Mobilizing Event Attendees to Action for Charles Schwab
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?
The Challenge
Activating Quickly and Easily
Our team developed a mobile-friendly microsite just for the event, leveraging digital advocacy techniques to streamline direct communication between conference attendees and their members of Congress. Upon arrival, all IMPACT2013 attendees received a personalized email with a secure custom link to the site. We pre-populated the site with each attendee’s contact information to automatically match him or her to the appropriate congressional district. 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.
Getting People on Board
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 worked closely with conference organizers to amplify the issue from the podium during plenary sessions as part of our broader public affairs strategy. 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.
The Solution
From a Meeting to a Movement
It worked. Attendees responded and got involved — a first at the Schwab IMPACT Conference. VOX’s 16 percent mobilization rate surpassed typical benchmarks, marking a significant step forward in driving meaningful social change through engaged advocacy. The result? Nearly one thousand messages were sent to Capitol Hill in a span of just a few days. Schwab now possesses a strong base of advocates for future activation.
