Following our presentation on textual content messaging metrics on the Bridge Convention earlier this month, I had the chance to do a deep dive into nonprofit texting packages with Harper Grubbs, vice chairman of digital fundraising and transformation of Feed the Kids; Hannah Litman, senior digital fundraising supervisor at Brady United; and Aneesh Gowri, affiliate vice chairman at MissionWired.
On this article, we are going to spotlight a few of their high takeaways on utilizing textual content messaging to reinforce donor engagement and fundraising efforts.
Launching a Texting Program
Feed the Kids, which launched its texting program in 2023, approached the endeavor with cautious optimism. Grubbs defined their preliminary technique: “After we began out, we weren’t precisely positive methods to strategy texting and who to focus on. So, we actually centered on segmenting our donors. We needed to start out out as a take a look at after which develop from there.”
The outcomes exceeded their expectations.
“The conversion charges had been stunning, and the common present for our texting program was fairly much like what we see in our different digital channels,” Grubbs famous. “The constructive ROI that we noticed was higher than we had anticipated.”
This encouraging information has energized their efforts and prompted them to broaden their texting program additional.
In distinction, Brady United had been utilizing textual content messaging for a number of years previous to the convention. Litman described their strategy: “Our texting program began out with GivingTuesday, end-of-year fundraising and speedy response moments a number of years in the past. Engagement texts have carried out effectively for us, however we additionally create totally different fundraising moments all year long and ship advocacy asks primarily based on the Congressional calendar.”
Litman highlighted the significance of constant communication. “Having that weekly textual content is de facto holding individuals engaged in an effective way,” she added.
Balancing Fundraising and Non-Fundraising Texts
With regards to the steadiness between fundraising and non-fundraising texts, each Litman and Grubbs emphasised the necessity for value-driven communication. Grubbs defined Feed the Kids’s philosophy: “We actually needed so as to add worth with our textual content programming for donors. We didn’t need to ask on a regular basis. Donors give, they really feel nice about it, we thank the donor, however they don’t know if their present made a distinction. So, we need to present that suggestions and that story of their influence earlier than asking them to present once more.”
He noticed that many donors don’t see emails because of low open charges, which makes texting an important software for guaranteeing they obtain impactful updates.
Litman echoed this sentiment, stating, “We’re undoubtedly engagement-based, however we do embody a fundraising upsell after engagement texts. Our engagement asks have carried out effectively as we’re not solely seeing an incredible click-through charge, however persons are additionally donating on the finish of that click-through.”
Gowri additionally weighed in on the effectiveness of engagement texts.
“At MissionWired, we’ve accomplished fairly a little bit of testing on the direct enchantment ask versus an engagement message the place you get somebody to take an motion, prime them to make a donation after which ask them to donate on the finish,” he stated. “What we discovered is that these engagement texts, whereas having a decrease common present, ultimately elevate more cash as a result of we’re boosting the variety of items made.”
This strategy helps enhance general income by broadening donor participation.
Variety of Month-to-month Texts
Litman mentioned how Brady’s texting frequency has grown.
“At Brady, we’re sending texts at the very least as soon as per week at this level. I believe it’s useful to not solely get individuals used to that type of frequency but in addition to create totally different fundraising moments all year long,” she stated. “We lean just a little heavier on texting on the finish of the 12 months and ship about 10 texts every in November and December. When we have now these match alternatives, we actually need to get that in entrance of individuals so that they’re making the most of them.”
Does Ship Time Matter?
Timing additionally performs an important function within the success of texting packages.
“The immediacy and urgency of texting is simply so totally different. Reaching individuals on the proper time could make a reasonably large influence,” Gowri noticed. “After 6:00 p.m., of us are just a little bit much less plugged into work and extra plugged into their telephones. While you ship a fundraising textual content with a midnight deadline after 6 p.m. in comparison with 10 a.m., there’s going to be a baked-in sense of urgency there.”
MMS vs. SMS
One other subject mentioned was using Multimedia Messaging Service (MMS) versus Quick Message Service (SMS). Litman had good recommendation for integrating each codecs.
“MMS is de facto attention-grabbing, and you may embody extra info throughout the textual content message,” she defined. “Our massive campaigns will usually use graphics throughout e mail and texting. It may be cohesive in that means.”
Litman makes use of MMS for detailed content material and follows up with shorter SMS messages to seize their consideration. “I usually really feel like an MMS with an SMS brief follow-up is replicating the technique of a forwarded e mail message,” she famous. This fast follow-up message is useful if donors missed it that first time.
Decide-Outs
Decide-out charges had been a priority for Grubbs, however the outcomes had been reassuring.
“What we have seen is that opt-out charges are literally actually low. Our general opt-out charge was lower than half a %,” he shared. “What we realized from all this was do not be afraid of opt-outs. It is going to assist us to get higher with our segmentation and have interaction individuals the best way they need to be engaged.”
Wanting Forward for Brady United and Feed the Kids
For nonprofits seeking to optimize their texting packages, each Litman and Grunns provided worthwhile recommendation.
“Texting goes to proceed to develop and be a pillar of our fundraising program,” Litman instructed. “Remaining agile is all the time how you are going to achieve success and never being locked into an concept simply since you thought it was proper.” She emphasised the necessity for ongoing testing and adaptation.
Grubbs suggested specializing in cellular optimization and together with hyperlinks in each message.
“Ensure you’re optimizing your donation kinds for cellular units,” he stated. “We leaned in all probability too closely on the cultivation aspect and had been afraid to ask for cash just a little bit this previous 12 months. We’re now shifting in a unique path and attempting to be a bit extra balanced this 12 months.”
The previous weblog was offered by a person unaffiliated with NonProfit PRO. The views expressed inside don’t straight replicate the ideas or opinions of NonProfit PRO.
