General Best Practices
Mobile Technology SHOULD be used:
- To keep base supporters motivated, engaged and informed
- As a part of overall communication strategy
- To release QUICK and TIMELY information (i.e. QUICK calls to ACTION)
- To grow base audience (i.e. volunteers, supporters, members)
- For internal communication
Mobile Technology SHOULD NOT be used:
- As a system to send messages too frequently – some subscribers are charged for each message received
- For complex messages – SMS limits messages to 160 characters before splitting the message. For some actions, this may be too limiting.
Text Message Tips – How to Compose Messages
There are a couple key elements to each text message. First, should always make sure to brand every text message. Ex. “RevMsg: Join us at the meeting tomorrow at 7 pm at 1234 Main Street!” or “Sarah from RevMsg: Join us at the meeting tomorrow.” Subscribers may not always be able to identify the shortcode and should always have a way to identify who sent the text.
2) Use an ACTIVE voice
RevMsg: Vote tomorrow! Polls are open 6:30am to 7:30pm. For polling location info go to http://bitly.com/VoterInfo or call 877-622-6264. Fwd this msg!
RevMsg: Polls are open from 6:30am to 7:30pm. http://bitly.com/VoterInfo or call 877-622-6264 for information.
Show your support for RevMsg and use discount code TEXT for an extra 10% off conference registration at http://bitly.com/RevMsgCon. Please fwd msg.
Discount code TEXT for an extra 10% off conference registration at http://bitly.com/RevMsgCon
3) Length and Style
- Text messages are limited to 160 characters in length (including spaces).
- They should avoid internet slang like “cu there!” or “btw check out this article.”
- Links to a website make should include http:// at the beginning and use a link shortener to conserve texting space and tracking clicks.
- Use an exclamation point, but only one per text. Ex. “Tell us your story – We’d love to hear from you!” not “Tell us your story! We’d love to hear from you!”
- Capitalize keyword asks: Ex. “Reply with your ZIP to receive local information.”