The Untapped Realm of Text Messaging: Stories, Stewardship, & ROI
When’s the last time you sat down and hand wrote a letter to your mom or your grandmother? Now think back to the last time you texted that same mom or grandma. We're guessing you last sent a text message instead of an email or a letter.
In our digital age, smartphones are in nearly every pocket and purse. Traditional fundraising methods like mail and email are still working hard but leveraging emerging channels enables the ability to reach younger donors. There’s also the chance to unlock new revenue streams as we continue to thank, inspire, inform, and enchant our supporters.
Text messaging enables you to communicate with your donors directly in the environment where they are spending the most time — on their phones. It is a powerful tool for reporting back, sharing real-time updates on how donations are used, extending authentic thanks, and inviting people to take action to meet immediate or ongoing needs.
Text message fundraising has gained popularity because it’s one of the most personal ways to have a two-way connection. Plus, it’s a more immediate and cost-effective channel. Where else can you get a 5:1 ROI or better?
Top 7 Tips for Text Message Fundraising:
Many of Masterworks' client are seeing success in text message fundraising. Here’s our top 7 tips when engaging with your donors through text…
Build a Substantial Contact List: Start by collecting the contact information of supporters who are willing to receive text messages about your organization's initiatives. (Tip: Make sure you are asking for a “mobile phone number" on all of your donation and registration pages, not just a “phone number.”)
Craft Compelling Messages: Keep your messages concise, raw, unedited, and tailored to the audience. Clearly state the purpose of the text and the action you want donors to take. The most successful fundraising texts include a link to a short video that is around 39 seconds long.
Identify Your Organization: At the beginning of the text, make sure to show your organization’s name and/or your name, specifically with major donor communication, to build trust and increase open rates.
Include Clear Call to Action (CTAs): Make it easy for donors to contribute by including a clear CTA that links to a donation page.
Use Real-Time Updates: Keep donors engaged by using short videos shot on your phone to give timely updates on the impact of supporter contributions.
Use MMS Text Messaging: MMS text includes a thumbnail or photo with each text message that is delivered. This capability has resulted in a 40% increase in open rates from donors. The development of MMS has been an absolute breakthrough in text donor engagement.
Ensure Data Security: Protect donor data and ensure that their information is kept secure and used in compliance with relevant data protection laws.
According to survey results, 53% of consumers check their text messages 11 times a day or more — only 29% of consumers check their email at the same rate.* In fact, recent research shows that for every 100 emails sent by nonprofit organizations, only 5 text messages are sent!** Is your organization sending one of those 5?
Got questions about how you can lean into the power of text? Reach out!
- Tamara Wheeler, SVP Growth & Partnerships, Masterworks
Jeff Kliewer, CEO & Co-Founder, ViewSpark
*Simple Texting Dani Henion July 12, 2023.
** https://www.linkedin.com/posts/jeff-kliewer-cfre-ab9aa71_great-news-activity-7109595638052388864-Qxlx/