The deck from 'Let's Be Real', Hustle's first customer conference spotlighting how conversations and connections turn our voters, members and supporters for campaigns and non-profits.

1. WELCOME TO
Let’s Be Real

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5. FWD.US

8. 51.1% Women
48.3% People of color
20.5% LGBTQ+
33.7% First time working in tech industry
45.5% First time owning equity in a company

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0

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800+
clients
100m+
text messages
9m
conversations
(most popular emoji: )18m emojis

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Hustle’s vision

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We imagine a world…
where organizations are stronger by
meaningfully connecting with people.

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We imagine a world…
where relationship work is a rewarding
career for millions of people.

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We imagine a world…
where all citizens have the opportunity
to participate in society.

18. Authentic Connection for Action at the
Moment It Matters the Most
Jocelyn Strauss & Nicole Brown, Everytown for Gun Safety

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Jocelyn Strauss
Senior Data Manager
Nicole Brown
Data Manager

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Early Adoption
Everytown + Hustle

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Post Parkland Shooting
GunSense Action Network
Hustle Bank Team

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GSAN Rapid Response
What We Saw in Response?
● 52% of uptick in volunteer sign ups
How We Managed the Response to New
Volunteers?
● GSAN Team Hustled 52,266 new
volunteers signups
● 23% responded YES to text
Workflow - Plugged Into Events Across
Nation:
● Bump in active volunteers (one month
after Parkland) = 23,608

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Post Parkland Shooting
Rapid Response
Legislative Contact

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Shut it DOWN
On February 15th, the day after the shooting in
Parkland, the Florida Senate introduced a bill
to allow guns in schools. Overnight, 68 Moms
signed up to Hustle.
● 8:30AM: Loaded 13,000 FL members &
notified Hustlers
● 10:00AM: All Hustles sent out
● 11:30AM: 589 patches
● 12:20PM: 948 patches
● 2:00PM: 2,000 patches
● 8:00PM: 2,630 patches
● 8:30PM: Senator Stuebe pulled the bill
from the Judiciary Committee agenda
Done! Thank you!
Jocelyn, it's Nicole w/Moms
Demand Action. Our lawmakers
are responding to the Parkland
tragedy by pushing a bill to
allow guns in schools. Call
X-XXX-XXX-XXXX NOW and tell
them to oppose SB 1236.
THANK YOU! Call:
X-XXX-XXX-XXXX. And consider
donating to support our work & all
the new people joining our chapter
by clicking here:
give.momsdemandaction.org/florid
a

27. The Power of Extending a
Personal Invitation
Ben Needham & Casey Reever Whiting
Human Rights Campaign

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Casey Reever Whiting
Deputy Director of Federal Club
Ben Needham
Director of Strategic Initiatives

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Project One America
Expanding LGBTQ Equality in the Deep South

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Alabama Town Halls
6 Regional Town Halls
3,000 Members Hustled
35% engagement rate
“Over 100 people attended our
Birmingham event. We had many more
people RSVP to all 6 events than we
expected and had to change the venue
for two of them to accommodate
everyone.”
-Zach Michener, POA Coordinator

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New Orleans Gala
● 30% Engagement Rate w/ FC
Members
● Online to offline
● Two-way relationships with
members

34. It’s Always Been
About Relationships
Union organizing in the age of Janus

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Evan Sutton
Assistant to the President

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JANUS V. AFSCME
Prep for Janus

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Janus Decision Day
GOAL: Be the first place members hear the news
WHY:
● They’re going to hear it on the news, on Facebook, from a friend
● We want them to hear our frame first
● Opportunity to engage and mobilize

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Hustle roll-out to meet
our goals
● National point-person in charge of roll out
● Initial information sent out to affiliate
● MOU signed
● Hustle onboarding training
● Follow-up meeting to discuss data,
scripts, and Hustle structure
● Documents and tools for best use
● Data uploaded into a Hustle org
● Point-person made an admin

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HUSTLE ORGANIZING EXAMPLES
Ramping up to Janus

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Hustle engagement and call to
action - PSC/CUNY Recommits
1) Directly asking if members have heard
about the SCOTUS case
2) Making the response simple and asking
follow-up question
3) Results:
a) 8,886 members reached
b) 694 recommits submitted
c) 12 staff hours of work
No, what’s the deal?
It’s Janus v. AFSCME court’s
expected to rule against workers. But
there's a plan to keep PSC strong & still
win good contracts. Did you know
there's a new, stronger membership
card?
Hi {{Member Name}} this is
{{Organizer Name}} from PSC/CUNY.
The Supreme Court just heard a big
case about unions. Have you seen
the news about it?

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Hustle engagement and
organizing teachers - Florida
HB 25
1) Florida specific attack on Unions
2) Reaching people to sign up colleagues
3) Results:
a) 2,911 members reached
b) 219 people who said YES
c) 63 new member cards!
Yes, are there any updates?
The bill passed the House on Thursday. They
want to stop us from negotiating pay,
benefits and conditions, and stop us from
fighting for public ed. We need to grow to
fight back, and we're up 400 members
already this year--will you help build power by
inviting a colleague to join the union?
Hi {{Contact Name}}! This is {{Organizer
Name}} from TALC and SPALC. Sorry to
bug you on a Saturday, but this is
urgent. The legislature is once again
trying to silence our voices as
education professionals. Have you
heard about HB 25?

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Authentic engagement - California
Summer School
1. Engaged our California locals around
Union Summer School - a leadership
training opportunity for local leaders
2. Authentic 2-way engagement lead to
more information about Hustle
3. Real-time information and response
4. Outcome was getting up and running on
Hustle and sending officers to the
Leadership Course!
Hi Laura! We did and may not
be sending anyone. Is this a
new number for you?
I’m trying to get on Hustle to. I’m
waiting for AFT to contact me.
Keep my old one. But from time to time
you will get text messages from me
from this one. It's part of our pilot text
message program called Hustle.
Try Evan Sutton at AFT. You can
reach him at esutton@aft.org
Hi {{Member Name}}! This is Laura, the CFT
Training Director. Union Summer School is
June 18-21 at UCLA. Did you get the
brochure with all the info?
Hi Laura! I just looked at the summer
school info. We may send some of the
officers for the Leadership course.

44. Updating & Upgrading: Asks That Get
Answers in the 21st Century
Riley Hess, University of Kansas

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Riley Hess
Assistant Director
Telephone Campaigns

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The Problem:
Decreasing
contact rates
The Solution:
Pairing peer-to-peer
texting with calling

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Text to Schedule a Call
Approach #1

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Pro: Increase in contact
percentage and overall
positive responses from
alumni.
Con: Time consuming to
switch in between
texting and calling.

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Pre-Call Text
Approach #2

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Pro: Increase in contact percentage.
Contact rates tend to decrease with each attempt, so
without the text message, we should expect to see a
lower contact rate.
Con: A few negative responses from
alumni.
Hi Ashley! This is Hannah}, I'm a
student here at The University of
Kansas reaching out from KU
Endowment. This week, we are calling
KU alumni discuss our
accomplishments and goals here on
the hill. We look forward to speaking
with you. RCJH!
Looking forward to your call :)
Young Alumni were texted via Hustle one
week before they received a phone call.

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With Hustle, we were able to
increase our overall contact
rates by 18%
68.58% with Hustle
vs.
58% without Hustle

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Class of 2017 Stewardship
Approach #3

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Young Alumni were texted via Hustle to
provide stewardship without solicitation and
to educate young alumni about the purpose
and mission of KU Endowment.
● 610 graduates from the Class of 2017 received
a pre-call text letting them know that we
would be in contact to talk about their KU
experience.
Class of 2017 Stewardship
Oh, Awesome! I’m free now, Feel
free to give me a call!
Hi Kate This is Riley, I’m a student at
KU reaching out from KU
Endowment. We are calling the Class
of 2017 this week to hear about your
experience as a recent grad.
And don’t worry we aren’t asking for
money . We look forward to
talking with you soon!

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Increased contact
rate by 410%
80.7% with Hustle
vs.
15.8% without Hustle

55. With Hustle, we were able to contact
over 12,000 alumni in the same period of
time. Over 3x our phone call attempts
for each segment!

57. Now You’re Speaking My Language:
Multilingual engagement strategies
Sonya Reynolds, NYCET

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Sonya Reynolds
Data Director, NYCET

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Meeting People Where
They’re At

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Integrated, year-round voter engagement
Year Phone Contact Rate
2014 27%
2015 25%
2016 23%
2017 12%
2018* 10%

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“A young man sitting across from
me at the budget delegate
training heard that I had
participated in the text collection
on Monday… he said he never
would have heard about PB
without those mass texts.”
-Hannah, PBNYC volunteer

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Authentic, Multi-Language
Engagement

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Be prepared
# 1 - Get as many
pre-translated scripts
loaded as possible ¡Que bueno! Gracias por ser un
votante. Si tiene preguntas, me
puedes mandar mensaje o llamar a
la Hispanic Federation al
1-866-432-9832.

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Be prepared
# 2 - Shared scripts doc to add additional translations as you go

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Be prepared
# 3 - Contact info for translator
support—this is a mix of friends
and staff
● Phone handoff
● Google translate
● Text (duh) or email

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Not gonna lie…
we have room to grow

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It’s Complicated
● Commit to going deep, expanding
available languages
● On-the-fly canvasser
reassignment
● Auto-marking preferred language
● Language anticipation and
retention

70. WELCOME TO
Let’s Be Real

71. Hustle's Product Vision
Real Relationships, Measurable Results

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We’re real about our customers’ success
Matthew Ferry
Director of Design
Isabelle Seale
Senior Product Designer
Soleil Kellar
UX Research Lead
George Kucera
Head of Product
Victoria Kennedy
Product Manager
Jenna Steely
Lead Comms Designer

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Agenda
1. Hustle’s product philosophy and roadmap highlights
2. Process for developing Hustle’s roadmap
3. Recap: What we’ve done recently
4. Sneak peek: What we are doing now
5. What we are thinking about on our roadmap

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Hustle’s Product Philosophy
Build amazing products that our customers love to use!
Aiming for continuous improvement while balancing...
● tactical and strategic investments
● creating new capabilities and enhancing existing capabilities
● fast execution and methodical planning

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Roadmap Development Process
Company Values and Vision provide perspective
1. Current Customers
2. Current Prospective Customers
3. Future Prospective Customers

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Foundational improvements
Improving customer ROI for existing capabilities
Support your varied organizational structures
Fostering deeper relationships: learn, follow up, follow through
later this year
Current Investment Themes

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Enhancing the
foundation
Foundational
Improvements
Investing strategically in technical
capabilities to improve:
● Quality
● Security
● Page load speed
● Customer support/success capabilities
● Faster feature delivery

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Data Security: Certifications
*Detailed Data Security Overview available upon request
2018 Certifications
Confidential & Proprietary
Soon to come...

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Enhancing Existing
Capabilities
Improving customer
return on investment
Significant resources allocated to
enhance existing capabilities
● Simpler administration
● Moving beyond Yes/No responses
● Goal creation process

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Hustle @ Scale
Support a variety of
organizational structures
Methodically planned investments for
large & complex Org structures
● Increasing integration investment
● Hustle Account Management
● User Roles & Permissions
● Single Sign-on and 2 Factor Auth.

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Customer Input & Research
at Hustle

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How customer feedback works @ Hustle
Product
Demos
Interviews
Client
Success
Feedback
Support
Feedback
Surveys
Onsite
Visits
Concepting
Feature Definition
Research
Feedback Channels Definition Validation
Internal Testing
Client Testing

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Research informs how and what we create
Insight
Validation
Research
Design the
right thing
Build the
right thing

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Research leads to customer driven features
Reporting + Insights Automation
Easy OnboardingIntegrations
Customization
Entity Management
Access ControlsAccount Management User Management
Administrative Management
Reporting and Customizations
Data flows and Integrations

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What we’ve been working on
recently

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Past Present Coming up
VAN My List integration
VAN My Voter integration
100,000 group limits
Opt-out reasons
New in the last six months
Hours of operation
Support and chat in Admin panel
First come first serve for replies
Salesforce (beta)

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Bulk Agent Upload
Add CSV of agents to your groups or to invite new users who will Hustle with you!
Multi-value Custom Field Targeting
For example, target contacts from Georgia and Missouri, or all but those from California and Arizona
Custom Field Visibility Controls
Customize which custom fields are displayed in agent apps (not just employer + occupation anymore!)
Coming up this month
Past Present Coming up

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What’s up now!

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We received this input
Then this…
And then this…
“I'd like to be able to save my goal as a draft, so I
don't lock the targeting in but can start loading up
scripts and responses”
“Inputting script is buggy when I'm copying and
pasting from a google doc. I wish I could save
drafts in Hustle “
“Why can't I save my progress on a goal? If I ever have
to click out when I come back I'll redo everything.
Saving my goal as a draft would be great”
What to do?
Who thinks Goals are fun and easy to create?

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How can we empower users to
plan, modify, and review goals
with confidence?

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Hustle Goals Today
In Progress Complete
Create
Duplicate
Edit Scripts
+VAN
Duplicate
x Goal creation is all-or-nothing
x Cannot save / reuse goal data

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Complete
Hustle Goals Tomorrow
Draft
Create
Duplicate
Edit Goal
+VAN
In Progress
Edit Scripts
Duplicate
+ Draft, edit and add integration to goals before launch
+ Copy any goal with the ability to edit and reuse
Duplicate

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and...

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“I can’t be the Hustle coordinator
for all the local unions...we want to
give them access and let them run
their own programs without seeing
what everyone else is up to.”
“ ...[Chapters] can track their own
data and do the creation of
everything just like someone at
the top level can.”
“ We want to build trust through
transparency.”
We’ve heard the need for scale

97. How can we manage and scale our
use of Hustle within our
organization?

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Hustle Today
x Hustle cannot reflect the complexity of your teams
x Operational and Execution layer are together which prevents autonomy
Operational and
Execution Layer
Execution Layer
Organization
Group
Organization
Group Group
Org Admin
Group Admin

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Hustle Tomorrow
+ Oversight of account is now separated from execution
+ Account admin role allows autonomous scaling
+ Account admin role can synchronize opt outs across an Account
Organization
Group
Organization
Group Group
Execution Layer
Execution Layer
Org Admin
Group Admin
AccountOperational Layer Account Admin

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●
AccountOperational Layer Account Admin

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Integrations Overview

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NPG VAN
MyVoters and MyCampaigns
Salesforce (Beta)
Beta program for the integration
Salesforce AppExchange
Integration publicly available in the AppExchange
Integrations Overview
Current Integrations Upcoming Integrations

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VAN Integration Improvement
Goals:
1) Better Error Handling
2) Increasing visibility of integration settings
3) Increase stability of the integration

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Salesforce Integration
Hustle Salesforce
Leads
Tags
Texts
Y/N response

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Tomorrow

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Building respectful
relationships
Fostering deeper
relationships: learn,
follow up, follow through
Supporting the long term win-win
relationship through better communication
and familiarity:
● Workflow-driven Goals
● Effectiveness Metrics
● Follow Up & Follow Through
● Closing the Loop
● Personal Preferences

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Let’s hear from you:
Text Us!

109. Let’s Be Real Panel
Maya Cantrell, DNC + Umme Hoque, Sierra Club +
Amber Sparks, UFCW

110. WELCOME TO
Let’s Be Real

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100% Turnout

112. Positive Deviance
Meghan Nesbit, Twilio.org

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My path to Let’s Be Real

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Study of Positive
Deviance
Three organizations focusing technology
solutions on the people they serve.

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Twilio-Powered Connections to Congress

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Focus on the End-User
Target technology investments that directly
engage your end-users in solutions.
Scale
Build solutions that scale to meet the size of
the problem you face.
Flexibility
Be ready to adapt to the next wave of
technology, opportunities, and demands.
Security
Do no harm. Be responsible and ethical in the
full cycle of your data supply chain.
Scalable
Solutions that
Drive Real World
Impact

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Meghan Nesbit
mnesbit@twilio.com
MegamoNesbit

122. Borne To Serve
Minyon Moore, Dewey Square Group

123. Why I Hustle
Ysiad Ferreiras, Hustle COO

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WOW
Can we take a moment to
reflect?

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BEFORE WE CLOSE OUT THE DAY
I want to share something
personal

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Our people

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THE OPPORTUNITY
to do things right, the first
time around

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THE OPPORTUNITY
to do something amazing,
together

129. FROM HUSTLE TO EVERYONE ON THIS JOURNEY
Thank You