At Oceana we built our SMS text program not just as a broadcast channel, but as a growing community of “Wavemakers” ready to take action and give. What began as simple alert messages has evolved into a dynamic engagement and fundraising channel that ties directly into our advocacy campaigns and donor pipeline.
In this session, we will share how we grew our subscriber base, shifted segmentation strategies, and integrated the program into our broader advocacy and fundraising efforts. Key milestones include platform migration, layering of behavioral and demographic data to drive better targeting, and crafting mobile-first content that deepens engagement. We’ll also highlight the development of a dedicated voice and tone for the channel and the public rollout of our SMS persona, Mira—a distinctive, conversational voice that has helped humanize Oceana’s brand and strengthen our connection with supporters. The result: a channel that not only drives click to action, but has become a measurable part of our fundraising mix. In this session attendees will hear how we leveraged SMS to: mobilize supporters in real time for advocacy actions, nurture mid-donors via text, test and refine direct mobile ask journeys, and report on results. This is the perfect session for attendees curious how mobile-based messaging can go beyond alerts to build a community and deliver measurable ROI, this case study will bring practical models and insights.
Learning Objectives:
how to segment and personalize SMS journeys: Attendees will be able to identify at least three strategies for segmenting SMS audiences and designing behavior-driven messaging journeys to increase engagement and conversion.
how to integrate SMS into broader digital programs: Attendees will be able to outline at least two actionable approaches to integrating SMS into existing fundraising and advocacy strategies.
How to optimize SMS content and strategy: Attendees will be able to apply at least three best practices for mobile-first content, timing, frequency, or testing frameworks—using lessons from Oceana’s evolution, including the creation of an SMS persona and multi-channel engagement strategies.
