Mobile Messaging: The New Frontier in Nonprofit Fundraising

In today’s landscape, reaching donors effectively has become increasingly challenging. Email inboxes are overwhelmed, social media organic reach has declined, and postal costs have skyrocketed. (“Forever” stamps are up 78% in price since they came out in 2007.) 

Enter text messaging: a game-changing channel revolutionizing how nonprofits connect with their supporters.  

SMS marketing boasts an impressive 99% open rate, with response times around 90 seconds on average (compared to 90 minutes for email). That’s why text messaging has emerged as one of the most powerful tools in a nonprofit’s communications arsenal. 

The Power of Mobile Giving 

The numbers speak for themselves: 

• Mobile giving donations have surged by 205% in the past year. 
• The average text-to-donate gift stands at $107. 
• Text messages are read and responded to 60x faster than emails. 

This explosive growth isn’t just about the numbers, however. It’s about creating meaningful connections with donors in an increasingly digital world. 

Navigating the SMS Landscape 

Before diving into SMS marketing, it’s important to understand the different approaches available: 

A2P (Application-to-Person) Messaging 

• Automated messaging system, similar to email marketing platforms. 
• Has more strict opt-in requirements than P2P Messaging. 
• Ideal for broad communications like campaign updates or event announcements.

P2P (Person-to-Person) Messaging 

• A more personal approach requiring individual sender action. 
• Allows for messaging based on past interactions and relationships without requiring explicit opt-in. 
• Perfect for personalized donor engagement. 

 Eager to learn more about starting a text messaging fundraising program at your nonprofit? Check out this Quick Byte webinar hosted by Katie Damico, VP of Digital Operations. View the recording at your convenience to learn how to use this channel to connect with your supporters in positive, meaningful ways.  

5 Best Practices to Make Your SMS Donor Marketing Program Succeed 

1. Build Trust Through Compliance
While nonprofits have some flexibility with implied consent from donors, responsible data management is crucial. Remember to:

• Regularly screen against “Do Not Call” lists.
• Respect internal communication preference flags.
• Maintain clear data privacy policies.
• Actively encourage explicit opt-ins. 
  

2. Craft Personal, Authentic Messages
Text messaging feels more personal, and your communications should reflect this by:

• Designating a spokesperson as the point of contact.
• Adopting a conversational tone (yes, even emojis can work!).
• Using personalization thoughtfully and accurately.
• Focusing on building relationships before making asks.

3. Plan for Engagement
Prepare for two-way communication by:

• Developing FAQ guidelines for common donor questions.
• Creating friendly opt-out responses.
• Tracking and honoring communication preferences.
• Making interactions genuinely interactive!

4. Start Strategic, Scale Smart 
Begin with a focused approach. You should:

• Consider starting with event promotion or volunteer communications.
• Build your text messaging list organically.
• Test and measure response rates.
• Gradually expand into fundraising asks.

5. Measure Success 
Modern SMS platforms offer robust analytics capabilities like:

• Cross-campaign analytics 
• Segmentation tools 
• A/B testing capabilities 
• Funnel metrics 

These tools allow organizations to continuously refine their approach and maximize ROI. 

The Future of Text Messaging in Donor Communications 

As digital communication continues to evolve, SMS and MMS marketing stands out as a uniquely powerful tool for nonprofits. Its personal nature, immediate impact, and impressive engagement rates make it an essential channel for organizations looking to build stronger relationships with their donors. 

Success in mobile messaging isn’t just about the technology, though. Use this channel responsibly and thoughtfully. By focusing on authentic engagement, respecting donor preferences, and gradually building meaningful connections, nonprofits can harness the full potential of text messaging to support their mission and drive impact. 

Remember: In nonprofit communications, the golden rule applies more than ever. Every message should be one you’d be happy to receive yourself!