failed first DBD D9-6 filter — killed cheap

Cr-1085SMS$0 · 9,977 sent

SMS—All-caps opener

Payment Status: INCOMPLETE! [firstname|Please], cover the cost of your 2026 Sustaining Membership Fee NOW > [link]

RNC · 2026 YTD · Forensic read of 223 active creatives · Confidential — for RNC team review

DonorBureau Forensics