Charles Schwab’s annual, invite-only IMPACT conference brings together thousands of investment advisors. In November 2013, attendees gathered in Washington D.C. to discuss investment best practices and industry issues, one salient policy issue being over-regulation. IMPACT 2013 presented Charles Schwab with an opportunity to call their community to action. But with a packed agenda, how do you mobilize busy people to take the time to contact their Members of Congress?
CrowdEffect, VOX Global’s mobile advocacy solution, makes taking action on political issues an easy and natural extension of an event experience. CrowdEffect is a digital grassroots system specifically designed for conferences, rallies and other big moments where a crowd can be mobilized.
CrowdEffect includes a mobile-friendly microsite with embedded tools for emailing Congress and a system for mobile email outreach. The system pre-populates with each attendee’s contact information and matches him or her to the appropriate congressional district. At IMPACT 2013, we sent a conference-wide email to all attendees upon arrival with a secure custom link. Attendees were able to take action with two quick finger taps on their mobile device and their message was immediately delivered to their specific Members of Congress.
The technology was only one half of the puzzle. The other half was creating a sense of urgency. Conferences offer a space to promote calls-to-action in the physical world. We set up a booth with digital signage to explain the issue and show how many conference attendees were taking action to spur others on.
We coordinated with conference organizers to promote the issue from the podium multiple times during plenary sessions. In the campaign’s most compelling moment, former Senator Olympia Snowe, a guest speaker at the conference, encouraged attendees to raise their voice on regulatory issues.
It worked. Attendees responded and got involved — a first at the Schwab IMPACT Conference. The VOX CrowdEffect solution drove a 16 percent mobilization rate – a rate higher than the typical 1-3 percent range for mobilizations. Additionally, nearly one thousand messages were sent to Capitol Hill in a span of just a few days. Through collaboration and the use of VOX tools, Schwab now possesses a strong base of advocates for future activation.