A2P Versus P2P Messaging for Nonprofit Fundraising

When researching text messaging platforms for nonprofit fundraising, you may encounter numerous unfamiliar terms, making the landscape seem complex. Here, we break down the key concepts of A2P (Application-to-Person) and P2P (Person-to-Person) messaging and explore considerations to help nonprofits choose the right messaging approach. 

A2P Versus P2P Messaging 

A2P (Application-to-Person) Messaging allows organizations to send bulk messages to a large audience simultaneously. This method is similar to sending an email blast and requires recipients to opt in proactively. Examples include: 

• Text alerts for advocacy and limited-time match opportunities 

• Nonprofit event reminders and donation campaigns 

Because A2P messaging operates at scale, compliance regulations require stricter opt-in processes to ensure recipients consent to receive communications. 

P2P (Person-to-Person) Messaging, although sometimes assisted by software, involves sending messages one at a time with a person overseeing each outgoing message. This approach allows for a more personalized interaction and requires less formal opt-in processes. Key characteristics include: 

• Each message requires a manual action before sending 

• More conversational and direct engagement with donors 

• Typically lower cost compared to A2P messaging 

Key Considerations for Nonprofits 

When deciding between an A2P or a P2P messaging platform, here are a few key considerations to keep in mind: 

10DLC Registration 

Most text messaging providers require 10DLC (10-Digit Long Code) registration, which assigns a unique, 10-digit or short code number to your organization. This process validates your identity, similar to how a domain name confirms an email sender’s legitimacy. Some wiggle room exists in regulatory enforcement, but failing to register can lead to poor message delivery and increased spam flagging. 

SMS Versus MMS Messaging 

When selecting a messaging platform, consider whether you need: 

• SMS (Short Message Service): Text-only messages, typically more affordable. 

• MMS (Multimedia Messaging Service): Supports images, videos, and other media for richer engagement. 

Platforms vary in their support for SMS versus MMS, and pricing structures differ accordingly. Nonprofits should determine whether starting with a more cost-effective, SMS-only approach — or leveraging multimedia for increased engagement — best aligns with their goals. 

Managing a Messaging Program

Consider internal resource availability when deciding between A2P and P2P messaging. Key factors include: 

• Staffing: Do you have the bandwidth to engage donors individually (P2P) or need automated mass messaging (A2P)? 

• Recipient Feedback: Some platforms provide real-time engagement tracking, enabling responses and message optimization. 

• Data Management: Effective segmentation and integration with donor CRM systems enhance messaging efficiency. Platforms range from simple list uploads to robust CRM integrations with advanced audience targeting. 

Choosing between A2P and P2P messaging for nonprofit fundraising depends on factors such as audience size, compliance needs, engagement strategy, and internal resource availability. Understanding 10DLC requirements, SMS versus MMS functionality, and platform capabilities will help nonprofits optimize their messaging strategies and maximize donor outreach efforts.

Learn more about text message fundraising for nonprofits in our Quick Byte webinar How to Launch  Your Nonprofit’s Text Messaging Fundraising Program.