Call To Action: Effective Strategies for Alerting Clients about Your Text Service

The call to action is what your clients need to text in order to contact your agency. A text call to action is similar to posting your phone number. So, when you go live, you can update your website with a call to action banner.

Most agencies we work with will have texting capacity before their community knows it. Texting is the most common communication channel for Americans under 55, more than voice calls and email. So, how do you reach this rapidly growing group? How do you build up your web presence so that members of the community know you can receive text messages from them? Here are a few simple and effective tips!

TIP #1:  Add your call to action to every page of your website. One way to make sure would be to put it in the footer or header, or anywhere that is prominent and highly visible and viewable.

Tip #2: Keep it simple. The call to action has two parts, the keyword and the short code.  For example, text DEMO to 898211 where "DEMO" is the keyword and 898211, the short code.  The keyword can have quotations or not - it doesn't matter. The best method is all uppercase, no quotations. You can also highlight the keyword and short code. When you post your phone number, it's just that - a phone number to call.  

Tip #3: Make it clickable. Same as click to call, a click to text link will autofill the short code in their text application, thus making it easier to access services.  With 80% of web browsing happening on smart phones, there's a good chance they're on their mobile phone when the visit your website. If you're not on a texting device, you'll get an error. So, be mindful of this. 

Tip #4:  A visual aide can also be helpful. A simple graphic that shows individuals texting can make your call to action really pop and doesn't cost much.  

Tip #5: Advertise as a "new service". People tend to get excited about new services, especially when it's as novel as text. Funders are also more likely to take notice when you make noise about it.  

Tip #6: Don't forget the Terms and Conditions! Telling folks "standard msg and data rates apply and they can text "STOP" to opt out" is not just best practice; with website posts, it's also a requirement.  While most people know they can text STOP, it's a nice courtesy for those that don't. Prominently posting your Terms and Conditions also sends a strong signal that your agency takes end user privacy seriously. 

Tip #7: Include the call to action in your IVR and for folks on hold. This will give you a great jumpstart and generate traffic instantly. Plus, your community will love you for it.

Here are some examples:

**Please note, all samples are for the 211 sector. Services are available for any agency offering live help. We power several short codes that are branded for various priority populations and types of agencies.  All collateral is available for your agency's uses. Just ask us! We will also provide you with the source images so that you can brand with your own logo and language. 

Veterans Get Well-Deserved Answers in Central Florida!

Veterans in Central Florida have a new best friend!  United Way Heart of Florida 2-1-1 wants Veterans to know they can come to one place for help with all services! And most importantly, they can access this help via text message (a preferred channel among Americans under 55).  

MissionUnited is the name of the project. And Veterans can text the word "MISSION" to 898211 to begin an experience that will aim to provide them with specialized, tailored information in the following key areas: employment, education, legal aide, and special events for veterans.  When a veteran texts "mission" to 898211 a series of automated messages will begin, encouraging veterans to text specific words related to each of these areas of interest. They can request information for one or more of the issues. They will also be prompted to text "vetanswer" at any point if they would like to start a live conversation with a 211 specialist!  

The program is designed to be two-way. Many text programs/services will provide outgoing, push-style, group messages but offer no help or response to questions/concerns from individuals receiving them. In most cases, texts from the end user won't even be visible to the service provider. The design of MissionUnited offers veterans something very different.  Live, two-way help is always just a text away. Their questions will always get a response.

Larry Olness, Sr Vice President and Chief Strategy Officer at Heart of Florida United Way says: "Our technology partner, PreventionPays Text, is providing the software and mobile communications system to support the project... they have been superb from the start meeting all our communication aims and program objectives... extensive web-based training and their attentiveness to every detail, has been critical to the program's success."

The platform was designed for programs like this. In fact, they work with many other agencies providing similar capacity.  They saw a while ago that text is perceived as a very personal medium. While broadcasting information by text can be effective, the true merits of a text platform should be in their ability to capture the responses from end users and thread them accordingly. 

Larry Olness says the biggest issue veterans face is not knowing where to go for help and having too many options to select from. His vision is to provide a single point of entry regardless of one's need. And then, offer the veteran ongoing tips about new services/resources that surface along the way.  Veterans that sign up will be much more likely to find the help they need when they need it. The moment a veteran texts MISSION to 898211, a rich flow of information will begin that will aim to break down common barriers to help while enriching the lives of veterans in their community. Joining the program is free. Texting MISSION to 898211 is just the beginning. What happens next will hopefully result in an enduring partnership (between veteran and United Way Heart of Florida) that improves their lives for the rest of their lives. That's the goal. "Once they request the help, they're in the system and they will get the very best information for as long as they remain there."

United Way Heart of Florida 211 and the veterans in their service area are discovering just how powerful a simple text can be.  Building better relationships, breaking down barriers to help, increasing access to critical resources like job skills, education, and legal assistance, all this and more in 160 characters or less! A truly amazing accomplishment! 

Phone-to-Text Referrals Done Right!

One of the many ways health and human service agencies use PreventionPays is our simple "phone-to-text" utility.  Also referred to as "phone2text," we offer a very elegant solution that can also be linked to your CRM software. The utility is demonstrated in the video below!

The steps are simple:

1.  Enter the mobile number or mobile number(s) you wish to send the referral(s) to

2.  Paste the content into the text box (one or more referrals) Don't worry, the system will auto-concantenate messages over 160 characters (split and send sequentially)

3.  Select your silent keyword option (this step only has to be done once since the service will default to the last keyword used) The silent keyword ensures your client just gets the content in the text box, thus bypassing the optin message!  The queue will not update as it does when a live request comes through.  The only time a phone2text referral would update is if your client has a question about the content you've texted them.  So, you can create an automated message that says please call us for questions, or if you have live support turned on, you can simply open the case and respond to the question!  Simple!

4. Click the big green "Send" button.

Content will go out! Simple. You will see a report at the top of the page confirming the number was sent the content. You can also view the case in your queue by clicking the Users tab.  You can search for the number, look in your archives or simply archive to reports. Regardless of what you do with the case, the information went out and most importantly, you can confirm so just by looking at the number in your queue.  You will also benefit form a delivery receipt which comes from the carrier (known as "carrier grade delivery notifications") a completely complimentary component of PreventionPays Text! 

Why text referrals to people who call you? 

According to PEW Research, 80% of adults own smart phones and 80% of smart phone owners text more than they make voice calls and email! And for help-seekers, there's a strong preference for the medium. Most people would rather text about sensitive subjects than "talk" about them. 

Information that is texted to smart phones is many times more likely to be used. It's easy to misplace a piece of paper or simply write the information down incorrectly. When it's texted, the information is always correct to the letter. Also, smart phones enable clients to engage with referrals in new and exciting ways.  Links are browsable, addresses are searchable and interactive with your maps app, phone numbers are "callable"!  In sms, the referral becomes much more consumable! Which is the most important part of the work you do. Also, when you text referrals with PreventionPays, you can interact with your data so that archived results are searchable and reportable to your funders/partners and stakeholders.  

Most importantly, Phone-2-Text referrals are producing high return rates! With over 60% return rates for live I&R texting, when you text your caller, they're many more times likely to text you as a first choice medium. Therefore, Phone-2-Text referrals are an on-ramp to live sms help down the road. In the continuum of help, the referral is just the beginning!

How are you texting your referrals? Here are just a few of our very happy clients using PreventionPays Text for all their texting!

“We were using the old system (long code) and many of our clients were calling us up and telling us they didn’t get the text. We started using the short code with PreventionPays and everything goes through instantly. It’s so easy. The best part is, no more complaints! ”

— 211 Atlanta

“We had to put in the phone number and the carrier. We thought that was strange. With PreventionPays you just need the mobile number. We really like how easy it is to send texts to callers on 898211! ”

— United Way of Central Iowa 211

“Our system was not giving us positive message tracking and we were not ever certain if our referrals got through, then ultimately we found out that a whole part of our state had been unbound by the mobile carriers…no texts were getting through.”

— 211 Indiana

“We were using a long code system and were unable to trust any of the information coming into us. We tried to pass along information to our emergency management associates to enable a rescue but they were not able to use the information and said that it was impossible to trace. This created a barrier and damaged our relationships with local authorities. We have since replaced that system with short code texting and repaired those damaged relationships.”

— CrisisLink, Virginia

“We tested our existing (long code system) next to the short code system and saw in real time that the long code was not sending our referrals while the short code went through every time! ”

— Contra Costa 211

Webinar on Enterprise Short Code Texting: Meeting the Communication Needs of the Next-Gen Help-Seeker

Enterprise Short Code Texting in I&R: Delivering Quality Encounters in Their Preferred Medium occurs several times. Please register for the date and time that works best for you: 
 

https://attendee.gotowebinar.com/rt/2726525326567937026

If none of the current dates work for you check back. We're always adding new dates! This series has been very well attended. Please also note, you can contact us to schedule a live demo for your agency that will provide you with more thorough tour of the user interface. 
 

Summary and Learning Objectives

The ways in which people access Information & Referral (I&R) and other human services are changing – and changing rapidly. Clients want services that are highly accessible, flexible, and individualized to their preferences. I&R organizations and their staff need to deliver quality service via mobile texting technologies. 

Participants will get a hands-on demonstration of the mobile opt in for I&R and the mechanics of two-way text encounters. 

Participants will also learn about using automated triage to query clients prior to opt-in and offer referrals based on responses to triage.

Participants will also be able to see and test (using their personal mobile handset) Express Text Fully Automated Triage

Participants will learn how high frequency issues can be fully automated and how this can help alleviate stress on over-burdened phones

Participants will also learn the significance of end user privacy and how PreventionPays Text supports the secure transfer of information across mobile carrier gateways using Enterprise Short Code Technology and our unique, fully-integrated in-application message tracking system. 

You can count this session toward 1 hour of I&R recertification training.

Proud members and supporters of AIRS

PreventionPays Text will be highlighted during the 2-1-1 General Assembly at AIRS in Dallas, Texas! Hope to see you there!

After registering, you will receive a confirmation email containing information about joining the webinar.

 

Pew Internet Says "Over 70% of Americans Prefer Text Over Calling"

“We started using PreventionPays Text for our I&R and we are seeing tremendous pickup that’s proportional to our decreasing call volume. ”

— United Way Heart of Florida 2-1-1

According to Pew “Over 70% of Internet users will opt for mobile service applications as their first option.” This is a significant shift that brings with it enormous challenges and opportunities. Agencies and brands that honor this “mobile first” preference must understand the intimate relationship that people have with their mobile device, and how their brand experience on these devices will shape the relationship they are building with each individual.

It is also important to understand how people are currently using their mobile phones, and to extend existing behavioral patterns into the new context of SMS client support. For example, despite the popularity of email, social networks, and web browsing on mobile devices, text messaging is by far the most common activity people do on their phone with 81% of American adults texting. Texting is vastly more popular than phone calls: on average, people receive 42 texts a day, compared to six calls.

What End Users Expect From Text

To implement a text support strategy, agencies must consider what the implied promises are of SMS as a channel. For example, most people who text are usually doing so with someone they have a relationship with, it's intimate. Whether it’s friends, family members, or co-workers, people tend to text with those that are closest to them. This means that they expect to get a reply, or to offer one. In other words, text is inherently conversational.

Grammar and spelling rules may not always apply, but people expect some sort of indication that you got their message. Even a simple “ok” will suffice. Still, the second someone doesn’t reply to a text, people naturally assume that either something went wrong, or that they’re being ignored. In either case, it has a negative impact on the overall end-user experience. 

So how does this impact SMS as a viable channel for live help? Simple! Agencies that prioritize the end user experience should commit to the fact that people are used to texting with other people and let them text directly with one of your responders/specialists. Simply put–text support is a two-way street.

Another way to show that you understand your clients’ preferences and the implied promises of this channel is to allow them to initiate a text message the same way they are used to doing it with friends and family- to a number already saved in their contact list. Enterprise short code texting helps you brand your service and simple click to text widgets on your website can even launch the sms app with the short code pre-populated. If you're browsing this article from a smart phone, try it! Click To Text Now!

How To Implement a SMS Live Help Strategy

How can agencies manage the inbound text messages they receive? Step one is to answer them, of course. However, this isn’t just with a robot (though a sophisticated Automated Triage  system can be used to effectively allow for appropriate levels of self-service and pre-chat data collection for routing purposes). The agencies who are truly committing to offering a delightful experience will answer each inbound text message with a response from a real person.

Contact center managers are realizing that companies like PreventionPays Text can help combine automated intakes with live help that will be seamless for the end user and also reflect the same way in the data, as if a live conversation was completed from stem to stern (which will be to the delight of both your constituents as well as your funders!).  

Imagine the following - a client initiates a text conversation and asks for help finding energy assistance. That request is responded to by a real person, who then sends the customer into an automated interaction that walks the customer through the process of obtaining the requested referral. Even better, at each step the automation engine uses relevant information pulled form a CRM product to personalize the interaction. So really, it’s personal interaction blended with personalized automation. This blended experience will result in happy end users while cutting down on responder time and overall costs per encounter!

Are you an I&R? Do you have ideas for how you can put PreventionPays to work for you? Contact us! We want to hear from you!

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