"IN211 Partnership" Works Together to Respond to I&R Texts!

In early 2016, IN211 Partnership approached the PreventionPays team with one question, can we share our traffic? We said, when do you want to start? 

It's great that 211s can offer their services through more channels than the phone. With 80% of Americans texting more than they make voice calls and email, combined, it's no wonder texting has become the most important communication upgrade for 211 Contact Centers. But what happens when a text isn't answered? 211s in Indiana are working together to ensure that doesn't happen.

PreventionPays Text has lead the way developing an enterprise level website powered by a Tier 1 short code, 898211 aka "TXT211" that enables 211 Contact Centers to respond via live two-way text conversations, to requests from the public for help finding food, shelter, health services, clothing, child care, housing and so much more. How does it work? The model is simple. An end user (individuals, families) can text their 5-digit zip code to the short code, 898211. Then, their text is routed to the 211 that's responsible for calls/texts from that zip code. This model is working extremely well. In fact, United Way 211 in Atlanta (the first 211 in the U.S.) saw their text traffic go from 500 unique encounters in April 2015, to now more than 4,500 request per month!  And that number just keeps climbing! 

We believe the drastic increase is due to the expanding base of end users. More and more people who grew up texting (gen-y, millennials) are finding themselves entering the stage of their life where they need more social services. A temporary financial setback can be catastrophic without help - losing one's job results in loss of wages, which results in missed payments. What supports are available for them? Who will help them with basic needs like putting food on the table and paying rent? That's where 211 comes in. They are by nature, a help hotline for people who need help, a clearinghouse for information and referrals (I&R).

211s specialize in connecting communities to these vital resources. And they're a filter for all the predatory services like high interest personal loans and payday advances. They maintain a current database of social services and they're a critical safety net for the public - they keep people off the streets with roofs over their heads and a shirt on their backs - literally. Great, right? But what happens when the people needing the help stop using the channel 211 uses to make these connections? "Calling" 211 (as in picking up the phone and dialing 2-1-1) is becoming an increasingly foreign concept, particularly among the next-gen help-seeker that uses their smart phone for just about everything, EXCEPT placing phone calls. Who could've predicted that?! In fact text is the most used function on our phones. By contrast, making calls is 6th on that list. (source: PEW Research)

This is the cold, hard truth that 211 managers are facing, with declining numbers of calls, which grow month over month. Many 211 managers are turning to other channels to boost their numbers. And text has been the most widely used alternative. Why? It's universal. Just about everyone texts. Seniors are now texting 211. According to Pew Research, Americans 55 and under text more than they talk on the phone and email. And it's the 55 and up segment that is fastest growing.  211 can reach all groups regardless of age, gender, ethnicity. A simple, easy way to get vital information. 

The short code, 898211 is provisioned with all carriers in the United States. In fact, it's the only Tier 1 short code provisioned specifically for 211 related communications and now shared by dozens of 211s across the country. Unsure if your 211 is covered? Try it! Text your zip code to 898211! For covered zip codes, you'll get an optin message and simultaneously routed to the closest 211. For zip codes that are not yet covered, you'll get an automated bounce back, "We're sorry we don't understand your text... please only text the zip code/keyword for the program you're trying to reach or dial 211." The system is calibrated to always provide a response even when live help isn't available.

In Indiana, all six 211 sites have successfully launched texting services on 898211 with one additional component - they've agreed to join forces to create a safety net for each other! That means if you live in Indiana, your text will go to the closest 211. If the closest 211 doesn't respond to your text in 5 minutes, the other five sites have agreed to be backup and to cover for each other, in the same ways that they cover each others' phone calls when needed.  So, staff at the other sites will get an alert about the unanswered text in their neighbor's queue and then have the option to click the text and respond! Therefore, if specialists are tied up on calls, or they need to schedule an all-staff meeting, the "network" will respond when any of the individual sites cannot. This project is emblematic of where services with an online presence (web-based, SaaS) are going next. Why let a text go unanswered?  By working together on the same text service platform, these agencies are tackling a very big issue with a very simple solution.  Congratulations, Indiana 211 Partnership for being trailblazers in the I&R sector!  It's also important to note, the short code 898211, a dedicated, branded short code for 211 services, is powering these communications. The concept of sharing traffic is only made possible because everyone in the state is texting 898211 and all 211 contact centers are using the same web-based application to respond to those texts.  In early 2016, IN211 Partnership approached the PreventionPays team with one question, can we share our traffic? We said, when do you want to start? 

Want more info? Are you a 211 seeking texting services for your agency? Text DEMO to 898211 or call us at our office 805.653.6000. You may also email info@preventionpaystext.com

Are you a member of the public and need help? Text your zip code to 898211 or call 211.  Want more info about this exciting work? Visit IN211 Partnership or email info@IN211.org 

Cheryl Graham, director or United Way 211 Howard County will be sharing about their progress and strategies during a webinar on September 6, you can register here (make sure to select the September 6th option): https://attendee.gotowebinar.com/rt/2726525326567937026

Great news!  IN211 developed marketing materials to promote the new service and call to action: "text your zip code to 898211". They have generously offered to share their materials and messages with other 211s. You can view their portfolio here:   http://unitedwayhoco.org/get-help/2-1-1united-way-of-howard-county/2-1-1-marketing-materials

The Science of Live Help by Text - Defining the Encounter

We are now tracking all encounters as having the following characteristics:

1. An optin, initial text from end user requesting live help

2. An outgoing text (hand-typed or canned that is sent by a responder)

3. Close case  

Each of these series are now being tracked and recorded in the system with unique ID numbers. You can find a record of your encounters by going to the "Home" page - aggregate stats with graphs showing total incoming/outgoing sms and the total encounters. Home page is meant to be a snapshot of your daily, weekly, monthly, yearly activity on the system. Additionally, there's a specific report called "Encounters" that has the following columns: "encounter ID" "phone number" "no of outgoings" "no of incomings" "duration" and "status"

This report will help document the work you're doing in a way that is consistent and therefore, measurable. Additionally, you'll be able to use your encounter data for research. You can still count your encounters however you like. This layer of service is meant to help with that so that you can use the encounter data as a starting place and build from there.  

We will be updating the pdf that describes each of the reports to include a description of the encounters report. You can start to run reports now. Go to Reports tab, and then click the sub tab "automated reports" select the report called "Encounters" and then choose the frequency: daily, weekly, monthly, every 6 months or last year.  Then click "create report". Your report will be ready for download according to the run schedule. You can create an ad-hoc report that goes back as far as a year with a custom time-frame. Under the reports tab, select the sub tab "manual" and then select "Encounters" then choose the timeframe and click "create report".

If you have any questions about this or other new features/functionality, contact "support@preventionpaystext.com"! 

The Explosion of Text As a Two-Way Communication Tool

Mobile phones are ubiquitous and have opened doors in how relationships can be developed and maintained between two people, between groups of people, and between organizations and businesses and their clients.

Organizations have identified the mobile phone as a tool for massive and scalable communication with their clients via text with the idea that this is a quick and easy communication method to better engage individuals in their community.  

Over 80% of U.S. adults own a smart phone and over 95% of clients who agree to receive text messages from an agency/organization open those messages within the first three minutes of receiving them. It makes sense that these same organizations are dramatically increasing their investment in this type of communication.

The question is: Does an opened text message mean a relationship has developed?

In terms of building a relationship, the most ideal scenario is for two individuals to have in-person conversations to learn about each other, but this method is neither cost nor time effective for an organization to employ. So, how can text messaging be used to build relationships with individuals while serving communities of thousands, even millions?

There are several strategies that take advantage of the use of text messaging to interact with clients. Two common strategies are:

One-way Messaging: This strategy serves to disseminate information. In terms of building relationships, however, it is impossible to do so with a human being via one-way communication. 

Two-way text messaging without adaptations: This strategy involves participating in two-way conversations but never adapting the content of the messages. When trying to build a relationship, a participant in a conversation will become frustrated if the responses he/she receives indicate that the other party is not listening. Imagine if someone asks you what you want to drink, you respond juice, and then they give you a soda—how frustrating, right?

The Most Successful Approaches Embrace Adaptability Through a Fusion of Tailored, Automated Texts and Live One-On-One Responses

So, what is "adaptability"?  Our clients manage thousands of conversations with customers every day via text. This knowledge has taught us that there are certain characteristics that are essential to using text messaging as a tool to build and strengthen client relationships. These features foster quality communication while maintaining low costs and allowing for scalability to thousands, even millions of clients:

Two-Way: Again, a good relationship is based on two-way communication between both parties involved. If the client does not have the opportunity to express his/herself, it is no surprise that he/she would not feel included in the relationship. The provider also loses the opportunity to listen to the client. Client feedback represents elements of their personal stories.  If a client decides to share pieces of their personal story, that information should be treated as an opportunity to better understand your client as a person.

Adaptable: Two-way communication can be a missed opportunity if the content of the messages do not match the information the client shares. In a relationship, it is important to remember that the client's perspective is personal and that people are dynamic and can change their minds. Using their personal responses to send tailored content to them lets them know that they are being heard. Adaptability allows for messages to be based on client feedback and to change over time as needed.

Giving the Client Control: SMS marketing campaigns decide what clients will talk about and what time they will talk about it, instead of letting the client decide. In a relationship, it is important to have opportunities where each side can decide the content of their conversations.

Individualized: Many agencies and organizations see the value of text messaging as an opportunity for mass communication. While text messaging is a good tool for that purpose, if the goal is to build relationships, it is necessary to take a much more individualized approach. In a good relationship, each participant responds to comments and specific questions of one another in a personalized way.

And it's these relationships that we encourage and support through our highly effective, efficient and customizable two-way text messaging platform. Engage, educate and empower individuals in your community through the medium your clients use every day.

Embrace two-way texting today!

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.