As digital organizers for advocacy organizations, you know the power of effective communication in mobilizing your subscribers for action. While email has long been a popular tool for engaging supporters, mobile messaging is quickly emerging as a highly effective and efficient means of mobilization. In this blog post, we’ll explore key best practices for using mobile messaging to mobilize your subscribers and drive meaningful advocacy actions.
- Be personable but professional: When sending mobile messages, it’s important to strike a balance between being personable and professional. Use a conversational tone that feels relatable to your subscribers, but also maintain a level of professionalism that aligns with your organization’s brand and mission. Avoid jargon or overly technical language, and keep your messages concise and easy to understand.
- Give people a compelling reason to engage with your actions: Growing your audience is important, but it’s not enough. To mobilize your subscribers, you need to give them a compelling reason to engage with your actions. Use an issue that resonates with them personally, and highlight the impact their participation can make. Whether it’s a campaign for labor rights, women’s rights, or environmental protection, make sure your messages convey the urgency and importance of the cause.
- Segment your audience and test messages: Just like with email, segmenting your mobile messaging audience is crucial for effective mobilization. Use the data you collect from your subscribers to segment them based on their interests, location, and engagement history. This will allow you to send more targeted and relevant messages that are more likely to resonate with your subscribers and drive action. Additionally, don’t be afraid to A/B test different messages to see what resonates the most with your audience and optimize your messaging strategy accordingly.
- Use engaging visuals: Visuals can be powerful tools to capture the attention of your subscribers and increase open rates. Consider using engaging visual in your mobile messages to make them more visually appealing and memorable. However, be mindful of the cost implications and ensure that the visuals are relevant and align with your organization’s branding and message.
- Don’t over text your list: While mobile messaging can be effective, it’s important to be mindful of not over texting your list. Respect your subscribers’ privacy and time by avoiding frequent or irrelevant messages that can lead to opt-outs or disengagement. Develop a clear and strategic messaging calendar that balances frequency and relevance to ensure that your subscribers stay engaged and motivated to take action.
- Have an engaging welcome message: The welcome message is the first impression your subscribers will have of your organization, so make it count. Use a welcome message that is engaging, informative, and sets the tone for the relationship you want to build with your subscribers. This is also an opportunity to collect more information from your subscribers, such as their interests, location, and preferred communication channels, to further personalize your messaging strategy.
- Use a multi-channel approach to bring subscribers in: To build your mobile messaging list, use a multi-channel approach to bring in subscribers. Add a mobile opt-in field wherever you ask for email addresses, such as on your website, social ads, and QR codes. Use engaging SMS keywords on social media to encourage users to opt-in to your mobile messaging list. By diversifying your channels, you can reach a wider audience and build a more robust mobile messaging list.
- Users expect personalization beyond just their name: When sending mobile messages, subscribers expect personalization beyond just their name. Make your messages relevant to their location and the specific issue that is important to them. For example, if you’re running a campaign for environmental protection, include information about local environmental issues or events in the subscriber’s area.
- Start building your opt-in list NOW and don’t rely on bought lists or messaging activists who have not given consent. As we move into the 2024 election year, the compliance standards will be harder for lists and platforms that text numbers without permission or consent that may result in fines, potential lawsuits, service disruption, and throttled message delivery. By following these tips and utilizing mobile messaging effectively, you can mobilize your subscribers and make a meaningful impact on the issues that matter to your organization.