The Role of Text Messaging in Multichannel Fundraising Campaigns

During the past several years, many traditional fundraising channels have experienced declining response rates due to evolving technology and stricter privacy regulations. These changes benefit users, but they pose challenges for marketers.  

One channel remains remarkably effective: text messaging. In fact, 90% of text messages are opened within the first three minutes — a level of engagement unmatched by any other communication medium. 

Text messaging provides nonprofits with an immediate and direct line to donors. However, with this relative immediacy comes responsibility. Organizations must be strategic in their approach, ensuring that their messages are meaningful, respectful, and engaging to avoid donor fatigue or opt-outs. 

Managing Data and Audience Segmentation 

Text messaging operates similarly to other digital marketing channels in terms of data management. Before launching a campaign, nonprofits must consider: 

• Data Sources: Where is donor data coming from, and how will it be integrated into the messaging platform? 

• Audience Segmentation: How will donors be categorized based on giving history, engagement level, and preferences? 

• Platform Selection: Will you use a stand-alone SMS platform or integrate messaging into an existing marketing system? 

Many comprehensive marketing platforms now offer SMS messaging as a feature, making it cost effective for organizations that are already using those systems. Nonprofits should evaluate their options based on their budget, internal capabilities, and overall fundraising strategy. 

Creating a Positive Donor Experience 

Text messaging is a personal and direct form of communication. Unlike emails, which can be easily ignored, text messages arrive on a donor’s phone alongside messages from close friends and family members. This level of intimacy means nonprofits must: 

• Avoid sending unwanted messages or over-messaging 

• Clearly explain how donors’ phone numbers were obtained 

• Ensure messages feel helpful and relevant, rather than intrusive 

Additionally, with political campaigns and commercial promotions frequently using SMS, nonprofit organizations should distinguish their messages by being transparent and respectful of donor preferences. 

Building and Maintaining an Opt-In List 

Nonprofits can grow a compliant and engaged text messaging list by: 

• Promoting opt-ins through website forms, donation pages, and in-person events

• Using QR codes to make sign-ups seamless, directing users to pre-populated text messages for easy registration 

• Ensuring clear opt-out options and confirming unsubscribes with a positive message thanking supporters for their engagement 

Transparency is key: Donors should always understand why they are receiving messages and have control over their subscription. 

Timing and Content Strategy 

A well-planned text messaging strategy should consider: 

• Timing: Messages should be sent at appropriate times and intervals to avoid overwhelming donors. 

• Content Planning: Before making fundraising asks, consider sending introductory or appreciation messages to build engagement. 

• Balance: A mix of fundraising, event promotions, volunteer opportunities, and thank-you messages creates a more engaging and donor-friendly experience. 

Best Uses for Text Messaging in Fundraising 

Some of the best uses for text messaging in fundraising include: 

• Event Promotion and Alerts: Invitations, reminders, and last-minute updates (e.g., weather changes for an outdoor event) 

• Volunteer Recruitment and Communication: Quick calls for volunteer support when urgent needs arise 

• Fundraising Appeals: Timely asks for donations, particularly during short-term giving campaigns or matching-gift deadlines

• Donor Stewardship: A simple thank-you text that strengthens relationships and encourages future support 

Text messaging is an incredibly powerful tool in multichannel fundraising campaigns, but its success depends on thoughtful planning, responsible messaging, and donor-centric communication. By integrating SMS effectively into their overall strategy, nonprofits can increase engagement, boost donations, and build lasting relationships with supporters. 

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.