The Forty-Percent Rule
BY Nick Judd | Friday, April 8 2011
Reform Immigration for America, an advocacy group that supports a path to citizenship for undocumented immigrants, says in a new report* that 39 percent of people on its list of mobile phone users who signed up for their campaign, a list of 150,000 text messaging subscribers compiled in 2009 and 2010, has made at least one advocacy call on behalf of their immigration reform push.
Internet platforms generally abide by a one-percent rule: Of the people who visit a given site or are asked to take a given action, about one percent will become actively engaged. Mobile messaging vendors say again and again that reaching someone on their mobile phone is far more likely to result in an action than any other type of engagement, perhaps short of an in-person contact, and this would seem to support that statement. Of course, a mobile messaging vendor had a hand in creating the report, but there you go.
The report also outlines Reform Immigration for America's take on what makes an effective text message call to action, when to broadcast a message or a call, and more, although it's worth noting that the sample sizes involved might make the statistics a little iffy.
* The report involves work done by Mobile Commons, one of the advocacy group's mobile messaging partners. PdF founder Andrew Rasiej is an investor in Mobile Commons.