1. Using Text Messaging toAchieve Your Mission#13NTCsmsJason Wilson, Sheryl RayJames Servino, andSam McKelvie #13NTCsms

2. Who Are We?#13NTCsms Jason Wilson Share Our Strength Sheryl Ray World Vision James Servino Human Rights Campaign Sam McKelvie Mobile Commons #13NTCsms 3. What Are We Here For?#13NTCsms Learn from examples See cool tools Talk about what didnt work Learn from you Share best practices IMPROVE #13NTCsms 4. Text to Find A SummerMeals SiteCreated by: Share Our Strength, Summer of 2012 jwilson@strength.org @nokidhungry#13NTCsms 5. IntroductionJason Wilson Free Meals for KidsAssociate Director ofAll Summer LongDigital CommunicationsShare Our Strength Though childhoodWashington, DC summers should be a time of food, friends and fun, far too many kids in our country find themselves worrying about how theyllNo child should grow up hungry in eat without the safety net of schoolAmerica, but one in five children breakfast and lunch. Free summer mealsstruggles with hunger. Share Our are available to kids and teens age 18 andStrengths No Kid Hungry campaign is under at thousands of summer meal sitesending childhood hunger in America by across the country. These sites - fundedensuring all children get the healthy food by the U.S. Department of Agriculture -they need, every day. The No Kid Hungry help struggling families feed their kids.campaign connects kids in need with Unfortunately, too many kids arentnutritious food and teaches their families accessing these sites. The goal of the Nohow to cook healthy, affordable meals. Kid Hungry campaign is to increaseThe campaign also engages the public to access to the summer meals program somake ending childhood hunger a national that kids dont go hungry when school ispriority. out. #13NTCsms 6. Getting the word outHow we promote access to summer meals Raise Awareness Public service announcements Radio/TV/Print Summer meals outreach toolkit Creative corporate partnerships Press events Network engagement emails/phone Online advocacy Online advertising Website Provide Better Access Promote National and local 211/311 hotlines Work directly with summer meals sites Get buy-in from state/local agencies Create a texting program to help families find a summer meals site#13NTCsms 7. How does it work?Step 1:Some sees a poster, flyer or postcard and texts the short code toour numberStep 2:They receive a message that asksthem to text back their addressStep 3:They receive the address, phonenumber, and other details for up to3 summer meals sites near them#13NTCsms 8. How does it work?A family in need sees the message. They text the shortcode to 877-877 #13NTCsms 9. How does it work?They receive a message back asking They type in all or a portion of theirthem to text their full address. address. #13NTCsms 10. How does it work?If sites are found, the system sends back address If the system doesnt find a site, it directs them to callfor the closest sites. the National Hunger Hotline.#13NTCsms 11. Behind the ScenesWhen someone texts in an address The mData system reaches out to a mapping interfaceand pinpoints a place on the map where it thinks thatperson is#13NTCsms 12. Behind the ScenesOnce the system locates you based on your text The system searches a database you upload via aspreadsheet of available sites to find the closest one#13NTCsms 13. Behind the ScenesYou have a variety of options that you can use to set up And a variety of reports you can run to see how youryour texting system in mData.campaign is doing.#13NTCsms 14. How did it go? Results from 2012 More than 24,000 messagesreceived Worked in 11 states and citiesfrom New York City to NewMexico Over 8,000 summersites mapped Over 1,000 calls generated to theNational Hunger Hotline as aresult of texting efforts.#13NTCsms 15. Key takeaways Biggest Benefits What Else We We moved the needle on summer meals Learnedparticipation and our mission forward Promotion is the key 800% greater use in areas where there We learned how to run an was moderate ongoingeffective texting programpromotion We built better relationships with our state Know your audience not justpartners who they are, but also their preferred communication method Keep it simple this one is straightforward Unexpected hurdles when relying on outside partners for information, give yourself plenty of time #13NTCsms 16. Whats next? Improvements for2013 Connecting directly this summer with thenational WhyHunger database of summermeals sites Opening up the program to 35 more statesand cities Working more closely with statedepartments of health and agriculture topromote the texting numbers Doing more radio and television PSAsincluding the texting numbers#13NTCsms 17. Bonus Round!Other Texting Initiatives Working with Partnership For AHealthier America to text cooking skillscourse attendees with helpful tips andnew recipes Online action center that connects to adatabase of local actions and textsactions that are in your community Movie theater advertising that collectsnew supporters and asks them to watcha video#13NTCsms 18. Any Questions? jwilson@strength.org @nokidhungryThank you! #13NTCsms 19. From Raining in Seattle to Running in Chicago 20. Three campaigns very different results Three Day Musical Festival Music Event at Amusement Park Chicago Marathon 21. Case Study #1:Seattle Music Festival15,000 fans camping out for 3 days#13NTCsms 22. Hypothesis:15,000 fans great opportunity to: Build prospect list Acquire new child sponsors Learn - it was in our backyardActions: Launched Text2Win contest for prospects Developed m-Website for donations On Stage and off stage promotions 23. Results: Rain )-: Only 2% response rate (7% of eligible) High cost per acquisition for prospects (3x) Few mobile related child sponsorshipsBut gained invaluable insights, plus experience thathelped prepare for bigger campaigns 24. Complexities & Insights: Where theres a contest, theres a lawyer Connect with your audience! Dont underestimate distractions - plan for them Navigate promotional restrictions 25. Case Study #2:AAmusement ParkFamily Music Festival - Fun, music and entertainment 26. Hypothesis:We can extend our reach to attractive 30,000 +/- audience Build prospects Acquire sponsors Extend Reach w/ brand affiliationActions: Launched Text2Win contest for prospects Free tote bags + park maps Scavenger hunt planned On stage calls to action 27. Results: Bumps in the road: Rain + darkness + restrictions Only 1.72% response rate Audience responded to park mapPost event - encouraging trends Prospects responded to emails - 40% open rate 5% of all prospects sponsored a child Cost of acquiring prospects - 75% less Strong relationship with Park 28. Insights: It takes time to tune a partnership Make the most of approved promotionalopportunities Focus on improving pathways for convertingprospects Marketing efforts dont end at midnight... 29. Case Study #2:Chicago MarathonTeam World Vision - Training for a Cause #13NTCsms 30. Hypothesis:We can increase engagement of Team World Vision runners Get more runners to the Start Line Increase fundraising Develop scalable, repeatable campaignsActions: Launched Team World Vision text club 31. Tactics Launched Team World Vision text club Coaches asked people to Text TeamWV to 30644 Inspire and equip first then ask to raise funds Voice: easy going, informal, fun Created detailed program schedule Sent messages on Fridays 11-am-2pm 32. Samples: #13NTCsms 33. Please watch video (-:138% response rate (If it doesnt work, please loo7% response to question too many calls to action? images in the Appendix.) at#13NTCsms 34. #13NTCsms 35. 67% response rate#13NTCsms 36. 38% response rate#13NTCsms 37. 11% response rate-- they did it!#13NTCsms 38. Detailed ScheduleTeam WV Chicago and Twin Cities Marathon SMS campaign layout 39. Results & Insights: Pilot - 190 runners High engagement - response rates ranged from11%-138% Runners inspired - 25% more ran + raised 50%more! A personal connection: "Happy Friday to you! Keep it simple: Few CTAs + Easy Responses Finding right voice essential Strong platform is essential for scaling 40. Future Case Study SMS + Mobile Site + Radiothons 41. Closing Thoughts on Engaging Donors 1) Dont poison the well - rare chance to launch a new channel 2) Ask yourself: Would I want to use this? 3) Digital and physical worlds come together smoothly 4) People will donate - early trends encouraging 5) Learn by doing have fun! 42. Introduction@jserves @hrcJames ServinoHRCs Buyers GuideOnline Fundraising Text Shop to 30644and Advocacy ManagerHuman Rights CampaignWashington, DCManages the online fundraising and advocacyMore than ever, consumers are sending aefforts for the Human Rights Campaign--the message to businesses that they are watching.nations largest civil rights organization working They are watching to see if the businesses theyfor lesbian, gay, bisexual and transgender patronize understand and honor issuesrights with more than 1.5 million members andimportant to them, giving buying power to issuessupporters. The Online Strategy Team at HRCranging from LGBT inclusiveness tocoordinates online fundraising and messaging environmental protection. Corporate socialstrategies through engagement on responsibility has become an imperative for aemail, mobile text and social media. I have asuccessful business. With the Mobile Buyerspassion for religion and politics and grateful toGuide, we hope to harness that power bybe working with HRC to help engage and providing you with the most accurate review of aempower the growing majority of Americansbusinesss workplace policies toward LGBTwho want to work for LGBT equality.employees wherever you are. 43. Mobile Buyers GuideCreated by: Human Rights Campaign, Fall of 2012PLUS: Presidential Debate Quiz and NY Marriage Victory Map 44. The Human Rights Campaign is Americaslargest civil rights organization working toachieve lesbian, gay, bisexual and transgenderequality. By inspiring and engaging all Americans,HRC strives to end discrimination against LGBTcitizens and realize a nation that achievesfundamental fairness and equality for all. 45. The Human Rights Campaign represents aforce of more than 1.5 million members andsupporters nationwide all committed tomaking HRCs vision a reality.170,000 of our members and supporterssign-up to receive text message alertsfrom us.Heres a look at a couple of the ways weengage with them using SMS. 46. Text SHOP to 30644Created by: Human Rights Campaign, Fall of 2012 47. Informed ConsumersThe LGBT community is estimated to have$712 billion in buying powerannually, and 78 percent of LGBT peopleare extremely or very likely to considerbrands that are known to provide equalworkplace benefits for theiremployees, including LGBT workers.*According to research by Witeck-Combs Communications and Marketresearch.com. 48. Informed ConsumersHRCs Buying for Equality Guide (Buyers Guide) Ratings Featured Comparisons 80-100: Businesses/brands that receive Starbucks 90 vs. Caribou Coffee 15 our highest workplace equality scores.(estimate) 46-79: Businesses/brands that have Nike 100 vs. Adidas 15 (estimate) taken steps toward a fair-mindedGeneral Mills 100 vs. J.M Smucker 0 workplace and receive a moderate(estimate) workplace equality score. Nordstrom 100 vs. Neiman Marcus 15 0-45: Businesses/brands that receive (estimate) our lowest workplace equality scores *Non-responder unofficial scores. Try yourself! Text Shop to 30644 49. How does it work?Step 1:Our supporter texts Shop orBuy to 30644Step 2:They receive a message thatasks them to text back the storeor business they want a score forStep 3:They receive the score and howthat rates in comparison to theguide plus a link to the full guide 50. Reach 51. ReachTop free2,000+App requests500,000+ 41,244downloads requests 52. Top requests10,000 users thispast year for themobile HRC BuyersGuideOver 41,000 textmessages queries forcompany scoresMobile Buyers Guideheavily utilized duringholiday shoppingseason 53. Whats NextTell a friend to expandreach and awareness.Take Action: when we donthave official scores for acompany we want to drivethem to an advocacy page.Share: Integrate socialsharing after providingcompany scores.56 54. Other examplesPresidential Debate QuizNew York Marriage MapNo longer activeNo longer active(Text debate to 30644)Text Shop to 30644After using the MConnect to drive thousands ofmobile calls to NY state legislators in the 2011marriage campaign. We sent one final messageIf theres one common accessory during majorto our supporters asking them to drop a pin onnational TV events, its a cellphone. From theour equality map sending a note of congrats onOscars to the Democratic and Republican marriage equality coming to NY.Conventions, viewers sit at home with theircellphones out reading news or tweeting andtexting their observations to friends andfollowers. HRC Debate Trivia was a simpleengagement using our mobile broadcastplatform that quizzes people on LGBT history inthe debates and more broadly in the campaigns.Five lucky winners earned HRC VOTE t-shirtsas prizes. 55. Presidential DebateQuizWe celebrated the first presidentialdebate of the 2012 election season with atext message trivia game.The game covered topics from marriageequality to openly gay politicians. It was angreat way to use mobile services to educateand inform people about HRCs concernsand mission, and how that connects to thecurrent political atmosphere not to mentionencouraging them to vote. The questionswerent easy, but the winners got a t-shirt fortheir LGBT rights knowledge, and everyonelearned something new.This also allowed us an opportunity tocomplete user profiles by asking for everyusers name and email address for futurecommunications and better data. 56. Presidential DebateQuizAt the time of the debate inOctober 2012 we had 120,000people on our list.12,000 people participated inthe quiz.Thats a 10% response rate. 57. NY Marriage MapAt the time of passage in 2011, our list was around 80,000 people.Over 20,000 people took action and liked marriage equality so muchthey dropped a pin on it. Thats a 25% response rate! 58. Questions? Text NTEN to 30644 to get a free HRC sticker and sign-up fortext messages from HRC! Or scan this nifty QR code on your smartphone. 59. Connect James Servino Human Rights Campaign @jserves james.servino@hrc.org fb.me/servino Or scan this scary QR code on yoursmartphone. 60. reach everyone, everywhereSMS Trends and Best Practices for 2013 Sam McKelvie@sam_mckelviesam@mobilecommons.comCopyright 2012, Mobile Commons, Inc. 61. Mobile Trends Fully Integrated Campaigns Virality through Tell-A-Friend Creating a Relationship with your listTransitions, Targeting&Segmenting, Conditional Responses Click to Call AdvocacyCopyright 2012 Mobile Commons,2012All rightsCommons, Made in NYC. reserved. Made in NYC. Copyright Inc. Mobile reserved. Inc. All rights 64 64 62. Staying Excited about SMS Recruit More Subscribers To Take More ActionCopyright 2012 Mobile Commons,2012All rightsCommons, Made in NYC. reserved. Made in NYC. Copyright Inc. Mobile reserved. Inc. All rights 65 65 63. 5-10x More Opt-Ins Print Radio TV Live Events Press Social MediaCopyright 2012 Mobile Commons,2012All rightsCommons, Made in NYC. reserved. Made in NYC. Copyright Inc. Mobile reserved. Inc. All rights 66 66 64. Build Bigger Lists that Take More Action 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-to- action generated 325% more contest entries than any other call-to-action.Copyright 2012 Mobile Commons,2012All rightsCommons, Made in NYC. reserved. Made in NYC. Copyright Inc. Mobile reserved. Inc. All rights67 67 65. Any ActionRegistrationMobile WebReminders VideoRSVPChatResponseDonationsPhone Calls Sign PetitionsEngagementGOTVCopyright 2012 Mobile Commons,2012All rightsCommons, Made in NYC. reserved. Made in NYC. Copyright Inc. Mobile reserved. Inc. All rights 68 68 66. Get People to Take ActionCopyright 2012 Mobile Commons,2012All rightsCommons, Made in NYC. reserved. Made in NYC. Copyright Inc. Mobile reserved. Inc. All rights 69 69 67. Fully Integrated CampaignsCopyright 2012 Mobile Commons,2012All rightsCommons, Made in NYC. reserved. Made in NYC. Copyright Inc. Mobile reserved. Inc. All rights 70 70 68. Fully Integrated CampaignsCopyright 2012 Mobile Commons,2012All rightsCommons, Made in NYC. reserved. Made in NYC. Copyright Inc. Mobile reserved. Inc. All rights 71 71 69. Virality Tell a FriendCopyright 2012 Mobile Commons,2012All rightsCommons, Made in NYC. reserved. Made in NYC. Copyright Inc. Mobile reserved. Inc. All rights 72 72 70. Creating a Relationship with your List TransitionsCopyright 2012 Mobile Commons,2012All rightsCommons, Made in NYC. reserved. Made in NYC. Copyright Inc. Mobile reserved. Inc. All rights 73 73 71. Creating a Relationship with your List Target & SegmentCopyright 2012 Mobile Commons,2012All rightsCommons, Made in NYC. reserved. Made in NYC. Copyright Inc. Mobile reserved. Inc. All rights 74 74 72. Creating a Relationship with your ListCustomized ReponsesCopyright 2012 Mobile Commons,2012All rightsCommons, Made in NYC. reserved. Made in NYC. Copyright Inc. Mobile reserved. Inc. All rights 75 75 73. Calls through the Web1. Drive Phone Calls2. Grow Your List3. Ask them to take ActionCopyright 2012 Mobile Commons,2012All rightsCommons, Made in NYC. reserved. Made in NYC. Copyright Inc. Mobile reserved. Inc. All rights 76 76 74. Click-to-Call WebformsCopyright 2012 Mobile Commons,2012All rightsCommons, Made in NYC. reserved. Made in NYC. Copyright Inc. Mobile reserved. Inc. All rights 77 77 75. Historic Campaigns Yesterday we did a historic thing There is no doubt weve been heard. - David Karp, Founder of TumblrCopyright 2012 Mobile Commons,2012All rightsCommons, Made in NYC. reserved. Made in NYC. Copyright Inc. Mobile reserved. Inc. All rights 78 78 76. Copyright 2012 Mobile Commons,2012All rightsCommons, Made in NYC. reserved. Made in NYC. Copyright Inc. Mobile reserved. Inc. All rights 79 79 77. reach everyone, everywhere Thank You!Sam McKelvie @sam_mckelvie Copyright 2012, Mobile Commons, Inc. 78. Evaluate This Session!Each entry is a chance to win an NTEN engraved iPad!or Online using #13NTCsms at www.nten.org/ntc/eval #13NTCsms