Leah Bae@leahebae

Text messaging for campaigning

Why SMS?

2

Confidential 3

Mobile 2.0

More Canadian households have mobile

phones than landlines -- 85.6% vs. 75.5%

CRTC Communications Monitoring Report, 2016

3 out of 5 Canadians own a smartphone

Catalyst Canada annual smartphone adoption survey, 2016

Globally, 5B people (out of 7.5B population)

have a mobile phone

Benedict Evans of a16z, 2017

75% of millennials would rather text than talk

OpenMarket survey of US millennials, 2017

People check their phones 150x per day on

averageKPCB Internet Trends Report, 2017

Every phone has a SMS service

Most people have nearly unlimited texting

plans

98% of text messages are opened

SMS doesn’t use data, accommodating regions

with weaker broadband connectivity

SMS is still an unsaturated medium, helping cut

through noise and resulting in increase

engagement

SMS

4

Confidential 5

6

Jagmeet Singh was about to make history

Winning the NDP leadership would make him the first person of colour to lead a major Canadian party.

A politician from Ontario, he owed a lot of his

success to his ability to connect on-to-one with

everyone he met. To win the leadership,

though, he would need to scale this to reach

the whole country.

Confidential 7

Meet Nader

As the Digital Director for the Jagmeet Singh

campaign, Nader was responsible creating the

kind of scale to turn a passionate base in

Ontario into a national movement.

To complicate things, only NDP members could

vote in the leadership campaign. So, Nader had

the double task of drumming support and

activating voters.

8

Nader knew he needed a tool that would help him reach thousands, without them feeling like just another name on a list.

Confidential 9

Nader and his team used Hustle to recruit volunteers, turn supporters out to events, sell memberships, and get out the vote.

Hi Amy, this is Anita from the Jagmeet Singh

campaign. We’re doing a bike ride with Jagmeet

from Queen’s Park to the Waterfront on Thursday

to launch his transportation platform. Can you make

it? ❤� &

Amazing! Totally. What time should I be there?

1pm at Queen’s Park. Here is the link to RSVP with

all the details: http://www.jagmeetsingh.ca/rsvp

Cool. done. See you there!

10

It’s so fast. We’re having real conversations across Canada.

I can’t believe how easy this is.”

— Nuvi Sidhu, Field Director, Jagmeet Singh for NDP Leader

11

With more new members than any other candidate, in a crowded field, surrounded by his supporters and family, Jagmeet won the the leadership with over 50% of the vote.

12

BC SPCA

An annual flagship fundraising event was quickly coming up.

They were in search of a personalized and

scalable way to re-engage their Paws for a

Cause participants to sign up for this year’s

walk. As a charity, they wanted to make sure

every dollar gift from their donors would be

put to the best use possible.

13

BC SPCA used Hustle to text supporters their ask.

As BC SPCA is a registered charity, they were able to send these commercial electronic messages without legislative restriction.

Confidential 14

A B

Confidential 15

Ask A: “... let me know and I’ll send you a code for free registration…”

- 33% responded, of which 81% said yes.

Ask B: “here’s a promo code for free registration: OTTER use it here: bit.ly/pawsgr2…”

- 7% responded, of which 86% said yes- Ask B had 2x link click-throughs but Ask

A had more conversions (3.6% vs 2.4%)

Getting people to further engage before sharing the code increased conversions.