Text messaging is a relatively new but highly powerful tool in donor communications. Its immediacy and personal nature make it an effective channel, but it must be used thoughtfully to maintain donor trust and engagement.
Trust is the foundation of any donor relationship, and transparency plays an important role in maintaining that trust. Donors should feel confident that their personal information is being handled responsibly and that they are receiving only the messages for which they have opted in.
Key considerations for transparency include:
Many people have received unwanted text messages, especially during election seasons, so they may be wary of unsolicited outreach. Nonprofit organizations must differentiate themselves from political campaigns and commercial senders by ensuring that their messages are welcome, relevant, and valuable to recipients.
The more affirmative buy-in nonprofits have from donors, the longer they will remain engaged. To build a strong text messaging list, consider multiple opt-in avenues:
Respecting donor preferences is crucial. Before sending messages, consider the timing, content, and rationale behind the communication. Donors should understand why they are receiving a message and how their information is being used.
Because text messaging feels personal — similar to a message from a friend — organizations should adopt a conversational tone while maintaining brand consistency. This means:
Establishing a recognizable sender, such as a real person associated with the organization, can enhance engagement. A message that begins with, “Hey, it’s Alex from [Organization Name]” feels more personal and less like an automated blast. If possible, incorporating the first name of the recipient and other personalization elements can further humanize the interaction.
Texting platforms that allow for two-way communication should have an FAQ response guide prepared. Common donor questions include:
Many donors forget past contributions, so a simple reminder that they have supported the organization in the past can make a big difference. Responses should be warm, clear, and appreciative to reinforce donor goodwill.
Opt-out messages should be handled promptly and positively. Even if a donor no longer wishes to receive text messages, they may still support the organization in other ways. An opt-out confirmation should:
First impressions matter. Instead of immediately making a fundraising ask, organizations should focus on introducing themselves and building rapport. Consider:
A well-organized approach ensures messaging remains relevant and engaging. Organizations should consider:
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.