“You’ve Got Text!” –If you’re anything like me, your personal email inbox has over 1,000+ unread emails. Or maybe you’re the opposite, and you stay on top of your inbox and your unread messages barely get above 10. Either way, I think we can all agree that while email is an indispensable form of communication, it’s time to consider increasing additional avenues of communication, like text messaging for nonprofits. 

Why Should Nonprofits Use Text Messaging?

Believe it or not, marketing text messages have a 98% open rate, and 95% of SMS messages are read within three minutes (SMS Marketing Stats 2024). With such a high open rate, nonprofits can leverage text messaging as an effective communication tool to support various strategies and functions, from fundraising to marketing. It can be added to a multi-channel comms strategy that also includes  email, direct mail, and hand written cards, depending on the demographics of your supporters. When used appropriately, adding text messaging to your nonprofit communications strategy will  boost engagement and increase awareness of your nonprofit.  

5 Ways Text Messaging Supports Nonprofit Goals

1. 1. Support Marketing & Communications:

Texting is an effective communication channel to share blog posts, research findings, or results from a report that your nonprofit creates. While these can also be shared through social media, consider segmenting content via different channels based on demographic data, such as age. For example, Gen Z and Millennials prefer texting for communication (Textellent, 2022).

Text messages can also be used to send reminders to different stakeholders. Call-to-actions (CTAs) are highly effective in SMS marketing. About 33% of people who receive SMS messages containing a CTA respond to them. (Textellent, 2022).  You can send reminders about events hosted by your nonprofit, or reminders to share a video, photo or written testimonials to your nonprofit’s latest MemoryFox campaign. Here are some examples of CTAs you can use:

Event Participation CTAs:

• • “Don’t forget! Our [Event Name] is tomorrow at [Time]. RSVP now: [Link]
  • “Join us for [Event Name] and make a difference. Sign up here: [Link]”

Story Collection CTAs:

• • “Share your story with us! Submit a photo or testimonial here: [Link]”
  • “Join the conversation on [social media channel]. Follow us now: [Link]”
    

2. 2. Support Fundraising Efforts

 Many organizations have organized “text to donate” campaigns. Especially when the need is urgent (e.g. during a natural disaster) when nonprofits are working under pressure to raise funds to support people in need. According to RallyCorp, text messaging can yield a $135 average donation, compared to $45 with email. Not bad at all! 

Fundraising CTAs:

• • “Make an impact today! Donate now to support [cause]. [Link]”
  • “Help us reach our goal! Every dollar counts. Donate here: [Link]”

3. 3. Support Donor Stewardship & Retention: 

Sending a Thank You text is a great way for nonprofits to show their gratitude immediately after a donation is made. Crafting a simple thank-you message, with a note of how their contribution is boosting your mission,  is a great strategy for donor stewardship and retention. These text messages are also a good opportunity for storytelling; sharing a quick story with a picture or video about the impact a contribution is making adds a personal touch for the donor.

FOX TIP: Give your gratitude text a seasonal touch with our 12 Months of Gratitude Canva Templates. Simply insert a photo or video into each template to share a special themed Thank You message.

4. 4. Support Advocacy Efforts:

Text messaging is a great way to reach people directly to ask them to sign petitions, or get alerted to relevant events in your community, such as marches, or phone banking. Given that our email inboxes are inundated every day, people might be more receptive to a quick update about an event, or spending 2 minutes signing a petition that they can access directly from a text message.

For example, Oxfam frequently sends text messages that align with worldwide headlines with suggestions for ways to get involved. Patagonia Action Works is another organization that frequently leverages text messages for advocacy purposes.

Advocacy CTAs:

• • “Take action for [cause]! Sign the petition now: [Link]”
  • “Support [cause] today—contact your representative using this link: [Link]”

5. 5. Support & Inform Your Volunteers:

Text messages are the fastest way to communicate reminders or updates to  volunteers, especially on the day of an event! Many people do not have email notifications pushed to their smart phones, so texting reminders about location, parking considerations, or simply confirming attendance is a great way to keep your volunteers organized and informed.

For example, the American Red Cross sends out text message reminders when different communities are in need of specific blood types, and sends reminders the day before your appointment to donate blood.

Additionally, sending a text is a great way to collect feedback from volunteers. Sending short surveys, or a quick “yes or no” question via text is a great way to get an idea of how your volunteers are feeling about their contributions to your mission.  

CTAs for Volunteers:

• • “We need your help! Volunteer at [Event Name]. Sign up here: [Link]”
  • “Make a difference in your community! Volunteer with us: [Link]”
  • “How is your volunteer experience going? Answer our quick survey: [Link]”

Best Practices for Text Messaging For Nonprofits

1. 1. Be cautious not to overdo it.

Nobody likes being bombarded with incessant texts (hello, political campaigns anyone?).  In fact, according to Textellent, 28% of consumers have stopped using a brand due to excessive SMS marketing. While the frequency will vary by organization, aim for every 1-2 weeks. 

2. 2. Make it easy to “opt out” of receiving texts. 

Keep in mind there are U.S. laws protecting consumers from SMS marketing. The Telephone Consumer Protection Act (TCPA) prohibits sending messages to users without their consent. In order to comply, consent can be given verbally, in writing, or electronically. Additionally, messages must clearly identify the sender and provide opt-out information.

Aside from legal requirements, if it’s too difficult to opt out, people can get irritated at your nonprofit instead of inspired by the work that you’re doing. This could ultimately backfire and damage your reputation. 

3. 3. Keep messages short & sweet. 

According to RallyCorp, the sweet spot for a great text message  is between 160-320 characters. Adding emojis can also break up text and make it more digestible. RallyCorp has some great resources for how to write short, powerful text messages. 

For more best practices check out this resource A Comprehensive Guide to Texting for Nonprofits from GetThru. 

Text messaging for nonprofits offers an unparalleled opportunity to connect with supporters in real-time, with high open rates and immediate engagement. Whether you’re boosting fundraising efforts, keeping donors informed and appreciated, rallying advocates for a cause, or coordinating volunteers, SMS is a powerful addition to your communications strategy. Ready to start texting? It’s time to give it a try! If you’re interested in exploring a software that can manage text messaging for nonprofits,  a few companies we recommend are DonorBox and RallyCorp.