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SMS Fundraising at #18NTC

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#18NTC Panel discussion on the ins and outs of the Human Rights Campaign’s mobile fundraising program

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SMS Fundraising at #18NTC

  1. 1. You Raised How Much with SMS?!? #18NTCsmsfundraising Questions? Text SMS to 662266 and they’ll be answered at the end
  2. 2. QUICKPOLL Rate Your Experience with SMS Fundraising + Advocacy I’m a Total Newbie! I Know a Little… I’m Looking for Advanced Ideas Tips & Tricks I’m an Expert Text “SMS” to 662266 to participate. (You’ll be entered to win a prize!) 2 #18NTCsmsfundraising A B C D
  3. 3. INTRODUCING Rachel Kottler, Digital Account Manager Lautman Maska Neill & Company @lautmandc #18NTCsmsfundraising Taylor Dankmyer, Mobile Strategist Mobile Commons by Upland @uplandmm Drew-Shane Daniels, Sr. Manager Online Strategy Human Rights Campaign @HRC Sandi Fox, Founder & Principal Consultant Smart As A Fox @smartasafox
  4. 4. Who Is Here Today? #18NTCsmsfundraising 4 Questions texted to 662266 will be answered at the end #18NTCsmsfundraising
  5. 5. Today’sGoals Learn how to:  Grow your list and use SMS as a fundraising channel  Use mobile to drive advocacy actions  Launch your own mobile program 5 Questions texted to 662266 will be answered at the end #18NTCsmsfundraising
  6. 6. DIDYOUKNOW?  95% of Americans own a mobile phone.  The average American spends 26 minutes every day texting. 6 Questions texted to 662266 will be answered at the end #18NTCsmsfundraising
  7. 7. ReachingMore DiversePopulations Underserved populations over-index for text messaging 7 Questions texted to 662266 will be answered at the end #18NTCsmsfundraising
  8. 8. Reaching YourDonors 34% 72% 92% 97% 0% 20% 40% 60% 80% 100% 120% 65+ 50-64 30-49 18-29 Percentage of People who Text Text messaging usage is the highest among young adults ages 18-29, but the fastest growing group of text message users are those ages 50-64. 8 Questions texted to 662266 will be answered at the end #18NTCsmsfundraising
  9. 9. TextMessagingis Effective  Text messaging is fastest way to reach the most people  Text messages are the most likely to be noticed first and responded to immediately compared to emails, voicemails, and mobile app notifications. 9 Questions texted to 662266 will be answered at the end #18NTCsmsfundraising
  10. 10. MobileGivingis ontheRise For the last three years, mobile giving has increased by 40% per year. 10 Questions texted to 662266 will be answered at the end #18NTCsmsfundraising
  11. 11. HRC raised over $50,000 at year end through SMS. T R U E O R FA L S E 3 texts raised over $58,000! 11 Questions texted to 662266 will be answered at the end #18NTCsmsfundraising
  12. 12. Here’s Drew! Drew.Daniels@HRC.org @HRC 12 #18NTCsmsfundraising
  13. 13. Some Background #18NTCsmsfundraising 13
  14. 14. HRC’sMobile ActionNetwork  Rapid-fire growth in mobile number collection:  Around marriage equality  After Trump’s election (rallies and marches)  Cadence: 3-4 messages per month  Revenue nearly doubles each year  December year-end fundraising hit an all-time high, bringing in 42% more revenue 14 Questions texted to 662266 will be answered at the end #18NTCsmsfundraising
  15. 15. Who’sOnHRC’s MobileList? 60% of our subscribers are donors 30% of subscribers are SMS only 43% of subscribers have made advocacy calls HRC mobile subscribers are 250% more likely to donate 15 Questions texted to 662266 will be answered at the end #18NTCsmsfundraising
  16. 16. How to use SMS for Fundraising #18NTCsmsfundraising 16
  17. 17. Sendatextwith alinktounique donatepage 17 H O W H R C D O E S I T Questions texted to 662266 will be answered at the end #18NTCsmsfundraising
  18. 18. IntegrateSMS IntoMail Campaigns 18 D O ! Questions texted to 662266 will be answered at the end #18NTCsmsfundraising
  19. 19. IntegrateSMS IntoEmail Campaigns 19 D O ! Questions texted to 662266 will be answered at the end #18NTCsmsfundraising
  20. 20. UseSMS to Convert Prospectsto Donors EMAIL CONVERSION RATE WAS 0.04% MMS WAS 0.24%! (6 TIMES HIGHER) 20 D O ! Questions texted to 662266 will be answered at the end #18NTCsmsfundraising
  21. 21. UseSMSfor Sustainer Upgradesand Invites 21 D O ! Questions texted to 662266 will be answered at the end #18NTCsmsfundraising
  22. 22. Segment Messagesfor Donorvs. Non-donor 22 P E R S O N A L I Z AT I O N Questions texted to 662266 will be answered at the end #18NTCsmsfundraising
  23. 23. Testing: MMSvs SMS 23 D O Questions texted to 662266 will be answered at the end #18NTCsmsfundraising
  24. 24. Keep it simple. People crave EASY interactive experiences. Text reminders to donate. Send timely SMS reminders to donate. Be human. Not a Robot. Use language that sounds real. K E Y TA K E AWAY S Questions texted to 662266 will be answered at the end #18NTCsmsfundraising Questions texted to 662266 will be answered at the end #18NTCsmsfundraising
  25. 25. Texts are more effective than Emails at getting people to call their elected officials. T R U E O R FA L S E Call rates are 3x higher for texts! 25 Questions texted to 662266 will be answered at the end #18NTCsmsfundraising
  26. 26. Here’s Sandi! 26 sandi@smartasafox.org @Smartasafox #18NTCsmsfundraising
  27. 27. Using Mobile to Advocate NTC18 | You Raised How Much with SMS?!? Sandi Fox, Founder Smart As A Fox LLC @smartasafox #18NTCsmsfundraising
  28. 28. c Whatisdigitalorganizing? • Digital organizing is just an extension of in- person organizing. • Everything stems from the ultimate goal of moving constituents up the ladder of engagement and getting them to take action. • In today’s volatile and disrupted world we need to meet people where they are, engage and develop relationships.
  29. 29. Questions texted to 662266 will be answered at the end Whyusemobiletoadvocate? ● Almost everyone is on mobile. ● Best way to reach communities of color that have limited access to broadband and young people. ● Mobile is by far the BEST Direct Response communications tool out there. ● It is engaging. ● Great for rapid response. #18NTCsmsfundraising
  30. 30. Integrate mobile SMS and tools into your Advocacy campaign strategies. TACTICS & CASE STUDIES
  31. 31. PetitionSignatures ● Higher response rates than email. ● Utilize the platform your audience is on. ● Keywords Questions texted to 662266 will be answered at the end #18NTCsmsfundraising
  32. 32. Click-to-Call& Patch-throughs ● Higher conversion rates than email! ● Text “Call” vs. Dialing the number. ● Form on Landing Page vs. Patch- through # Questions texted to 662266 will be answered at the end #18NTCsmsfundraising In terms of impact on Congress: 1 Phone Call = 1,000 Emails
  33. 33. BreakingNews ● Mobile is ideal for Rapid Response Moments. ● Preps your supporters to be ready to take action. Questions texted to 662266 will be answered at the end #18NTCsmsfundraising
  34. 34. GetOutToVote(GOTV) ● Make A Plan. ● Peer-to-Peer vs. Broadcast Mobile ● Data and Open APIs are your friend. Questions texted to 662266 will be answered at the end #18NTCsmsfundraising
  35. 35. EventTurnout ● Online-to-Offline Organizing ● Rapid Response ● Large Scale Questions texted to 662266 will be answered at the end #18NTCsmsfundraising
  36. 36. Recruitment& Acquisition ● Mobile Opt-In on ALL FORMS ● Digital Ads ● Event CTA with Opt-In Questions texted to 662266 will be answered at the end #18NTCsmsfundraising
  37. 37. Tips& BestPractices ● Identify your OBJECTIVE or goal. ● What is the best ACTION to get to that objective? ● You must IDENTIFY your organization. ● Make it PERSONAL. ● You ONLY have 160 characters. ● Are you ENGAGING your audience? How? #18NTCsmsfundraisingQuestions texted to 662266 will be answered at the end
  38. 38. According to Upland Mobile Messaging, the average open rate for text messages is 60% T R U E O R FA L S E The Average is 99%! 38 Questions texted to 662266 will be answered at the end #18NTCsmsfundraising
  39. 39. Here’s Taylor! TDankmyer@uplandsoftware.com @uplandmm 39 #18NTCsmsfundraising
  40. 40. Getting Your SMS Program Off the Ground #18NTCsmsfundraising 40
  41. 41. Common Questions& Obstacles  Should I be texting? How do I get buy in?  How do I get started? How do I list build?  How do I engage subscribers? What’s my long term strategy? 41 Questions texted to 662266 will be answered at the end #18NTCsmsfundraising
  42. 42. Should my Organization be Texting? 42 #18NTCsmsfundraising
  43. 43. YES,DUH. If you want people to see your message. If you want to reach harder to reach populations. If you want people to respond or take some kind of action. #18NTCsmsfundraising Questions texted to 662266 will be answered at the end #18NTCsmsfundraising
  44. 44. So, like literally every organization’s goals. Got it. 44 #18NTCsmsfundraising
  45. 45. How Do I Get Buy In? 45 #18NTCsmsfundraising
  46. 46. Startedfromthe Bottom,Now We’reHere? At one point, your organization started from scratch with:  Direct Mail (addresses)  Facebook  Email  Telemarketing (phone numbers)  Growing a SMS list is no different, and all your already built additional channels make it even easier to promote! #18NTCsmsfundraising Questions texted to 662266 will be answered at the end #18NTCsmsfundraising
  47. 47. Startedfromthe Bottom,Now We’reHere? For SMS, you’re meeting People where they already are:  The SMS app is one of the top 5 used apps on a person’s smart phone.  Other than these top 5, App retention is ~20% 3 months after a user downloads it. Most use an app 0-1 times. #18NTCsmsfundraising Questions texted to 662266 will be answered at the end #18NTCsmsfundraising
  48. 48. It justWorks!  Action Rates/Response Rates/Click Through Rates/Conversion rates 2x-4x that of e-mail or social.  Mobile Subscribers being worth $0.45 - $0.60 per subscriber. #18NTCsmsfundraising Questions texted to 662266 will be answered at the end #18NTCsmsfundraising
  49. 49. It Doesn’tTake Longto Writea SMS  Your canvas is 160 characters* and maybe an image (MMS) if you include one.  It’s quick & simple.  How long will it take to copy edit & approve that compared to an e-mail, website, or social media? * = Messages can be longer than 160 characters in Mobile Commons  #18NTCsmsfundraising Questions texted to 662266 will be answered at the end #18NTCsmsfundraising
  50. 50. How Do I Get Started? 50 #18NTCsmsfundraising
  51. 51. CoupleNotes • Opt in Only. Subscribers need to give their consent. • You can’t just subscribe a bunch of phone numbers to your SMS list without their consent, like you can with an email list. • You can’t buy phone numbers & subscribe them. #18NTCsmsfundraising Questions texted to 662266 will be answered at the end #18NTCsmsfundraising
  52. 52. HowdoI get Started? JustStart. • Even if you don’t have the software yet, start collecting numbers & asking for opt ins, immediately. • Use every available form of media. More promotion = more subscribers = more action. #18NTCsmsfundraising Questions texted to XXXXX will be answered at the end #18NTCsmsfundraising Questions texted to 662266 will be answered at the end #18NTCsmsfundraising
  53. 53. GROW YOUR LIST 53 #18NTCsmsfundraising
  54. 54. 54 Advocacy Works! Questions texted to 662266 will be answered at the end #18NTCsmsfundraising
  55. 55. 55 Email Works! #18NTCsmsfundraising
  56. 56. 56 Social Media Works! Questions texted to 662266 will be answered at the end #18NTCsmsfundraising
  57. 57. 57 Websites Work! Particularly Web Forms Questions texted to 662266 will be answered at the end #18NTCsmsfundraising
  58. 58. 58 Events/Field Work! Questions texted to 662266 will be answered at the end #18NTCsmsfundraising
  59. 59. 59 Videos Work! Questions texted to 662266 will be answered at the end #18NTCsmsfundraising
  60. 60. 60 Really Easy Celebrity Asks Questions texted to 662266 will be answered at the end #18NTCsmsfundraising
  61. 61. How Do I Build a Big List of Dedicated Subscribers? 61 #18NTCsmsfundraising
  62. 62. Don’tReinvent theWheel • You don’t need to create new campaigns. Just add an SMS component to your existing ones. #18NTCsmsfundraising Questions texted to XXXXX will be answered at the end #18NTCsmsfundraising Questions texted to 662266 will be answered at the end #18NTCsmsfundraising
  63. 63. EngagingYour List • Integrate SMS in to your existing communication plans. • Always have someone in the room thinking about SMS • “What are we going to do on SMS?” #18NTCsmsfundraising Questions texted to 662266 will be answered at the end #18NTCsmsfundraising
  64. 64. IntegrateInto Existing Campaigns #18NTCsmsfundraising Questions texted to 662266 will be answered at the end #18NTCsmsfundraising
  65. 65. Don’tReinvent theWheel #18NTCsmsfundraising Questions texted to 662266 will be answered at the end #18NTCsmsfundraising
  66. 66. #18NTCsmsfundraising Questions texted to 662266 will be answered at the end #18NTCsmsfundraising
  67. 67. 67 Questions texted to 662266 will be answered at the end #18NTCsmsfundraising
  68. 68. Makeit Exclusive & Fun #18NTCsmsfundraising Questions texted to 662266 will be answered at the end #18NTCsmsfundraising
  69. 69. FinalTips The most successful mobile campaigns grow your list AND engage your current subscribers (in other words, you can & should use engagement as acquisition and vice versa) #18NTCsmsfundraising Questions texted to 662266 will be answered at the end #18NTCsmsfundraising
  70. 70. EngageExisting List+ GrowYour List #18NTCsmsfundraising EngagementAcquisition Questions texted to 662266 will be answered at the end #18NTCsmsfundraising
  71. 71. FinalTips Action comes from regular, varied, 2 way communications with your SMS subscribers.  Regular = Text them often enough that they’re used to hearing from you  Varied = Don’t always ask them for the same thing  2 way = This is text messaging! It’s a conversation. Make it one #18NTCsmsfundraising Questions texted to 662266 will be answered at the end #18NTCsmsfundraising
  72. 72. 72  This. Not This.  Questions texted to 662266 will be answered at the end #18NTCsmsfundraising
  73. 73. 5ThingsYour Organization Coulddowith SMS Today Still not convinced? 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 forms and send thank you text to all who submit 5. Give (exclusive) content via SMS. #18NTCsmsfundraising Questions texted to 662266 will be answered at the end #18NTCsmsfundraising
  74. 74. Questions?
  75. 75. ThankYou! Rachel Kottler, Digital Account Manager Lautman Maska Neill & Company Email: RKottler@LautmanDC.com Drew-Shane Daniels, Sr. Manager Online Strategy Human Rights Campaign Email: Drew.Daniels@HRC.org Sandi Fox, Founder & Principal Consultant Smart As A Fox Email: Sandi@smartasafox.org Taylor Dankmyer, Mobile Strategist Mobile Commons by Upland Email: TDankmyer@uplandsoftware.com #18NTCsmsfundraising

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