Hustle’s Tyler Brock and Soleil Kellar on Personalized Engagements

SMS is far more effective at engaging people than email or cold calling. But how do you send millions of text messages and still keep them personalized?

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Hustle’s Tyler Brock and Soleil Kellar on Personalized Engagements

In the run up to the 2016 election, many political and advocacy organizations began using SMS to recruit volunteers, get supporters to participate in campaign events, and encourage people to vote. SMS sent by campaign volunteers proved three times more effective at engaging people than email or cold calling. Since campaigns are always strapped for time and money, Hustle decided to build a messaging platform that could facilitate 1:1 texting conversations between volunteers and members at scale.

During the election season, Hustle’s mobile messaging platform sent 24 million texts to 4.6% of the total voting population. To support such a large volume of messages in such a short period of time, Hustle needed to build a platform that could scale and deliver up to 10,000 messages/minute (600K in a single hour) to millions of contacts each day.

Tyler Brock, Co-founder and CTO, and Soleil Kellar, Head of User Research, share the lessons and best practices they learned while building a stable and scalable messaging platform in this video from SIGNAL.

Don’t have time to watch right now? Here are three top takeaways:

  • Individual, personalized text messages enable social and political organizers to have more conversations and engagement with people than through phone banking or emailing.
  • Since the 2016 election, nonprofits and cause-focused organizations have used Hustle’s text messaging platform to communicate with their members. Current use cases include enabling people to call their legislators and enact real change, assisting unions to strengthen workers’ rights, and helping higher education institutions see up to a 40% increase in donations from young alumni during annual giving campaigns.
  • In order to maximize the productivity of your resources and ensure that your system stays healthy even during peak traffic spikes, Tyler shares best practices and advice to ensure your messaging infrastructure components are built to be scaled horizontally and independently.