10 Reasons Your Nonprofit Needs to Be Texting

From time to time, I host guest posts from professionals with niche expertise. There are just some things others know a lot more about than do I, especially when it comes to technology. Today’s article is one of those, from someone who really understands the ins and outs of text messaging and fundraising. Here’s what he has to say.

Nonprofits today face many challenges.

You do too! You’re busy and overworked, and the prospect of adding a new channel to your plate is daunting. But what if texting is a strategy that can help your nonprofit overcome some of the problems causing you stress?

• Are people not paying attention to your messaging? People read texts.
• Are your email numbers declining? Text messaging stats are rising.
• Do you need to make things simpler? Texting is as basic as it gets. 

You can future-proof your nonprofit by embracing text messaging. Everything is going mobile, and putting a strong texting strategy in place puts you at the center of the action.

Here are 10 reasons why your nonprofit should use text messaging:

1. It’s Where People Are

Watches, phones, tablets, and more—so many people have them, and not only do they have them, they take them everywhere. These little devices have invaded our lives.

• 97% of American professionals are within 3 feet of their mobile devices 24 hours a day.
• 89% check their phones within the first 10 minutes of waking up.
• 75% take their devices to the bathroom, sometimes even falling asleep with them.
• 69% have texted someone in the same room as them.
• People look at their phone 144 times a day.
• 35% said if they could only have one, they’d rather keep their cell phone than their car!

People are on devices, so reach them on a device. After all, a classic marketing mantra is “if you want to reach people, go where they are.” And texting is the best way to do that:

Just look at the open rates: 90-95% for texting vs. 30-35% for email.

To do: Generally, more than half of web traffic is from mobile devices. In a mobile world, you need a mobile-first strategy. To persuade yourself and your leadership you should really prioritize this, take a look at your website’s analytics and compare mobile to desktop traffic. It’s time to reach people where they’re at.

2. Big for Events

Texting is a powerful way to take your events to the next level. You can implement texting to boost engagement and donations before, during, and after your fundraising event.

Examples:

• Special Olympics Virginia: You can send participants helpful, day-of updates.
• HEADstrong Foundation: You can follow up with fundraisers and keep them on track.
• My360Project: Share a simple way to donate from the stage.

To do: The simplest way to make texting work at your fundraiser is with a simple text-to-donate strategy—”text KEYWORD to 24365”— that you pitch on table tents, posters, screen graphics, and more around your event. This allows you to capture donations and follow up with people you otherwise might miss—friends brought along to fill a table, extra golfers rounding out a team, and casual attendees. 

3. Email Sucks

I hate to be the bearer of bad news, but email revenues are on the decline. Email revenue accounted for only 14% of online fundraising last year, falling 4%. That doesn’t mean email isn’t being sent. Per the M+R Benchmarks Study, nonprofits are emailing more and bringing in less.

That’s right. Your constituents are drowning in email, and it’s simply losing its effectiveness.

Now let’s be honest: Email isn’t going away. It’s still a huge revenue driver for nonprofits.

But things are starting to shift, and that’s where texting comes in.

Example:

Salvation Army Great Lakes increased their online revenue by adding text messaging to their email strategy: “I feel like more people open their text messages than open every single email they get,” said Christina Holman, the director of integrated marketing and mail. “That in itself tells a good story.”

To do: Imagine a post-email world. If that’s scary for you, then you especially need to take these stats seriously. But you don’t have to make a massive transition right now. Add a texting opt-in to your sign-up forms and start building your lists now.

4. Supercharge Other Fundraising

Texting is a simple way to boost your other fundraising efforts. So is offering up a QR code folks can scan on their phone. Tack mobile strategies on to what you’re already doing and see how it makes things both simple and effective.

Examples:

• Denver Rescue Mission was seeing fewer donors, but active ones were giving more. They wanted to find a strategy to bring in new donors, while also being able to engage more actively with current ones. They’re still evolving their strategy, but already finding it useful for specific, targeted campaigns. “We knew right away it would be a great tool for our turkey drive,” said Alexxa Gagner, the senior director of marketing and communications.
• Salvation Army Great Lakes wanted to add texting as part of an integrated, multi-channel strategy. They’ve been using it to have folks text keywords to give. They can use different ones for different causes (e.g., COATS; BREAD; TORNADO). They find this method of fundraising particularly user-friendly. “I know the media really appreciates it because it’s really easy to say during an interview,” said Christina Holman, director of integrated marketing and mail.

To do: The Rock School of Dance has lots of innovative ideas for ways donors can give. Recently, for a direct mail campaign, they added a QR code to donate with a quick phrase about ‘Save a stamp and scan to donate’ on the return envelope. 

5. Everybody Texts

There’s a temptation to dismiss texting as a domain of the younger generation. But don’t underestimate seniors—everybody texts.

Just as Boomers once flooded Facebook to keep up with their kids and grandkids, today’s older generations are adapting to texting to keep in touch with younger family. They’ll also use texting to keep in touch with the causes they care about.

Example:

ABS-CBN Foundation International was seeing pandemic and inflation-related decreases in donations. They wanted to be able to communicate how much every dollar helps. With the exponential increase in technology use during the recent period, they saw an opportunity to encourage their supporters — the bulk of whom are first generation, so more seniors – to embrace mobile giving. PerAlma Magsombol, operations manager, “They’re not really that into using technology, but they would like to try it. Now it’s actually an easy way for people to donate.”

To do: While everybody texts, not everybody wants the same message. An 18-year-old and an 80-year-old will likely respond to different things. So, you need to segment your audience and send the right message to the right person. The more you know about your supporters – the names, faces and behavior behind the phone numbers — the easier it is to achieve this segmentation.

6. You Don’t Own Social

If email is on the decline, social media might feel like the obvious alternative. Not so fast.

On social media, someone else controls your marketing investment. They can change the rules. Don’t put all your marketing eggs in someone else’s basket. Your nonprofit needs to invest in platforms you control.

Your text messaging list, like your email list, is yours to keep. You own it. You’re not building someone else’s platform, where the rug can be pulled out from under you.

To do: I’m not suggesting you abandon social. The more people have opportunities to encounter your messaging across various channels, the better. But you do need a plan to convert social followers to list subscribers. From your social posts, make it a regular habit to point to your website sign-up form and give people a reason to subscribe. Then follow up with a sound strategy of welcome and cultivation emails which will establish a foundation of trust between you and your subscribers.

7. Simple Introduction to Your Mission

My favorite example of texting making things simple and easy comes from My360Project, a humanitarian shoe organization. CEO and founder Darryl Carnley loves the simplicity of pitching their mission with texting: “I was out at a pizza joint, sitting at the bar with a friend of mine. This lady sees ‘My360Project’ on my shirt and asks about it. I said, ‘Hey, you want to know more? Text SHOES to 24365.’ About an hour later my phone buzzed. She had checked it out and donated $100.”

If you don’t get on board with texting for any other reason, do it for this one.

To do: A successful text-to-donate campaign thrives on simplicity. How simple can you make your pitch? It sounds easy, but success comes down to having a coherent brand message. If yours is a little muddled, check out Donald Miller’s Storybrand.

8. Send Alerts

Text messaging is the simplest and most effective way to send timely alerts. Emergencies, weather closures, and event updates are all instances where texting is ideal.

Not every nonprofit needs to send alerts, but if you’ve got people on location—classes, meetings, events, etc.—it might be really helpful.

No one is checking their email in the middle of an event, but they will read a text message. That makes it perfect for quick reminders like the silent auction is closing or last-minute changes like the moving the merch table.

Example: 

Salvation Army Quincy found numerous uses for texting. “It’s what our membership wants. It’s the value we get because the members are happy,” said Marketing Manager Carolyn Carpenter. “They were asking for texting for alerts.” Ways they use texting today are for emergency alerts; promoting classes; engaging in mobile conversations with donors, and even letting folks know the credit card they have on file for them has expired.

To do: Look at your phone and see how many of your recent texts are alerts. From appointment confirmations to school closings, it’s a standard way to use texting. Consider ways you might use the technology to offer up useful, timely information to your constituents.

9. Build Relationships

Because people actually read texts, it’s a powerful way to connect and engage your supporters. You can have conversations and build relationships.

Don’t worry if you’re overworked, under-resourced, and feel you don’t have time for conversations. Because mobile messaging is simple – you likely use it every day, right? – consider it your angel, not your demon.

At Rally, we use artificial intelligence (AI) to make it easy. We flag replies that need your attention, like that R-rated emoji that might mean they want to unsubscribe.

Example:

Salvation Army Great Lakes: After a Thanksgiving text, someone replied asking for assistance and the Salvation Army was able to connect them to resources immediately. That’s a powerful reply.

To do: The best way to have conversations is to segment your audience. Focus on a smaller group so it’s more manageable. Your high-dollar donors might be a good place to start.

10. Multi-Touch, Multi-Channel Marketing

Another mantra of marketing is you need at least seven touchpoints to convert a customer. Those multiple connections usually come through multiple channels—social, email, direct mail, in-person, and yes, text messaging.

Your nonprofit should be texting because it’s part of a larger, integrated marketing strategy. Your efforts are all interconnected and, as we talked about in the beginning, mobile is where people are. So, make sure it’s part of your wider strategy.

Example:

Salvation Army Great Lakes: “I think of retailers that I get texts from, if I see them on Instagram, and then I get a promotional email, and then I get a text, I’m much more likely to interact with them by that third touchpoint than if it just comes out of nowhere,” said Digital Marketing Specialist Anna Davenport.

Texting should be part of your multi-touch, multi-channel, mobile-first approach.

To do: Develop your own mobile marketing strategy. You don’t have to blow up your existing strategy. Just look at what you’re currently doing and see how you can add texting. 

Embrace Texting

‘It’s what the kids are doing’ is never a good reason to embrace something. But as a marketer and fundraiser, you need to have your pulse on what’s next. The data is revealing, and it would be foolish to ignore the opportunities staring you in the face. As a nonprofit professional, striving daily to repair the world, you need every advantage you can get.

Texting can help you get where you need to go.

It’s a way to support what you’re already doing, make up for other declines, and reach people where they are.

James Martin is a three-time tech founder and servant leader with over two decades of experience. As the founder of Rally Corp, he helps charities and causes rally passionate supporters with a human-centered text messaging platform built exclusively for nonprofits.

Image by Dean Moriarty from Pixabay