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MOBILE CAMPAIGNING
CHIT CHAT THAT MATTERS:
MESSAGING APPS AND MOBILE TECHNOLOGIES
IN NONPROFIT CAMPAIGNS
@MATHIASWASIK, DI...
2 . AMNESTY INTERNATIONAL . MOBILE CAMPAIGNING . @MATHIASWASIK
MOBILE IS EVERYWHERE
!  2015: In 15 countries worldwide mor...
3 . AMNESTY INTERNATIONAL . MOBILE CAMPAIGNING . @MATHIASWASIK
HOW CAN WE UTILIZE MOBILE TECHNOLOGIES
IN CAMPAIGNS?
4 . AMNESTY INTERNATIONAL . MOBILE CAMPAIGNING . @MATHIASWASIK
TINDER TAKEOVER // AMNESTY AUSTRALIA
6 . AMNESTY INTERNATIONAL . MOBILE CAMPAIGNING . @MATHIASWASIK
TINDER TAKEOVER: THE IDEA
!  The social discovery app Tinde...
7 . AMNESTY INTERNATIONAL . MOBILE CAMPAIGNING . @MATHIASWASIK
!  The campaign used Tinder in a
way that people didn‘t exp...
8 . AMNESTY INTERNATIONAL . MOBILE CAMPAIGNING . @MATHIASWASIK
TINDER TAKEOVER: TAKEAWAYS
!  Stand out from the crowd: Inn...
9 . AMNESTY INTERNATIONAL . MOBILE CAMPAIGNING . @MATHIASWASIK
WEFREE // AMNESTY POLAND
11 . AMNESTY INTERNATIONAL . MOBILE CAMPAIGNING . @MATHIASWASIK
WEFREE: THE IDEA
!  The challenge: How can we win new youn...
12 . AMNESTY INTERNATIONAL . MOBILE CAMPAIGNING . @MATHIASWASIK
WEFREE: IN ACTION
!  Realization of the idea on very short...
13 . AMNESTY INTERNATIONAL . MOBILE CAMPAIGNING . @MATHIASWASIK
!  Novel concept
!  Positive feedback from
supporters
!  C...
14 . AMNESTY INTERNATIONAL . MOBILE CAMPAIGNING . @MATHIASWASIK
WEFREE: TAKEAWAYS
!  An action like this must be accompani...
15 . AMNESTY INTERNATIONAL . MOBILE CAMPAIGNING . @MATHIASWASIK
URGENT ACTION APP //
AMNESTY NETHERLANDS
16 . AMNESTY INTERNATIONAL . MOBILE CAMPAIGNING . @MATHIASWASIK
URGENT ACTION APP:
THE IDEA
!  Creating our own mobile cam...
17 . AMNESTY INTERNATIONAL . MOBILE CAMPAIGNING . @MATHIASWASIK
URGENT ACTION APP: TAKEAWAYS
!  Outstanding results:
!  13...
18 . AMNESTY INTERNATIONAL . MOBILE CAMPAIGNING . @MATHIASWASIK
NEAR FIELD ACTIVISM // AMNESTY GERMANY
20 . AMNESTY INTERNATIONAL . MOBILE CAMPAIGNING . @MATHIASWASIK
GET IN TOUCH WITH HUMAN RIGHTS:
THE IDEA
!  Smartphones wi...
21 . AMNESTY INTERNATIONAL . MOBILE CAMPAIGNING . @MATHIASWASIK
GET IN TOUCH WITH HUMAN RIGHTS:
THE IDEA
How does it work?...
22 . AMNESTY INTERNATIONAL . MOBILE CAMPAIGNING . @MATHIASWASIK
GET IN TOUCH WITH HUMAN RIGHTS:
GRASSROTS ACTIVISM
AMNESTY...
23 . AMNESTY INTERNATIONAL . MOBILE CAMPAIGNING . @MATHIASWASIK
GET IN TOUCH WITH HUMAN RIGHTS:
FUNDRAISING
POSTERS AND PO...
24 . AMNESTY INTERNATIONAL . MOBILE CAMPAIGNING . @MATHIASWASIK
!  Supporters and volunteers love
it
!  Positive media att...
25 . AMNESTY INTERNATIONAL . MOBILE CAMPAIGNING . @MATHIASWASIK
GET IN TOUCH WITH HUMAN RIGHTS:
TAKEAWAYS
!  Questions abo...
26 . AMNESTY INTERNATIONAL . MOBILE CAMPAIGNING . @MATHIASWASIK
THANK YOU!
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Mobile Campaigning: Messaging Apps and Mobile Technologies in Nonprofit Campaigns

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Beyond the beaten tracks of Facebook and Twitter there is a vast field of new opportunities for marketing and campaign work in Social Media and mobile technologies. The sky (and our own creativity) is the limit when it comes to utilizing Instagram, Snapchat, WhatsApp or even Tinder for actions that help us win our campaigns. Technologies like near field communication (NFC) turn our smartphones into actual campaigning machines and enable our supporters without even lifting a finger - in the truest sense of the word.

And yet there is still room for debate. Do these untried campaigns stand up to a cost-benefit analysis? How effective and sustainable are they really? Do they play into the hands of critics who think of mobile tools as another example for the often criticized ’slacktivism’, yet another nail in the coffin of the good old hands-on grassroots activism?

This presentation evaluates chances, success stories and open questions by comparing case studies and examples from Amnesty International’s recent campaigns.

About the author: Mathias Wasik, Digital Communications & Engagement Manager at Amnesty International, is responsible for all online and mobile platforms and strategic development of campaigns and communications at Amnesty International in Germany, developing projects for innovative use of new technologies, online-to-offline conversion and growth of public awareness for human rights issues.

Twitter: @mathiaswasik

Published in: Marketing
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Mobile Campaigning: Messaging Apps and Mobile Technologies in Nonprofit Campaigns

  1. 1. MOBILE CAMPAIGNING CHIT CHAT THAT MATTERS: MESSAGING APPS AND MOBILE TECHNOLOGIES IN NONPROFIT CAMPAIGNS @MATHIASWASIK, DIGITAL & SOCIAL MEDIA MANAGER @AMNESTY_DE
  2. 2. 2 . AMNESTY INTERNATIONAL . MOBILE CAMPAIGNING . @MATHIASWASIK MOBILE IS EVERYWHERE !  2015: In 15 countries worldwide more than half the population has adopted to smartphones !  Young users turn their backs on Facebook !  Strong growth of private messaging apps like FB Messenger, Snapchat, WhatsApp and others !  NFC, QR, iBeacon
  3. 3. 3 . AMNESTY INTERNATIONAL . MOBILE CAMPAIGNING . @MATHIASWASIK HOW CAN WE UTILIZE MOBILE TECHNOLOGIES IN CAMPAIGNS?
  4. 4. 4 . AMNESTY INTERNATIONAL . MOBILE CAMPAIGNING . @MATHIASWASIK TINDER TAKEOVER // AMNESTY AUSTRALIA
  5. 5. 6 . AMNESTY INTERNATIONAL . MOBILE CAMPAIGNING . @MATHIASWASIK TINDER TAKEOVER: THE IDEA !  The social discovery app Tinder is a place where millions of women make their choices every day !  We wanted to communicate that many women around the world don‘t have this power of choice !  Fully responsive web journey !  Call for action: Sign up on www.makethechoice.com.au and stand up for women‘s rights in trouble areas
  6. 6. 7 . AMNESTY INTERNATIONAL . MOBILE CAMPAIGNING . @MATHIASWASIK !  The campaign used Tinder in a way that people didn‘t expect !  Provoked reaction (good and bad) !  The campaign made headlines globally !  The time was right !  Tinder‘s functionality meant people could not click through to the microsite from the app !  Fundraising goals were not reached !  Similar budget spent on Facebook ads would have seen better results !  The agency was not on the same page in terms of returns and results metrics TINDER TAKEOVER: WINS & FAILS
  7. 7. 8 . AMNESTY INTERNATIONAL . MOBILE CAMPAIGNING . @MATHIASWASIK TINDER TAKEOVER: TAKEAWAYS !  Stand out from the crowd: Innovative ideas and unconventional use of apps und tools attract widespread public attention !  Not all that glitters is gold: Some good ideas fail due to technical hurdles !  Campaign goals must be clear among all project team members !  Is campaigning in dating and chat apps an invasion of the last private communication refuge?
  8. 8. 9 . AMNESTY INTERNATIONAL . MOBILE CAMPAIGNING . @MATHIASWASIK WEFREE // AMNESTY POLAND
  9. 9. 11 . AMNESTY INTERNATIONAL . MOBILE CAMPAIGNING . @MATHIASWASIK WEFREE: THE IDEA !  The challenge: How can we win new young supporters at events like music festivals? !  Assumption no.1: Festivalgoers would do everything for some stable internet reception !  Assumption no.2: Nobody reads the fine print
  10. 10. 12 . AMNESTY INTERNATIONAL . MOBILE CAMPAIGNING . @MATHIASWASIK WEFREE: IN ACTION !  Realization of the idea on very short notice !  Guerrilla action without the consent of the festival organizer !  Organizational and technical problems (e.g. weak wifi signal)
  11. 11. 13 . AMNESTY INTERNATIONAL . MOBILE CAMPAIGNING . @MATHIASWASIK !  Novel concept !  Positive feedback from supporters !  Considerable media attention !  Planning period too short !  Technical issues on the ground !  The results were sobering, no tangible boost in participations in the campaign WEFREE: WINS & FAILS
  12. 12. 14 . AMNESTY INTERNATIONAL . MOBILE CAMPAIGNING . @MATHIASWASIK WEFREE: TAKEAWAYS !  An action like this must be accompanied by an on-site presence of staff or volunteers !  Gray area: Get consent of festival organizers to avoid legal issues !  The idea is promising but the execution leaves room for improvement
  13. 13. 15 . AMNESTY INTERNATIONAL . MOBILE CAMPAIGNING . @MATHIASWASIK URGENT ACTION APP // AMNESTY NETHERLANDS
  14. 14. 16 . AMNESTY INTERNATIONAL . MOBILE CAMPAIGNING . @MATHIASWASIK URGENT ACTION APP: THE IDEA !  Creating our own mobile campaigning network !  Selected actions are sent once a week directly to registered supporters !  100% focus on the actual case, no distraction !  Immediately grabbing supporters‘ attention with push notifications on the phone
  15. 15. 17 . AMNESTY INTERNATIONAL . MOBILE CAMPAIGNING . @MATHIASWASIK URGENT ACTION APP: TAKEAWAYS !  Outstanding results: !  13,000 app downloads since summer 2014 !  2,000 actions taken on average per blast !  60% of participations come from push notifications !  40% come directly through the app !  With the right concept and appealing content mobile apps can work very well in activism
  16. 16. 18 . AMNESTY INTERNATIONAL . MOBILE CAMPAIGNING . @MATHIASWASIK NEAR FIELD ACTIVISM // AMNESTY GERMANY
  17. 17. 20 . AMNESTY INTERNATIONAL . MOBILE CAMPAIGNING . @MATHIASWASIK GET IN TOUCH WITH HUMAN RIGHTS: THE IDEA !  Smartphones with NFC (Near Field Communication) technology are widespread in Germany !  Looking for new approaches to campaigning and fundraising in a digitalized world !  Gamification: Give people something to play with! !  Campaign badges with embedded NFC tags are easy to produce, cheap and make a nice giveaway
  18. 18. 21 . AMNESTY INTERNATIONAL . MOBILE CAMPAIGNING . @MATHIASWASIK GET IN TOUCH WITH HUMAN RIGHTS: THE IDEA How does it work? !  Simply tap the badge with your smartphone (NFC must be available and activated on the phone) !  Your device will open the campaign website „ranhalten.de“ !  Choose your campaign, sign the petition and you‘re done!
  19. 19. 22 . AMNESTY INTERNATIONAL . MOBILE CAMPAIGNING . @MATHIASWASIK GET IN TOUCH WITH HUMAN RIGHTS: GRASSROTS ACTIVISM AMNESTY YOUTH SUMMIT IN BERLIN !  Youth groups collected signatures for campaigns using NFC badges !  Gamification: Which group gets the most signatures? !  The groups took the badges home to test in real-life conditions
  20. 20. 23 . AMNESTY INTERNATIONAL . MOBILE CAMPAIGNING . @MATHIASWASIK GET IN TOUCH WITH HUMAN RIGHTS: FUNDRAISING POSTERS AND POSTCARDS !  Donations with NFC !  Payments proecessed via mobile donation platform twingle.de by adding the sum to the phone bill !  Increased visibility for the brand
  21. 21. 24 . AMNESTY INTERNATIONAL . MOBILE CAMPAIGNING . @MATHIASWASIK !  Supporters and volunteers love it !  Positive media attention !  Internally the campaign spurred discussions on „human rights in the digital age“ !  „Uncharted waters“: Because the idea was new, project partners were excited and highly motivated !  NFC is a new technology & needs explanation & instructions !  The costs do not really pay off in donations yet !  Mobile phone reception is often too weak in bars, subway stations etc. !  „Uncharted waters“: Because the idea was new, various technical issues arose GET IN TOUCH WITH HUMAN RIGHTS: WINS & FAILS
  22. 22. 25 . AMNESTY INTERNATIONAL . MOBILE CAMPAIGNING . @MATHIASWASIK GET IN TOUCH WITH HUMAN RIGHTS: TAKEAWAYS !  Questions about privacy and data security need to be anticipated and taken seriously when a relatively unknown technology is used !  Plan in sufficient time and ressources when working on a technology most project partners are unfamiliar with !  Sometimes you‘re just ahead of your time. Maybe it‘s worth waiting until the technology is more prevalent? !  There is considerable potential for NFC in activism. It seems though, that at least the German market is not ready for mobile donating yet.
  23. 23. 26 . AMNESTY INTERNATIONAL . MOBILE CAMPAIGNING . @MATHIASWASIK THANK YOU!

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