One of many takeaways from the recently-released “Giving by Technology” particular report was that extra donors at the moment are giving to nonprofits by way of textual content messaging than six years in the past. The report additionally discovered that donors at the moment are extra open to listening to from nonprofits by way of textual content messaging.
Right here at Tatango, we imagine the immediacy of textual content messaging has helped nonprofits lower by means of cluttered channels and attain donors at vital moments. Textual content messages have a 99% open price and 90% of texts are learn inside 3 minutes of receipt.
As extra nonprofits prioritize enhancing or launching their textual content messaging program this yr, listed below are 4 methods nonprofits can drive greater ROI from texting.
1. Ship time-sensitive fundraising messages
Like digital channels, fundraising textual content messages are inclined to see greater conversion charges when the ask is well timed. Embrace fundraising texts nearer to marketing campaign deadlines, whether or not that’s a Giving Day, late December or one other well timed marketing campaign to extend ROI. Use multimedia like photos or countdown clocks so as to add urgency to your deadline-focused fundraising texts.
2. Ship Multimedia Texts As an alternative of SMS
Our brains course of photos as much as 600 occasions quicker than textual content. Once you ship multimedia texts – also referred to as MMS – photos and brief movies could be included to assist constituents rapidly perceive why their assist is required. These visuals assist to create emotion, which is vital for driving donations. It’s one of many the reason why Tatango prospects see their multimedia texts drive almost 30% greater ROI than SMS texts.
As well as, multimedia texts can even embody animated thermometers, countdown clocks, and GIFs to focus on the urgency of fundraising deadlines and targets.
3. Goal Previous Donors
Identical to your junk mail appeals typically goal previous donors from the previous yr or two, section your fundraising texts by previous donors to drive greater ROI. For instance, your texts may goal present and lapsed donors with separate messaging. Or, donors who’ve beforehand given to sure campaigns. Textual content messaging platforms like Tatango will let you section by the final reward date or final reward quantity of your textual content subscribers to determine these donor segments.
4. Report Again on Influence of Previous Donations
Like all channel, for those who’re solely asking for donations by way of textual content messaging, donor conversions and engagement inside that channel can fade. Use texting to thank and report again on the influence of current donations earlier than asking donors to provide once more. Embrace tales, alerts the sector or updates on how an issue has improved due to current donations. Whereas these report-back texts received’t increase a lot, they’ll enhance the chance you’ll retain and convert donors by way of future fundraising textual content messages.
To be taught extra about how textual content messaging will increase ROI, watch Blackbaud’s current webinars The Lacking Piece in Your Multi-Channel Fundraising Technique and Cease Ghosting Donors and Begin Participating the Disengaged.