SMS Fundraising at #18NTC

You Raised How Much with
SMS?!?
#18NTCsmsfundraising
Questions? Text SMS to 662266 and they’ll be answered at the end

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
A B C D

INTRODUCING
Rachel Kottler, Digital Account Manager
Lautman Maska Neill & Company
@lautmandc
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

Who Is Here Today?
4
Questions texted to 662266 will be answered at the end #18NTCsmsfundraising

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

DIDYOUKNOW?  95% of Americans own a mobile phone.
 The average American spends 26 minutes
every day texting.
6

ReachingMore
DiversePopulations
Underserved populations over-index for text messaging
7

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

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

MobileGivingis
ontheRise
For the last three years,
mobile giving has increased
by 40% per year.
10

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

Here’s Drew!
Drew.Daniels@HRC.org
@HRC
12

Some Background
13

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

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

How to use SMS for
Fundraising
16

Sendatextwith
alinktounique
donatepage
17
H O W H R C D O E S
I T

IntegrateSMS
IntoMail
Campaigns
18
D O !

IntegrateSMS
IntoEmail
Campaigns
19
D O !

UseSMS to
Convert
Prospectsto
Donors
EMAIL
CONVERSION RATE
WAS 0.04%
MMS WAS 0.24%!
(6 TIMES HIGHER)
20
D O !

UseSMSfor
Sustainer
Upgradesand
Invites
21
D O !

Segment
Messagesfor
Donorvs.
Non-donor
22
P E R S O N A L I Z AT I O
N

Testing:
MMSvs SMS
23
D O

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

Texts are more effective
than Emails at getting
people to call their elected
officials.
Call rates are 3x higher for texts!
25

Here’s Sandi!
26
sandi@smartasafox.org
@Smartasafox

Using Mobile to
Advocate
NTC18 | You Raised How Much with SMS?!?
Sandi Fox, Founder
Smart As A Fox LLC
@smartasafox

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.

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.

Integrate mobile SMS and tools into your
Advocacy campaign strategies.
TACTICS & CASE
STUDIES

PetitionSignatures
● Higher response rates than
email.
● Utilize the platform your
audience is on.
● Keywords

Click-to-Call& Patch-throughs
● Higher conversion
rates than email!
● Text “Call” vs. Dialing
the number.
● Form on Landing
Page vs. Patch-
through #
In terms of impact on
Congress:
1 Phone Call = 1,000 Emails

BreakingNews
● Mobile is ideal for
Rapid Response
Moments.
● Preps your
supporters to be
ready to take action.

GetOutToVote(GOTV)
● Make A Plan.
● Peer-to-Peer vs.
Broadcast Mobile
● Data and Open APIs
are your friend.

EventTurnout
● Online-to-Offline
Organizing
● Rapid Response
● Large Scale

Recruitment& Acquisition
● Mobile Opt-In on ALL
FORMS
● Digital Ads
● Event CTA with Opt-In

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

According to Upland Mobile
Messaging, the average open
rate for text messages is 60%
The Average is 99%!
38

Here’s Taylor!
TDankmyer@uplandsoftware.com
@uplandmm
39

Getting Your SMS Program Off
the Ground
40

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

Should my Organization be
Texting?
42

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.

So, like literally every organization’s
goals.
Got it.
44

How Do I Get Buy In?
45

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!

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.

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.

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 

How Do I Get Started?
50

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.

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.
Questions texted to XXXXX will be answered at the end #18NTCsmsfundraising

GROW YOUR LIST
53

54
Advocacy
Works!

55
Email Works!

56
Social Media Works!

57
Websites Work!
Particularly Web Forms

58
Events/Field Work!

59
Videos Work!

60
Really Easy Celebrity Asks

How Do I Build a Big List of
Dedicated Subscribers?
61

Don’tReinvent
theWheel
• You don’t need to create new
campaigns. Just add an
SMS component to your
existing ones.
Questions texted to XXXXX will be answered at the end #18NTCsmsfundraising

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?”

IntegrateInto
Existing
Campaigns

Don’tReinvent
theWheel

67

Makeit Exclusive
& Fun

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)

EngageExisting
List+ GrowYour
List
EngagementAcquisition

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

72
 This.
Not This.


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.

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

SMS Fundraising at #18NTC

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SMS Fundraising at #18NTC