Text success
You could be forgiven for thinking social marketing is all about being online. Twitter, Facebook and YouTube aside, the good old mobile phone is an oldie, but a goodie. Check out how to use this communication tool to organise, recruit and fundraise and still keep the bank books in order.
Submitted
12/2/2009
By
actnow
Views
1068
Comments
0
Updated
12/9/2009
Photographer : leonardlow @ Flickr
Mobilise!
The global omnipresence of mobiles means mobile technology is one of the most effective means of cheap, targeted communication. Text messages (SMS) are more likely to get read than an email, will reach your audience regardless of day, time or location and tend to get a faster response. This means that sending out updates, particularly about anything that requires a rapid response (events, relevant headlines, emergencies), will probably have more of an effect when done via a mobile.
Using this quick information dissemination tool to get people to act is a common way of using mobiles. Apart from being used to publicise events or demonstrations, they can also be used to provide live updates to those present at events and to co-ordinate any changes to event details.
Earlier this year, climate change group 350 harnessed the power of mobile phones by joining forces with technology know-hows Tactical Tech. Together they founded ‘Project Mobilise,’ a multi-country text message system using Frontline SMS, a free SMS platform. The technology is used to send members updates on climate change information and upcoming events worldwide such as the international day of action on climate change during October. The software also allows supporters to send messages back - 350 is getting participants to send back messages of support against climate change so that they can collate these and present them to world leaders at the December Copenhagen summit.
Making the most of mobile technology
Why just text message when mobiles can do so much more? It’s time to start thinking about the different ways this social media can be used in your cause. For the more musically inclined this might mean using ringtones to get people informed and involved in an issue. In 2005, following an alleged vote rigging scandal in the Philippines, a downloadable ringtone was created about the issue. The ringtone featured what was reportedly a conversation between the country’s president and an election official. It hit number one on the ringtone charts.
Cash converters
Mobiles can also be used to bring in some cash for your cause. OzHarvest have recently launched an SMS based fundraising campaign where every text feeds three homeless Australians. Supporters from an existing email database are asked to SMS to a certain number, which will initiate an automatic debit from their phone bill as a donation to the charity. This way the organisation avoids any costs for SMSing its followers. In the UK, Red Nose day raised GBP 8 million through SMS donations based on the same principle.
Greenpeace India also came up with an innovative mobile campaign to convert followers into financial supporters. Wanting to improve the sign up rate of their face to face fundraisers, a message was sent to followers asking recipients to reply and claim a free tree sapling. Those that replied were visited by a fundraiser, free sapling in hand, and asked to make a donation. The result was a substantial growth in financial supporters, with twenty five per cent of sapling recipients agreeing to make a donation.
Have you seen my budget?
SMS-ing need not be an expensive undertaking. Online applications such as MXit will let you keep in touch with the world for free. This downloadable messenger and social networking software application for mobiles and computers allows you to build up your contacts and SMS or chat with them as much as you like.
The South African community initiative Drug Advice Support (DAS) uses the MXit software to make contact with drug addicts. On average, 300 users a day logon to chat with volunteer counselors anonymously via the chat service. Addicts are provided with immediate support, and offered face to face counseling services with a partner organisation. The success of the program has enthused its founder to extend the program into HIV, rape and child abuse counseling amongst others. Check it out in the video below:
Questions?
If you’re after a little guidance on starting your own mobile campaign have a look at mobile advocacy gurus Mobiles in-a-box by Tactical Tech Collective or Mobile Active. Both will help get the creative juices flowing - they provide case studies, new DIY tools and set up guides, as well as the pros and cons of using mobiles in your campaign.
