NTC 2013 - Using Text Messaging to Achieve Your Mission

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Presented April 13, 2013 at the Nonprofit Technology Conference in Minneapolis, MN. Jason Wilson from Share Our Strength; Sheryl Ray from World Vision; James Servino from HRC; and Sam McKelvie from Mobile Commons

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NTC 2013 - Using Text Messaging to Achieve Your Mission

  1. 1. Using Text Messaging toAchieve Your Mission#13NTCsmsJason Wilson, Sheryl RayJames Servino, andSam McKelvie #13NTCsms
  2. 2. Who Are We?#13NTCsms• Jason Wilson – Share Our Strength• Sheryl Ray – World Vision• James Servino – Human Rights Campaign• Sam McKelvie – Mobile Commons #13NTCsms
  3. 3. What Are We Here For?#13NTCsms• Learn from examples• See cool tools• Talk about what didn’t work• Learn from you• Share best practices• IMPROVE #13NTCsms
  4. 4. Text to Find A Summer Meals SiteCreated by: Share Our Strength, Summer of 2012 jwilson@strength.org @nokidhungry #13NTCsms
  5. 5. IntroductionJason Wilson Free Meals for KidsAssociate Director of All Summer LongDigital CommunicationsShare Our Strength Though childhoodWashington, DC summers should be a time of food, friends and fun, far too many kids in our country find themselves worrying about how theyllNo child should grow up hungry in eat without the safety net of schoolAmerica, but one in five children breakfast and lunch. Free summer mealsstruggles with hunger. Share Our are available to kids and teens age 18 andStrength‘s No Kid Hungry campaign is under at thousands of summer meal sitesending childhood hunger in America by across the country. These sites - fundedensuring all children get the healthy food by the U.S. Department of Agriculture -they need, every day. The No Kid Hungry help struggling families feed their kids.campaign connects kids in need with Unfortunately, too many kids arentnutritious food and teaches their families accessing these sites. The goal of the Nohow to cook healthy, affordable meals. Kid Hungry campaign is to increaseThe campaign also engages the public to access to the summer meals program somake ending childhood hunger a national that kids dont go hungry when school ispriority. out. #13NTCsms
  6. 6. Getting the word outHow we promote access to summer meals Raise Awareness • Public service announcements – Radio/TV/Print • Summer meals outreach toolkit • Creative corporate partnerships • Press events • Network engagement – emails/phone • Online advocacy • Online advertising • Website Provide Better Access • Promote National and local 211/311 hotlines • Work directly with summer meals sites • Get buy-in from state/local agencies • Create a texting program to help families find a summer meals site #13NTCsms
  7. 7. How does it work?Step 1:Some sees a poster, flyer or postcard and texts the short code toour numberStep 2:They receive a message that asksthem to text back their addressStep 3:They receive the address, phonenumber, and other details for up to3 summer meals sites near them #13NTCsms
  8. 8. How does it work?A family in need sees the message. They text the “shortcode” to 877-877 #13NTCsms
  9. 9. How does it work?They receive a message back asking They type in all or a portion of their them to text their full address. address. #13NTCsms
  10. 10. How does it work?If sites are found, the system sends back address If the system doesn’t find a site, it directs them to call for the closest sites. the National Hunger Hotline. #13NTCsms
  11. 11. Behind the ScenesWhen someone texts in an address… The mData system reaches out to a mapping interface and pinpoints a place on the map where it thinks that person is #13NTCsms
  12. 12. Behind the ScenesOnce the system “locates” you based on your text… The system searches a database you upload via a spreadsheet of available sites to find the closest one #13NTCsms
  13. 13. Behind the ScenesYou have a variety of options that you can use to set up And a variety of reports you can run to see how your your texting system in mData. campaign is doing. #13NTCsms
  14. 14. How did it go? Results from 2012• More than 24,000 messages received• Worked in 11 states and cities from New York City to New Mexico• Over 8,000 summer sites mapped• Over 1,000 calls generated to the National Hunger Hotline as a result of texting efforts. #13NTCsms
  15. 15. Key takeaways Biggest Benefits What Else We• We moved the needle on summer meals Learned participation and our mission forward • Promotion is the key – 800% greater use in areas where there• We learned how to run an was ―moderate‖ ongoing effective texting program promotion• We built better relationships with our state • Know your audience – not just partners who they are, but also their preferred communication method • Keep it simple – this one is straightforward • Unexpected hurdles – when relying on outside partners for information, give yourself plenty of time #13NTCsms
  16. 16. What’s next? Improvements for 2013• Connecting directly this summer with the national WhyHunger database of summer meals sites• Opening up the program to 35 more states and cities• Working more closely with state departments of health and agriculture to promote the texting numbers• Doing more radio and television PSAs including the texting numbers #13NTCsms
  17. 17. Bonus Round! Other Texting Initiatives• Working with Partnership For A Healthier America to text cooking skills course attendees with helpful tips and new recipes• Online action center that connects to a database of local actions and texts actions that are in your community• Movie theater advertising that collects new supporters and asks them to watch a video #13NTCsms
  18. 18. Any Questions? jwilson@strength.org @nokidhungry Thank you! #13NTCsms
  19. 19. From Raining in Seattle to Running in Chicago
  20. 20. Three campaigns… very different results Three Day Musical Festival Music Event at Amusement Park Chicago Marathon
  21. 21. Case Study #1:Seattle Music Festival15,000 fans camping out for 3 days #13NTCsms
  22. 22. Hypothesis:15,000 fans… great opportunity to:  Build prospect list  Acquire new child sponsors  Learn - it was in our backyardActions:  Launched Text2Win contest for prospects  Developed m-Website for donations  On Stage and off stage promotions
  23. 23. Results:  Rain )-:  Only 2% response rate (7% of eligible)  High cost per acquisition for prospects (3x)  Few mobile related child sponsorships But… gained invaluable insights, plus experience that helped prepare for bigger campaigns
  24. 24. Complexities & Insights:  Where there‘s a contest, there‘s a lawyer  Connect with your audience!  Don‘t underestimate distractions - plan for them  Navigate promotional restrictions
  25. 25. Case Study #2:AAmusement ParkFamily Music Festival - Fun, music and entertainment
  26. 26. Hypothesis:We can extend our reach to attractive 30,000 +/- audience  Build prospects  Acquire sponsors  Extend Reach w/ brand affiliationActions:  Launched Text2Win contest for prospects  Free tote bags + park maps  Scavenger hunt planned  On stage calls to action
  27. 27. Results:  Bumps in the road: Rain + darkness + restrictions  Only 1.72% response rate  Audience responded to park mapPost event - encouraging trends…  Prospects responded to emails - 40% open rate  5% of all prospects sponsored a child  Cost of acquiring prospects - 75% less  Strong relationship with Park
  28. 28. Insights:  It takes time to tune a partnership  Make the most of approved promotional opportunities  Focus on improving pathways for converting prospects  Marketing efforts don‘t end at midnight...
  29. 29. Case Study #2:Chicago MarathonTeam World Vision - Training for a Cause #13NTCsms
  30. 30. Hypothesis:We can increase engagement of Team World Vision runners…  Get more runners to the Start Line  Increase fundraising  Develop scalable, repeatable campaignsActions:  Launched “Team World Vision” text club
  31. 31. Tactics  Launched “Team World Vision” text club  Coaches asked people to Text ―TeamWV‖ to 30644  Inspire and equip first… then ask to raise funds  Voice: easy going, informal, fun  Created detailed program schedule  Sent messages on Fridays 11-am-2pm
  32. 32. Samples: #13NTCsms
  33. 33. Please watch video (-:138% response rate (If it doesn‘t work, please loo7% response to question… too many calls to action? images in the Appendix.) at #13NTCsms
  34. 34. #13NTCsms
  35. 35. 67% response rate #13NTCsms
  36. 36. 38% response rate #13NTCsms
  37. 37. 11% response rate-- they did it! #13NTCsms
  38. 38. Detailed ScheduleTeam WV Chicago and Twin Cities Marathon SMS campaign layout
  39. 39. Results & Insights:  Pilot - 190 runners  High engagement - response rates ranged from 11%-138%  Runners inspired - 25% more ran + raised 50% more!  A personal connection: "Happy Friday to you!”  Keep it simple: Few CTAs + Easy Responses  Finding right ―voice‖ essential  Strong platform is essential for scaling
  40. 40. Future Case Study –SMS + Mobile Site + Radiothons
  41. 41. Closing Thoughts on Engaging Donors… 1) Don‘t poison the well - rare chance to launch a new channel 2) Ask yourself: ―Would I want to use this?‖ 3) Digital and physical worlds come together smoothly 4) People will donate - early trends encouraging 5) Learn by doing… have fun!
  42. 42. Introduction@jserves @hrcJames Servino HRC‘s Buyer‘s GuideOnline Fundraising Text Shop to 30644and Advocacy ManagerHuman Rights CampaignWashington, DCManages the online fundraising and advocacy More than ever, consumers are sending aefforts for the Human Rights Campaign--the message to businesses that they are watching.nation‘s largest civil rights organization working They are watching to see if the businesses theyfor lesbian, gay, bisexual and transgender patronize understand and honor issuesrights with more than 1.5 million members and important to them, giving buying power to issuessupporters. The Online Strategy Team at HRC ranging from LGBT inclusiveness tocoordinates online fundraising and messaging environmental protection. Corporate socialstrategies through engagement on responsibility has become an imperative for aemail, mobile text and social media. I have a successful business. With the Mobile Buyer‘spassion for religion and politics and grateful to Guide, we hope to harness that power bybe working with HRC to help engage and providing you with the most accurate review of aempower the growing majority of Americans businesss workplace policies toward LGBTwho want to work for LGBT equality. employees wherever you are.
  43. 43. Mobile Buyer‘s GuideCreated by: Human Rights Campaign, Fall of 2012PLUS: Presidential Debate Quiz and NY Marriage Victory Map
  44. 44. The Human Rights Campaign is Americaslargest civil rights organization working toachieve lesbian, gay, bisexual and transgenderequality. By inspiring and engaging all Americans,HRC strives to end discrimination against LGBTcitizens and realize a nation that achievesfundamental fairness and equality for all.
  45. 45. The Human Rights Campaign represents aforce of more than 1.5 million members andsupporters nationwide — all committed tomaking HRCs vision a reality.170,000 of our members and supporterssign-up to receive text message alertsfrom us.Here‘s a look at a couple of the ways weengage with them using SMS.
  46. 46. Text SHOP to 30644Created by: Human Rights Campaign, Fall of 2012
  47. 47. Informed ConsumersThe LGBT community is estimated to have$712 billion in buying powerannually, and 78 percent of LGBT peopleare extremely or very likely to considerbrands that are known to provide equalworkplace benefits for theiremployees, including LGBT workers.*According to research by Witeck-Combs Communications and Marketresearch.com.
  48. 48. Informed ConsumersHRC‘s Buying for Equality Guide (Buyer‘s Guide) Ratings Featured Comparisons •80-100: Businesses/brands that receive •Starbucks 90 vs. Caribou Coffee 15 our highest workplace equality scores. (estimate) •46-79: Businesses/brands that have •Nike 100 vs. Adidas 15 (estimate) taken steps toward a fair-minded •General Mills 100 vs. J.M Smucker 0 workplace and receive a moderate (estimate) workplace equality score. •Nordstrom 100 vs. Neiman Marcus 15 •0-45: Businesses/brands that receive (estimate) our lowest workplace equality scores •*Non-responder unofficial scores. •Try yourself! Text Shop to 30644
  49. 49. How does it work?Step 1:Our supporter texts ‗Shop‘ or‗Buy‘ to 30644Step 2:They receive a message thatasks them to text back the storeor business they want a score forStep 3:They receive the score and howthat rates in comparison to theguide plus a link to the full guide
  50. 50. Reach
  51. 51. ReachTop free 2,000+ App requests500,000+ 41,244downloads requests
  52. 52. Top requests10,000 users thispast year for themobile HRC Buyer‘sGuideOver 41,000 textmessages queries forcompany scoresMobile Buyer‘s Guideheavily utilized duringholiday shoppingseason
  53. 53. What‘s Next•‗Tell a friend‘ to expandreach and awareness.•Take Action: when we don‘thave official scores for acompany we want to drivethem to an advocacy page.•Share: Integrate socialsharing after providingcompany scores. 56
  54. 54. Other examplesPresidential Debate Quiz New York Marriage MapNo longer active No longer active(Text debate to 30644) Text Shop to 30644 After using the MConnect to drive thousands of mobile calls to NY state legislators in the 2011 marriage campaign. We sent one final messageIf theres one common accessory during major to our supporters asking them to drop a pin onnational TV events, its a cellphone. From the our equality map sending a note of congrats onOscars to the Democratic and Republican marriage equality coming to NY.Conventions, viewers sit at home with theircellphones out reading news or tweeting andtexting their observations to friends andfollowers. HRC Debate Trivia was a simpleengagement using our mobile broadcastplatform that quizzes people on LGBT history inthe debates and more broadly in the campaigns.Five lucky winners earned HRC VOTE t-shirtsas prizes.
  55. 55. Presidential Debate QuizWe celebrated the first presidentialdebate of the 2012 election season with atext message trivia game.The game covered topics from marriageequality to openly gay politicians. It was angreat way to use mobile services to educateand inform people about HRC‘s concernsand mission, and how that connects to thecurrent political atmosphere – not to mentionencouraging them to vote. The questionsweren‘t easy, but the winners got a t-shirt fortheir LGBT rights knowledge, and everyonelearned something new.This also allowed us an opportunity tocomplete user profiles by asking for everyuser‘s name and email address for futurecommunications and better data.
  56. 56. Presidential Debate Quiz•At the time of the debate inOctober 2012 we had 120,000people on our list.•12,000 people participated inthe quiz.•That’s a 10% response rate.
  57. 57. NY Marriage MapAt the time of passage in 2011, our list was around 80,000 people.Over 20,000 people took action and liked marriage equality so muchthey dropped a pin on it. That‘s a 25% response rate!
  58. 58. Questions?• Text NTEN to 30644 to get a free HRC sticker and sign-up for text messages from HRC!• Or scan this nifty QR code on your smartphone.
  59. 59. Connect • James Servino • Human Rights Campaign • @jserves • james.servino@hrc.org • fb.me/servino • Or scan this scary QR code on your smartphone.
  60. 60. reach everyone, everywhereSMS Trends and Best Practices for 2013 Sam McKelvie @sam_mckelvie sam@mobilecommons.com Copyright 2012, Mobile Commons, Inc.
  61. 61. Mobile Trends • Fully Integrated Campaigns • Virality through Tell-A-Friend • Creating a Relationship with your list Transitions, Targeting &Segmenting, Conditional Responses • Click to Call AdvocacyCopyright © 2012 Mobile Commons,2012All rightsCommons, Made in NYC. reserved. Made in NYC. Copyright © Inc. Mobile reserved. Inc. All rights 64 64
  62. 62. Staying Excited about SMS Recruit More Subscribers To Take More ActionCopyright © 2012 Mobile Commons,2012All rightsCommons, Made in NYC. reserved. Made in NYC. Copyright © Inc. Mobile reserved. Inc. All rights 65 65
  63. 63. 5-10x More Opt-Ins  Print  Radio  TV  Live Events  Press  Social MediaCopyright © 2012 Mobile Commons,2012All rightsCommons, Made in NYC. reserved. Made in NYC. Copyright © Inc. Mobile reserved. Inc. All rights 66 66
  64. 64. Build Bigger Lists that Take More Action Supporters that receive a text message are 77% more likely take action. The Shedd Aquarium used an SMS call-to-action in 25% of their TV ads to drive contest entries. • The TV ad with an SMS call-to- action generated 325% more contest entries than any other call-to-action.Copyright © 2012 Mobile Commons,2012All rightsCommons, Made in NYC. reserved. Made in NYC. Copyright © Inc. Mobile reserved. Inc. All rights 67 67
  65. 65. Any Action…Registration Mobile WebReminders VideoRSVP ChatResponse DonationsPhone Calls Sign PetitionsEngagement GOTVCopyright © 2012 Mobile Commons,2012All rightsCommons, Made in NYC. reserved. Made in NYC. Copyright © Inc. Mobile reserved. Inc. All rights 68 68
  66. 66. Get People to Take ActionCopyright © 2012 Mobile Commons,2012All rightsCommons, Made in NYC. reserved. Made in NYC. Copyright © Inc. Mobile reserved. Inc. All rights 69 69
  67. 67. Fully Integrated CampaignsCopyright © 2012 Mobile Commons,2012All rightsCommons, Made in NYC. reserved. Made in NYC. Copyright © Inc. Mobile reserved. Inc. All rights 70 70
  68. 68. Fully Integrated CampaignsCopyright © 2012 Mobile Commons,2012All rightsCommons, Made in NYC. reserved. Made in NYC. Copyright © Inc. Mobile reserved. Inc. All rights 71 71
  69. 69. Virality – Tell a FriendCopyright © 2012 Mobile Commons,2012All rightsCommons, Made in NYC. reserved. Made in NYC. Copyright © Inc. Mobile reserved. Inc. All rights 72 72
  70. 70. Creating a Relationship with your List• TransitionsCopyright © 2012 Mobile Commons,2012All rightsCommons, Made in NYC. reserved. Made in NYC. Copyright © Inc. Mobile reserved. Inc. All rights 73 73
  71. 71. Creating a Relationship with your List• Target & SegmentCopyright © 2012 Mobile Commons,2012All rightsCommons, Made in NYC. reserved. Made in NYC. Copyright © Inc. Mobile reserved. Inc. All rights 74 74
  72. 72. Creating a Relationship with your List• Customized ReponsesCopyright © 2012 Mobile Commons,2012All rightsCommons, Made in NYC. reserved. Made in NYC. Copyright © Inc. Mobile reserved. Inc. All rights 75 75
  73. 73. Calls through the Web 1. Drive Phone Calls 2. Grow Your List 3. Ask them to take ActionCopyright © 2012 Mobile Commons,2012All rightsCommons, Made in NYC. reserved. Made in NYC. Copyright © Inc. Mobile reserved. Inc. All rights 76 76
  74. 74. Click-to-Call WebformsCopyright © 2012 Mobile Commons,2012All rightsCommons, Made in NYC. reserved. Made in NYC. Copyright © Inc. Mobile reserved. Inc. All rights 77 77
  75. 75. Historic Campaigns ―Yesterday we did a historic thing… There is no doubt we‘ve been heard.‖ - David Karp, Founder of TumblrCopyright © 2012 Mobile Commons,2012All rightsCommons, Made in NYC. reserved. Made in NYC. Copyright © Inc. Mobile reserved. Inc. All rights 78 78
  76. 76. Copyright © 2012 Mobile Commons,2012All rightsCommons, Made in NYC. reserved. Made in NYC. Copyright © Inc. Mobile reserved. Inc. All rights 79 79
  77. 77. reach everyone, everywhere Thank You! Sam McKelvie @sam_mckelvie Copyright 2012, Mobile Commons, Inc.
  78. 78. Evaluate This Session!Each entry is a chance to win an NTEN engraved iPad! or Online using #13NTCsms at www.nten.org/ntc/eval #13NTCsms

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