By Ambreen Ali – Roll Call Staff

Read the Article on Roll Call

The rock-musician-turned-activist Bono wants you to know: You, too, can be a lobbyist, and all you need is an iPhone.

ONE, the anti-poverty group co-founded by Bono, launched an app Wednesday that lets iPhone users call their lawmakers at the touch of a button. It even provides a script of what to say.

The project is one of several efforts by advocacy groups to use mobile technology to harness the power of their grass roots and pressure Members of Congress.

By making it easy for someone to lobby while in line at the post office or while watching television, the group expects to have many more of its 2.5 million grass-roots supporters involved in influencing policy.

“It arms our army with a much more effective and potent organizing tool,” Jeff Davidoff, ONE’s chief marketing officer, said. “We think that mobile technology is the next step.”

Other organizations seem to agree. In the past year, Amnesty International, Human Rights Watch and the American Cancer Society have also created applications for smartphones and portable devices.

Such membership-based nonprofit groups rely on the size of their grass-roots base to influence Congress. Mobile tools make it easier to engage millions of people in those efforts and, as more people use their cellphones to connect to the Internet, to expand their base.

ONE’s app, which was developed in partnership with the digital consultancy @radical.media, combines social media tools from Facebook with news about the organization’s global work and petitions that call for Congressional action. Users who provide a ZIP code are connected to their Representatives and regional ONE coordinators.

Davidoff said mobile advocacy is designed to enhance, not replace, more traditional ways of influencing lawmakers. ONE still plans to bring hundreds of activists to Capitol Hill each year for in-person meetings.

“We frequently get asked, ‘Do we need a large number of people doing small things, or a small number of people doing large things?’ The answer is yes to both,” he said.

As ONE seeks to expand its base, that means tapping into the technology used by young people.

“We joke that it’s about as antiquated to require you to come to ONE.org as it is to be standing on a corner with a clipboard,” Davidoff said.

Yet there is no consensus on whether mobile apps can actually change votes on Capitol Hill.

John Murphy, whose Zuri Group creates mobile tools for nonprofits, said the technology’s greatest advantage is the ease of sharing information. After signing a petition, ONE app users are prompted to invite friends on Facebook to do the same and to share their action via Twitter.

“Whether it’s new dollars or new donors, you do see a bump once you tap into these networks,” Murphy said. “Once [users] have taken action, they have the ability to spread the word. That’s where we have really seen this gain.”

Murphy, who is currently developing a similar application for Save the Children, said his clients seek out mobile tools as a way to stay in touch with individuals who donate — much in the same way they might have used direct-mail campaigns in past decades.

“A key issue for nonprofits is how do you keep people in the loop,” he said. “The mobile benefit is that it is keeping supporters close to the organization.”

Those individuals can then be called upon to deliver tens of thousands of phone calls or letters to Congress at a moment’s notice — and with little effort on their part.

Davidoff said ONE expects to have more than 100,000 users for its app by next year. The global group plans to make it available for non-iPhone users and to customize it for lobbying foreign governments.

Digital lobbying may streamline the process, but some question its efficacy.

Christopher Kush, CEO of Soapbox Consulting, trains activists on how to lobby Congress. In 2000, he published a book called “Cybercitizen” that predicted the Internet would lead to a “re-launch of American democracy.”

A decade later, he is not so sure.

“Really participating in the battle over issues takes a long-term commitment. … Somebody whose expectations are instant, could you count on that person to stick with the issue? I don’t know,” he said.

Kush, who has organized in-person advocacy events for ONE, said substantive lobbying by a few hundred dedicated activists is more effective than electronic form letters sent by thousands. Mobile tools may help groups engage activists, but their growing popularity risks adding to — rather than cutting through — the noise.

“Anyone who would suggest that in a busy, tech-savvy world, that Americans now simply need to click on their phones and the United States Congress will be processing that, I think that’s an overstatement of how this stuff could be useful,” he said.

Part of the problem is that, while other industries have adopted new technologies, government and its influencers are still conducting business in old-fashioned ways, state lobbyist Shawn Miller said.

The Oregon resident developed a mobile app, VoteCount, to do away with the pen-and-paper counting methods lobbyists use to track votes.

“We have to be behind the curve if we’re still using paper,” he said.

Still, he agreed with Kush that technology cannot replace the value of relationships with lobbyists and advocates trying to influence policy.

“I don’t see [apps] changing the more personal aspect,” Miller said. “That’s pretty central to what we do.”

No Matter How Old or Young, 90% of Web Users Send Email

Pew Internet and American Life’s “Generations Online in 2010″ report show that 90% of internet users, regardless of age bracket, use email. Email provides the broadest reach to all portions of your organization’s online audience.

What does this mean for you as you develop your 2011 online strategies? That email is a very viable and cost effective campaign vehicle. In addition to email, Zuri Group, has developed innovations, like email badge, that empower nonprofits to reach the friends, colleagues and families of their supporters easily and cost effectively.

Organizations offer the badge to their supporters, with simple instructions on how to place the badge in their email signature line and Web sites. The badge automatically broadcasts to all of your supporters’ emails, and displays on their web sites with a clear invitation to action.

Contact Zuri to Learn How Your Organization Can Leverage Email and Web Badges for Fundraising and/or Advocacy.

Social Media Trumps Traditional Websites

Pew Research Center report on citizen’s internet usage shows Web users are going directly through social media (like Facebook, Twitter, YouTube) instead of websites to get their information.

“Advocacy and interaction with government are organizing around new platforms Citizens Interplay with their government is moving beyond the website. Nearly one third (31%) of adults use blogs, social networking sites, email, online video or text messaging to get government information.”

The report concludes that audiences enjoy congregating more on social networks because they can share content, than going to Web sites to download info:

“Participatory Americans are not simply going online for data and information; they want to share their personal views on the business of government.”

Results indicate online activists increasing the use of social media to learn about the policies and causes that are important to them.

• Nearly one quarter (23%) of internet users participate in online debate around government policies or issues, with much of this discussion occurring outside of official government channels.
• 40% of online Americans use the web for getting data about the business of government
• Minorities are just as likely as non-minorities to get government information via email, blogs, online video and social networking sites.

This trend is affecting the way people are getting involved, per Aaron Smith, Pew Research Center Analyst:

Social media and just-in-time applications have changed the way Americans get information about current events [People] are also using these tools to share their views with others and contribute to the broader debate around government policies.

Bottom line Activists commitment to the cause translates into financial support.

Forward-thinking organizations, reach out to supporters where they choose to spend their time, on their own turf. You provide the great cause and call to action and Zuri adds the expertise to access (Blackbaud, Convio, Druple, Joomla, WordPress and other) CMS systems to promote your calls to action to all the Facebook friends of your supporters. The new constituents who take action are added to your base of support, increasing your database. Since the average advocate on Facebook has 130 friends, you multiply your calls to action exponentially.

Contact Zuri to Learn How Your Organization Can Leverage Facebook for Fundraising and/or Advocacy.

It Lets Activists Take Action and Donate without ever leaving Facebook

Recently, we created a custom solution for Amnesty International USA to leverage the power of social media, to increase their effectiveness advocating for human rights and social justice, (such as for the release of Nobel Peace Prize winner, Liu Xiaobo,) while increasing online donations. They wanted to leverage the friends of their supporters on Facebook to increase the number of people advocating for human rights and social justice and increase online donations. The strategy, to transform advocates into super activists and donors via Facebook, sprang from two key factors:

1. Online audiences are rapidly shifting toward social networks.
2. Activists commitment to the cause translates into their personal networks and financial support.

Activists now take action and donate without ever leaving Facebook, and they automatically notify all their Facebook friends that they are taking action and invite viral participation .

Activists fired up about an issue make great donors.

The results vary, depending on the source, but the overall impression is the same: advocacy increases your online revenue.

• Advocates are seven times more likely to donate money to your organization than non-activists.
• Online fund raising campaign receives 204% more donations than those with no advocacy program.
• 6-14% of email advocates also give to nonprofit organizations financially Convio

Online audiences are rapidly shifting time from surfing general Web sites to interacting on social networks. Your constituents are contributing content, viewing what others have shared and fostering real dialogue and community. That is why it is important to get their attention in the online communities where they spend their time.

Contact Zuri to Learn How Your Organization Can Leverage Facebook for Fundraising and/or Advocacy.
Subject: Tell Me More about Converting Supporters on FB

Re Capture Visitors who Leave your website without Taking Action

Re-targeting, or re-marketing, allows you to recapture prospects who visit your website but failed to take an action like making a donation, signing a petition, or joining your email list.

How it works:
When prospects leave your site and browse the Internet, your ad displays on the other sites they visit, keeping your cause in front of them and top of mind. These ads drive them back to your site and direct them to a particular fundraising or advocacy campaign allowing them to easily return to take action. Conversions often occur at a high rate, and with an increased donation size.

More Info

Zuri Group has seen ‘extraordinary growth’ since starting in 2007

By Ed Merriman / The Bend Bulletin

Read the article on the Bend Bulletin Website

John Murphy isn’t exactly a Pied Piper, but he has lured a loyal customer following of nonprofit groups to his Bend-based Zuri Group with a blend of online fundraising tools that he says has generated millions of dollars each year for the organizations’ causes.

Murphy founded Zuri Group in 2007 to fill an unmet need he recognized during his 20-year career working for large technology companies like Xerox in Portland, and others in Southern California. He is president and CEO of Zuri Group; his wife, Sara, is a partner and director of marketing.

He noticed that big technology companies provided software and Web services for nonprofits, but they didn’t assign representatives to work with the nonprofits and didn’t show any personal interest in them or commitment to helping them reach their goals.

In addition to giving nonprofits access to strong, stable online fundraising technologies at a reasonable cost, Murphy said he wanted Zuri Group to function as a partner to the nonprofit groups. He wanted to get to know the people running them, attend their meetings, provide input for planning their online fundraising campaigns and provide training and technical assistance to help nonprofits carry out their missions.

During his career at Xerox and other tech companies, Murphy said he gained experience doing everything from Web coding and implementing of software and websites, to managing large-scale teams and projects.

“I had 200 people reporting to me,” Murphy said.

When Murphy took the entrepreneurial leap – quitting his job in San Diego and moving to Bend to launch Zuri Group – he had one client and a staff of two, including himself.

In three years, the staff has grown to 20: eight who work out of the Bend headquarters on Bond Street, as well as 11 regional managers and one sales representative who work in offices at strategic locations across the United States.

“Zuri Group has seen extraordinary growth since opening in 2007,” Murphy said. “Our business has doubled each year we have been in business, and we anticipate seeing a similar growth pattern going forward.”

He said Zuri Group provides services ranging from building and maintaining websites for nonprofits to building widgets to draw attention to their websites, managing their e-mail messages and programs and helping them create Facebook pages and other tools to enhance online fundraising.

“We customize online programs for nonprofits,” Murphy said. “Each of our clients has different needs and systems in place. We work with our clients to help them be more effective with their current systems, while adding programs where needed in order to maximize fundraising efforts.”

Murphy agreed to answer some specific questions from The Bulletin.

Q: Who was Zuri Group’s first client?

A: Heifer International. Their goal is to end hunger and poverty and care for the earth.

Q: What other nonprofits do you work with?

A: Some of the groups we represent include Amnesty International, Dana-Farber Cancer Institute, Autism Speaks, ChildFund International, American Cancer Society, Canadian Cancer Society, The Children’s Hospital of Denver, The American Jewish Committee, and we were just hired by Human Rights Watch in New York City and Big Brothers Big Sisters in Philadelphia.

Q: Why did you choose to locate in Bend?

A: After living in Portland and San Diego for 20 years and only vacationing in Bend, when I founded Zuri Group it was the perfect opportunity to move to Bend for the lifestyle, to raise a family and be part of Bend’s future.

Q: What is your goal for Zuri Group?

A: Our goal is to become an extension of our clients’ team and help them reach their online goals.

Q: How much does Zuri Group charge?

A: We work on a retainer basis. The client pays for the services they ask us to provide. In general, it ranges from $10,000 to about $500,000 per year.

Q: How can nonprofits afford your services?

A: Nonprofits hire full-time staff. Depending on how often they use our services and the type of services they have us do, the annual cost in most cases is comparable to one to three full-time staff positions, but with our company they get the expertise of our entire staff, who probably have a broader range of knowledge and experience in all aspects of online fundraising.

Q: What is the busiest time for online fundraising?

A: Each year during the holiday season, Google, PayPal and Amazon provide discounts or free transaction processing for nonprofits. We promote that as a benefit that assures more of the donation will go directly to the missions and programs of the nonprofits.

Q: How much do you travel for Zuri Group?

A: When I first started the company, I was traveling one week out of six, but now I am traveling about three weeks out of every month.

Q: How many air miles have you racked up?

A: I’m logging between 50,000 and 60,000 air miles a year.

Q: How do you spend your free time?

A: I have four sons, and I just finished coaching two sons in flag football. I’ve also coached my sons’ baseball and basketball teams.

Ed Merriman can be reached at 541-617-7820 or emerriman@bendbulletin.com.

Zuri Group works with nonprofit organizations to help raise millions of dollars each year through email and web based campaigns

November 3, 2010 – Bend, Oregon – Zuri Group, a technology company specializing in online fundraising and marketing for nonprofits, has doubled revenue and staff every year since opening. The company’s success is two-fold: not only is Zuri Group prospering and expanding but it is also helping important charity organizations grow and raise funds.

“We customize on-line programs for nonprofits,” said Zuri Group founder John Murphy. “Each of our clients has different needs and systems in place. We work with our clients and help them be more effective with their current systems while adding programs where needed in order to maximize fundraising efforts.”

Zuri Group, started in 2007 by Bend resident John Murphy, recently moved into new offices on Bond Street in downtown Bend, Oregon and employs 20 with plans to expand. Team members at the Zuri Group range from those with technology and nonprofit experience, all the way to entry-level. The company also provides training for its employees, most of which are based in Bend.

“We chose Bend after looking at many locations for the company,” said Murphy. “There are definitely obstacles that come with opening a company in a small town, but there are also benefits. So many qualified people live in Bend, and it’s certainly easier to sell the Bend quality of life to potential employees. We all love Bend and are excited to be adding positively to its economy.”

Giving season kicks off this month. Many nonprofits raise 90 percent of their funds during this time, and gifts are usually given on-line. That’s where Zuri Group comes in. Zuri Group assists clients in developing, implementing and managing online fundraising, marketing, communications and ecommerce systems. Zuri Group also designs and develops websites and custom applications such as flash widgets,banners and data integration tools. Zuri Group integrates nonprofits’ on-line efforts with its traditional programs, specializing in extending the reach of traditional media and opening up new channels of interaction with new audiences.

Zuri Group works with a core group of national nonprofits, including Autism Speaks, Heifer International, Amnesty Internationaland Save the Children. For many nonprofits, who are trying to do more with less, it’s easier and more cost-effective to hire a firm such as Zuri Group rather than adding to their own staff. Zuri Group is able to provide a wide variety of services and skills that one full-time employee normally can’t provide to a nonprofit.

‘Zuri Group has served as an extension to our web development, technical and integrated marketing teams,” said Zuri Group client Stephan Caramma, Senior Director, Fundraising Systems Management for Save the Children in Westport, Connecticut. “They continue to exceed our expectations with both strategic and tactical services.”

Since the economic downturn, nonprofits have had to refocus efforts and spend a bit more money in order to stay at the same level of giving. “The return on investment for our clients is amazing,” said Murphy. “Recently, one of our clients hired us to develop and implement a Facebook badge for a fundraising walk. They ended up raising over 20 times more money than they spent on developing the application.”

New avenues of technology, such as social networking campaigns and permission-based email marketing, have grown the donor list of many nonprofits. “New technology reaches a younger, more connected audience,” said Murphy. “And we’re seeing more young people giving. We are seeing that people are wanting more and more to connect with nonprofits. We’re able to help nonprofits by utilizing today’s technology to reach more people.”