Ethan Zuckerman has written a solid overview of mobile phones in international activism. It is re-posted here under its Creative Commons license. For additional resources, see also the mobileactive.org Strategy Guides on using mobile phones in elections, advoacy, and fundraising.
Nonprofits the world over are trying to tackle sms marketing. Whether it's list building, earned media, or fundraising, text messaging or sms is all the rage.
MobileActive is announcing the third MobileActive Guide, profiling strategies and civil society organizations using mobile phones in their work to make the world a better place. The MobileActive Guide focuses on using mobile phones in fundraising campaigns. It features case studies from around the world, strategies for using mobile phones in fundraiaing, and a how-to section for organizations considering using mobile phones to support their causes.
Mobile phones have become a powerful emerging tool for participation in civil society. This five part series looks ways nonprofits have used mobile phones in their campaigns and the effective strategies deployed, and shares lessons learned.
In addition to Twitter and mobile phones as a vehicle for economic development, mainstream press and the avant garde public are fascinated with ringtones for good. It is the one topic in mobile campaigns for a cause that consistently get press and attention from mainline journalists. A case in point is the recently featured endangered species ringtones which have the press all, well -- ringing.
Greenpeace Argentina, as part of Greenpeace's global Whales Campaign, in a protest action yesterday delivered cans of fake 'whale' to the Danish Embassy in Buenos Aires. The action was recorded clandestinely by the activists on mobile video. According to Greenpeace, the Danish government is part of the pro-whaling meetings held in Japan. The cans were inscibed with "Whales Canned thanks to Danish support."
Gerry Jackson reports on Media Helping Media about the radio station SW Radio Africa outsisde of London that is sending sms headlines about news in Zimbabwe to it's subscriber base of about 2,000 mobile users. Jackson writes:
"We generate news headlines on a daily basis anyway - so this is just another way of using what already exists.
It’s nice and cost effective for any additional donor because there is only the one cost, actually sending the texts. In two months we’ve built up an address database of about 2,000 mobile phone numbers. Like many, Zimbabweans truly love their mobile phones and of course what we’re banking on is the virus effect.
We also get up to 100 requests a day to be added to the service so it’s growing rapidly. What becomes interesting is what business model to use?
Amnesty International announced yesterday that it will accept payments on the UK via mobile phone that will get more money to the charity. Billed as a "digital wallet", LUUP, the mobile payment vendor that Amnesty uses, will " make it easier for people to make donations. Says Amnesty: "It will also enable the human rights organisation to receive up to 15 per cent more of the money than via PSMS methods such as regular text."
The UK arm of Amnesty ruled out premium rate text messages for donors as too costly. In Europe and in the US, network operators take a significant percentage of the revenue of premium texting -- up to 50% in some cases, and donations are limited to what are essentially micro contributions. Using LUUP, however, means that donors can give up to £800 in the UK to Amnesty International, for example.
And for this cold February day, something lighter: The nonprofit New York Philharmonic is selling ringtones of its performances on its brandnew site. Ringtones cost around $3 US, and include well-known works by Brahms, Mozart, and Dvorak. Cute.
MobileActive is announcing the second MobileActive Guide, profiling strategies and civil society organizations using mobile phones in their work to make the world a better place. The MobileActive Guide focuses on using mobile phones in issue advocacy. It features case studies from around the world, strategies for using mobile phones in advocacy work, and a how-to section for advocacy organizations considering using mobile phones to advance their causes.
Mobile phones have become a powerful emerging tool for participation in civil society. This five part series looks ways nonprofits have used mobile phones in their campaigns and the effective strategies deployed, and shares lessons learned.
I am part of a research project for the Gates Foundation on the future of global online advocacy, where I have been adding data and commentary on mobile content. One of the ideas we have floated is a global SMS hub – a commercial aggregator for low cost global SMS campaigns. Why is this needed?
SMS is a critical tool for e-advocacy in the global south. Given the high rates of mobile phone penetration in large parts of the world compared to Internet access, SMS allows a much wider reach than email. However, mass SMS campaigns are not feasible option for many NGOs in the global south because of cost – costs that pertain both to the NGO itself and to potential campaign participants who must pay to text. Sending an email message (or a thousand) entails no excess cost for an NGO above the cost of an internet connection (which admittedly, can be formidable in some parts of the world). However, if an NGO sends an SMS, it must pay per message (the global average cost is .10 US $), making mass texting thousands of messages prohibitively expensive. In addition, SMS is in some countries still relatively expensive for consumers, making it somewhat unlikely that they would send an SMS message on behalf of an advocacy campaign.
What would reduce the cost of SMS for social causes and allow for mass sms campaigns to become a reality for NGOs engaging their constituents?
What is needed is a global SMS hub for civil society organizations, and possibly even one with toll-free numbers for SMS that would not charge participants. With a toll-free SMS short code, the sender would not have to pay to send the SMS to a particular number or better yet short code. This would require short code requisition for many countries and agreements with all telephone operator in the country (or countries) in which the service is to be offered -- short, a global aggregator service with a twist, a Clickatell for Good.
How far off from being a reality is a global SMS hub for civil society?
The GSM Association recently completed trials of a hub-baed interoperability structure. From it’s press release:
I am part of a research project for the Gates Foundation on the future of global online advocacy, where I have been adding data and commentary on mobile content. One of the ideas we have floated is a global SMS hub – a commercial aggregator for low cost global SMS campaigns. 
