Expanding global LGBT+ advocacy through innovative communication strategies with All Out
“Movement empowered us to cultivate an entirely new audience such as our WhatsApp programme in the UK. Movement gave us the ability to invest in new communications channels.” Justin, Campaigns Manager
Overview
All Out, a global LGBT+ rights organisation, is committed to building a world where no person will have to sacrifice their family or freedom, safety or dignity, because of who they are or who they love. To effectively reach their diverse supporter base, All Out has consistently sought to refine their communication methods. Through a partnership with Movement, All Out successfully introduced new communication channels, enhancing engagement and broadening their global reach.
The Challenge
One of All Out’s primary challenges was adapting their communication to meet supporters' varied preferences. While many were comfortable with email, some supporters either preferred alternative methods or weren’t engaging as actively. Recognising this, All Out aimed to introduce more dynamic communication channels, such as WhatsApp (WA), to make interactions more direct and timely.
They also explored innovative approaches to fundraising, including the potential of WhatsApp. While this channel presented opportunities, navigating legal considerations and exploring new donation methods, such as Apple Pay, were areas of focus as the organisation looked to enhance their fundraising efforts through mobile platforms.
The Movement Solution
Movement provided All Out with a user-friendly, customisable platform that integrated seamlessly with their existing CRM system. The integration was key to streamlining communication and optimising outreach by tapping into the organisation’s existing supporter data.
Key Features:
Customisable Templates: Movement’s platform offered flexibility with customisable templates, allowing All Out to quickly create tailored campaigns. This enabled them to adapt their messaging with ease. "Customisable templates – customer can make their own templates," was highlighted as an especially useful feature.
CRM Integration: Integration with All Out’s existing CRM was essential to the success of their campaigns. This allowed them to better target their messaging based on supporter data. While there was a small learning curve, the integration process was straightforward and allowed All Out to enhance their outreach. As they noted, "The integration with our existing CRM was crucial, and while it wasn’t too hard to implement, pulling more user data from the CRM into Movement would be a valuable next step."
Multi-Channel Communication: By leveraging Movement, All Out experimented with new digital channels like WhatsApp. WhatsApp, in particular, saw impressive results, with higher engagement rates for petitions and campaigns. This channel, initially trialled on a smaller scale, evolved into a full-time communication tool, helping All Out "cultivate an entirely new audience" and further expand their reach.
Results
Increased Engagement: Movement’s platform enabled All Out to connect more effectively with supporters via WhatsApp. The high engagement levels from WhatsApp groups, particularly in petition campaigns, allowed the organisation to reach new audiences while continuing to engage their existing base.
Learning and Innovation: As with any new initiative, there were learning experiences along the way. Some outreach methods, such as initial fundraising efforts via WhatsApp, had limited success, but these experiences offered valuable insights that encouraged All Out to think creatively and refine their strategies. This process has opened the door to exploring even more innovative approaches in the future.
Exploring New Platforms: All Out remains forward-looking, exploring a range of communication platforms to better engage supporters. They are also considering additional methods, such as direct postal mail, for specific segments of their membership, while continuing to refine their use of digital channels like WhatsApp.
Conclusion
Through its partnership with Movement, All Out has expanded its communication strategy, embracing modern digital channels like WhatsApp to complement traditional methods like email. While ongoing challenges, such as enhancing fundraising efforts via WhatsApp, remain, Movement’s ease of use, customisable templates, and CRM integration have been instrumental in helping All Out reach new supporters and engage their global community.
All Out’s experience reflects the importance of adaptability and continuous learning in advocacy, as they remain committed to building a more inclusive world for the LGBT+ community through innovative and impactful communication strategies.
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