Text-To-Give Campaign Guide

Transcription

1 Text-To-Give Campaign Guide

2 Table of Contents Overview... 3 About Text-To-Give... 3 How It Works... 4 Promoting Text-To-Give... 5 Internal or External Promotions... 6 One-Sheet and Postcard... 6 Postcard... 8 Signage... 9 [Logo, toll-free #, url]media Standup... 9 Media Standup Public Address Announcements Text Messages Additional Resources Terms and Conditions Mobile Number Donation Report Tips...18 Contact Information... 18

3 Overview This pilot project is a collaboration between the Mass Market CRM, E-Revenue, and Fundraising Initiative groups at NHO and the California, High Plains and South Atlantic Divisions. Its purpose is to explore the viability of and develop best practices around mobile-enabled SMSbased fundraising (Text-To-Give). About Text-To-Give Text-To-Give is a charity donation delivered through a mobile phone via text messaging. When a donation is confirmed, a $5 charge is applied to the donor s mobile phone bill as a donation to the American Cancer Society (via the Mobile Giving FO. 100% of that $5 goes directly to the American Cancer Society. Donors can make up to five separate $5 donations for a total of $25. Keywords The keyword is the single word a mobile user sends to a designated shortcode to trigger the donation process. This pilot program employs a set of keywords, to be assigned to the three participating divisions. Initial keyword list: RELAY (California-Funds go Relay For Life) HOPE (California- Funds go to General Fund) ACS (California- Funds go to General Fund) Shortcode The shortcode is the number to which the mobile user sends a keyword, basically the equivalent of a phone number. One shortcode can receive text messages from multiple keywords. SMS messages are routed via the shortcode to the database that hosts and implements the message flow for the campaign. The shortcode for ALL text-to-give activity in this pilot is Message Flow Message flow is the series of text messages (back and forth between user and database) that is triggered when a mobile user responds to a call to action. The message flow for Text-To-Give is standardized and non-customizable:

4 How It Works

5 Promoting Text-To-Give These campaign materials are designed to help ACS staff and volunteers facilitate a text-to-give campaign. They can be adapted as needed for specific events and situations. Program managers implementing text-to-give should clearly communicate the terms and conditions of the program whenever possible during the campaign. (See Terms and Conditions, below). Relay For Life Events Relay For Life Kick-off Events Sporting Events (Professional, College, and High School) o Basketball o Baseball o Football o Hockey o Etc. Public address announcements at live events Concerts o Announcement made by music artist o Announcement made by local celebrity Mass Media o Radio Ads or PSAs o TV o Print o Billboard o Direct mailers o Press releases Social Media o Facebook o MySpace o Twitter o Blogs o YouTube o Etc. Other o signatures o Business cards o T-shirts o Websites

6 Internal or External Promotions Press Release [head] TEXT TO GIVE TO THE FIGHT AGAINST CANCER! [Note: Heading can also be keyword-specific. e.g. Text For RELAY if keyword is RELAY,] [subhead] American Cancer Society Launches California Pilot Cell Phone Text to Give Program to Fund Cancer Research, Free Patient Services and Early Detection and Prevention Programs [body] The California Division of your American Cancer Society is launching a fast, easy new way to fight [cancer site, if necessary] cancer. Society supporters simply send a text message from their mobile phones to make an instant $5 donation to support the fight. The donation s small enough not to hurt, but big enough to help! Here s how it works: [bulleted list] Pull out your mobile phone and enter as the recipient. Text the word RELAY and press send. Respond YES when prompted to confirm your $5 donation (this prevents fraud and erroneous transactions) A $5 charge will be added to your mobile bill, clearly identified as a donation to the American Cancer Society via the Mobile Giving Foundation. 100% of your donation will go directly to the American Cancer Society; your mobile provider does not keep any portion and your donation is completely tax-deductible. You will not incur any additional charges, other than the standard text message fees associated with your mobile plan. You can donate up to five times a month for a total of $25. Don t forget to text your friends and encourage them to Text For Relay! Donations support the American Cancer Society s groundbreaking research, free patient services and lifesaving early detection and prevention programs. One-Sheet and Postcard See next 2 pages.

7 Text to Save Lives: Fight Cancer With Your Cell! Make an instant $5 donation to the American Cancer Society s fight against cancer. Here s how it works: Pull out your mobile phone and enter as the text recipient. Text the word Relay and press send. Respond YES when prompted to confirm your $5 tax-deductible donation. A $5 charge will be added to your mobile bill, clearly identified as a donation to the Mobile Giving Foundation and American Cancer Society. 100% of the donation goes directly to the American Cancer Society. Your mobile provide does not collect a share of the donation. There are no additional charges other than your plan s standard text message fees. Text Relay up to five times a month for a total of $25. Donations support the American Cancer Society s groundbreaking research and provides free services and support to those currently facing the disease. For more information, visit Why not text a friend and get her or him to Text For Relay too? 1. Hey! Txt Relay to and donate $5 to fight cancer. No joke! No hidden fees! 100% benefit to American Cancer Society. I can explain. 2. Hey! Fight cancer with a txt msg! Txt Relay to to donate $5 to the American Cancer Society. All to ACS. Cool? Ping me I ll xplain. 3. Let s fight cancer w txt msgs! Txt Relay to and donate $5 to the American Cancer Society. Do it 5 times to give 25 bucks.

8 Postcard Visit to download the postcard template. [hed] Text For! Fight Cancer Right Now With Your Mobile Phone [subhed/call to action] Text to Make an instant $5 donation to the American Cancer Society s fight against cancer. [body (larger type)] Get out your mobile phone. Text to Respond YES when asked to confirm the donation. Text a friend and get her or him to Text For too! [body (smaller type, can be cut if necessary)] A $5 charge will be applied directly to your mobile bill, clearly identified as a donation to the American Cancer Society. 100% of the donation will pass directly to the American Cancer Society. There are no additional charges, other than standard text message fees. Text up to five times for a total of $25. Donations support the American Cancer Society s groundbreaking efforts to eliminate cancer and provide hope and support to those currently facing the disease. Thank You! [Logo, toll-free #, url]

9 Signage [hed] Text For RELAY! Fight Cancer With Your Cell [subhed/call to action] Text RELAY to Make an instant $5 donation to the American Cancer Society s fight against cancer. [body (larger type)] Get out your mobile phone. Text RELAY to Respond YES when asked to confirm the donation. Text a friend and get them to Text For RELAY too! [body (smaller type)] Your $5 charge will appear on your mobile bill, clearly identified as a donation to the American Cancer Society. 100% of your donation goes to the American Cancer Society. There are no additional charges other than standard text message fees. Text RELAY up to five times a month for a total of $25. Donations support the American Cancer Society s groundbreaking research and provide services and support to those facing the disease. Thank You! [Logo, toll-free #, url]

10 Media Standup Something out of the ordinary is happening here today at [event name] in [insert city here]. For the first time EVER, you can TEXT MESSAGE an instant donation to the American Cancer Society in support of its cancer-fighting programs and services. Here at the [event] or at home in front of the television, American Cancer Society I m asking supporters to use their mobile phones to text the word RELAY to A clearly labeled $5 donation to the American Cancer Society will appear on your next mobile bill. 100% of your donation will go to the American Cancer Society and you will not incur any additional charges other than standard text messaging fees. Your mobile carrier does not collect a share of this donation. In fact, you can text RELAY to up to five times a month for a total donation of $25. And you can keep on texting even after the [event]. All donations support the American Cancer Society s groundbreaking research and provide free services and support to people fighting cancer. Public Address Announcements General PA announcement during an event Hey there Striders [or Relayers, etc.]! As you walk around the track don t forget to carry your cell. What, you ask? That s right. Any time during the walk you can pull out your mobile phone and make an instant donation to the fight against [breast] cancer. Just enter into the address box. Got that? Next text the word RELAY and press send. Doesn t that feel gooood? Your five-dollar donation will appear on your mobile bill, and every cent goes directly to the American Cancer Society. Once again, text word RELAY to to make an instant five-dollar donation to our worthy cause. And while you re at it, why not text the friend who couldn t make it out today and encourage her or him to do the same? Thank you for TEXTING FOR RELAY!

11 On-stage to a large group [Emcee speaking from the stage to a large or medium-sized crowd. If emcee is using note cards for the speech, consider having one or two cheerleaders next to her/him to wave phones and get crowd attention] OK everybody, it s time to take your hands out of your pockets and put your thumbs to work and TEXT FOR RELAY! You can use your mobile phones RIGHT NOW to make an instant donation to the American Cancer Society s fight against cancer. Is that cool or what? It s a five-dollar donation, and every last cent goes straight to the American Cancer Society. No hidden costs, no premium fees. Just a five dollar charge to your mobile bill that is clearly labeled as a tax-deductible donation, plus your mobile plan s standard text messaging rates. So, is everybody ready? OK. Let me see your mobile phones. Hold em up! Higher! Come on, wave them around and get your thumbs limbered up! Now, go into text messaging mode and address your text to Got it? Next, text RELAY and hit send. That s it! In a few seconds you ll get a message asking you to confirm your donation by texting YES to the same number. Now doesn t that feel gooooood? By the way, you can do this five times a month for a total donation of $25. And you know the friend who was SUPPOSED to join you today until something came up? Text her now and tell her she can make it up to you by texting RELAY to Thank you so much for TEXTING FOR RELAY!

12 Halftime announcement at a basketball game [Note: this example script was written for a game during which cancer survivors were brought out on center court during half time by the school mascot. Can be modified to suit the particulars of the event. Most effective when read by public address announcer. ] [MASCOT AND ACS SURVIVORS WALK TO CENTER COURT] Announcer: LADIES AND GENTLEMEN, TONIGHT LET S CELEBRATE THE FIGHT AGAINST CANCER WITH [SCHOOL MASCOT] AND HIS FRIENDS [INSERT NAMES AND DESCRIPTIONS OF CANCER SURVIVORS HERE]. WOULD ANY OTHER CANCER SURVIVORS IN THE AUDIENCE PLEASE STAND UP? IF YOU HAVE A CELL PHONE, PLEASE HOLD IT UP AND LET YOUR LIGHT SHINE. PLEASE REMAIN STANDING. NOW LET S REMEMBER. WOULD EVERYONE WHO HAS EVER LOST A FRIEND OR FAMILY MEMBER TO CANCER PLEASE STAND AND LET YOUR LIGHT SHINE. GET THOSE CELL PHONES OUT [SCHOOL NAME] FANS. NOW, PLEASE STAND AND ADD YOUR LIGHT IF A FAMILY MEMBER, FRIEND OR COLLEAGUE IS FIGHTING CANCER TODAY. LOOK AROUND YOU [SCHOOL NAME] FANS CANCER TOUCHES EVERYONE. YOUR LIGHTS SPARK THE HOPE THAT IN OUR LIFETIME WE WILL WIN THE BATTLE AGAINST CANCER. NOW LET S FIGHT BACK AGAINST CANCER. HERE S HOW: WITH YOUR PHONES OUT, TEXT THE WORD RELAY TO TO MAKE A FIVE DOLLAR DONATION TO YOUR AMERICAN CANCER SOCIETY. AGAIN, TEXT THE WORD RELAY TO A FIVE DOLLAR CHARGE WILL BE ADDED TO YOUR NEXT PHONE BILL, AND ONE HUNDRED PERCENT OF THAT DONATION GOES DIRECTLY TO YOUR AMERICAN CANCER SOCIETY. THANK YOU FOR YOUR COMMITMENT TO FIGHT CANCER!

13 Game-break announcements at a basketball game Coaches vs. Cancer is how coaches and fans unite in the fight against cancer. Support the American Cancer Society team by texting the word RELAY to to make an instant fivedollar donation. Basketball fans: it s a team effort to battle cancer. If you or a loved one have cancer, let the American Cancer Society coach you through your cancer journey. For information and support is for cancer patients, survivors and caregivers visit or call ACS Join your fellow [school reference] in the fight against cancer. Get out your mobile phone and text the word RELAY to to make an instant five-dollar donation to your American Cancer Society. Again, text the word RELAY to and donate to fight cancer. [VIDEO BOARD TEXT, IF POSSIBLE: Text RELAY to and join our team to fight cancer!] Battling cancer is hard. Finding help should be a slam-dunk. Join coaches who team up with the American Cancer Society! Call ACS.2345 or visit cancer.org for more information. It takes a team to win especially against cancer. The American Cancer Society is on your team! Just call, any day, anytime ACS.2345, online at cancer.org, or text RELAY to to make a five dollar donation today.

14 [subject line] I m fighting cancer with my thumbs! [body] Hi [insert name here], You know how passionate I am about fighting cancer, right? Well, the American Cancer Society just created a great new way to support the fight it s called TEXT FOR RELAY and you can actually send a TEXT MESSAGE to make a $5 donation to the cause. Every last penny goes to the American Cancer Society (no hidden fees or premium charges whatsoever). Just text RELAY to and a $5 charge will be added to your next mobile phone bill. 100% of that $5 goes straight to the American Cancer Society, with no additional charges other than your mobile plan s standard text messaging fees. Is that cool or what? And you can do it up to 5 times for a total donation of $25. I mean, come on $5 to the American Cancer Society is a lot more worthwhile than the last two ringtones you downloaded, right? And don t even talk to me about all that American Idol voting you did. If you re as excited about this new way to give as I am, go ahead and forward my note to, oh, I dunno, about 75 of your closest friends. Or better yet, text them with the news: Hey! Txt RELAY to and donate $5 to fight cancer. No joke! No extra charges! Hundred percent benefit to American Cancer Society. I can explain. Thx! [your name here]

15 Text Messages [Option 1] Hey! Txt RELAY to and donate $5 to fight cancer. No joke! No hidden fees! Hundred percent benefit to American Cancer Society. I can explain. [Option 2] Hey! Fight cancer with a txt msg! Txt RELAY to to donate $5 to the American Cancer Society. All 500 pennies to ACS. Cool? Ping me I ll xplain. [Option 3] Dood let s fight cancer w txt msgs! Txt RELAY to and donate $5 to the American Cancer Society. Do it 5 times to give 25 bucks. No xtra charges.

16 Additional Resources Terms and Conditions The following terms and conditions should be included as part of the marketing materials for any TTG campaign whenever possible. Even an abbreviated version is encouraged in situations with limited space. The content supplied in the Campaign Materials section of this document meets acceptable standards of communicating the Terms and Conditions. Online promotions of TTG campaigns should point to the T&C Web page at [note: ACS T&C url, coming soon]. $5 One-Time Mobile Donations Terms and Conditions: A one-time charge of $5.00 will be added to your mobile phone bill. In addition to your $5.00 donation, standard text messaging rates apply. Please contact your carrier for additional information. You may donate $5.00 up to five times per monthly billing cycle. All charges are billed by and payable to your mobile service provider. Other charges may apply For help: send HELP to To Opt-Out: send STOP to Mobile Giving Foundation and American Cancer Society will not be liable for any delays in the receipt of any SMS messages as delivery is subject to effective transmission from your network operator. SMS message services are provided on an AS IS basis. Data obtained from you in connection with this SMS service may include your cell phone number, your carrier s name, and the date, time and content of your messages. We may use this information to contact you and to provide the services you request from us. There are no refunds for your cancellation of Mobile Giving Foundation mobile donations. The text service is available on these carriers: AT&T, Nextel, Sprint, T-Mobile, U.S. Cellular, and Verizon Wireless. For support please click here or call

17 SMS Terms and Conditions In addition to any entry, submission, subscription or other fee of which you are notified, your carrier s standard messaging rates apply to your entry or submission message, Mobile Giving Foundation s confirmation and all subsequent SMS correspondence. We will not be liable for any delays in the receipt of any SMS messages as delivery is subject to effective transmission from your network operator. SMS message services are provided on an as is basis. Data obtained from you in connection with this SMS service may include your cell phone number, your carrier s name, and the date, time and content of your messages. We may use this information to contact you and to provide the services you request from us. If at any time now or in the future, you elect to cancel your subscription of Mobile Giving Foundation SMS Alerts, you can unsubscribe at any time by texting STOP to No refunds for your early cancellation of Mobile Giving Foundation SMS Services. The text service is available to all major carriers. For support please click here. Mobile Number Donation Report All donors who participate in TTG campaigns have the ability to track their TTG donations through a page on the Mobile Giving Foundation Web site. The url for this page is referenced in the line item on the donor s mobile bill, and should also be included in any online promotions for TTG campaigns:

18 Tips When launching a TTG campaign, try to include the call to action with keyword and shortcode (e.g. Text RELAY to ) in as many communications channels as possible: o Television or radio ads or PSAs o Direct mail o Press releases o signatures o Business cards o T-shirts o Websites o Print o Outdoor o Public address announcements at live events o Internal communications to staff and volunteers When promoting TTG at large events (sporting events, concerts, ACS events, etc.): o Have the public address announcer deliver the call to action through the main PA system, rather than an on-field or on-court walk-on. o Try to stage some kind of attention-grabbing activity when promoting the event (e.g. spokespeople, players, mascots, ACS reps walk out, and wave large cardboard phones) o Encourage the crowd to stand up and pull out phones together o Make sure script includes multiple references to keyword/shortcode. Make sure to include promotion of the TTG opportunity in all media releases related to the event. This activity is still quite new and media interest is high. Don t be shy about asking media partners to promote the call to action with a written subtitle during reports or on their Web site. Contact Information For more information about the Text-To-Give Pilot, please contact: Jennifer Brady erevenue Manager American Cancer Society, CA Division, Inc x254 [email protected]