How to Boost Advocacy Efforts: “Reply YES.”
“Reply to Donate” has been a staple in online fundraising for years. The core idea is to leverage a user’s existing information to reduce the friction involved in converting them to a donor. In the case of a fundraising send, “reply to donate” would be in the form of a text message with standard fundraising language and the option to reply with an amount to donate. The end-user’s account would be charged the dollar amount in the message based upon the saved user data and history.
It got us thinking: Why can’t advocates simply reply “yes” to make their voice heard on the issues they care about most?
APS (Advocates per 1k sends), and LPS (Letters per 1k sends)
We applied the “Reply to Donate” concept to our letter generation campaigns via text messaging, hoping to reduce the friction point in trying to convert the lead into sending another letter.
We sent three separate “Reply Yes” messages to segments of our housefile list.
These sends amassed 929 advocates, 970 letters, APS of 45 and an average LPS of 46.
By comparison our benchmark APS previously was 20 and LPS was 23 more than doubling both measured metrics of success. Our APS increased by 125% and LPS by 100%.
We reduced the friction for users and more than doubled our APS and LPS.
Why It Matters
This test proves that using “Reply Yes” can increase letter-generation output by an average of 125% by utilizing an already-active house file and removing the friction at the point of conversion. We should continue to use this tactic to generate letters from our housefile.