The majority of nonprofits we’ve polled already use text messaging or indicate that they plan to incorporate a text messaging fundraising program in the near future. If you plan to start or optimize your own mobile messaging program, this overview of all of the planning pieces that you should consider when developing an effective program should be very helpful.
Why Text Messaging?
During the past several years, response rates and reach on other channels have declined due to changes in technology and privacy regulations. This has been great for user control, but it has made marketing more challenging. However, 90% of text messages are opened within the first three minutes — a statistic unmatched by other channels. This nearly immediate access to donor attention makes text messaging an invaluable tool — but it also requires a careful strategy for how and when it’s used.
Choosing the Right Text Messaging Platform for Your Nonprofit
Selecting the right technology to power your text messaging platform is important. Here are key terms and considerations:
A2P Versus P2P Messaging
- A2P (Application-to-Person): Used for bulk messaging, similar to email blasts. It requires a more stringent opt-in process.
- P2P (Person-to-Person): Used to send messages individually, with human oversight, often requiring less strict opt-in requirements and coming at a lower price point.
SMS Versus MMS Messaging
- SMS (Short Message Service): Text-only messages that are more affordable and widely supported
- MMS (Multimedia Messaging Service): Allows for images, video, and other interactive content, potentially increasing engagement
Platform Features
When choosing a text messaging platform, consider:
- Whether it supports both SMS and MMS
- Pricing models and message limits
- Integration with your CRM and donor database
- Automation capabilities and audience segmentation
- Options for real-time engagement and donor response management
Some marketing platforms that nonprofits already use may offer SMS messaging as an add-on, making it a cost-effective option compared to stand-alone messaging platforms.
Who Sends and Manages the Text Messaging Fundraising Program?
According to our nonprofit benchmarks:
- 82% of messages are sent by paid employees
- 43% use paid vendors
- Many nonprofits also rely on unpaid volunteers
The right choice depends on your staffing, budget, and capacity.
What Will You Use Text Messaging For?
Text messaging can serve multiple functions within a nonprofit:
- Event Promotion: Invitations, reminders, and last-minute updates (e.g., weather changes for a 5K event)
- Volunteer Recruitment and Communication: Immediate outreach for urgent volunteer needs
- Fundraising Appeals: Short campaigns, matching-gift deadlines, and reminders from other channels
- Donor Stewardship: Thank-you messages that create a positive donor experience
Building Your Text Messaging Opt-In List
Successful text messaging programs require robust and growing donor databases. To ensure compliance and maximize engagement, focus on:
- Website opt-ins: Add a checkbox to donation and contact forms.
- QR codes: Set up QR codes that open a pre-populated text message, making opt-in quick and easy.
- Keyword opt-ins: Encourage donors to text a keyword (e.g., “GIVE” to a shortcode) to join your list.
The most important factor in launching a successful text messaging program is organization and thoughtful planning. Taking the time to strategize will create a foundation for success in engaging donors and driving fundraising efforts through mobile messaging.
Learn more about text message marketing for nonprofits in our Quick Byte webinar How to Launch Your Nonprofit’s Text Messaging Fundraising Program with Katie Damico, Vice President of Digital Operations for TrueSense Marketing.