Back when the Haiti disaster struck, and $35 million was donated via mobile text, I was castigated by various Agitator readers (including my esteemed colleague Roger Craver), for questioning: "But is this really fundraising?"
Today I rest my case.
I urge you to read the entire post by Kristin Ivie on Social Citizens blog from which I’ve taken this excerpt:
"It seems none of the organizations employing mobile giving campaigns have figured out how to promote continued engagement.
"I’ll offer myself as an example. I made two donations in the days following the earthquake – one to the Red Cross via text and one online to Partners in Health. Partners in Health has sent me three email updates on what my money has been doing and information about opportunities to continue being a part of the recovery effort. So far, I have received nothing from the Red Cross since the day I confirmed my donation via text – even though the terms and conditions of the donation stated I could receive up to four texts from them per month. I asked around a bit and heard of only one organization, based in Canada, that has done any follow up so far via text.
"While I understand the constraints of 160 characters, I’m surprised and disappointed. I hoped we would see creative ways, or at least attempts, to continue engaging this mobile audience who sent $35 million to Haiti."
Kristin, will you be my date for the next Social Media Fundraising Ball?
Tom
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I am an old supporter of direct media and believe text donations are a “form” of fundraising but have little to do with developing relationships and creating valued partners who not only support but also become “missionaries” of the cause. In that the Red Cross did not follow up is beside the point. The text media is an offering plate for the occasional attender.
Nonsense. Just because people haven’t done something well doesn’t mean it cannot be done well. You talk like a person who has finally decided to cook a turkey for Thanksgiving and, upon finding he’s burned it, says, “see, I told you we should have gone to the restaurant like we always do! It just can’t be done!” Say what you want about its deficiencies–and they are legion–but social media is as permanent a fixture on the fundraising field as any which have come before. Bank on it.
At a DMA session in January with Bill Bailey of Distributive Networks and some nonprofit panelists, I was surprised to learn that there is really no way to have continued engagement with the vast majority of folks who make mobile phone gifts.
Unless they opt in to a message from the phone company asking if they want to get more messages from you, then you will never know who they are, let alone get their contact information.
Is this really true?
Hi Tom,
I work on the Mobile Strategy Team at the American Red Cross and I am part of the group that was involved in the Text Haiti to 90999 Campaign.
We left this comment over on Kristin’s blog but think it belongs here, too.
We did send a total of 4 text messages providing updates to our supporters that opted-in to receive messages. Via these messages, we also offered additional ways for our supporters to engage with the organization, learning how their compassion is being turned into action in Haiti. The dates and content of our text alerts are as follows.
1/24 Alert, we split our list and sent two different messages:
Version A: New shipments just left Miami. 3 million Red Cross meals to Haiti this week thx to you. REPLY with your EMAIL ADDRESS to get updates from the ground.
Version B: New shipments just left Miami. 3 million Red Cross meals to Haiti. Get updates on Twitter: Text FOLLOW REDCROSS to 40404 or visit http://bit.ly/red10
1/29 Alert:
A new team of Red Cross responders will travel to Haiti this weekend. Send a msg of support! Visit: http://mgv.cc/6322/s/12024451162 Data Rates May Apply.
2/12 Alert:
30 days ago Haiti needed our help and you responded. Thx. For a 1 month progress report on Red Cross relief efforts go to http://www.redcross.org/report
3/29 Alert. Similar to the 1/24 Alert, we split our list and sent two different messages to the individuals that opted-in, this time individuals that were previously asked to sign-up via e-mail were encouraged to follow us via Twitter.
Version A: 80,000th patient treated at Red Cross hospitals/clinics in Haiti. Want to know more? REPLY with EMAIL ADDRESS to be the first to get our 3 mo. Report.
Version B: 80,000th patient just treated at RC hospitals/clinics in Haiti. Find out more on Twitter: Text FOLLOW REDCROSS to 40404 or visit http://bit.ly/red10
We’ve offered to investigate why Kristin didn’t receive these messages.
I also want to thank you and everyone that is posting on this topic. We’re always open to suggestions on how best to continue engagement with our donors. This is new territory for all of us.
I’m with you 100% on your opinions on mobile giving. And thoroughly enjoy reading this blog – it makes me a better fundraiser.
That said, I’ve personally given via text-to-give twice. And had different experiences both times.
The first, to a Chicago foodbank was motivated by what Jeff Brooks called a “stupid non-profit ad” and I’ve received no follow-up.
The second, to the Red Cross for Haiti relief, was followed up by a couple of text messages over the following month or two. Brief updates that almost told me of the impact of my donation. And one of them asked me to text my email address back to sign up for a mailing list. I, of course, did. I got radio silence for months, and then this week a completely unrelated mothers-day promotion. To the unique red-cross-text@mydomain.com email I submitted.
I’d not call the follow-up from my text donation adequate or good, but it’s better than none, I think.
Thanks for your great blog!
Noah
& the comments on Kristin’s blog are great – including one from a Red Cross staffer!