Nancy Lublin of DoSomething.org gives a great TED talk on the power of texting. Her organization is largest for teenagers in social change and support in America. She mentions that they recently pivoted to using text messaging to reach out to teens and it's been 11 times more powerful than email.
When they started texting teenagers to help with her social advocacy organization, what they found was shocking -- teens started texting back about their own problems, from bullying to depression to abuse. So she's setting up a text-only crisis line, and the results might be even more important than she expected.
This is a perfect example of choosing the right communication channel for your business. If DoSomething.org hadn't started texting they never would have seen the opportunity to better connect with their target audience.