Case Study: Define American engages 720+ supporters and recruits 17% of watch-party hosts with Upland Software

Define American - Customer Case Study

Define American is a nonprofit that elevates the stories of undocumented immigrants. When founder Jose Antonio Vargas’ documentary Documented prepared to air on CNN in June 2014, the organization faced the challenge of using the broadcast to engage new audiences and prompt people to join the national conversation on immigration reform—requiring a simple, wide-reaching tool to drive updates and action.

Working with Fission Strategy and Upland Mobile Messaging, Define American built an SMS program—recruiting opt-ins at screenings and on their website, then sending scheduled messages and targeted broadcasts to recruit and remind watch‑party hosts. The campaign grew to roughly 450 mobile subscribers by May and 720+ by the premiere; 39 people (about 17–20% of hosts) signed up to host via text, a single broadcast generated 1,004 link clicks from 656 users, and SMS engagement substantially outperformed email in response and mobilization.

Define American

Maria Cruz Lee

Director of Engagement