Update: Verizon Hits Redial … Damn!

September 30, 2007

The only thing we like less than a company that screws up big time, is one that has the sense to reverse course before their roof caves in!

Just as we were licking our chops, relishing the spectacle of a few hundred thousand cell phone customers canceling their Verizon Wireless service to protest the idiotic censoring of Naral Pro-Choice America, the company smartly discovers that the original decision was an “incorrect interpretation of a dusty internal policy.” One, we might add, that Verizon is still refusing to publish. [Maybe there's still hope for a public flogging!]

Right now, some poor Verizon bureaucrat is packing his (or her) office for the transfer to Outer Mongolia.

It's important to note that this flare-up was over censorship, not abortion rights.

As Verizon customer Wyn Hoag said to the NYT, “I'm a supporter of abortion rights, but I could be a Christian-right person and still be in favor of free speech. If they think they can censor what's on my phone, they've got another think coming.”

Keep in mind that Naral Pro-Choice's phone campaign involved their supporters asking to receive the text messages from the organization. Not even a spam issue here.

Roger & Tom

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Cell Phone Users, Unite!

September 28, 2007

In his recent piece in the Stanford Social Innovation Review, Peter Manzo urged issue advocates to make better use of cell phones as a tool for citizen engagement. (He also took the US telecommunications biz to task for lagging behind the rest of the world in providing state of the art services.) He concluded:

“To involve people today in mass social movements, we may need to find a way to use cell phones to do the equivalent of the Chileans' pot-banging in protest of Pinochet, or the cries of “I'm mad as hell and I'm not going to take it anymore!” from the film Network.”

This will require some very creative social innovation. Any ideas?”

The Agitator scratched our heads … it seemed to us that we've heard of a fair amount of cell phone campaigning. So we asked Guest Agitator Katrin Verclas from MobileActive.org and the Nonprofit Technology Network to comment. And comment she does!

Seems like there's indeed a lot of cell phone advocacy underway. Here's her report, chock full of examples and “how to” resources, with links.

Pete Manzo is right but clearly has not looked around much. In his piece he calls for greater exploration of mobiles as a way to engage people. He quotes a gentleman who “noted that we have yet to use technology to tailor mobilization efforts to how people increasingly live and work. He went on to suggest that advocacy organizations should investigate how they might engage people through their cell phones.”

I'd like to meet that gentleman as he clearly gets it… and get Pete Manzo onto it.
Let's face it: With close to 3 billion mobile phones in the world, the cell phone is now the most ubiqitious technical device in the hands 'of the people.” An innovation in use and applications abounds and is about to explode. The future is mobile and we better get on with it. We here at http://www.MobileActive.org are exploring the sways in which civil society organizations are and can use mobile phones. All around the world, mobiles are changing the way people organize themselves and their communities, conduct business, and transmit and receive information. For stories and case studies, see http://mobileactive.org/blog and http://mobileactive.org/resources/list for a series of strategy guides for nonprofits. (log-in is required to access the Guides.)
Just a few examples here:
A recent study found that getting out the vote via text message increases turnout by about 4% — see http://mobileactive.org/txt-out-vote-text-messag

I just got an email from a US-based organization that has done a lot innovative work setting up voicemail for homeless individuals that is now exploring how to integrate mobile phones into their work. We wrote up a few ways that we found interesting. http://mobileactive.org/mobiles-service-delivery

A South African environmental organization offers an information line to consumers about the safety and environmental sustainability of certain fish in restaurants and grocery stores, accessible via mobile phone http://mobileactive.org/text-fish

Protest movements from the Phillipines, Ukraine, Nepal and now Burma/Myanmar have used mobiles for mobilization to the point where cell phone coverage is routinely shut off by repressive regimes. We are writing about a few examples here:http://mobileactive.org/mobiles-myanmar

In elections around the world, mobiles are used to monitor polling stations, diffuse rumors, and ensure accountability. We wrote about the recent elections in Sierra Leone where mobiles were a critical tool in ensuring a fair vote here: http://mobileactive.org/texting-it-in

Amnesty and People for the American Way, to name just a few, have experimented with mobile campaigns, more or less successfully. Some pointers on how NOT to do it (and how to) are here: http://mobileactive.org/mobile_advocacy_dos

A number of public health organizations are providing sexual health information via mobile information channels: http://mobileactive.org/lets-talk-about-sex-baby-sexual-health-info-sms

A New Mexico conservation organization is building its activist email list with ringtones featuring endangered species, tripling the number of its supporters: http://mobileactive.org/why-are-ringtones-good-so-hot

Human trafficking is combatted with information lines accessible via SMS/text message and sms hotlines in a few places around the world: http://mobileactive.org/human-trafficking-hotlin

In short — there is a lot of innovation that is happening, and there is a lot of experimentation that needs to be tracked, where lessons have to be shared, and where we need to scale up. I believe that 2008 is the year where some of this work will 'pop' — and where we will see a lot more activity. We will certainly do whatever we can to make that happen!
Meanwhile, Pete, do read our blog and let's get started! And for the mobile equivalent of the proverbial Chilean pots, check out the do-it-yourself ringtones at ringtones08.com and a good post about it here: http://mobileactive.org/ring-it-how-make-your-own-ringtone-change.

Katrin Verclas

Literally as we were preparing this post, the New York Times reports that Verizon Wireless has rejected a request from Naral Pro-Choice America to make Verizon's mobile network available for a text-message program. Verizon says it has the right to block (read: censor) “controversial or unsavory” text messages.

Sounds like the People's Republic of China, no?! Other leading wireless carriers have accepted the program. Do I hear an “Exercise Your Right to Choose … Cancel Your Verizon Service” campaign coming down the road?! How about on mobile?

Tom

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Low Budget Online Video

September 27, 2007

The other day we urged our readers to dive into online video, and pointed out that big budgets weren't required. We've received some useful comments on that post from Humane Society of the U.S. and from See3 Communications, which I urge you to read.

But here in its entirety is a mini-case study sent by Charles Langley at Utility Consumers' Action Network (UCAN) in San Diego. I think you'll enjoy!

You asked for low-budget videos. At UCAN, our videos are probably below low budget. Our budgets are so low they could play handball against the curb, but we've still done some nice stuff with mixed results as a part of our “New Media Rights” project. We are determined to master this medium under the direct order of our E.D.

What we've discovered is that like all things internet, video is not a panacea. It seems our most effective videos are those where we are quoted by the TV news, or are making stern pronouncements about policy issues. However, last year, we did 18 videos with the hope that some would go “viral” - especially, our video warning about cell phone contracts and our offer of a free guide on how to save gasoline.

Our most successful video in terms of PR was when we announced that we would be filming a consumer video to the local media. All five TV stations showed up to cover the epic battle between the Big Oil Hog (played by me) and the consumer underdog, played by our E.D. Michael Shames. The video is here. This story had great media traction because every Ground Hog day we trot out the Big Oil Hog. If the Oil Hog sees his shadow, you can expect six more months of obscene profits for the industry. The TV stations literally BEG us to repeat this schtick each year, so when we decided to do a video of the oil hog in September, it did rather well.

We added a few thousand local names to our snail mail list as a result of that effort. We've also had thousands of downloads of our mobile phone contract fact checker, plus hundreds of requests for mailed copies locally. Not bad.
At this time we are experimenting with more “serious” videos that are less gimmicky, although one of my favorites is a tour of UCAN given by our bulldog mascott “00K-9″.

We've learned three things from our ongoing experiments:

First, it is possible to create viral videos, but it is very hard to determine in advance which videos will go viral.

Second, the ability to rapidly respond to breaking news with a video or podcast has become an important bullet in our communications bandolier.

Third, UCAN has a history of using humor to make a point. When we started our video adventure our aim was to create humorous videos that had some useful information. Right now we are more inclined to make informative videos that have some humor.

It is also worth noting that MGM has threatened to sue us for a parody of their roaring lion. We are still using the 'Roaring Bulldog,” and at this point have fought them and won. Our staff attorney and videographer now sport T-Shirts with the Roaring Bulldog logo (attached as an image).

In fact, understanding copyright and fair use can be an important part of making your own videos, especially when they are parodies and plays on existing material. This is why we are launching a Web site in the next month dedicated to helping creators deal with the issues of copyright and fair use, as well as how to respond when a large media company like MGM threatens your free speech. You will even be able to write in to get information, direction, and advice.

We will let you know when it is ready.

Charles Langley

Thanks Charles. It goes without saying … you deserve a raise! And The Agitator will contribute to your defense fund.

Tom

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P.S. Update on Today’s Post

September 27, 2007

When we went to press at 1:00 A.M. EST this morning (each day's Agitator is posted at that time) we expressed concern that with the situation in Burma about to explode none of the major human rights groups had anything current on their websites.

Within hours the void was filled by Amnesty International US with stunning photos and a call to action. Amnesty Canada and Amnesty International itself also posted a news release on the situation in Burma, calling on the U.N. Security Council to act. As of now (2:45 P.M.), still nothing on the websites of Amnesty UK and Human Rights Watch.

For a great example of why the BBC is, in my judgement, the best integrator of online and offline content and in involving its audience take a look at the today's site. Check out the on-the-ground comments and observations from inside Burma, as well as how the BBC makes it easy for its audience to upload content. Note also the caveat to avoid personal risk and injury.

Roger

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The Tragically Hip Prove Energy Matters

September 26, 2007

Last night, while the billion+ BBC audience (compare that to CNN's 18 million+) heard and saw the headline news of the 10th day of protests in Burma, I decided to check out of real life and and go to a rock concert.

So it was off to a performance in Amsterdam by The Tragically Hip, a Canadian rock group that packs tens of thousands into that country's stadiums and tonight put an impressive 1000+ in Amsterdam's Paradiso, one of the great and original international venues of The Rolling Stones, Dylan, and the other big '70s and '80s artists.

Paradiso was packed as Gord Downie, The Hip's lead singer, dripping sweat onto the front row, mesmerized the largely international audience with a bunch of songs about places which those caught in rapt attention by his performance would never even begin to undrestand. Like his song, “Bobcaygeon”, referring to the lakes-laden, cottage country spot east of Toronto. My guess is that not 1 out of 80 in the audience even recognized Bobcaygeon as a geographical location.

Nonetheless the audience went wild. Why? Because of the energy.

Now, believe me, I’m not a frequenter of rock performances. My American/Canadian partner Janice and her best friend MK dragged me to see “The Hip”, as they’re known by their thousands and thousands of Canadian fans. And, of course, I could go on and on about the quaintness of Canada; the fact that it has a population smaller than the Netherlands, etc., etc., not to mention their essential decency and charming naivete.

But the fact that not only did The Tragically Hip electrify the 85 or so flag-waving Canadians in the audience, it extended its brand beyond the Maple Leaf banner to capture the interest of the 700+ other Dutch, English, French and German folks in Amsterdam audience tonight.

Why? Energy. Pure and simple.

The songs were relevant. The performance superb and especially energetic. Contact with the audience was direct and moving.

It was a charged evening, and got me to thinking how important energy, and being in front of and relevant to your audience is. Not only for rock groups, but also for nonprofits.

Hey! These guys in The Tragically Hip (which by the way contributes significantly to Canadian and international causes) know how to work and involve an audience. Both live and on their website.

So… pleased with the concert, and grateful for the break I went home and back to worrying about Burma.

To see the surprise I found out at home continue below…

Continue reading “The Tragically Hip Prove Energy Matters”

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Test Your News IQ

September 25, 2007

Have some fun today taking Pew Research Center's annual news IQ.

Warning … the average number of correct responses among all Americans was 7 out of 12. Raise the bar to 8 if you're a college grad. The toughest question — though we're sure Agitator readers will do better! — was answered correctly by fewer than one-in-three Americans.

Roger & Tom

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What Is Influence?

September 24, 2007

Here's a Monday mind-stretcher on “influence” — what is it, who has it, can “influencers” be influenced?

For many nonprofits, especially those in the advocacy business, communication strategies include an element of targeting “influentials.” As the theory goes, certain individuals carry disproportionate weight in terms of their natural inclination and ability to influence others. If you can reach and persuade and leverage them, you've taken a huge step toward propagating your message (or brand or product).

I subscribe 1000% to this theory.

In the old days, pre-Internet, communicators aiming, for example, at public policy influencers could use a relatively finite number of media outlets to reach them, starting with, say, the New York Times, the Washington Post, and CNN. Other media took their cues from these outlets, to say nothing of the fact that the influentials themselves were focused on them.

Nowadays, it's not so clear that the derisively-termed “mainstream media” (MSM) are quite so potent. Many other voices, bloggers included, have arisen on the internet to challenge the MSM for influence and thought leadership. Indeed, the unique online form of using a few missionaries to trigger mass response to a message (or product or brand) has its own name … viral marketing.

Some in the online world assert that these days everyone is a potential influential. No mediators, no authoritative voices are required. All that matters is the inherent quality, distinctiveness, etc. of the basic idea or product. Seth Godin would say so.

I don't believe that's entirely true. Sure, the internet facilitates the spread of stuff. And even more important, yes, the “stuff” needs to be truly REMARK-able. But imbedded in human nature are qualities that make some folks leaders and some followers. And it still pays to target and leverage the leaders.

Here from Max Kalehoff at Online Spin is an interesting discussion of the topic as it relates specifically to “who has online influence … is there such a thing.”

The article poses interesting questions. But I'm surprised at the apparent lack of awareness of the extensive literature on the subject. Another example of how “experts” in the online arena seem time and again totally ignorant of the findings others have made before them.

We haven't quite yet imbedded micro-computers in our bodies to enrich our perceptual abilities and thereby our behavioral responses … though such experiments are indeed underway.

Until then, quite a bit of old-fashioned sociological and psychological research is still relevant.

If you're interested in the subject of “influence,” here are some recommended readings …

  • The Influentials, Ed Keller & Jon Berry
  • Changing Minds, Howard Gardner
  • Blink, Malcolm Gladwell
  • Unleashing the Ideavirus, Seth Godin

Amend the theory to suit yourself; but you can't go wrong studying influence.

Tom

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Checklist For Year-End Appeals

September 21, 2007

Many organizations raise the greatest proportion of their funds in the critically important year-end giving season — the extraordinary philanthropic window that opens somewhere in October and stays open through the end of the year.

Here's a checklist refined over the years at Craver, Mathews, Smith for developing year-end strategies, plans and creative. I've taken the liberty of annotating this version.

Timing/Frequency.

__Date of Appeal #1

__Date of Appeal #2

__Date of Email or Video Reinforcer #1

__Date of Email or Video Reinforcer #2

__Date of Telemarketing Campaign

Annotation: I recommend at least two mail pieces or one mail piece and one telephone solicitation PLUS reinforcing e-mails and — as we've been saying, VIDEOS — in this critical season.

You know the patterns of your donor file best, but as a general rule the first appeal, say in early November, should be followed-up with another to non-respondents in early to mid-December along with new media reinforcers –video or text — either right before the mail is received or right after. Of course, those donors for whom you don't have postal addresses should receive appropriate electronic versions.

Audience.

__All donors who gave in this same period last year

__Monthly donors

__All current multiple, non-monthly donors regardless of what time of year they gave

__All higher dollar donors

__All or test of 18-24 month lapsed donors who made previous gifts in this seasonal window

__All first-year donors

__Test of information inquiries, e-mail activists

__Legacy/Planned Giving Expectancies and Prospects

__Other

Annotation: Partly for reasons explained below under Creative/Messaging, and partly because different donor segments warrant different treatment, give careful thought to the offers you're making and the information you're including for various segments.

For example, with mid-level and higher-level donors you may want to include an insert and/or copy on the opportunity and advantages of giving a gift of appreciated securities. And, at least for the year 2007, U.S. donors who are 70 1/2 years or older can make gifts of up to $100,000 from their IRA's without having to count the distribution as current income. This Charitable IRA Rollover provision produced more than $50 million in the first four months it went into effect according to the National Committee on Planned Giving.

Checklist continues below….

Continue reading “Checklist For Year-End Appeals”

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Have You Watched An Online Video Today?

September 20, 2007

Sorry, but I'm probably going to badger you monthly from here on out with the latest stats on online video watching.

As I've written before, I think it is crucial for nonprofits to master this medium for conducting your fundraising, advocacy and educational efforts.

According to comScore (all stats for US internet users, July 2007):

  • Over 133 million Americans watched online video in July — or 74% of US internet users.
  • They watched more than 9 billion videos, 27% of them on Google sites (which includes YouTube).
  • More than one-in-three (37%) US internet users viewed video on YouTube.
  • Online viewers watched an average of more than 3 hours of online video during the month, with an average video duration of 2.7 minutes.
  • The average viewer consumed 68 videos, or more than two per day.

Every nonprofit can get in this game, not just the biggies. Do you have a videographer on your staff? I'll bet you do … it's just not their day job! Tap their creativity.

The Agitator would love to see what you're doing … especially the low-budget stuff.

Tom

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Moving Messages

September 19, 2007

Andrew Rasiej and Micah Sifry, creators of techPresident (the award-winning* place to follow how presidential candidates are using online media), have written a great piece on how messages move in our new internet-driven media environment.

The immediate context of their article is the campaigns, and the candidates failure — as the authors see it — to truly release grassroots energy through their too tightly controlled online approaches. But much of what they say is relevant to any nonprofit group with a message to get out.

The first thing Rasiej and Sifry remind us is that successful viral marketing isn't about technique … it's about doing something remark-able. I.e., it's all about the vitality of the substance, the content, after all. Don't expect viral lightning to strike if what you're peddling is same old, same old … or undifferentiated … or bland or ubiquitous.

Their key conclusion about the campaigns' techniques, equally applicable to many nonprofit online efforts:

“None of the campaign websites devote consistent space on their home pages to independent efforts on the candidate's behalf; every inch of their online real estate is devoted to pushing their message, as opposed to trusting others to spread that for them.”

I concur with the thrust of their point. I believe nonprofits too can do more online to empower their most committed missionaries.

But at the same time, not all visitors to a website seek missionary-level involvement. In fact, probably only a small percentage do. Some are pure information seekers. Some are just getting their toes wet … they don't need scuba gear. And websites need to take that reality into account.

The trick is to use the flexibility of the web to “tease” the visitor with a carefully designed selection of involvement options that allows the visitor to engage at his or her own level.

Yes, “steering” is possible and desireable … organizations do have priorities and pressing needs and messages to communicate. And websites, like the organizations they represent, cannot be all things to all people. Not every visitor is in fact a match for the organization.

Still, the goal is to allow for differing levels and styles of engagement, reflecting different levels of “ripeness” on the part of visitors. And in that regard, Rasiej and Sifry are right … for your missionaries, provide lots of scope for self-initiated involvement. Let them loose. But be remark-able first.

Tom

*techPresident just won the grand prize in the 2007 Knight-Batten Awards for Innovations in Journalism program, beating competitors like Reuters and the Council on Foreign Relations.

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