Oxfam measures campaign success by text message

Fundraising | 1 Dec 2008

Oxfam is attempting to measure the success of its ‘Be Humankind’ by getting people to send a text message from their mobile phone whenever they encounter anything to do with the campaign brand.

The study makes use of an evaluation method called TROI, developed by Mesh Planning.
With text codes available for every medium from TV advertising to word of mouth, TROI allows for experiences to be captured as they occur, through instant text messages.

Participants’ texts feed into their own online diary where they can upload photos and videos of the campaigns they see and provide comments about the experiences.

Results will indicate the most appealing communications, the modes of contact used and the dates and times of these connections with people.

Rachel Brown, head of marketing intelligence at Oxfam, said: "With the many ways that people relate to Oxfam, from over 700 shops to fundraising events and our new brand positioning, we were looking for a broader understanding of how Oxfam is perceived by the UK public.

"The way that Mesh Planning engages their participants over a period of time means we can use them beyond the TROI study to gain understanding on other topics via an online forum, blogs and telephone intercepts, providing us with a cost-effective integrated research programme."

The research project tracking consumer perception began in October and lasted six weeks. It aims to provide an accurate and holistic measurement of Oxfam’s current campaigning efforts and results will contribute to Oxfam’s future strategy.

Images

Directory: Oxfam

Comments

[Cancel] | Reply to:

Name *

Email *

Organisation

Job Title

Comments *

Verification *

* Please read our Community Standards

Close »

Community Standards

The civilsociety.co.uk community and comments board is intended as a platform for informed and civilised debate.

We hope to encourage a broad range of views, however, there are standards that we expect commentators to uphold. We reserve the right to delete or amend any comments that do not adhere to these standards.

We welcome:

Robust but respectful debate
Strongly held opinions
Intelligent relevant discussion
The sharing of relevant experiences
New participants

We will not publish:

Rude, threatening, offensive, obscene or abusive language, or links to such material
Links to commercial organisations or spam postings. The comments board is not an advertising platform
The posting of contact details for yourself or others
Comments intended for malicious purpose or mindless abuse
Comments purporting to be from another person or organisation under false pretences
Gratuitous criticism, commentary or self-promotion
Any material which breaches copyright or privacy laws, or could be considered libellous
The use of the comments board for the pursuit or extension of personal disputes

Be aware:

Views expressed on the comments board are left at users’ discretion and are in no way views held or supported by Civil Society Media
Comments left by others may not be accurate, do not rely on them as fact
You may be misunderstood - sarcasm and humour can easily be taken out of context, try to be clear

Please:

Enjoy the opportunity to express your opinion and respect the right of others to express theirs
Confine your remarks to issues rather than personalities

Together we can keep our community a polite, respectful and intelligent platform for discussion.