MobileActive.org published a strategy guide for using mobile phones in advocacy campaigns. A few case studies (Greenpeace, SEIU and others) exemplify the necessary guidelines for advocacy campaigns to keep in mind when developing their mobile strategies. The guide outlines six basic steps:
- Set goals
- Hire a snazzy vendor
- Outline a marketing plan that determines who you want to reach, how you want to reach them, and how the mobile marketing plan can complement other marketing plans within the campaign.
- Craft messages
- Beef up your database and implement the plan(s)
- Evaluate the successes/missteps and learn for the future
In "Trend to Watch 2012 - The Rise of Mobile," Katie Harbath urges campaign strategists to stop thinking of mobile campaigns exclusively in terms of text messaging. Mobile strategy now includes web browsing and apps. Harbath used her experience working for the National Republican Senatorial Committee (NRSC) in the 2010 election as a way to try out various mobile strategies. Her innovation paid off and yielded some useful data as the NRSC looks to 2012. The NRSC spent 13% of their online ad budget on mobile ads, but the mobile ads they ran on Election Day were particularly successful. Harbath estimated that more voters would use their mobile devices than computers to do last minute Election Day research (candidate information, finding their polling places, etc). She was right. More than two-thirds (67%) of the clicks received from their ‘polling place ads’ came from mobile devices. Harbath ultimately determines that while 2012 will not be the peak of mobile strategy, it will serve as a critical opportunity for campaigns to try out various mobile strategies to see what works and what doesn’t.
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