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Will mobile really move people? |
Posted by Tad Druart at Feb 03, 2009 04:19 PM CST Categories: Advocacy , Constituent Empowerment , Content Management , Fundraising , Nonprofit Trends , NPtech , Social Media , Technology |
I had the pleasure of sitting in on the DMA 2009 Washington Nonprofit Conference session titled "New Media Channels — Adding Text Messaging, Social Networks and Media to the Marketing Mix" last Friday. Dane Grams, online strategy director for HRC, Grace Markarian, online communications manager for The Humane Society of the United States and Scott Goodstein, former external online director, Obama for America joined our founder and chief strategy office, Vinay Bhagat to share how social media and mobile technology ARE moving people.
Over the next few days, I’ll share a bit more from each speaker, but I wanted to start with Dane from HRC.
Since several members of the Obama team spoke at the conference, Dane started with the observation that the number one question at the conference was "what can I do if I don’t have Obama?" He followed that with a truism about nonprofits we should never forget - you have a compelling story to tell and impassioned people that support you. You might not have the millions of followers of an Obama campaign, but you can get results.
Rather than try to capture Dane’s great presentation, it’s probably best that you watch him yourself by clicking through the YouTube link (if you’re getting this through our RSS feed, you’ll need to click on the headline above to go to the blog and watch the video).
HRC has had great success with integrating Convio and Mobile Commons to use text/mobile messaging to move people. They have more than 30,000 people in their mobile communications program. The early indications are that integrating mobile with their campaigns is helping drive more revenue, helping get more people actively engaged in their advocacy efforts and helping them gain more people in their movement. Since most people spend about 18 hours a day with their mobile devices – they are so much more than phones (Dane uses his as his alarm clock too) – when invited into that level of relationship it can be very successful as part of the marketing mix. Enjoy.
PS – the video is about 9 minutes long, as it was all so good, I didn’t know where or what to cut.
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I was the camera crew as well. Agree with your points. One of the other benefits is the immediacy - I can take action at the time I am moved. We visited a museum last week at which you could use your mobile phone to call a number and take a guided tour. It was a great first step, but they could have gone a step further by directing me to "support the museum" or texting to to them to recieve more information. I would have gladly done so. It works. At the end of the session we asked people to text “guide” to 30644 to get our new resolutions guide. People did it right then and there.