WWT 2010: Apps and Tools to Energize Your Base
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Want to build a powerful movement online? You need two key ingredients - people and tools to connect and engage with them. From "texting" to location based apps like FourSquare this panel will give you the nuts and bolts of the latest apps and tools organizations can use to effectively moblize and energize people online. Panelists: Amy Sample Ward, NetSquared, Shana Glickfield, The Beekeeper Group, and Jessica Bosanko, M+R Strategic Services
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WWT 2010: Apps and Tools to Energize Your Base
- 1. Apps and Tools to Energize Your Base Need Help? Call ReadyTalk Support at 1-800-843-9166 PANELISTS: Jessica Bosanko and Shana Glickfield MODERATOR: Amy Sample Ward Building a Powerful Movement Online Powered by:
- 10. 5 Billion Text messages per day
- 13. Where do Subscribers Come From?
- 14. Where do Subscribers Come From?
- 15. Where do Subscribers Come From?
- 16. Where do Subscribers Come From?
- 17. Outbound Messages = 1.6/month Fundraising: ask subscribers to respond to a text with a special donation keyword (such as “PLEDGE” or “GIVE”) Advocacy: ask subscribers to sign a petition or call a given decision-maker/advocacy target by either replying to the message with the text “CALL” or calling a special phone number Informational: provide info about an issue, event or other breaking news Go-to-Web: drive subscribers to visit a web page Text Reply: ask subscribers to respond to a text message, but are not fundraising or advocacy appeals.
- 20. HRC Fundraising Test Conclusion: Text subscribers are more responsive & reinforcing the message via text works
- 21. Using Text to Drive Advocacy
- 26. Foursquare Feeds
- 34. Google Analytics
- 36. URL Shorteners
- 37. Nutshell Mail
- 38. Google Alerts
Notas do Editor
- CTIA study in from March 2010 – 5 billion texts a day in the U.S. during the second half of 2009 – this is more than doube the volume of the previous year. The volume of text messages being sent every day is incredible. How can nonprofits leverage this medium to build support for their work?
- In a study we coauthored with MobileActive.org in early 2010, we took a look at how a handful of nonprofits were using text messaging. All of these groups had text programs in place for at least the last 6 months – and some for more like 2 yrs – which is enough to make you one of the longest-running nonprofit text programs out there!
- 2010 email benchmarks: Email files grew by an average of 24.4% in 2009 Churn just under 17%
- 62% of subscribers for the participants came from email data syncs, mostly by adding a mobile field to their advocacy forms. Another 19% were from web signs up. Only 2% signed up texting in the sign up key word. Other groups do see larger numbers from texting in though: Shed Aquarium recruitment numbers: Text messaging generated 325% more contest entries than any other medium, even though it only ran in 25% of ads. URLs were featured in other advertisments. Keep a child alive grew their list through fundraising. They received $450,000 from 90,000 donors from Alicia Key’s promotion on American Idol. Red Cross Haiti = Over 1 million new donors
- 62% of subscribers for the participants came from email data syncs, mostly by adding a mobile field to their advocacy forms. Another 19% were from web signs up. Only 2% signed up texting in the sign up key word. Other groups do see larger numbers from texting in though: Shed Aquarium recruitment numbers: Text messaging generated 325% more contest entries than any other medium, even though it only ran in 25% of ads. URLs were featured in other advertisments. Keep a child alive grew their list through fundraising. They received $450,000 from 90,000 donors from Alicia Key’s promotion on American Idol. Red Cross Haiti = Over 1 million new donors
- 62% of subscribers for the participants came from email data syncs, mostly by adding a mobile field to their advocacy forms. Another 19% were from web signs up. Only 2% signed up texting in the sign up key word. Other groups do see larger numbers from texting in though: Shed Aquarium recruitment numbers: Text messaging generated 325% more contest entries than any other medium, even though it only ran in 25% of ads. URLs were featured in other advertisments. Keep a child alive grew their list through fundraising. They received $450,000 from 90,000 donors from Alicia Key’s promotion on American Idol. Red Cross Haiti = Over 1 million new donors
- 62% of subscribers for the participants came from email data syncs, mostly by adding a mobile field to their advocacy forms. Another 19% were from web signs up. Only 2% signed up texting in the sign up key word. Other groups do see larger numbers from texting in though: Shed Aquarium recruitment numbers: Text messaging generated 325% more contest entries than any other medium, even though it only ran in 25% of ads. URLs were featured in other advertisments. Keep a child alive grew their list through fundraising. They received $450,000 from 90,000 donors from Alicia Key’s promotion on American Idol. Red Cross Haiti = Over 1 million new donors
- To calculate response rates, M+R looked at all qualified petition texts to the organization’s inbox within 48 hours of the corresponding advocacy alert’s launch. These rates are far above email response rates (less than 0.82% for call in alerts and 4% for advocacy). Nearly a quarter of all calls made for HRC can come from the text message even though the text list is 1/20 th the size of the email list!
- HRC has been creating an annual “buyers guide” – assigning scores to companies based on their LGBT policies – since 2002. Just under two years ago, they created a text messaging component using mData. Users text “SHOP” and the name of a company to the shortcode and get back the score of that company. Since it launched it’s received more than 18,000 requests for scores. In 2010 they introduced an iphone app version as well.
- Email appeal launched to non-donors at noon. Email recipients also on the mobile list split in two: half were sent a text message around 7:30 pm. Half were sent no test. Another appeal launched Thu morning to the same group. In the 24 hrs after the message sent: Text subscribers responded at 20 times the rate of non text subscriber. Text subscribers who received the text responded even better – 29 times non text subscribers. The text message was: HRC DEADLINE ALERT: Get your stylish metal water bottle by joining HRC by midnight tonight. Last chance! Go to http://bit.ly/8IyKKn
- NARAL sent an advocacy alert to their full file asking them to sign a petition to the Governor of North Dakota. On the same day, they sent a text message to half of their text subscribers (the other half received no text), also asking them to take action and providing a link to do so. Mobile subscribers who did NOT get a text – like in the fundraising example from HRC – still responded at a much higher rate than the full email file. But mobile subscribers who received the text did even better – they responded to the email at a rate 6 times higher than the full list (NOT including the actual mobile responses).
- We are already using many web and mobile platforms and applications so this doesn’t need to be a presentation about how to use facebook. But, if we can start to measure and track our use of tools, we can start improving, iterating and using them more successfully.
- Think about people and indentify influencers not just number of clicks