Scaling Outreach in Immigrant Communities
Revolution English - Our Roots Who we are Our roots 2014-15: Labor & immigrant rights organizations came together to engage & mobilize a broad audience of immigrants Interviewed 500 immigrants ● across U.S. English is #1 need among ● immigrants. 80% of those interviewed said they want to improve their English. Piloted Revolution English at Los ● Angeles Trade Tech College and San Francisco Community College
Revolution English - The Messenger Advantage Who we are Our roots Technology immigrants are already actively using Immigrants are the most active users of ● Messenger in the U.S. (49% more active than non-immigrants) 2/3 of smart phone users have FB Messenger ● installed. No app to download! ●
Revolution English on Facebook Messenger Who we are Our roots How we reach & engage with learners Learners sign up for free daily English ● lessons on Messenger from a Facebook, or “Discover” tab in Messenger - often ● Facebook’s #1 recommended education bot Every day, students receive engaging ● content including flipcards, audio pronunciations, videos, and quizzes via Facebook Messenger
Revolution English on Facebook Messenger Scalability & High Engagement Over 1 million learners on Revolution English ● (more than half are Spanish speakers) 35-40% open rates (compared to 6% universal ● email open rates, even less for immigrants) Learners want immigrant & workers rights ● content and resources (e.g. Know Your Rights information, DACA renewal, and family separation)
Case study I: Citizenship services outreach We asked our learners three naturalization ● pre-screening questions. 15% of our learners were pre-screened as ● eligible for citizenship We estimate that we could make 200-300 ● referrals per day, to citizenship services. (up to 75,000-110,000 referrals per year) to citizenship services.
Case study II: Cross promotion with National Domestic Workers Alliance (NDWA) Acquired subscribers from English-learning ● ad then asked them their occupation Nannies, caregivers and cleaners were sent a ● specific message asking them to join NDWA for organizing & leadership development 80% click on cross-promotion ●
Case study III: Know your rights public education 1. Educated over 35,000 learners about their rights if stopped by ICE. 2. Asked learners to share information with their friends and family 3. Ran Facebook ads leading to Know Your Rights content
The opportunity: drive outreach & participation 2020 Census ● Public programs ● Voter registration ● Wage theft claims ● Citizenship ● And more! ●
Strategy 1: Targeted & Tested Messages Interactive ● Community-specific ● Language-specific ● Trusted messengers ● Push Notifications ● 35%-40% open rates ● It’s Viral Link-outs to enrollment ● Messenger is great for viral growth. Sharing is low-friction pages at end of message and seamlessly integrated with Facebook. Over 65% of PushBlack subscribers have signed up because of a friend.
Strategy 2: Action Pushes Reminders come at the ● end of lessons ● Pre-tested messages Ask learners to share ● Link-outs enrollment ● pages at end of push Lesson It’s Viral Example “push” Messenger is great for viral growth. Sharing is low-friction and seamlessly integrated with Facebook. Over 65% of PushBlack subscribers have signed up because of a friend.
Strategy 3: Facebook Ad Campaigns New subscribers from ads receive most effective ● messages and action pushes Trusted brands and influencers in immigrant ● communities delivering education content Drive users to complete enrollment via links from ● messages. It’s Viral Messenger is great for viral growth. Sharing is low-friction and seamlessly integrated with Facebook. Over 65% of PushBlack subscribers have signed up because of a friend.
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