Insights to Power Social Good

mSpiration: Email and Mobile -- A Match Made in Heaven

Posted by Elizabeth Same on Sep 5, 2013 2:04:00 PM


email and text work togetherYour Latest mSpiration- Quick mobile ideas to mSpire your nonprofit organization to change the world one text at a time.

Can you email your way to mobile success? “When it comes to recruiting supporters into your mobile network, using channels donors are already familiar with, like email, can deliver success,” says Eileen Newman, grants & major gifts coordinator of Hudson River Sloop Clearwater, Inc. “Email was an effective recruitment tool for us as we began building our list of mobile supporters.”Festival using email to text

Clearwater sent a recruitment email to supporters, promoting their mobile community, prior to their annual weekend festival, the Great Hudson River Revival. Nearly 30 percent of the total new mobile supporters the organization recruited in connection with the Revival came from email.

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When it comes to using email to recruit, you don’t need to wing it. Here are some mTips from Clearwater’s mobile recruitment email that you can use to get supporters to flock to your own mobile campaign:

  • Give clear directions for opting in to the mobile network, in both the graphic and text portions of the email.
  • Explain why supporters should opt-in. Mobile gives them a chance to communicate with the organization in an easy and effective way.
  • Clearly describe what types of communication supporters will receive through mobile.
  • Provide a personal contact for supporters to follow up with to lend credibility.
  • Provide an incentive for joining the mobile community
  • Include the correct compliance language

University email to textThe combination of email and mobile also allowed a client to send a lifeline to unresponsive members of its list. Eastern Washington University (EWU) was about to give up on a list of 20,000 alumni who had never responded to direct mail, telemarketing or other email appeals.

In a last-ditch effort they sent an email asking this list of graduates to opt-in to their mobile network. Suddenly, a segment of this dead list sparked to life, and 400 alumni responded by agreeing to join EWU’s mobile network. EWU’s experience shows that mobile integrated with email is not only an effective way to recruit supporters; it is also good for reactivating lapsed donors.

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Email is just one effective way to build a mobile network of supporters, and is just one way online integrates with mobile phones – a real web feat. Contact us if you are mSpired to learn how you can get started building your own mobile network. 


Note: This post was updated on 9/23

Your nonprofit is going mobile-just in the nick of time! But how do you make mobile work, while becoming your organizations mobile rock star? On our new blog series we will be posting innovative, creative and downright awesome ways that mobile is being used so you can go turn those bystanders into supporters-in 160 characters or less!

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Topics: Strategies and Tactics, mSpiration, Intermediate, Mobile Engagement

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