Keeping Up with the JONESES: The State of Texting in 2009
BY Nancy Scola | Wednesday, February 24 2010
Credit:M+R Strategic ServicesA new examination of text messaging data from six progressive non-profit organization finds that while their text messaging list grew by about half in 2009, only a tiny sliver of people who join a texting list -- just 2% -- do so by responding to a offline pleas to text a shortcode from their mobile phone. But, finds the study, once joined, those members can be responsive allies. Texters respond to requests to make an advocacy phone call at a rate some five times that of those folks who are called to action via email.
The report from M+R Strategic Services and MobileActive.org -- two firms working in the mobile space -- is called 2010 Nonprofit Text Messaging Benchmarks. The study examined the text message lists of the ASPCA, Planned Parenthood Federation of America, NARAL Pro-Choice America, the Humane Society, Defenders of Wildlife, and the Human Rights Campaign. The subtext of the report is that while much remains to be learned about what texting is good for and how it can best be harnessed to benefit organizing, early data can be plumbed for insights:
As the following pages will demonstrate, text messaging is especially well-suited for certain types of advocacy engagement, such as call-in alerts. At the same time, text messaging has substantial limitations. To start, the 160-character limit of a text message leaves little space to make a case for giving or taking action. Furthermore, in most cases, American mobile carriers charge both the sender and recipient for each text message. In terms of fundraising, it wasn’t until late 2007 that organizations could solicit donations from subscribers in the U.S., and even now supporters can only donate in amounts of $5 and $10.
By focusing on benchmarks, the report provides useful data that can help an organization determine whether their texting program measures up to other folks working in the field. Is your text unsubscribe rate, for example, above average, below average, or on par with some of your peers? You'll find out in the report.