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Start MOBILE-izing Your Base: Learn How to Get Started with SMS

Join the Bridge Conference on July 11, 2019, to learn why mobile is essential, key terms, tactics, case studies, growth strategies, and best practices for using SMS.

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Start MOBILE-izing Your Base: Learn How to Get Started with SMS

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  1. Start MOBILE-izing Your Base: Learn How to Get Started with SMS Sandi Fox, Smart As A Fox LLC Drew Daniels, Human Rights Campaign #Bridge19

  2. QUICK POLL: Text DIGITAL to 97779 SHARE WITH US YOUR LEVEL OF EXPERIENCE USING MOBILE: • Beginner • Intermediate • Intermediate Plus • Expert • No Experience

  3. Start MOBILE-izing Your Base: Learn How to Get Started with SMS Bridge Conference | July 11, 2019 Sandi Fox Founder & CEO Smart As A Fox LLC Drew Daniels Deputy Director Online Strategy Human Rights Campaign #Mobile2019 | @HRC | @Smartasafox

  4. What are we going to cover? • Why Mobile? • Key Terms • Identifying your Resources, Needs, and Audiences • Tactics • HRC Case Studies • Growth Strategies & Best Practices • Q&A #SMSfor2019 Time to Mobile-ize: Getting Started with SMS

  5. The Basics Why Mobile? Key Terms

  6. Why Mobile? • Almost everyone is on mobile. • Mobile is by far the BEST Direct Response communications tool out there. • It is engaging. • Great for rapid response. • Best way to reach communities of color and rural communities that have limited access to broadband. #SMSfor2019 Time to Mobile-ize: Getting Started with SMS

  7. SMS vs. MMS SMS is the acronym for Short Message Service and is strictly text based MMS or Multimedia Message Service allows for GIF and image based messages to be sent. #SMSfor2019 Time to Mobile-ize: Getting Started with SMS

  8. Shortcode vs. Longcode A shortcode is a 5 to 6 digit number that has been approved by all the phone carriers for application-to-person and bulk/mass texting. (i.e. Text VOTE19 to 97779) A longcode is a 10-digit number (ie. regular phone number) that is primarily used for one-on-one texting via an application or person. Not approved currently for bulk/mass texting. (ie. 800-987-1234) #SMSfor2019 Time to Mobile-ize: Getting Started with SMS

  9. Peer-to-Peer vs. Broadcast How to determine which mobile option is the best based on your resources, needs and audiences.

  10. #SMSfor2019 Time to Mobile-ize: Getting Started with SMS

  11. What are your resources? #SMSfor2019 Smart As A Fox | Time to Mobile-ize: Getting Started on SMS

  12. What are your needs? • What is your program or campaign goals? • Are we going to organize a call-in campaign? • Will there be rapid response moments? • Am I using mobile for volunteer organizing, supporter engagement, fundraising, GOTV, voter ID? #SMSfor2019 Time to Mobile-ize: Getting Started with SMS

  13. Who are your audiences? • How targeted is my audience? • Do I have a relationship with this audience? • What is that relationship? • Do I have mobile opt-ins already? #SMSfor2019 Time to Mobile-ize: Getting Started with SMS

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

  15. Actions (ie. Petitions) • Higher response rates than email. • Utilize the platform your audience is on. • Keyword Call-to-Action #SMSfor2019 Time to Mobile-ize: Getting Started with SMS

  16. Click-to-Call & Patch-throughs In terms of impact on Congress: 1 Phone Call = 1,000 Emails • Higher conversion rates than email! • Text “Call” vs. Dialing the number. • Form on Landing Page vs. Patch-through # #SMSfor2019 Time to Mobile-ize: Getting Started with SMS

  17. Breaking News • Mobile is ideal for Rapid Response Moments. • Preps your supporters to be ready to take action. #SMSfor2019 Time to Mobile-ize: Getting Started with SMS

  18. Get Out To Vote (GOTV) • Make A Plan. • Peer-to-Peer vs. Broadcast Mobile • Data and Open APIs are your friend. #SMSfor2019 Time to Mobile-ize: Getting Started with SMS

  19. Event Turnout • Online-to-Offline Organizing • Rapid Response • Large Scale #SMSfor2019 Time to Mobile-ize: Getting Started with SMS

  20. Fundraising $ • Mobile Giving is on the Rise! • Mobile Subscribers = Donors • Integrate SMS into your regular fundraising program. • One-click Donate #SMSfor2019 Time to Mobile-ize: Getting Started with SMS

  21. HRC Case Study Integrating mobile into your overall fundraising strategy.

  22. Rapid-fire growth in mobile number collection • Launch 3-4 messages a month • Revenue nearly doubles each year • December year-end fundraising hit an all-time high, bringing in 42% more revenue! • Mobile subscribers are 250% more likely to donate • Converting supporters 6-8x more than email!! Time to Mobile-ize: Getting Started with SMS #SMSfor2019 HRC’s Mobile Action Network

  23. Time to Mobile-ize: Getting Started with SMS #SMSfor2019 Integrate SMS Into Mail Campaigns

  24. Time to Mobile-ize: Getting Started with SMS #SMSfor2019 Integrate SMS Into Email Campaigns

  25. Time to Mobile-ize: Getting Started with SMS #SMSfor2019 DO! Use SMS to Convert Prospects to Donors

  26. Time to Mobile-ize: Getting Started with SMS #SMSfor2019 DO! Use SMS for Sustainer Upgrades and Invites EVEN GREAT FOR DECLINES AND DELINQUENTS!!

  27. Time to Mobile-ize: Getting Started with SMS #SMSfor2019 Segment Messages for Donor vs. Non-donor

  28. Time to Mobile-ize: Getting Started with SMS #SMSfor2019 DO Testing: MMS vs. SMS

  29. Time to Mobile-ize: Getting Started with SMS #SMSfor2019 Using your website

  30. Time to Mobile-ize: Getting Started with SMS #SMSfor2019 Rapid Response Moments

  31. Time to Mobile-ize: Getting Started with SMS #SMSfor2019 Print isn’t Dead

  32. Time to Mobile-ize: Getting Started with SMS #SMSfor2019 Advocacy Works!

  33. GROWTH TIPS & BEST PRACTICES List growth and health are essential to a strong mobile program.

  34. List Health • Don’t reinvent the wheel • INTEGRATE into existing campaigns • Identify your OBJECTIVE or goal. • What is the best ACTIONto get to that objective? • ENGAGE your list. • Make it EXCLUSIVE & FUN.

  35. Recruitment & Acquisition • Mobile Opt-In on ALL FORMS • Rapid Response • Event Call-to-Action with Opt-In Smart As A Fox | Time to Mobile-ize: Getting Started with SMS for Campaigns #SMSfor2019

  36. List Growth Tips • ALL Actions • Social Media • Paid Ads CTA • Digital • Print • TV/Radio

  37. Best Practices • Always IDENTIFY your organization. • Make it PERSONAL. • KISS - You only have 160 characters. • Send between 2-4 messages a month • Don’t end your message with a LINK. #SMSfor2019 Time to Mobile-ize: Getting Started with SMS

  38. 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 FINAL TIPS:

  39. Questions?

  40. Thanks for joining us! Stay in touch: Sandi Fox - sandi@smartasafox.org Drew Daniels - drew.daniels@hrc.org Don’t forget to visit the Solutions Showcase for more ideas! #Bridge19

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