Mobile Campaigns for Country/Advocacy OutreachApril 25, 2012
SummaryBenefits of mobile campaigns• Rapid dissemination of messages and lower response time• The ability of text messages to deliver “call to action” messages and invite further contact through the Web or email• Young people attracted to advocacy campaigns are generally very comfortable using mobile phones• Mobile phones can be used in Text messaging in the U.S. highly targeted ways to recruit supporters by using specific venues African-Americans: 780 texts/month Hispanics: 767 texts/month such as rallies and events with the Whites: 566 texts//month help of announcements, flyers, etc. Asians: 384 texts/month• Mobile phone advocacy American women: 601 texts/month communication allows organizations American men: 447 texts/month to recruit participants as permanent Teens: 2,779 texts/month supporters Aged 18-24: 1,299 texts/month Aged 25-34: 592 texts/month 2
Best Practices 6 Steps for a Successful Mobile Advocacy Campaign 1. Set goals and plan your mobile advocacy campaign 2. Identify a vendor to run your mobile advocacy campaign 3. Develop a marketing plan to reach your mobile constituency 4. Craft the mechanics of your campaign and your mobile messaging steps 5. Set-up your system to get your mobile data into your in-house database 6. Decide on your campaign closure and evaluation activities Key Ingredients Potential Drawbacks • Call-to-Action • Few Standards • Benefit Statement • Privacy and Permission • Special Considerations • Questionable Navigation • Terms and Conditions • Network Problems • Branding • Cost • Data Caps • Ease of Use
Advocacy Case Studies Haiti Earthquake 2010: Following the Haiti earthquake in 2010, $43 million was raised via text donations. For 74% of these donors, the Haiti campaign represented the first time they have made a charitable contribution through a mobile device and three-quarters of them did so on the “spur-of-the-moment” without undertaking much research. Other examples: International Fund for Animal Welfare 2006, Last Call at the OasisInternational Political CampaignsUganda: Fraud was decreased by 26% when peopleusing cellphones took pictures of posted local electiontallies and sent them to a central clearinghouse.Other examples: Arab Spring (Middle East Uprisings),New Zealand U.S. Political Campaigns Bachman Congressional Campaign 2012: People who attended the Minnesota State Fair in 2010 and had a smartphone received targeted ads on their mobile devices from Michelle Bachmann’s congressional campaign informing them that her opponent supported food tax increases. Other examples: Obama Presidential Campaign 2008, Gingrich Presidential Campaign 2012, Obama Presidential Campaign 2012 4
Next Steps: Public Affairs Practice Public Affairs Country Work• Recommend optimizing • Deliver call-to-action websites for mobile access messages including physical display, given higher and virtual proportion of mobile Internet organization/assembly access. around key events, media• Upon establishing social appearances, discussions media channels or landing • Encourage recruitment and pages, integrate opt-in text cross-promote mobile alert functions for followers to campaign on social media receive updates and platforms, especially notification of news, media Facebook events, appearances, etc. • Establish “text to donate” or “text to tweet” programs for supporters 5
Appendix: Mobile in Jordan and Indonesia Jordan’s mobile phone penetration reached 120% by the end of the third quarter of 2011, with 7.465 million subscribers by theOf the 95% of Jordanians end of September, of whomwho said they own a cell 6.7 million are prepaid cardphone, 63% said they send users (meanwhile, internettext messages. penetration reached 45% by the end of September,Of the 55% of Indonesians with 2.813 million internetwho said they own a cell users in the country).phone, 96% said they sendtext messages. In Indonesia, mobile phone penetration tripled in the past five years to 54%; much of this growth is being driven by teens, with more than 70% having a mobile phone connection. 63% of Indonesian Internet users have adopted mobile Internet, placing the country at the top of Southeast Asias mobile Internet penetration. 6
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