Mere months after Cops 2.0 began, a promising new service opened for business. Nixle, a one-way messaging service, meant that police who were still social media-shy could use Twitter, text messaging and other tools to send many different kinds of messages to their citizens — all for free.
That’s changed. Last week, Nixle announced that it would start charging its member agencies for use. The decision caught many departments off guard. Some are canceling their service. Others are paying in the short term, but looking for options.
At least one has found a solution, and it, too, is free. That this agency was one of Nixle’s first users is no small thing. Long-time readers of this blog may remember Tyrone, GA Police Chief Brandon Perkins from his glowing Nixle review (which continues to be one of the highest-traffic posts on this site). Now, Chief Perkins is here to tell us how free software is helping him stay in touch with his citizens.
My agency, a 16 officer department just south of Atlanta, was the first in the State of Georgia and the 16th in the United States to join Nixle back in April 2009.
The move brought immediate positive press coverage to the agency and an influx of highly positive comments from our citizens. We wrote policy and trained our field supervisors in its use so that emergency messages could be sent 24/7 – a move that got us even more recognition. Agencies from across the country were calling me to find out how the service worked, how we were training our officers, and requesting copies of my policy.
It was an amazing concept and, as a budget conscious administrator, I was extremely thankful that it was offered at no cost to first responder agencies. I have to admit that I was skeptical because no self respecting business man would offer anything for free to the government, but we and thousands of other agencies were assured that we would not be charged for this service – Nixle was funded by a sister company that charged for their services in the private sector.
The honeymoon lasted just shy of two years.
From free to fee
All of Nixle’s member agencies received an email last week explaining that they would begin charging for most of their services effective April 29, 2011. The cost would be $1495 for the first year – a “loyalty discount” – and then a minimum fee of $3000 per year after that depending on population.
I was on the phone with their corporate offices within five minutes of reading the email and, apparently, I wasn’t alone. The representative that I talked to advised me that they had received calls from several unhappy agencies.
As a consolation, they were going to continue to provide all members with the ability to send emergency text alerts for free. Thanks, but no thanks. I can see the writing on the wall and I’m simply not going to wait for the other shoe to drop.
So what is an agency with a limited budget and a loyal following on a very stable and popular communication system to do when the provider they relied on and helped to build (yes, I went there) goes to a fee based business model? Three words: Open. Source. Software.
WordPress to the rescue
Simply put, my agency already had a website that was built on the free WordPress platform. All I had to do was install two new plugins (they were free, too) and we had our own nearly automatic mass communications system. The cost? About $10 a year for the domain name and about $90 per year for a hosting account (in our case, we share a hosting plan with the city).
I got the message from Nixle last Thursday, installed and tested the plugins on Friday, and communicated Nixle’s intention to begin charging us and our lack of funding or desire to pay for this service to my citizens (using Nixle’s system, of course) on Saturday.
How the plugins work for communication
As of Wednesday, we had over 200 members on our new system and growing. I’ve received several emails from my citizens thanking me for being fiscally responsible and for continuing in our commitment to providing them with real-time information via our new locally managed system – I’m a bigger winner than Charlie Sheen!
Unlike Nixle, my solution will not allow us to simultaneously send an email and text alert to a subscriber’s cell phone. Instead, an email is automatically sent to all subscribers when we post to our blog and we have to go to the SMS module within the Admin area of our site to send text messages.
Admittedly, this is not the “cleanest” process, but we will only be sending texts for major emergencies which are rare in my community and the text message interface is extremely user-friendly. All other messages – equivalent to Nixle’s “Community” level messages – will be submitted as a blog post and our citizens will get an email alert containing the text of the post and a link to it on our blog.
We have used Nixle to consistently send an average of 4 to 5 (mostly non-emergency related) messages per month to our subscriber base of nearly 700 members over the past two years and I am confident that our new system, although it hasn’t been around long enough to prove itself, will do a fine job for us and our loyal subscribers.
For those who may be interested in pursuing this route, Word Press is a very stable and user-friendly platform, so the learning curve for your staff should be minimal. I am currently the only member of my agency who has any responsibility with our website and I spend less than an hour per week maintaining it. A cron job performs an automatic backup of my database and sends it to my email each afternoon and adding a post or page to the site is as easy as sending an email. In fact, Word Press can be setup so that you can actually post via email!
The bottom line is this: Nixle provides an amazing set of services that any agency would be proud to offer its citizens, but there are other ways to get the job done without raising your millage rate. The internet is full of open source software and applications that can be combined to accomplish nearly any task you can think of. In some cases, it might even be financially feasible to pay a software developer to write a system to fit your needs – the upfront cost might be high, but once you own it it’s yours!
I am available to discuss our system and to provide guidance to any emergency response agency who may be interested. I can be reached at email@example.com or you can get all of my contact information and see our system in action at www.tyronepd.org.