As the year comes to a close, now is the best time to start thinking about the goals your organization is setting for the new year. Whether you have already been texting your supporters or if you have never sent a text, perfecting this channel of communication can help your organization build closer relationships with your supporters.

Why should your organization consider texting?

Text messaging is a great way to make sure you are communicating directly with your supporters. Text messages have an average open rate of 98%, and 97% of text messages are opened within the first 3 minutes. In comparison, an average email open rate is typically around 22%. So by sending text messages, your organization is increasing the likelihood of your supporters seeing your messages, and seeing them quickly.

When should I text?

With the holiday season and year-end just behind us, now is the perfect time to start (or continue) to use text messaging. If you didn’t use text for your year-end fundraising, use this as an opportunity to thank your donors. If you did use it for your year-end campaigns, you’ll want to continue that communication into the new year.

As a best practice, it is recommended that your organization send at least 3 cultivation text messages to your audience that do not contain a direct donation ask before any monetary call-to-action. These text messages will help supporters feel more comfortable and more inclined to make a donation at a later time. 

Your nonprofit can begin now to develop a plan for the text messages you’ll send in 2020. For example, if you start in January, you can send one message per month starting for the next 3 months. By the time you reach Spring, you can send a call-to-action for any fundraising events or campaigns you may have approaching!

What should my text messages say?

Your text messages can contain all different types of content. Initial text messages should be friendly, informative, and contain content your audience is eager to hear. Some ideas for these messages include sharing recent success stories, impact metrics of previous or current campaigns, or messages expressing gratitude or updates directly from your staff, board or volunteers.

As you start off the new year, it’s important to thank donors for any support they’ve given recently, update them on the great work your organization is doing, and spend some time focusing on building the relationship between your organization and your supporters. Ultimately, this will prepare your donors for when you are ready to introduce a fundraising campaign or event later in the year. 

Another idea to start off 2020 is to send your supporters a donor survey via text. You can create a survey through GiveSmart to send to them and gain some insight about what they like to hear about from your organization. That way you can more carefully craft and send content that aligns with their interests. 

Who should I text?

While your younger audience may seem like the most obvious choice, supporters of all generations use text, so don’t be afraid to text everyone! You can upload a list of all the phone numbers you have in your donor database into GiveSmart to see which are mobile and ready to accept text messages. 

Don’t have many phone numbers yet? You can use GiveSmart subscription keywords to easily build your database and start collecting more phone numbers from your audience. Anytime someone texts in your keywords, you collect their phone number which you can use to continue that line of communication. Subscription keywords remove the donation element so supporters can feel more comfortable texting in to receive information and you can build your database and your relationships.

Implementing text messaging is a great way to add an extra layer to a multichannel approach and ensure that your supporters are receiving your information quickly. Make a plan to implement text messaging as part of your organization’s New Year’s resolution to strengthen the relationship between your organization and your supporters!

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3 reasons your nonprofit needs to consider text messaging

97% of Americans now own a cellphone of some kind and 77% own a smartphone, making text messaging the most direct way for nonprofits to connect with their donor base. Mobile messaging allows nonprofits to connect with their donor base instantaneously and faster than any other marketing channel. Below are three additional reasons on why your nonprofit needs to consider text messaging software. 

1. Text messages average a 98% open rate

Text messages average a 98% open rate and 97% are opened within 3 minutes. To compare, email has just a 22% open rate. Texting is the most widely-used forms of communication, with 97% of Americans using it at least once per day. If you want to reach your supporters, text messages give you the highest likelihood of doing so, especially when the need is immediate.

Top nonprofit organizations are already using text messaging. For example, one of our clients, Wildlife SOS, a wildlife care and rescue organization, needed donations to help rescue an injured and abused elephant named Raju. Time was limited, so they started a crowdfunding campaign and sent out blasts via text message and social media asking for people to text “RAJU” to 71777 and help raise funds for his rescue mission. In the end, they collected over $47,000 by having donors text-to-donate to help with his rescue and ongoing care costs, and continue to send those supporters updates about Raju’s well-being.

If you’re reading this and you’re concerned about sending text messages to your supporters that didn’t opt in, don’t worry! Under the Telephone Consumer Protection Act (TCPA), Nonprofits do have special permissions. So long as a fundraiser’s text is purely for charitable purposes and not commercial solicitation, the text will not fall under the TCPA.

2. Texting messaging = eco-friendly fundraising

As nonprofits continue to adopt clean technology, many opt for text messaging. It’s important to note that text messaging is a great solution to printed direct mail, which consumes more trees and has a lower open rate. Text messaging is also sustainable, requiring less resources to keep campaigns going. Digital text messaging subscriptions can be kept running, where as traditional marketing requires renewal of marketing collateral.

3. Mass texting can be used for more than just fundraising

While many people are familiar with carrier-billed text message donations, today’s fundraising software allows far more flexibility for nonprofit organizations thanks to text message keywords. Text message keywords are keywords that supporters can text to a 5-digit shortcode, like 41444 or 91999, to perform specific actions, such as signing up for a volunteer event or joining a peer-to-peer fundraiser. Once a supporter texts your keyword to the corresponding shortcode, they’ll receive a link to a landing page where they can input their information. Even better, a supporter who texts any one of your keywords can be subscribed to receive ongoing updates for your organization.

Considering just how effective text messages can be for nonprofits, perhaps it’s time for your organization to consider text message fundraising and communication solutions for your cause and start reaping the rewards.

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Text to everything

Use keywords and messaging to increase response rates for everything in your nonprofit organization!

The texting phenomena

The first text message was sent in 1992 and read “Merry Christmas.” In 2015 more than 8 trillion texts have been sent.

On average, Americans send/receive 32 texts per day (960/month or 11,520/year) while making/receiving 6 phone calls per day.

Truth: In the last 20 years text messaging has become the most popular form of communication in the world. Unlike voicemails, emails and social media posts, text messages guarantee that your message is seen.

3 out of 4 NPO supporters appreciate text messages

Did you know: 76% of supporters appreciate text message reminders and updates from nonprofit organizations. 24% choose to not receive future messages by conveniently replying stop.

Use keywords for everything

Donations: People who text donation keywords receive a text reply with link to complete their gift. Those who do not make a donation automatically receive 3 text message reminders over the next 8 days.

Crowdfunding: People who text crowdfunding keywords receive a text reply with link to support the campaign. After clicking the link, people have the option to make a donation, become a fundraiser and share.

Custom: People who text keywords with custom reply messages receive whatever reply text message and link(s) you designate. (134 characters max)

Truth: Anyone who texts a keyword to a shortcode is automatically subscribed to receive text message reminders and updates from your organization.

Top 18 ways NPOs use keywords

1. Text to make credit card donations
2. Text to set up recurring gifts
3. Text to make event pledges
4. Text for updates and alerts
5. Text to sign up
6. Text for daily encouragements
7. Text to buy tickets
8. Text to RSVP
9. Text to volunteer
10. Text for tips
11. Text for instructions
12. Text for resources
13. Text for business card
14. Text to sign petition
15. Text to become member
16. Text to pay dues
17. Text for payroll deductions
18. Text to take surveys

Tip: If one of your supporters accidentally replies stop to unsubscribe, they can simply text any of your keywords to be instantly resubscribed to your list.

Getting started

Upload List: Upload all phone numbers from your database for mobile number validation and send the subscription notification text message.

Update Forms: Add “mobile phone number”to all digital and paper forms for future collection and upload.

Send Text: The first text message you send should contain a link to a short personal video thanking them for their support.

Did you know: There is a special provision of the telephone consumer protection act that allows nonprofits to upload lists of supporter phone numbers and send them text message updates.

Text messaging best practices

Send Videos: Send regular text messages with links to short videos and photo galleries that show the impact of your organization.

Don’t Spam: Only send text messages to people who are familiar with your organization.

Be Strategic: Be strategic about asking for donations. Never ask for money before sending a series of compelling communications.

Urgent: The biggest mistake organizations make is asking for donations in the first text message they send.

Strengthen all communications with text reminders

Email: Send text messages with links in parallel with email blasts. When a person receives a text and an email they are twice as likely to click on your content.

Social Media: Send text messages with links to social media posts encouraging people to follow, like and share.

Direct Mail: Send text messages in parallel with direct mail drops. A donor is 3 to 4 times more likely respond to direct mail when they receive multi channel communication.

Tip: Because it is nearly impossible to ignore a text, don’t send messages when people are sleeping or eating dinner. It is best to send messages during the daytime. Be aware of time zones.

Are you ready to get started? Request a demo today!