We're finding [texting] 11 times more powerful than email [for communicating with kids].

Nancy Lublin’s remark underscores a pragmatic insight about youth communication habits: the medium matters as much as the message. By quantifying texting as “11 times more powerful” than email, she frames texting not merely as a convenience but as a dramatically more effective channel for reaching young people—especially in sensitive or urgent contexts. The quote reflects a broader shift in how institutions (schools, nonprofits, counselors, and parents) adapt outreach to meet kids where they already are: on their phones, in short, immediate, low-friction exchanges. It also implies that traditional, adult-preferred modes like email can unintentionally create distance or delay, reducing the likelihood of engagement.