Using SMS as real time how-to guide for accessing student debt relief
A look at how the NEA used SMS to guide their audience through a complex application process.
3 min read | Illustration by Lívia Prata
People often associate text message marketing to pushy campaigns and promo codes. However, there is a way that this channel can be leveraged to be educational and helpful to people who are in need of knowledgeable support. By working with us, the NEA was able to leverage their text messaging program to support educators during a stressful and complicated process: applying for student debt relief through the PSLF program.
Amongst the many actions that the National Education Association has advocated for, student debt forgiveness is one of the most impactful and life-changing. Now that the sitting administration has a plan for student debt forgiveness in place, the NEA has turned its attention towards helping educators navigate it and access it.
The challenge
Navigating a confusing administrative process
Applying to programs like grants, tax benefits and social benefits is often a slow, convoluted and frustrating process that can make people feel like these advantages are impossible to access. Debt-forgiveness is no different: with overlapping programs, different eligibility requirements and deadlines, legal challenges, student debt relief programs can be confusing.
When the Biden administration announced its student debt relief plan, educators had a lot of questions about how it interacted with the PSLF (Public Service Loan Forgiveness) program, how to apply, and where to find trusted information amidst legal challenges and partisan rhetoric.
NEA needed to communicate with its members, give them information to make sure they got as much student debt relief as possible, and help them navigate a confusing process.
The team turned to SMS, where they had an established and trusted persona – Amy from NEA – who could guide members to maximum relief.
The solution
Using SMS as a step by step guide with real-time support
Spreading the word with keyword triggers
The team quickly set up and advertised keywords that would allow their audience with interest in getting debt relief to trigger a series of texts exchanges about PSLF’s extensions, student debt waivers, webinars, online resources, and 1:1 Q&A opportunities via SMS with the NEA’s experts.
In addition to reaching their own audiences, the NEA knew this was information that needed to be spread as wide and as quickly as possible. They set up tell-a-friend prompts and opt-in keywords that engaged users would share with their friends – perfect for younger audiences who are most impacted by student debt, and least likely to be getting verified info via other channels.
Automated reminders
Next, the team set up automated reminders counting down to deadlines, so that subscribers could get weekly prompts to take next steps, submit their paperwork, and get their debt cleared.
Once users submitted their applications, they replied with another keyword that ended the automated stream, and asked them to share the results of their application.
Message 1:
Hi Jane, it's Amy from NEA!
There are 20 days left to apply for PSLF under the Limited Waiver. Apply today: http://lil.ms/ittd
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Need help with your application? We are hosting two webinars this month to help educators get their student debt cancelled. RSVP: http://lil.ms/iuu4
Message 4:
ONE WEEK LEFT UNTIL THE PSLF WAIVER EXPIRES! Make sure you apply before the deadline: http://lil.ms/ittd
Reply COMPLETED if you've already applied.
Helpful conversations
Beyond automated reminders, webinar invites, and online resources, NEA knew they had something no one else could offer – Amy, a real human being, who cares about NEA’s members and wants them to succeed. When they had questions that needed a personalized response, Amy – in consultation with NEA’s legal & student debt teams – was able to give it to them straight.
Hi, Amy! I apologize that it has taken me so long to reply. My name is Mia. I filled out all the paperwork to make sure I could stay in the PSLF program in August. 1) I am wondering how I can check to verify that all the paperwork was processed and I am still OK. 2) Since my 10 years at my school will be up in 2 more years, it doesn’t seem like I should apply for this $10K forgiveness in addition. What do you suggest?
I asked our student debt experts about your question, and they recommend you apply! Basically, even if you haven’t hit 10 years, some of the payments you’ve made could count under the waiver that won’t count once the waiver expires. So by applying now you could be moved closer to hitting your 10 years. I hope that helps! -Amy
Amy was also able to talk to members who were skeptical of loan forgiveness, and explain to them why it was a good thing, even if it didn’t apply directly to them. A 1-on-1 conversation, in a less politically charged space, with a trusted voice helped get some of these members onboard with NEA’s advocacy for debt relief.
I really wanna know why this is a good thing. 2nd issue I work in a poor school district most of the kids aren’t gonna go to college I’d rather see money help them go to college then help the kids whose families are well off pay off their college education.
Higher education should mean greater possibilities. However, public disinvestment and profit-seeking loan servicers have created a student debt crisis, leaving too many people with an untenable amount of debt. We believe that canceling student debt now allows room to fix this broken system and create a future where higher education is affordable to everyone. Learn more about our vision: http://lil.ms/j0fx/7ud0d4
The results
Tens of Thousands of dollars of student debt waived.
Thanks in part to SMS outreach, the team was able to help almost twelve-thousand members navigate student debt relief. Additionally, they strengthened the relationship with those members, and even with ones who weren’t able to get their debt waived.
Amy was deluged with messages of thanks, appreciation, joy, and excitement from members:
Hi Amy. I'm all set. My debt was cancelled 👍🏼. Thanks for the great outreach & assistance!
No, my student debts were FINALLY cancelled in June under PSLF, thanks to NEA's persistence! 🎉
My student debt was cancelled AND I received a refund for overpayment! 😊💰
I had $140,000 cancelled!!!! Thank you for asking
it is all set and cancelled! 🤩 Thank you so much for checking on!!!
Thanks to a trusted concierge, thousands of NEA members got their student debt cleared, their questions answered, and huge weights lifted off their shoulders.