SMS Marketing for Nonprofits: How to Engage and Drive Support

Why Nonprofits Rely on SMS

SMS messages have incredibly high open rates, often over 90%, allowing nonprofits to make an immediate impact with their communications.

Busy donors appreciate receiving quick, convenient text messages that they can read and respond to on the go.

When compared to email, SMS offers key advantages:

• Faster response times
• More immediate engagement
• Better performance for time-sensitive campaigns
• Higher effectiveness for urgent updates

Stand Out in a Crowded Space

Capturing a donor's attention can be a daunting task. With an overwhelming amount of information vying for their attention, it's easy for your message to get lost in the noise.

This is where SMS marketing shines. SMS messages have an average open rate ranging from 95% to 98%, significantly higher than the average open rate for emails of 20% to 28%.

The immediacy and personal nature of text messages, which often appear alongside messages from friends and family, contribute to this high engagement rate.

Key statistics about SMS marketing:

• The read rate is generally around 42%
• 90% of people open a text within three minutes

To maximize the effectiveness of your SMS marketing campaign:

• Craft compelling subject lines or keywords that encourage opt-ins
• Keep messages concise and engaging
• Make content easy to understand at a glance

Another key aspect of successful SMS marketing is using short, memorable codes for recognition. These codes help your donors quickly identify and engage with your organization.

By consistently using the same codes across your marketing channels, you create a sense of familiarity and trust with your audience. This recognition can lead to higher response rates and increased donor loyalty over time.

‍

Launch Powerful Fundraising Campaigns

Text-to-give strategies have proven to be highly effective in prompting immediate action from donors. By leveraging the power of SMS, nonprofits can reach supporters directly on their mobile devices, making it easy for them to donate with just a few clicks.

Here are some notable success stories:

• Tupelo Children's Mansion raised $12,000 on GivingTuesday by combining SMS outreach with email and social campaigns
• March of Dimes partnered with Tatango to achieve a 32% increase in their annual giving day results

Automation plays a crucial role in simplifying recurring donations. By setting up automated SMS campaigns, nonprofits can engage donors with thoughtful content and encourage them to become regular supporters.

A case study on SMS growth demonstrated impressive results within one year:

• 275% increase in SMS donors
• 110% rise in SMS revenue

When crafting fundraising texts, it's essential to write urgency-driven, concise messages that compel supporters to take action. International Medical Corps successfully engaged donors on Giving Tuesday by employing a strategic messaging strategy that emphasized stewardship and storytelling.

SMS messaging has become increasingly effective for nonprofits due to its high open and click-through rates, serving as a bridge between online and offline fundraising. By harnessing SMS in fundraising and following best practices, nonprofits can unlock the power of mobile giving and drive successful campaigns.

Boost Volunteer Participation

Event reminders and sign-up links sent directly to mobile phones can significantly increase volunteer engagement. SMS messages have higher open rates compared to emails, making them an effective outreach tool. By simplifying recruitment through opt-in keywords and streamlined engagement, nonprofits can attract more volunteers and build stronger relationships.

Segmenting lists to target specialized volunteer groups enables personalized and scalable communication. This approach is crucial for maintaining volunteer engagement.

Key benefits of list segmentation:

• Enables targeted messaging based on volunteer roles
• Ensures volunteers receive relevant information
• Helps nonprofits stand out in a competitive sector
• Creates more meaningful connections with volunteers

Building morale through appreciation texts is another powerful retention strategy. Recognizing volunteers' efforts through personalized messages fosters a sense of belonging and increases motivation.

Strengthen Donor Stewardship

Text messaging is a powerful donor communication tool. By personalizing messages and incorporating storytelling, nonprofits can build deeper emotional connections with donors, and help them connect with their cause.

Key SMS stewardship strategies include:

• Sending instant thank-you messages to donors
• Addressing supporters by name
• Sharing updates on specific campaigns
• Incorporating short videos to enhance message retention

Visual impact updates are another crucial element of donor stewardship. Share photos or brief stories that showcase how donations are making a difference. This reinforces your mission's importance and encourages continued support.

Lastly, timing is crucial for donor engagement. Sending timely reminders, especially during critical fundraising periods like Giving Tuesday, can significantly improve retention rates and maintain donor engagement.

Promote Events & Webinars

A well designed SMS campaign can boost attendance and engagement at events. By using recipient names or past engagement history to personalize messages, organizations can create a more compelling experience for their audience.

Visual content and urgent language in SMS messages can motivate recipients to take action and register for events. These elements create immediacy and grab attention.

Before the event, nonprofits can implement several strategies to help drive participation:

• Offer exclusive access codes via SMS
• Provide real-time updates
• Create a sense of urgency and exclusivity
• Send timely reminders as the event approaches

But it doesn't end with the event. Post-event communication is crucial for maintaining engagement. After the event, organizations can:

• Send follow-up texts to gather feedback
• Communicate next steps
• Maintain connections with attendees
• Tailor messages based on audience segments

By using SMS alongside other communication channels, nonprofits can maximize event attendance, while increasing donor recruitment and satisfaction.

Remain Compliant & Respectful

Privacy and donor preferences should be your top priority when utilizing text messaging for nonprofit fundraising. Obtaining opt-in consent before sending messages ensures you're communicating with an engaged audience who wants to hear from you.

Building trust requires:

• Getting explicit permission before messaging
• Respecting personal boundaries
• Maintaining positive relationships with supporters

Include clear and accessible unsubscribe options in every text message you send. Donors should be able to opt out of future messages easily and without hassle. This demonstrates that you value their preferences and respect their choices.

When crafting messages, be mindful of your communication frequency. Avoid overwhelming donors with excessive texts, as this can lead to:

• Message fatigue
• Higher unsubscribe rates
• Decreased engagement

Strike a balance by sending relevant, concise, and compelling messages that keep donors informed without flooding their inboxes. By respecting their time and attention, you're more likely to maintain a loyal and responsive subscriber base.

‍

Set Up & Measure Your Campaigns

Selecting the right SMS platform for your nonprofit is crucial for effectively measuring and optimizing your campaigns. Look for platforms that offer:

• Robust analytics
• Easy integration with your existing systems
• Features that align with your goals

Integrating with CRMs allows you to manage donor data seamlessly, personalize messages, and track engagement across multiple channels.

To measure the success of your SMS campaigns, track these key performance indicators (KPIs):

• Click-through rates (CTR) - indicates how many recipients engage with your messages
• Unsubscribe rates - helps gauge content effectiveness and relevance

By monitoring these metrics, you can identify areas for improvement and optimize your campaigns accordingly.

Calculating ROI is essential for demonstrating the value of your campaigns and securing future funding. We wrote about this in our previous blog on SMS Marketing ROI.

This ROI calculation helps you assess profitability and make data-driven decisions for future campaigns. You can dive even deeper here.

Launch Your Nonprofit SMS Strategy With Textla

SMS marketing holds immense potential for nonprofits looking to drive deeper engagement for their cause, and Textla makes that super fast, easy and affordable.

Get started today with the fastest, and most affordable SMS service on the web.

And as you launch your SMS campaigns, remember to:

• Track campaign performance data
• Gather supporter feedback
• Refine your messaging
• Maximize your overall impact