Update on Text Messaging Field Test
This is an update on my earlier post about text messaging. My goal is to walk people through the process as I attempt to introduce new technology in an actual union local. Hopefully, we can all learn something about the difficulties inherent in technological innovation in organizations.
On May 28th I wrote the initial post laying out the proposed program. The technical aspects moved along nicely however, on the data end, getting cell phone numbers from the members hit the wall. Although the union rep for the unit had originally approached me for help in notifying the membership about internal job openings, it did not turn out to be much of a priority given the other servicing duties they were performing. For example, the rep has pursued me relentlessly about individual member dues issues which, though important, never really lead anywhere politically.
I tried to make it easier for the rep by developing a form that they could give to members in both English/Spanish explaining what the union was trying to do. To date, after an entire month, I’ve only received three forms. Interesting enough, out of those members who responded, all use text messaging on a regular basis. I will report on the success or failure of this new outreach method.
In my experience, this development is typical of union locals. Staffs are stuck in a culture that emphasizes traditional forms of serving and can not, or will not, invest the time and energy it takes to break out and embrace innovation. In order to get the cell numbers it would require a special trip to each of the 200 members in the unit and that isn’t going to happen unless the staff person is uniquely motivated or leadership clearly defines this as a priority.
Since this is a unit for which I have accurate mailing addresses I will now do an outreach mailing with a form and a return envelope to see if I can increase the response rate. Once again, this is not a technical problem (we haven’t even reached that point yet) but a problem with labor’s organizational culture.
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First thing that comes to mind
Have them fill out a form on online. Tell them they will be entered into some kind of raffle if the cell phone number they enter into the form can be verified.
Text Messaging
After "using" text messaging for about a year, I finally learned how to really *use* text messaging. On my phone it is called T9 - basically you type the word, no scrolling for the letter. Hello = 4-3-5-5-6 and the machine knows that is probably Hello. If it isn't you can scroll down through other words. So much better than - Hello - 4-4-3-3-5-5-5-wait-5-5-5-6-6-6!!!
check out the LaborUnionOrganizing.info wiki
Still trying to figure it out...
The key question is this: For what purposes would you use text messaging, rather than email? Email is cheaper, more universal, can be longer, and can offer links to add'l info.
Seems to me you should use text messaging when something SO DAMN URGENT that it can't even wait for email.
What kind of uses would those be? I'm still mostly stumped...
Still figuring it Out
A couple of reasons. I wanted an application that could use mobile phones as a platform, it seemed that SMS could drive people to other content quickly, that it was something that people already used and that it wouldn't suffer from long-winded emails of the type that unions often send and people burn out on.
Topics like, "there is a new job posting available," or "contract negotiations have opened up - go here," that type of thing. Just serving as a notice function that content is available for viewing if they want. It could alert people to demonstrations and actions or meeting places and locations.
I have received about a dozen replies from our members wanting to opt in and have another 200 numbers from a sister local which we'll use this week to run a test. This is smaller group than I had hoped but we'll work with what we have and see where it gets us.
Mobile Optin
first of all, I apologize if my comment sounds like an advertisement. I am in business to make money but I agree that this is a topic that people must be educated about. Here is my two cents.
There is another way to collect the phone numbers that uses text messaging. Provide members ability to opt-in by texting their interest. I provide such a service, it's called Promobilize. Members would text a keyword, say 'TUL25', to a five digit phone number. When an authorized administrator wants to send a message, they would send an email with the message to an automated email process. We would the turn this into a text message and send it to the registered members. If someone wants to stop getting messages, they just reply STOP.
Interested in hearing more about it and what it will cost, then email me at info@promobilize.com.