Benjamin Stein

The Human Rights Campaign, an advocacy group fighting for LGBT civil rights, has been hailing their banner year of political successes through celebratory updates that inform their member base and raise money to push their causes further.

As different states legalize gay marriage – the most recent, Minnesota, puts the number at twelve, plus the District of Columbia – HRC sends out a triumphant text message to its followers, informing them of this new step toward national marriage equality.

The text messages also include a link that directs recipients to a mobile giving site, reminding members that raising more money allows HRC to continue its advocacy.

Driving members to a mobile website asking them to donate can be extremely effective. Moreover, unlike text to donate, a mobile website allows you to ask your members for any amount of money – not just $5 or $10.

What better way to broaden the impact of HRC’s work than to contribute to the fight? After all, there are still thirty-eight states to go.

Related Posts

• HRC Creates a Text Message Quiz Timed to the Presidential Debates
• NY Passes Marriage Equality & the celebration goes mobile
• Dane Grams of HRC on their Mobile Successes
• Human Rights Campaign’s Mobile Voter’s Guide Lets You Text to Learn Your Candidate’s Positions
• HRC’s New mData Program Puts Company Info in the Hands of Consumers – Wherever They Are

How do you use your organization’s data to reach more members? Much ink has been spilled about how data mining can transform your organization’s outreach. But it can be confusing, on a practical level, to figure out where to even start to mine.

Fortunately, the data wizards at DoSomething.org are here to help. Do Something has dedicated itself to connecting with teens using the medium they love most – text messaging. Because every text they send or receive is tracked by the Mobile Commons platform, Do Something has been able to apply extensive data analysis to their program.

They’ve used the insights they’ve unearthed to increase signups on each campaign by almost 500% and to bring in 837% more new members. The organization recently reached its millionth mobile member.

In a presentation entitled “The Dot Organism: Creating a Culture of Testing,” data scientists Jeff Bladt and Bob Filbin walk through their deceptively simple 4-step process for turning raw data into unadulterated results.

Check out the highlights from the presentation below.

Do Something’s Data Mining Process

Step 1: Monitor the Data

Do Something’s first step for data analysis is to monitor the data that’s coming in. As the presentation notes, a mobile campaign provides a wealth of information about your users. When someone texts in their phone number, you essentially know their location. When they tell you their first name, you’ve got a good guess at their gender. First, gather the data that’s available to you. Then you can start to seek out patterns.

Step 2: Detect Patterns

Once they’ve isolated their data, Do Something looks for patterns. For example, Do Something noted that certain cities have far greater user retention than others. They had the greatest user retention in McCallen, Texas, and the most user drop-off in Provo, Utah – and the difference was significant. Do Something started to see that their retention rates were much better in cities with more diverse populations that skewed towards lower incomes. Wealthier, more homogeneous metropolitan areas had higher drop-off rates.

Step 3: Test Campaigns

Knowing their different user groups allowed Do Something to test which campaigns performed better with different sorts of users. The data analysts saw that campaigns that focused on the family and on individual health did better among the minority populations of cities like McCallen. People in Provo preferred campaigns that looked outwards towards the community – for example, a campaign to help the environment.

Step 4: Prescribe

Once you know what sorts of users prefer what types of campaigns, you can start to design initiatives that resonate with their intended audiences. For example, Do Something designed a campaign that combined dancing and diabetes, to connect with the minority users who felt passionately about family health issues.

Results

The results speak for themselves. Do Something increased signups for each individual campaign by almost 500%; they increased the total number of signups almost 600%; and they increased the percentage of new members from campaigns by 837%.

The process feeds on itself, too. Do Something data scientists can monitor the data from the prescribed campaigns, start to detect patterns, test more campaigns, and then prescribe even better ideas.

“With data,” Bladt says, “we no longer have to rely on intuition. We get constant feedback.”

Rigorous data analysis has helped DoSomething.org, an organization of about 40 people, to rally millions of members – and have a concrete impact on the broader world.

Watch the full presentation from DoSomething.org’s annual meeting below. (The data mining presentation starts at 19:30.) And if you’d like to discuss ways your organization can start to take advantage of the data that’s already at your fingertips, contact us at sales@mobilecommons.com.

With an immigration reform bill about to be up for debate in the Senate, Reform Immigration 4 America has launched a new and concerted push for awareness with a new commercial featuring actor Edward James Olmos.

The commercial drives home one of immigration reform advocates’ most salient points: that current US immigration laws tear apart parents, children, and siblings. It encourages viewers to join the fight to keep families together by connecting with the RI4A cause. Olmos is the latest in a long line of celebrities supporting this issue. In an NBC article about actors and actresses who have taken up immigration reform advocacy, Olmos talks about why he feels so passionately about it and how it relates to pride in his family:

“I’ll never forget my first day of kindergarten, when my father took me to Belvedere Elementary in East Los Angeles,” says Olmos. “I looked up as I entered the school courtyard and written at the very top of the archway was a sign that read ‘If it isn’t worth saying in English, it isn’t worth saying at all.’ That’s what greeted me in during my first day of school in 1952.”

That painful memory – and many others, says the Mexican-American actor – is why he will continue to fight for immigration reform.

RI4A has raised tremendous awareness about the crucial topic of immigration reform, driving over 60,000 calls to Congress since the beginning of the year. The bill is currently being written by the bipartisan “Gang of Eight,” and will most likely arrive for vote at the Senate floor by the end of the month.

The issue of immigration reform is a critical one, and there’s never been a better time to get involved. You can join RI4A’s cause by texting “Justice” to 69866. You’ll be asked to provide your zip code so that you can be get updated about the latest developments in the fight for immigration reform, hear about opportunities to take action in your community, and invite your friends to join the movement.

Watch the RI4A commercial below. RI4A also released a Spanish-language version of the PSA. The spots were produced by the award-winning firm Revolution Media and aired through Entravision, a media company that reaches 105 markets, including 53 TV stations, 49 radio stations and multiple interactive owned and licensed platforms and data analytics.

A new study shows that text messaging can increase your sales conversions by a staggering 328%.

Leads360, a sales software provider, recently aggregated data from almost 3.5 million leads across 400 companies. The resulting study, “Text Messaging for Better Sales Conversion,” makes a clear case for how vital a text messaging campaign can be in the sales process.

Below are the key takeaways:

• Text messaging, if used properly, can increase conversions by 328%.

The study specifies that it’s important to use texting in the right way. Texting a lead before contacting them via another medium can drop that rate significantly. Make contact first – then use texting to follow up

• Sending 3 or more texts has a significantly greater conversion rate.

The study found that the more texts sent, the greater the conversion rate. Of course, the study advises that you text responsibly. Following up with a lead, asking for more information, or reminding your contact about an appointment are all great ways to add texting into your sales pipeline.

• Texting doesn’t replace email; texting supplements email.

Text messages have higher open rates and greater response rates than do email messages. But the study suggests that texting shouldn’t replace email entirely. ”Our research suggests that texting can be an effective way to supplement email and phone communication channels,” the study says.

At Mobile Commons, we know that well-executed mobile campaigns can be an invaluable sales tool for every company or organization. If you want to get started with your own text messaging campaign, or even just discuss how texting could help your organization, contact us at sales@mobilecommons.com

When someone texts in a donation, why let the conversation end there? You can turn a one-time mobile donation into a lifetime of engagement.

Mobile donations usually consist of four texts (see below). But did you know there is a lesser-known 5^th text you can send? Once the mobile donation is complete, you can send an additional message that directs the donor to a mobile web page, where you can collect further information.

Take advantage of this underutilized 5^th text. Several of our clients have already successfully used this, driving additional participation in a very restricted message flow.

At Mobile Commons, we believe that the best way to build relationships – and encourage further donations – is to engage in a two-way conversation. The 5^th text is a perfect conversation starter!

It’s been an active couple months for us at Mobile Commons. We launched Mobile Commons Advocacy; we got generous praise from some notable figures; and we worked on a wide variety of exciting mobile campaigns.

In this newsletter, we wanted to share some of our biggest news and most innovative partnerships from the first third of the year.

Top News

Rachel Maddow and Piers Morgan Praise Mobile Commons Advocacy: They come from different countries and work for rival networks, but CNN host Piers Morgan and MSNBC host Rachel Maddow both lauded our ability to turn popular opinion into legislative results.

Best Practices for Writing Health Care Related Text Messages: How do you craft health care messages that will inform your audience and change their behaviors? The CDC has written a guide that can help you write better texts.

RI4A Drives 60,000 Calls and Brings Immigration Debate to the Senate Floor: Since the start of 2013, Reform Immigration 4 America has driven tens of thousands of calls to Congress in support of immigration reform. Last week, that outpouring of direct advocacy paid off, as the Senate introduced a comprehensive immigration reform bill.

Mobile Commons Webinar Series

How can you best use mobile at your organization? How can you plan ahead for big bang wins? And how can you grow your mobile list? Our mobile strategists will walk you through tips your company can employ to make mobile a powerful tool in your marketing utility belt.

Keep your Mobile Subscribers in the Know: What information does your organization have that people could use at any time?

How to Set Yourself Up for Big Bang Wins: Watch this webinar on how you can take a few simple steps today to set yourself up for a big pay off down the line.

Contact Us

We only succeed by working with our clients to create innovative and effective mobile campaigns. If you have any ideas – or want us to brainstorm some ideas with you – contact your mobile strategist, or email us at support@mobilecommons.com.

Last week, a Senate vote halted the Obama administration’s proposed gun control legislation. That hasn’t deterred advocacy group Voices Against Violence, a nonprofit committed to saving lives by keeping guns out of the wrong hands. VAV, and their celebrity supporters, are asking Americans to call those senators who voted against the legislation and demand they reconsider.

• Watch Voices Against Violence co-founders Tony and Danny Bennett discuss their initiative with  Piers Morgan.

VAV has enlisted the help of stars including Jim Carrey, Paul McCartney, Elton John, Mario Batali, Juanes, and the group’s founder, Tony Bennett. They’ve recorded messages that instruct callers in key talking points, and take a powerful stance against gun violence.

For example, Jim Carrey’s message says,

By logging on to the Voices Against Violence website, you will be asked to enter your email, your phone number, and your zip code. Your phone will then be connected with one of the celebrity recordings, and then routed to one of the targeted Congress people.

You can also text MyVoice to 877877 to get involved.

The Senators who voted against the gun control legislation are already facing the backlash in opinion polls. A Fox News poll recently found that voters would be much more likely to support those who voted in favor of expanded background checks. Voices Against Violence is hoping to keep the pressure on those politicians and induce them to change their votes in this charged issue.

We’ve included some of the celebrity calls to action below. Take a listen, then log onto the Voices Against Violence website to take action.

Jim Carrey’s Call to Action

Paul McCartney’s Call to Action

Elton John’s Call to Action

Juanes’s Call to Action

Mario Batali’s Call to Action

Tony Bennett’s Call to Action

They’ve reached their millionth mobile member, so DoSomething.org is doing something awesome to celebrate.

Member Rebecca Anolick of New Jersey joined DoSomething at the encouragement of her friend Sami, and got the surprise of her life from the DoSomething team: cake, balloons, friends and family, and… a free trip to Disney World! What a sweet and wonderful way to celebrate this exciting milestone. And of course, we have to credit DoSomething for their enthusiastic use of our Tell-a-Friend feature, which allows members to reach out to their friends and encourage them to join in the activism and fun.

DoSomething has been partnering with socially engaged teens for a decade, and their text messaging campaigns use quizzes, games, and statistics to raise awareness about issues from bullying to animal rights to the environment. It’s just one more exciting way that DoSomething helps teens better their world—one million strong and counting.

See the surprised winner and her friend here:

To get in on the DoSomething.org action, text JOIN to 38383.

Since the start of 2013, Reform Immigration 4 America has driven 60,000 phone calls to Congress in support of immigration reform. Last week, that outpouring of direct advocacy paid off, as the Senate introduced a comprehensive immigration reform bill, moving RI4A one step closer to their legislative goals.

There’s been a national debate about immigration reform for years, but not much real legislation to back it up. Throughout that time, RI4A has been unrelenting in its advocacy. They’ve driven hundreds of thousands of phone calls to the president and to Congress, demanding that our government overhaul immigration laws.

This year, RI4A’s advocacy has been both thorough and effective. Throughout 2013, they’ve sent out repeated calls to action, asking supporters of immigration reform to call their senators and demand comprehensive legislation. For example, just last month, they sent out a text broadcast to their entire list that read:

RI4A’s direct advocacy forced the Senate to pay attention to their cause. The resulting proposed legislation is an enormous step forward for immigration reform. As Bloomberg News reports, “The bill lays out a rough, but realistic, road to citizenship for the approximately 11 million undocumented immigrants in the US.”

RI4A’s successes are proof that, no matter what your cause, direct advocacy can yield concrete results.  “Immigration reform promises to be a messy process, and not everything will go according to plan,” Bloomberg concludes. “But the legislation introduced this week moves the nation in the right direction. It deserves support.”

Read More Mobile Commons Advocacy Success Stories

• What Do Rachel Maddow and Piers Morgan Have in Commons? They’re Fans of Mobile Commons Advocacy
• Mayors Against Illegal Guns Want You to Demand Action
• Anti-SOPA/PIPA Activists Drive Over 200,000 Phone Calls in One Day
• AARP Mobilizes 123,000 People to Say NO To Social Security Cuts
• Three Features You May Not Know About That Can Supercharge Your Advocacy Campaigns
• Mobile Commons Advocacy Instantly Connects Your Supporters To Their Congressional Representatives

Read More About RI4A

• RI4A Combines Social Media with Text Messaging to Create Powerful Calls to Action
• 1,000 House Parties, 60,000 Voters, Brought Together by Text Message
• Listen to Your Data: Lessons from a Multilingual Text Message Campaign
• Most Successful Nonprofit Mobile Marketing Campaign Ever Reveals Its Secrets

How do you craft health care messages that will inform your audience and change their behaviors? The CDC has written a guide that can help you write better texts. The guide was designed to share the CDC’s insights into how to create effective outreach across social media – Facebook, Twitter, and SMS. It turns out the CDC’s not only experts on global health. They’re also astute marketers who know the most powerful way to convey complex messages in just a few characters.

The guide ranges from the highly general (what sort of material makes good content) to the incredibly specific (how many characters should your text messages be). In this post, we’ve pulled out some of the key lessons the guide imparts.

General Rules for Social Outreach

Be Clear and Concise

• Use easy-to-understand language.
• Catch the reader’s attention with a compelling lead that provides the most important information first.
• Use abbreviations sparingly. Avoid “text speak.”

Be Action-Oriented

• Have a clear call to action, encouraging people to take concrete steps.
• Explain why the action is important.
• Use strong verbs such as “learn,” “watch,” or “join.”

Be Useful and Relevant

• Send messages that are tied to current events, seasons, or observance days.
• Provide concrete knowledge and additional resources.

Use Web Content as a Source of Material

• News articles, fact sheets, and FAQs are excellent sources of additional material.
• Web content has often been developed, edited, and cleared through the proper channels.
• Just be sure to rework your web content so it makes sense over text.

Specific Insights into SMS Messaging

Keep Your Texts Short

• Messages should be around 140 characters to leave room for help messaging and links.

Customize your Texts

• The CDC asks users questions about themselves to better target their messages.
• Questions include age, gender, health condition, subscriber’s role, and zip code.

Identify Yourself:

• You should always identify yourself in your text, so your subscribers know who the text is from.

Provide Access to More Information:

• Include a phone number or URL in your message, so users can follow up.
• Make sure all numbers are numerical and formatted, so readers can click to call.

Include Opt-Out and Help Instructions:

• Make sure your subscribers can opt out of your campaign by replying STOP or QUIT.
• Provide help messages to users who reply HELP.

Learn More

If you want to learn more, you should check out the full guide at the CDC’s website, or just by clicking here. It’s filled with additional information, and links to even more CDC guides. You also can contact us at Mobile Commons at info@mobilecommons.com.

We’ve become experts in text messaging’s best practices from our work on thousands of mobile campaigns – including initiatives with the National Institutes of Health, the New York City Department of Health, the California Department of Public Health, Harvard Pilgrim Health Care, and many more. We’ve even launched Mobile Commons for Health, a product designed to make it easy for health care providers to launch mobile campaigns of their own.

• Read the full CDC guide
• Learn more about Mobile Commons for Health