[Air-l] evaluation of SMS campaigns

[Donald Matheson]

In New Zealand, the Electoral Commission experiment with using text messages
to encourage newly enrolled voters to turn out on election day. More at:
http://www.elections.org.nz/study/voter-motivation-trial-report.html


On 4/2/07 3:24 PM, "Denise N. Rall" <denrall at yahoo.com> wrote:

> Redante -
> 
> This is a bit vague but perhaps will give you a
> direction.  Australia has a nation-wide Quit Smoking
> day (well a week of related events) and I believe that
> was backed up by SMS.
> http://www.quitnow.info.au/internet/quitnow/publishing.nsf/Content/home
> 
> This is a related campaign site that is targeted at
> young people that talks about sending e-cards.
> 
> http://www.oxygen.org.au/
> 
> I did hear via media that they had backed it up with a
> SMS send-out but I have no idea if that actually
> occurred, or if it did, if it was successful.
> 
> The other campaign I noted was the anti-cervical
> cancer vaccine that is now available for young women
> in Australia.
> 
> No idea about the specifics of the follow-up through
> but there has been a lot of media play on 'messages to
> youth' being 'sent out as SMSs'
> 
> and someone (like you) should be finding out the
> effective rates on this campaign claim.  I see it
> (cynically) as a media buzzword, it seems that at
> least in Australia 'youth' and 'SMS' are often used in
> the same sentence . . .
> 
>  
> 
> 
> --- Redante Asuncion-Reed <redantereed at yahoo.com>
> wrote:
> 
>> Hello all
>> 
>> I had a tremendous response to my first query on my
>> research for my theses I thought I'd go to the list
>> once again.
>> 
>> I am looking for literature, web sites, books, and
>> any other resources that can give me a good overview
>> of evaluation of SMS campaigns. If you can suggest
>> resources specific to evaluation of SMS campaigns
>> undertaken by NGOs and civil society organizations
>> that would be great.
>> 
>> What I am looking for are general guidelines in
>> evaluating whether your SMS campaign was successful
>> or not. What metrics are used, and how does one
>> define ROI (return on investment) in a social
>> justice SMS campaign?
>> 
>> What I have discovered so far in my research is that
>> the actual numbers are pretty low in many SMS
>> campaigns by NGOs in terms of how many signed a
>> petition, for example, by SMS. However, despite the
>> low numbers, many NGOs still were able to use SMS
>> campaigning to push their agenda successfully and
>> that there is a tremendous interest among NGOs to
>> use SMS technology for their campaigns. This is true
>> particularly in developing countries.
>> 
>> Any help will be appreciated.
>> 
>> Redante
>> 
>> 
>> 
>> 
>>  
>> 
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> 
> 
> Denise N. Rall, PhD thesis, "Locating four pathways to
> internet scholarship" School of Env. Science, Southern Cross University,
> Lismore NSW 2480 AUSTRALIA
> Tues: Room T2.17, +61 (0)2 6620 3577 Mobile 0438 233 344
> http://www.scu.edu.au/schools/rsm/staff/pages/drall/
> Virtual member, Cybermetrics Group, University of Wolverhampton, UK
> http://cybermetrics.wlv.ac.uk/index.html
> 
> 
>  
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