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Bulk Text Messaging / Bulk SMS products
While this idea won't work for campus-wide communications, it works well for staff, boards, etc. where you know the individuals to add or where you give people the option to sign up.
You need to know the user's name, phone number, and cell phone provider.
What we did for our union was to create our own internal text message alert system for building emergencies where our campus wide text message alert system would normally not apply.
We set up a listserv where the e-mail address is the text message e-mail address. For example, if a person has US Cellular as their provider, their text message e-mail address would be firstname.lastname@example.org.
Let me know if you have questions about our setup or if the above didn't make any sense.