Case Study: Human Rights Campaign achieves 250% higher donor likelihood with Upland Software's Mobile Messaging

The Human Rights Campaign Finds that Mobile Subscribers are 250% More Likely to Donate

The Human Rights Campaign (HRC), a leading LGBT advocacy organization, partnered with Upland Mobile Messaging to improve donor engagement amid declining email open rates and crowded supporter attention. HRC built a mobile subscriber list and sought to understand whether adding SMS to its outreach would increase donations and the overall value of its supporter base.

By using targeted text messaging alongside email, HRC found mobile subscribers (who were almost always also on the email list) drove outsized fundraising results: in 2013 mobile subscribers made up 8% of the list but accounted for 22.1% of donations (similar in 2014), making mobile subscribers 250% more likely to donate than email-only supporters. The value per email-plus-mobile subscriber was also substantially higher — about 309% greater in January 2013 and 236% greater in January 2014 — demonstrating the strong ROI of multi-channel (email+SMS) engagement.

Human Rights Campaign