Hustle is an American company that provides a peer-to-peertext messaging platform for areas such as politics, higher education, and non-profits. The platform initiates personal conversation between organizations and their targeted supporters or clients. Hustle was founded in December 2014, by Perry Rosenstein, Roddy Lindsay, and Tyler Brock.
Product
Organizers use the product to assign imported contacts to agents and compose message scripts. Agents deliver messages by repeatedly pressing "Send" from their personal phone. This process differs from blast messaging, in that recipients can respond to agents and initiate conversation. Because Hustle's tool is not an "automatic telephone dialing system" using a "random or sequential number generator," it avoids violating SMS regulations in the Telephone Consumer Protection Act. When a text message is received, it appears as if it was sent from a local area code. Other political P2P texting platforms include GetThru on the Democratic side and RumbleUp and Opn Sesame on the Republican side.
History
Hustle was founded by Perry Rosenstein, a 2008 Obama campaign strategist, Roddy Lindsay, a former Facebooksoftware engineer, and Tyler Brock, a former software engineer at MongoDB. The lobbying group FWD.us, an organization Lindsay volunteered for, became Hustle's first client. The Clinton campaign tested the platform in 2015 and developed Megaphone in-house, a tool with similar mass texting functionality where recipients can start one-on-one conversations. Hustle was one of several digital platforms used for Bernie Sanders's 2016 campaign strategy for GOTV efforts. The Text for Bernie Team, consisting of around 1,200 volunteers, used Hustle to reach out to voters and volunteers. In Oklahoma, four members of Zach Fang's campaign team brought 381 individuals to the first official campaign event, and later, 338 in Tulsa. In Tulsa, 95 percent of participants reported the reason for their attendance was a text through Hustle. As of 2016, over 10 milliontext messages have been sent over Hustle, and the largest volume of messages on a single day is 700 thousand. As of 2017, Hustle has initiated more than 38 million conversations with more than 25 million people. In the company's spread into higher education, 30 schools have used Hustle for fundraising. Hustle partnered with Michelle Obama's Better Make Room campaign in 2017, providing access to Hustle analytics and technical support for the campaign's texting tool Up Next. In 2017, Hustle created a partnership with NGP VAN, integrating their My List tool into the Hustle product. Using My List, organizers can import contact lists directly into Hustle. Originally a non-partisan company, Hustle supported their Democratic exclusivity with clients through their partnership with NGP VAN. In early 2019, Hustle laid off part of its workforce.
