Deb Levine: Taking Your Mission Mobile

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Pretty soon, there will be more cell phones than people, but how can your nonprofit leverage this important trend to further your mission? A group of experts will share data, case studies, and insights that will help you learn the benefits of entering and accessing data remotely, using both the mobile Web and SMS.

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  • Text messaging as a practice among mobile phone consumers continues to grow exponentially year after year.Mobile service providers have made it easier to create mobile campaigns by offering affordable shortcode rental, mobile phone list management, easy message sending, and more. Text messaging as a practice among mobile phone consumers continues to grow exponentially year after year.Mobile service providers have made it easier to create mobile campaigns by offering affordable shortcode rental, mobile phone list management, easy message sending, and more.
  • Deb Levine: Taking Your Mission Mobile

    1. 1. Taking Your Mission MobileDeb Levine, Founder, YTH(formerly ISIS)Social Media 4 NonprofitsJune, 2013 Mountain View
    2. 2. Why Mobile?• 91% of people in the U.S. own mobilephones• 56% of adults in the U.S. own smartphones• 78% of teens have mobile phones• 36% of teens have smart phones• There is little disparity in phone ownershipbased on race/ethnicity/socioeconomicstatus
    3. 3. Adult Latina Women• 251 surveys of Latinas aged 16-59• 96% have mobile phones• 70% have data plans on their mobilephones
    4. 4. African-American Youth• Conversations with 75 youth of color inSan Francisco• 99% have mobile phones; about 20%have more than one• 100% use their phones for calls and SMStext messaging• 66% have data plans on their mobilephones
    5. 5. The Basics: Messaging• Text messages: 140 – 160 characters, oneway or two way messaging. One way bestused to engage and encourage to take anaction, such as increase access to servicesor sign a petition. Two way good for deepengagment, crisis management.• Multimedia messaging: Enhanced textmessages with pics, video and audio
    6. 6. The Basics: Web and Apps• Mobile web: Reaching those who accessthe Internet only via their mobile phones,most often people with greatest economicand health disparities• Smartphone apps: Makes optimum use ofphone features such as photo, video,GPS, etc. Platform dependent(iPhone/Droid)
    7. 7. Use for Mobile• Information and Awareness: SMS andMMS• Advocacy: SMS and mobile web• Fundraising: SMS and mobile web• Behavior Change/Reminders: SMS, apps• Prevention: SMS, apps
    8. 8. SMS: Does it Work?• Numerous feasibility and acceptabilitystudies completed of SMS non-profitusage• Recent reviews concluded that SMS canbe used successfully to promote short-term behavior change, advocacy,fundraising
    9. 9. Examples• Fundraising: Works well for events (Red,ACS)• DoSomething.org: 1 million subscribers• Credo mobile: 3 million+ members; 500action campaigns/year• National Dating Abuse Helpline: 2 waychat and text messaging service
    10. 10. Best Practices• Understand the local mobile landscape• Community inclusion• Partnerships (community and tech)• Multi-media strategy• Evaluation and marketing built in andbudgeted
    11. 11. Challenges• Mobile still low priority (4% of nonprofits saidtexting was somewhat important to theirmission in 2012)• Inability to be flexible and iterate• Wildly divergent costs, services provided• Msgs sent via mobile phones are notconfidential• Unclear terms of service by carriers
    12. 12. Case Studies• TIPS: Text information portal for Latinawomen in Fresno County• Oregon Reminders: SMS, Voice and Emailreminders for HIV testing and medication• Circle of 6: Mobile app to prevent datingviolence and sexual assault on collegecampuses
    13. 13. YTH LivemHealth for Youth track– SMS to improve medication adherence for HIV+youth: Children’s Hosp of Chicago– Geolocating apps for HIV prevention: San MateoCounty Health– Mobile app to help teens find docs: NYC DOH– SMS and text-chat to replace f/u appointments: Cell-Life, South Africa– Mobile and tech on a shoestring budget: Family TreeClinic– Responsive design: AIDS.gov
    14. 14. Contact InfoDeb Levine, YTHdeb@yth.org@DebYTHFacebook.com/ythorg510-835-9400

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