Editor’s Note: When I met Estrella Rosenberg April 8 at the Nonprofit Technology Conference, she told me about the Foursquare 100×100 campaign to launch two days later. No one had used Foursquare in this way previously, and I immediately knew she was on to a breakthrough idea. I asked her to send me a writeup once it was over, and this is her guest post below.

When April 1st rolled around I had been investigating how non-profits use Foursquare and brainstorming how they could  use it for a couple of months. Although not a direct method of fundraising my thoughts were still along those lines…and then a question popped into my head. Could Foursquare be used for awareness and advocacy?

1 in 100 children are born with a heart defect. My two nonprofits Big Love Little Hearts and One Hundred Squared serve the Congenital Heart Defect (CHD) community. When was the 100th day of the year? It happened to be nine days later, April 10th. My next question was: “could I come up with a campaign in nine days, launch it and have it be successful?”  I had no idea but I’m not afraid of failure so I set out to create a Foursquare experiment.

The basic premise was this – we created a hashtag, #100X100, that stood for 1 in 100 on the 100th day of the year. I created a website, http://onehundredsquared.com to explain what it was, why it was important and to determine the actions we wanted supporters to take: spread awareness using the hashtag and call/write their representatives asking them to support the Congenital Heart Futures Act and Pulse-Ox screening of CHD to the National Newborn Screening Panel. We also created a Facebook fanpage and Twitter profile.

We recruited volunteers to commit to a guerrilla, grass-roots effort to use Foursquare to parlay our message. On the evening of April 9th a few dozen Big Love Little Hearts volunteers added the following as a “tip” to 600 Foursquare locations:  “1in100 children are born w/ a heart defect. Pulse-Ox screening saves lives – you can too! Check in with the hashtag #100X100.” We also embedded a link in the tip to the One Hundred Squared website. We chose what we thought would be the most checked-in locations on a Saturday: airports, Starbucks’, Target’s, gym’s, etc. in every major city.

One of the benefits of using Foursquare as an origin point is that most people who use it sync their check-ins to Twitter and Facebook. This meant that one person checking with #100X100 had the possibility of being viewed across three different platforms with three audiences. Talk about bang for your (time) buck!

Did it work? Better than I could have possibly imagined.  My goal was to see how social media worked for advocacy and awareness. However, something extraordinary happened: I began foursquaring/tweeting/facebooking about #100X100 at 12:01 am on April 10 and Big Love Little Hearts’ supporters followed.

At 7:30 am an angel who was following one of our followers on Twitter (but not us) noticed our hashtag. (She is an adult with a CHD who was not diagnosed at birth and who is alive today because she received lifesaving surgery.) Her passion for our work led her to call me and commit to donating $1 for every time someone used the #100X100 hashtag until midnight April 10th.

How much did we raise?  She gave me a cap of $25,000. I knew the moment she said it that as a not-quite ten month old organization we wouldn’t reach the cap. Much to my surprise our supporters were so engaged that we reached it by almost half.

At quarter to midnight the hashtag had been used 11,703 times across all three platforms. Our donor was so impressed that she committed all $25,000, which funded 12 surgeries in developing countries. Twelve lives saved in 24 hours.

That’s great (okay, FANTASTIC), but did it work for advocacy and awareness? YES! Less than two weeks after the 100th day of the year about 100 people from various CHD groups were to meet in Washington  for CHD Lobby Day. The One Hundred Squared website, as linked through Foursquare and the hashtag, asked people to contact their representatives. We wanted to plant a seed for anyone who used #100X100 on the 10th to call their Senator or Congressman and let them know that they supported measures that would greatly improve the lives of the 2 million people living with CHD in the states.

On the April 22 (CHD Lobby Day) we used the hashtag via Twitter, Facebook and Foursquare to remind our supporters to call their legislators. By noon more people had looked at the website than the entirety of April 10. I had seven appointments with Senators  & Congressman from Illinois that day. There wasn’t a single one I walked into where their aide didn’t inform me that constituents had been calling about this all day. People Lobby Day delegates from other states texted or called me to say the same. More than 500 people told me that they had contacted their representative, and 300 others contacted the Big Love office to do the same. 1800+ viewed the page and clicked through the link to find their representative. I cried with pride the entire day.

What was the benefit of using Foursquare as our social-media springboard? The tips we left are still there and will stay there perpetually. For several locations our tip is still the most recent. Did I mention that we have a link embedded in the tip?

A huge “thank you” to everyone who participated in #100X100 on April 10h and 22 – you made it such a success that the Big Love Little Hearts sister organization, 1 in 100, changed its name and expanded its mission. (Check back with http://onehundredsquared.com soon – or subscribe -for more details)!

One last nugget – all of this was FREE. We raised $25,000, saved 12 lives in the immediate and set the stage for millions of lives to be changed.

Estrella Rosenberg is the Founder and Director of Big Love Little Hearts, One Hundred Squared, Little Leo Foundation and The 4F Club. She writes about her love of non-profit work in her blog, Adventures In Philanthropy.

Big Love Little Hearts provides lifesaving surgery to children with congenital heart defects in developing countries. Almost one million children are born with a heart defect worldwide every year – half will need surgery to survive. Ninety percent will be born in countries where access to lifesaving measures is limited by economic status or lack of infrastructure. Follow them on Twitter. Follow One Hundred Squared on Twitter here.

image by KhE

I’m at NTEN’s 2009 National Technology Conference. I’ll be live blogging this session on Mobile Advocacy and Fundraising. I’m starting now.

Session presenter: Matt Wilson from Mobile Commons.

Now 250 million active phones in US (in context of a little over 300 million people in US now!)

Technology is changing voice advocacy.
Example: AFSCME Union

1. Builds an email list.

2. Asks them to make a phone call through an email ask.

3. Submit mobile phone number, email and zip code on a form, and an automated phone call is sent to a legislator. How does this happen: An API code snipped sends a call to an automated voice through mCommons – redirects the call to their legislator.

Example 2: Human Rights Campaign

1. HRC sends a text action alert.

2. Asks them to dial a number. Hear a recording with audio talking points and

3. Auto-routes to legislator.

Participation industry standards:

1. Email requests return 8 to 20% online advocacy action.

2. But with mobile SMS, we see 20% response rate within 20 minutes, and 40 – 50% response rate within 24 hours.

Example 3: Planned Parenthood

1. Asked people to input a mobile cell number as soon as the Global Gag Rule was overtuned.

2.People received text messages that it was overturned. Individuals were asked to text back thank-you messages to Obama. 500 people replied back with a thank you within 20 minutes. Averaged out to 20% reply rate.

Takeaways:

- got people used to acting differently: use mobile text for the organization

-captured mobile cell numbers for the organization

Question: what should be the length of broadcast text message to individuals?

Limit is 160 characters. The simpler, shorter and quicker the call to action the better.
Question: What is basic set up cost for Mobile Advocacy?

Some vendors will price per text – about $.10 per text message plus setup fee. Other will offer ongoing monthly fees plus setup fee. Rule is about $.10 per outgoing message for simple solutions.

Question: Are campaigns targeted differently for those people with smartphones or iPhones?

Haven’t really seen this yet. Not sure what we would learn yet from this type of segmentation, and don’t have enough info yet.

Question about worldwide customers.

mCommons only works with US customers at this time.

image courtesy of mGiving

State of Mobile Fundraising

1. Mobile Giving Foundation: ability to bill $5 increments to constiuents’ wireless bills.

2. Email acquisition. Acquire emails at live events.

3. Integrated campaigns.

Can we increase lift on online and direct mail campaign with text to reinforce donation is a big questions.

Ask people to text to pledge or fulfill plecges online. Send them to online pages is an idea.

Mobile Giving Foundation

Any 501(c)3 can apply to be a provider. One approved, can ask constituents to send $5 donations to their wireless bills on behalf of the organization. Mobile Giving Fdn distributes funds within 60 to 90 days. Wireless carriers pass thorugh entire donation. Vendors have different pricing models.

Question: Do nonprofits get all the giving info from the constituents at the end of the transaction with add-on requests at end of text giving? No. Problem is that nonprofits can’t get that info. The one exception is that once you get a list of email  ????

Case Study: by Watershed Strategic Consultants. Jenn Smith, presenter.

Think back to last fall and the economy taking a dive. Tried partnering with the Humane Society of the US to try something different. At the time HSUS had a 12,000 phone list. Urged 12,000 to give via phone on December 30th as last-chance push for year-end giving. A “hey, give now, tax deductible, do it now” type message.

Send “Last chance email” December 26. Sent last chance email again Dec. 29. Send text to give December 30th. Everyone got anothe last chance email on the 31st.

The Plan:

1. Partnered with a telemarketing firm to set up an inbound call center to accept donations.

2. Set up an internal donation form telemarketing reps could complete donations while taking calls.

3. Suppress donors on mobile list. If gave in December, didn’t use their numbers for the mobile campaign.

4. Created a control group of people who did not receive text message.

Text message they’d received: “HUMANE: 24 hrs to make your tax-deductibel gift for animals. Call 800-680-8313 from 11-8 EST or reply “CALL” now to give to the Humane Society.”

What happened?

NOTHING.

However, a few people made some test donations who were already on the team.

Silver lining: control group who didn’t get text message.

BUT the people who got text message AND then last chance to give Dec. 31st email to give donated .55%, which is higher than average for email solicitations.

People who did not get text but only email asks donated .31%

Increase in fundraising was .77%.

Takeaways:

Year end using text messages to boost email response is good. Control groups can save the day. Keep testing. Must build mobile strategies inot campaigns.

What went wrong with original campaign?

Not sure but thoughts are:

1. Mobile is a a cultivated file. Takes time for people to get used to it.

2. Mobile file had not been asked to enage that frequently.

3. Perhaps issue with timing, people on vacation then.

What has changed for Watershed’s clients?

1. Creating unique strategies per channel, not just replicating them onto each channel. So, if you want to grow a mobile program you have to build a list same as how you built your email list, and think about it as a new channel that need new strategies.

2. Off mobile promotions are still important for mobile complementaries.(Flyers, signs, other platforms, etc.)

Question: how about opt-out?
Answer: every text message has a click to opt out message, within the 160-character limit.

Question: how do people know the number really does lead to a credible organization, or is the Humane Society that texted them?

Answer: technically, with a mobile short code people couldn’t do that. But, there are issues with people’s comfort with mobile that this speaks to. Always have the same handle for text message starts such as HUMANE and all broadcast messages come from the organization with the same short code telephone number. Frequency is also important – if people sign up for a text message then send them one soon enough so that they don’t forget.

Another example: National Gay and Lesbian Task Force hate crimes advocacy campaign.

1. Ask people to take action.

2. Send them to a Mobile Commons page to enter cell, zip, click “connect me” and they get to talk to a legislator. Primary goal was to get people to call in.

3. Then ask them to opt in to mobile list.

4. Facebook app to enter mobile phone number to act now against hate crimes. (integration)

The future:

Increase partnerships with Mobile Commons. Think beyond email. More testing with clients. More work with Mobile Giving Foundation.

Next presenter: Grace Markarian, from The Humane Society of the United States (HSUS)

Mobile Program:

Launched in 2007. Grew list slowly. Initally for Canadian anti-seal slaughter campaign.

Use Mobile Commons now. Their program lives within their Online Communications team. About 17,500 subscribers on list.

Use mobile channel to complement other channels. Try not to bother people unless it is urgent or fun. Also “get out the vote” actions.

In-house: daily 9-minute meetings with entire External Affairs team for updates on integrated campaigns.

How we offer signups:

part of every campaign.

send welcome email after people sign up for HSUS to ask for mobile cell number.

Facebook signup and donation app.

Future mobile plans:

Twiter bundling, aggressive recruitment through email, incorporate with print media, billboards, etc.

Real campaign: Save the Canadian Seals from HSUS

1. while people are watching and documenting the seal slaughter, they text to people about what they are watching.

2. People on list are affected by these texts and reply to Grace about it, so it works to raise awareness

3. Ask people to reply back and begin conversations.

4. If peole respond to text, then they get anautomated reply to act on anothe platform (website page). This was a lesson learned from being innundated by reply texts.

Question: how really engage with mobile text and reply to them? (my question)

Answer: I have a mobile commons inbox where it is aggregated and I can reply to their quesitons. Also, people can go to a site or a page where they can begin discussion on a non-mobile site.

Other thoughts from Grace at HSUS: people do seem to notice paper flyers and information and act mobilely.

HSUS Learning Curve:

State of the art tools change quickly.

Developing niche content can be challenging.

Database integration is hard.

Could be a full-time job!”This is email and web all over again!”

Before you start a mobile program:

1. Research audience, peers, database integration

2. Figure out goals: reach existing members on a new channel? Reach new members? Send content? Etc.

3. Sketch a plan for mobile recruitment and your first campaign.

4. Get “buy in” from the top of the organization.

5. Think about how you will integrate with all your online communications.

6. Identify core staff who will be responsible, and time they will allocate to this.