Slides presented by Sam McElvie (Mobile Commons) and James Servino (HRC) at the September 2013 meetup of the 501TechNYC/Tech for Good group. Text messaging isn't just for fundraising anymore. With new technology allowing for everything from responsive mapping and call routing by location, to integration with customer relationship management software and acquiring large donors, it's one of the best ways to activate your base. Come ready to share ideas and find out ways you can easily use text messaging to accomplish your mission and engage your audience and those you serve. We discussed: * Strategies for using SMS for fundraising * Strategies for using SMS for two-way engagement that moves people up the ladder of engagement * New Trends in text messaging use cases and advocacy phone calls

1. reach
everyone,
everywhere
How
to
Achieve
Your
Mission
Via
Text:
SMS
Trends
and
Best
PracHces
for
2013
Sam
McKelvie
@sam_mckelvie
sam@mobilecommons.com
Copyright
2012,
Mobile
Commons,
Inc.

2. Why
Text
Messaging?
Use SMS to:
Get More People To
Take More Action
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2012
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Commons,
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2
2

3. 5-­‐10x
More
Opt-­‐Ins






Print
Radio
TV
Live Events
Press
Social Media
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2012
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3

4. Significantly
Higher
AcHon
Rates
Supporters that receive a text
message are 77% more likely
take action.
The Shedd Aquarium used an
SMS call-to-action in 25% of their
TV ads to drive contest entries.
• The TV ad with an SMS call-toaction generated 325% more
contest entries than any other
call-to-action. "
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2012
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4

5. Get
People
to
Take
AcHon
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5

6. Get
People
to
Take
AcHon
Copyright
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2012
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6

7. Any
AcHon…
Registration
Reminders
RSVP
Response
Phone Calls
Engagement
Downloads
Coupons
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Commons,
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7
Mobile Web
Video
Chat
Donations
Sign Petitions
GOTV
Purchases
Events

8. How?
Create
2-­‐way,
engaging,
data-­‐driven
conversaHons
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9. Through Winning Mobile Trends
• Fully Integrated Campaigns
• Virality through Tell-A-Friend
• Creating a Relationship with your list
Transitions, Targeting & Segmenting,
Conditional Responses
• Click to Call Advocacy
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9

10. Fully
Integrated
Campaigns
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2012
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Made
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10

11. Fully
Integrated
Campaigns
Copyright
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2012
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Commons,
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Made
ll
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11

12. Fully
Integrated
Campaigns
Copyright
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2012
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Commons,
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12

13. Fully
Integrated
Campaigns
Copyright
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2012
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Commons,
I012
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Crommons,
Made
ll
rights
reserved.
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in
NYC.
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eserved.
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NYC.
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13

14. Virality
–
Tell
a
Friend
Copyright
©
2012
Mobile
Commons,
I012
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Crommons,
Made
ll
rights
reserved.
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in
NYC.
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eserved.
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14
14

15. Create
a
RelaHonship
-­‐
TransiHons
Copyright
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2012
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Commons,
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Crommons,
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15

16. Create
a
RelaHonship
-­‐
Target
and
Segment
Copyright
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2012
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Commons,
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17. Create
a
RelaHonship
-­‐
Customized
Responses
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17

18. Takeaway
SMS
is
key
to:
Get
More
People
to
Take
More
Ac:on
by
Crea:ng
2-­‐way,
engaging,
data-­‐driven
conversa:ons
that
use
Fully
Integrated,
Viral,
Rela:onship-­‐based
messaging
Copyright
©
2012
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Commons,
I012
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Crommons,
Made
ll
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18

19. Calls
through
the
Web
1. Drive Phone Calls
2. Grow Your List
3. Ask them to take Action
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©
2012
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Commons,
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Crommons,
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eserved.
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19

20. Click-­‐to-­‐Call
Webforms
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20

21. Historic
Campaigns
“Yesterday
we
did
a
historic
thing…
There
is
no
doubt
we’ve
been
heard.”
-­‐
David
Karp,
Founder
of
Tumblr
Copyright
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2012
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Crommons,
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ll
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21
21

22.
• Text Kelly to 38383
And have her call your friends!
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©
2012
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Commons,
I012
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Crommons,
Made
ll
rights
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in
NYC.
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A in
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22
22

23. reach
everyone,
everywhere
Thank
You!
Sam
McKelvie
@sam_mckelvie
Copyright
2012,
Mobile
Commons,
Inc.

24. Introduction
James Servino
HRC s Buyer s Guide
Online Fundraising
and Advocacy Manager
Human Rights Campaign
Washington, DC
Text Shop to 30644
Manages the online fundraising and advocacy
efforts for the Human Rights Campaign--the
nation s largest civil rights organization
working for lesbian, gay, bisexual and
transgender rights with more than 1.5 million
members and supporters. The Online Strategy
Team at HRC coordinates online fundraising
and messaging strategies through
engagement on email, mobile text and social
media. I have a passion for religion and
politics and grateful to be working with HRC to
help engage and empower the growing
majority of Americans who want to work for
LGBT equality.
More than ever, consumers are sending a
message to businesses that they are watching.
They are watching to see if the businesses they
patronize understand and honor issues
important to them, giving buying power to issues
ranging from LGBT inclusiveness to
environmental protection. Corporate social
responsibility has become an imperative for a
successful business. With the Mobile Buyer s
Guide, we hope to harness that power by
providing you with the most accurate review of a
business's workplace policies toward LGBT
employees wherever you are.

26. Mobile Buyer s Guide
& Presidential Debate
Quiz
Created by: Human Rights Campaign, Fall of 2012
PLUS: Presidential Debate Quiz and NY Marriage Victory Map

27. The Human Rights Campaign is America's
largest civil rights organization working to
achieve lesbian, gay, bisexual and
transgender equality. By inspiring and
engaging all Americans, HRC strives to end
discrimination against LGBT citizens and
realize a nation that achieves fundamental
fairness and equality for all.!

30. The Human Rights Campaign represents a
force of more than 1.5 million members and
supporters nationwide — all committed to
making HRC's vision a reality.!
193,000+ of our members and supporters
sign-up to receive text message alerts from
us. !
Here s a look at a couple of the ways we
engage with them using SMS.!

31. Text SHOP to 30644
Created by: Human Rights Campaign, Fall of 2012

32. Informed Consumers
The LGBT community is estimated to have
$712 billion in buying power annually, and
78 percent of LGBT people are extremely
or very likely to consider brands that are
known to provide equal workplace benefits
for their employees, including LGBT workers.!
*According to research by Witeck-Combs Communications and Marketresearch.com. !

33. Informed Consumers
HRC s Buying for Equality Guide (Buyer s Guide)
Ratings
Featured Comparisons
• 80-100: Businesses/brands that receive
our highest workplace equality scores.
• 46-79: Businesses/brands that have
taken steps toward a fair-minded
workplace and receive a moderate
workplace equality score.
• 0-45: Businesses/brands that receive
our lowest workplace equality scores
• *Non-responder unofficial scores.
• Starbucks 90 vs. Caribou Coffee 15
(estimate)
• Nike 100 vs. Adidas 15 (estimate)
• General Mills 100 vs. J.M Smucker 0
(estimate)
• Nordstrom 100 vs. Neiman Marcus 15
(estimate)
• Try yourself! Text Shop to
30644

34. How does it work?
Step 1:
Our supporter texts Shop or
Buy to 30644
Step 2:
They receive a message that
asks them to text back the store
or business they want a score for
Step 3:
They receive the score and how
that rates in comparison to the
guide plus a link to the full guide

35. Reach

36. Reach
Top free
App
requests
500,000
+
41,244
requests
downloads
2,000+

37. Top requests
10,000 users this
past year for the
mobile HRC Buyer s
Guide
Over 41,000 text
messages queries for
company scores
Mobile Buyer s
Guide heavily utilized
during holiday
shopping season

38. What s Next
• Tell a friend
to expand
reach and awareness.
• Take Action: when we
don t have official scores for
a company we want to drive
them to an advocacy page.
• Share: Integrate social
sharing after providing
company scores.
15

39. Other examples
Presidential Debate Quiz
No longer active
(Text debate to 30644)
If there's one common accessory during major
national TV events, it's a cellphone. From the
Oscars to the Democratic and Republican
Conventions, viewers sit at home with their
cellphones out reading news or tweeting and
texting their observations to friends and
followers. HRC Debate Trivia was a simple
engagement using our mobile broadcast
platform that quizzes people on LGBT history in
the debates and more broadly in the campaigns.
Five lucky winners earned HRC VOTE t-shirts
as prizes.
New York Marriage Map
No longer active
Text Shop to 30644
After using the MConnect to drive thousands of
mobile calls to NY state legislators in the 2011
marriage campaign. We sent one final message
to our supporters asking them to drop a pin on
our equality map sending a note of congrats on
marriage equality coming to NY.

40. Presidential Debate
Quiz
We celebrated the first presidential
debate of the 2012 election season with a
text message trivia game.!
The game covered topics from marriage
equality to openly gay politicians. It was an
great way to use mobile services to educate
and inform people about HRC s concerns
and mission, and how that connects to the
current political atmosphere – not to mention
encouraging them to vote. The questions
weren t easy, but the winners got a t-shirt for
their LGBT rights knowledge, and everyone
learned something new. !
This also allowed us an opportunity to
complete user profiles by asking for every
user s name and email address for future
communications and better data.!

41. Presidential Debate
Quiz
• At the time of the debate in
October 2012 we had 120,000
people on our list. !
• 12,000 people participated in
the quiz.!
• That
!
s a 10% response rate.!

42. NY Marriage Map
At the time of passage in 2011, our list was around 80,000 people.
Over 20,000 people took action and liked marriage equality so much
they dropped a pin on it. That s a 25% response rate!

43. Questions?
Text NTEN to 30644 to get a free HRC sticker and sign-up for
text messages from HRC!
Or scan this nifty QR code on your smartphone.

44. Connect
James Servino
Human Rights Campaign
@jserves
james.servino@hrc.org
fb.me/servino
Or scan this scary QR code on your
smartphone.