mobile campaigns

Mobile Campaign Case Studies from Advocacy, Service Delivery, and Fundraising

The numbers speak for themselves: There are currently 236 million cell phone users in the U.S. – an astounding 76% of the population. In December of last year alone, 18.7 billion text messages were sent — up 92% from 9.7 billion in December 2005. Estimates for this year are topping 195 billion text messages sent in 2007. That is 600 million text messages a day.

Nonprofits and advocacy organizations around the world are increasingly turning to mobile phones for advocating for issues and engaging constituents, for providing services, and even for fundraising.

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The DOs and DON’Ts of Mobile Advocacy

Katrin Verclas, CalderStrategies.com and MobileActive.org

There is increasing evidence that mobile social marketing works in increasing awareness and moving people to actions. It is also becoming an effective way to engage users and constituents. Throughout our experience with mobile campaigns, we've run into some great campaigns and some failures as well.

Here are the top ten things that nonprofits should and shouldn't do when running a mobile campaign.

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Texting, Facebook, Email, Blogs, MySpace, Aaaargh! How Should I Get the Word Out?

Michael Sabat, Mobile Commons

Your organization needs to understand how to send different messages to different people through different channels. It would never have made sense to run a TV commercial over the radio trying to reach a newspaper reader, just as it doesn't make sense trying to get an instant response from business people by messaging through your org's MySpace page. Getting the mix correct means you send the right message, through the right channel, reaching the right people to accomplish your goal.

So, how should mobile fit in your mix with regard to the messages, the people, and the goals involved?

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Txt4Choice: NARAL's Experiences with Mobile Advocacy

Corinne Ramey, MobileActive.org

NARAL Pro-Choice America recently began a mobile program -- they're calling it Txt4Choice -- and has been exploring how to use mobile in ways that compliment and integrate into their already developed communications strategy.

Curious how your state ranks on reproductive choice? NARAL makes it easy to find out. By texting the word "grade" and the abbreviation of your state to a short code, you get an almost-instantaneous text response with your state's grade and opportunities for more information.

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