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SMS for Success

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Maybe your organization has used texting since we were playing Snake on our phones. Or maybe you’re just now struggling with how to start an SMS program and integrate it with your website, social media, and app strategy. This session with Sam McKelvie will help nonprofits at any level think about innovative ways that SMS can advance their organization’s mission and how to overcome common obstacles to growing a mobile program. We’ll launch in to the best use cases for engaging supporters/donors and review tactics for using SMS to better reach the populations that your organization serves. This interactive session will also give you a chance to develop new ideas for acquiring subscribers and expanding their interaction with your nonprofit.

Published in: Mobile
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SMS for Success

  1. 1. OMG SMS FTW! Building bigger, better text messaging campaigns Sam McKelvie Director of Customer Success Mobile Commons by Upland @sam_mckelvie
  2. 2. And These Questions/Common ObstaclesAre… • Should I be texting? How do I get buy-in? • How do I get started? How do I list build? (That sounds hard!) • How do I engage subscribers? What’s my long-term strategy?
  3. 3. SHOULD MY ORGANIZATION BE TEXTING? HOW DO I GET BUY-IN ACROSS MY ORGANIZATION?
  4. 4. Yes, Duh. • If you want people to see your message • If you want to reach harder to reach populations • If you want to people to respond or take some kind of action.
  5. 5. Get Your Message Seen • 97% of mobile phones are text enabled • 99% of text messages are read • 99% of text messages are read. • The average is read in 90 seconds. • SMS app is the most utilized application on phones.
  6. 6. Harder to Reach Populations • People that identify as Latino or African American text 1.5-2.5X more that people that identify as White • Households under $30,000 send 58 texts per day and 2X and many as households over $75,000
  7. 7. • Action Rate always outperforms email and social (somewhere between 5-80%) • 6.64% click through rate for texts • Add 5x as many people to your list with an SMS call to action
  8. 8. Action In an A/B test, supporters that received an SMS reminder were 77% more likely to donate online.
  9. 9. Action The action rate of Brady’s SMS list is 25X higher than email.
  10. 10. Action Supporters who are mobile subscribers are 250% more likely to donate, compared to supporters who are email-only subscribers.
  11. 11. HOW DO I GET STARTED? HOW DO I BUILD A BIG LIST OF DEDICATED SUBSCRIBERS?
  12. 12. Just Start. • Even if you don’t have the software yet start collecting numbers. • Use every available form of media. More promotion = more subscribers = more action. • Integrate SMS in to your existing communication plans. • Start thinking about supporter engagement, programmatic texts, and where they overlap.
  13. 13. Start collecting. • Start getting mobile number from webforms and paper sign-ups immediately. • Your SMS provider will help you with all the legal stuff.
  14. 14. Build Your List Everywhere.
  15. 15. Build Your List Everywhere.
  16. 16. Integrate Mobile InAlready Existing Campaigns/Strategies.
  17. 17. Think About Your Programs and Your Supporters
  18. 18. Think About Your Programs and Your Supporters
  19. 19. Let’s Try it!! Text PDF to 662266 Text SOCIAL to 662266 Reply STOP to quit. Message&Data rates apply
  20. 20. Text PDF to 662266
  21. 21. HOW DO I ENGAGE SUBSCRIBERS? WHAT DOES MY LONG TERM STRATEGY LOOK LIKE?
  22. 22. Sam’s Mantra. • The most successful mobile campaigns grow your list and engage your current subscribers. • Action comes from regular, varied communication with your SMS subscribers.
  23. 23. Grow Your List AND Engage Existing Members
  24. 24. Grow Your List AND Engage Existing Members
  25. 25. And Remember
  26. 26. Incorporate SMS in to your Programs • Giving people educational information and tips • Helping people find resources close to them • Getting people the right message at the right time (Time Dependent Messages) • Helping people get the right answers (One-on-One Chat)
  27. 27. Engage Supporters With Text • Event Invitations & RSVPs • Updates & Awareness • Donation Asks • Polls, Quizzes & Contests • Share Experiences • Ask to make Phone Calls • Collect Petition Signatures • Share Content with Friends • MMS – Picture & Video messages
  28. 28. Overcoming Common Obstacles:Aconclusion slide with too many words • Should I be texting? How do I get buy-in? • YES! Get critical messages seen by everyone and get more action • How do I get started? How do I list build? (That sounds hard!) • Just start collecting number, then use every available medium to promote SMS in to your already existing engagement and programmatic campaigns. • How do I engage subscribers? What’s my long-term strategy? • The best campaigns grow your list and engage your current subscribers. • For both programs and supporter engagement, action comes from regular, varied conversations with your subscribers.
  29. 29. FLY MY PRETTIES!!! 5 Things that your NPO could do with SMS today… 1. Get people somewhere – Location finder or RSVP for event 2. Give you content – Text in messages of support, pictures, tell their stories or other crowdsourcing 3. Test their knowledge – Send out a quiz or poll about your issue 4. List build and say ‘thank you’ – add mobile number field to form and send thank you text to all who submit 5. Give (exclusive) content on mobile web
  30. 30. QUESTIONS? Sam McKelvie sam@mobilecommons.com @sam_mckelvie

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