An Inside Look: Nonprofit Texting Programs

Following our presentation on text messaging metrics at the Bridge Conference earlier this month, I had the opportunity to do a deep dive into nonprofit texting programs with Harper Grubbs, vice president of digital fundraising and transformation of Feed the Children; Hannah Litman, senior digital fundraising manager at Brady United; and Aneesh Gowri, associate vice president at MissionWired. 

In this article, we will highlight some of their top takeaways on using text messaging to enhance donor engagement and fundraising efforts.

Launching a Texting Program

Feed the Children, which launched its texting program in 2023, approached the endeavor with cautious optimism. Grubbs explained their initial strategy: “When we started out, we weren’t exactly sure how to approach texting and who to target. So, we really focused on segmenting our donors. We wanted to start out as a test and then grow from there.”

The results exceeded their expectations.

“The conversion rates were surprising, and the average gift for our texting program was pretty similar to what we see in our other digital channels,” Grubbs noted. “The positive ROI that we saw was better than we had expected.”

This encouraging data has energized their efforts and prompted them to expand their texting program further.

In contrast, Brady United had been using text messaging for several years prior to the conference. Litman described their approach: “Our texting program started out with GivingTuesday, end-of-year fundraising and rapid response moments a few years ago. Engagement texts have performed well for us, but we also create different fundraising moments throughout the year and send advocacy asks based on the Congressional calendar.” 

Litman highlighted the importance of consistent communication. “Having that weekly text is really keeping people engaged in a great way,” she added.

Balancing Fundraising and Non-Fundraising Texts

When it comes to the balance between fundraising and non-fundraising texts, both Litman and Grubbs emphasized the need for value-driven communication. Grubbs explained Feed the Children’s philosophy: “We really wanted to add value with our text programming for donors. We didn’t want to ask all the time. Donors give, they feel great about it, we thank the donor, but they don’t know if their gift made a difference. So, we want to provide that feedback and that story of their impact before asking them to give again.” 

He observed that many donors do not see emails due to low open rates, which makes texting a crucial tool for ensuring they receive impactful updates.

Litman echoed this sentiment, stating, “We’re definitely engagement-based, but we do include a fundraising upsell after engagement texts. Our engagement asks have performed well as we’re not only seeing a great click-through rate, but people are also donating at the end of that click-through.”

Gowri also weighed in on the effectiveness of engagement texts.

“At MissionWired, we’ve done quite a bit of testing on the direct appeal ask versus an engagement message where you get someone to take an action, prime them to make a donation and then ask them to donate at the end,” he said. “What we found is that those engagement texts, while having a lower average gift, eventually raise more money because we’re boosting the number of gifts made.”

This approach helps increase overall revenue by broadening donor participation.

Number of Monthly Texts

Litman discussed how Brady’s texting frequency has grown.

“At Brady, we’re sending texts at least once a week at this point. I think it is helpful to not only get people used to that kind of frequency but also to create different fundraising moments throughout the year,” she said. “We lean a little heavier on texting at the end of the year and send about 10 texts each in November and December. When we have those match opportunities, we really want to get that in front of people so they're taking advantage of them.”

Does Send Time Matter?

Timing also plays a crucial role in the success of texting programs.

“The immediacy and urgency of texting is just so different. Reaching people at the right time can make a pretty big impact,” Gowri observed. “After 6:00 p.m., folks are a little bit less plugged into work and more plugged into their phones. When you send a fundraising text with a midnight deadline after 6 p.m. compared to 10 a.m., there’s going to be a baked-in sense of urgency there.”

MMS vs. SMS

Another topic discussed was the use of Multimedia Messaging Service (MMS) versus Short Message Service (SMS). Litman had good advice for integrating both formats.

“MMS is really attention-grabbing, and you can include more information within the text message,” she explained. “Our large campaigns will often use graphics across email and texting. It can be cohesive in that way.”

Litman uses MMS for detailed content and follows up with shorter SMS messages to grab their attention. “I often feel like an MMS with an SMS short follow-up is replicating the strategy of a forwarded email message,” she noted. This quick follow-up message is helpful if donors missed it that first time.

Opt-Outs

Opt-out rates were a concern for Grubbs, but the results were reassuring.

“What we've seen is that opt-out rates are actually really low. Our overall opt-out rate was less than half a percent,” he shared. “What we learned from all this was don't be afraid of opt-outs. It's going to help us to get better with our segmentation and engage people the way they want to be engaged.”

Looking Ahead for Brady United and Feed the Children

For nonprofits looking to optimize their texting programs, both Litman and Grunns offered valuable advice.

“Texting is going to continue to grow and be a pillar of our fundraising program,” Litman suggested. “Remaining agile is always how you're going to be successful and not being locked into an idea just because you thought it was right.” She emphasized the need for ongoing testing and adaptation.

Grubbs advised focusing on mobile optimization and including links in every message.

“Make sure you're optimizing your donation forms for mobile devices," he said. “We leaned probably too heavily on the cultivation side and were afraid to ask for money a little bit this past year. We’re now moving in a different direction and trying to be a bit more balanced this year.”

The preceding blog was provided by an individual unaffiliated with NonProfit PRO. The views expressed within do not directly reflect the thoughts or opinions of NonProfit PRO.