Scaling Outreach in Immigrant Communities Revolution English - Our - - PowerPoint PPT Presentation
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
2014-15: Labor & immigrant rights organizations came together to engage & mobilize a broad audience of immigrants
across U.S.
interviewed said they want to improve their English.
Angeles Trade Tech College and San Francisco Community College
Technology immigrants are already actively using
Messenger in the U.S. (49% more active than non-immigrants)
installed.
Revolution English - The Messenger Advantage
How we reach & engage with learners
lessons on Messenger from a Facebook, or
Facebook’s #1 recommended education bot
content including flipcards, audio pronunciations, videos, and quizzes via Facebook Messenger
Scalability & High Engagement
(more than half are Spanish speakers)
email open rates, even less for immigrants)
content and resources (e.g. Know Your Rights information, DACA renewal, and family separation)
pre-screening questions.
eligible for citizenship
referrals per day, to citizenship services. (up to 75,000-110,000 referrals per year) to citizenship services.
ad then asked them their occupation
specific message asking them to join NDWA for organizing & leadership development
Case study II: Cross promotion with National Domestic Workers Alliance (NDWA)
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
Strategy 1: Targeted & Tested 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.
pages at end of message
Strategy 2: Action Pushes
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.
end of lessons
pages at end of push
Lesson Example “push”
Strategy 3: Facebook Ad Campaigns
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.
messages and action pushes
communities delivering education content
messages.