Text Fundraising: Raise Money Where Your Donors Prefer

In a world where nearly everyone is glued to a smartphone, text fundraising offers non-profits an efficient avenue to raise funds. Yet, a successful campaign is more nuanced than simply asking for donations via SMS. This concise guide explains how to launch and maximize a text fundraising initiative, enriched with details on engaging donors, legal compliance, and selecting the right platforms—critical elements for turning messages into meaningful financial support.

Key Takeaways

• Text fundraising leverages the ubiquity of smartphones and has a significant reach potential, with average donations of $167. However, first-time donor retention is low at 19%, necessitating strategic engagement.
• A successful text fundraising campaign requires a seamless donor experience, an intuitive mobile giving page, integration with other fundraising platforms, and strategic engagement at events.
• Sustainable text fundraising hinges on building donor relationships, sharing progress, encouraging recurring donations, understanding financial details, adhering to legal compliance, and employing the right tools and resources.

Understanding text fundraising and its potential

The Blackbaud Institute reported a 9% YoY increase in online giving in 2021, with 28% of these being mobile donations. More and more nonprofits are adopting to these new fundraising tools, opening the stage for Millennials and Gen-Z (who are giving more every year) to donate. Encouragingly, the average donation for mobile fundraising is $167!

However, there is a hurdle that fundraisers face in text fundraising. Maintaining donor engagement beyond their initial gift proves difficult since only 19% of first-time donors tend to give again. So, it becomes paramount to adopt donor retention strategies and make text to donate a part of your overall fundraising strategy (a point we will cover in detail later).

Within the realm of this modern-day funding race lie two frontrunners: text to donate and text to give services.

• Text-to-give functions like a quick run towards easy contributions. Text to give has donors texting a keyword to your assigned shortcode to “give”. The amount (typically $5, %10, or $25) is predetermined and unchangeable for the campaign. The donor will be billed in their phone bill, and the text to give tool will add the amount to the assigned account.
• Text-to-donate campaigns have more flexibility. Donors text a keyword to your shortcode to opt in to donate. You would have set a workflow in your text to donate campaign to reply to them with a link to your donation form (a mobile donation form or a web page which offers multiple donation options like amounts and monthly/recurring giving options).
  Our exploration will reveal strategies for leveraging both these approaches effectively within your fundraising initiatives – focusing not just on optimizing your campaigns but also outlining how instrumental tools like text-to-give software and text to donate platforms can be pivotal in driving successful outcomes through thoughtful donation processes.

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The mechanics of a Text to Give and Text to Donate campaigns

Whether you’re opting for text to donate or text to give (or a mix of both), you must be mindful of the following:

• Selecting your provider
• Crafting your custom keyword
• Designing an intuitive mobile giving page
• Blending text with other fundraising methods

Here’s how.

Selecting your provider

You should ask for more than just “operable” from your text fundraising platform. Overall, your platform must be:

1. User friendly: Easy to opt-in to donate, easy to opt out and your platform should allow you to collect and sync contact data automatically.
2. Secure: Your text fundraising platform must adhere to all TCPA and other security mandates. People will be sharing their credit card and other private information with you. This data must comply with all required security measures.
3. Competitive and convenient pricing: Your text-to-donate provider must offer well-suited pricing based on your requirements (e.g., year-round fundraising events vs. seasonal fundraising).
4. Data syncing and integrations: Your provider must offer seamless, two-way data sync integrations with your CRM or database, such as NationBuilder, NGPVan, etc.

Explore: Reach maximum donors through phone calls and text messages.

Crafting your custom keyword for text fundraising

Your keyword is the window to both, text to give and test to donate campaigns. You are catering to a wide and diverse audience. So remember to keep your keyword:

1. Easy to spell
2. Memorable
3. Ideally, one word (there could be confusion between spaces and hyphens)
4. Relevant to the cause or action.

Examples of such text to give or text to donate keyword are: GIVE, DONATE, HAITI, CHILDREN, FUNDS, TREES, etc.

Designing an intuitive mobile giving page

Nonprofits have a 17% conversion rate on donation forms. Your design matters in ensuring that the other 80+% people don’t drop off simply because:

1. The images, text, fields and other page elements are off, not reactive or behave in an unexpected manner.
2. The flow is too long, complicated, repetitive, or non-intuitive.
3. They have to fill in too much information or text.
4. There are a lot of hurdles before they can donate.
5. They don’t have the donation method they prefer.

You May Also Like: 5 Tips for Designing Text Fundraising Landing Pages

Blending text with other fundraising methods

While text giving has its own benefits, it is by no means the only solution to your fundraising needs. It must be a part of a diverse fundraising strategy. Here are some ways you can blend texting with other fundraising methods:

1. Use texts as a follow-up channel after fundraising calls.
2. Add workflow automation to reach out to people who donated online with a thank you message or for future donation requests.
3. Utilize text messages to engage event attendees at charity events—potentially just before a major speaker takes the stage or amidst the excitement of a live auction.

Within the diverse landscape of online fundraising, this mobile fundraising method represents a dynamic element that perfectly intertwines with your overall fundraising strategy.

Utilize texts for other related activities

Texts are the channel of communication for many. They are non-intrusive, have easy access to audiences, and can be highly personalized. You can use them for more than to accept donations.

1. Share updates and notifications of your campaigns to engage supporters throughout the year.
2. Send personalized thank you notes after a donation is made and after a campaign closes.
3. Share news of your nonprofit and beneficiaries with your contacts.
4. Wish them on special occasions.
5. Market upcoming important fundraising events and campaigns.

Enhancing donor engagement through text fundraising

Text fundraising’s enchantment stems not from the one-time contribution but from nurturing enduring connections with donors. It involves creating a broader vision for your backers that surpasses mere transactions, reaching into a world of collective ambitions and objectives. By artfully combining automated thank-yous, timely updates throughout the year, and diverse engagements, you can elevate an ordinary gift into a significant alliance.

Proceed with caution that the ease of securing donations through text messaging doesn’t inadvertently diminish personal touch. This underscores the importance of valuing donor confidentiality and upholding their trust above all else.

Here are some ways to ensure a personalized experience via texts beyond fundraising asks.

Sharing fundraising progress via text

Donors experience a distinct sense of excitement when they observe the effects of their donation, and text messages can directly convey this emotion to their inboxes.

This approach does more than simply provide information. It motivates, nurturing a stronger bond between donors and your cause.

Encouraging recurring donations

Recurring donations form the foundation of enduring fundraising efforts. Utilizing platforms such as Donorbox can greatly streamline the process, enabling supporters to establish recurring gifts with just a brief message—turning one-time donors into consistent contributors. By leveraging technologies like those offered by Snowball that provide extensive options for regular giving, your aim isn’t simply to amass a group of donors. It’s about cultivating a dedicated community who are invested in your cause.

When potential benefactors are presented with predefined donation amounts that have tangible outcomes attached, they can better understand exactly how their contributions will make a difference. By doing so within an efficient donation form, making the decision to commit to ongoing support becomes straightforward for donors—a strategic move towards establishing routine philanthropy.

Text fundraising best practices 

Here are some best practices for text to donate and text to give campaigns, summarized.

Choose the appropriate text fundraising option based on your campaign

Different types of mobile fundraising options fit different campaigns. You want to make sure that the text fundraising option you go for is suitable for your campaign and can create the maximum impact.

The type of campaign is a significant factor that affects this decision.

Select keywords that are memorable and relevant

We covered this point before. But if you want donations to be just a few clicks away, also remember:

The keyword you choose for the campaign makes a huge difference. A random combination of letters and numbers can raise a number of issues:

• People’s phones may autocorrect these combinations to something different.
• Promoting it orally (for example, over radio) would be challenging. You would have to spell it out. 
• It wouldn’t be easy to recall if people want to act on it later. 

Promote the keyword and shortcode far and wide

• Put out posters with the keyword, shortcode, and campaign message in high-traffic areas like outside retail stores.
• Create and put out posts on social media with these details.
• Include them in your direct mail fundraising letters and email newsletters.
• Give prominent space for the keyword and shortcode on your website.
• Use advertising methods like the television as promotion tools.

The financial aspects of text fundraising campaigns

Exploring the fiscal intricacies of text-to-give and text to donate initiatives reveals a realm filled with expenses, possible limitations on donations, and the vital aspect of accessing funds. It’s essential to grasp these components when charting your campaign’s course to make certain that you’re harnessing not just the surge of benevolence but also steering through the realities of raising funds effectively.

Legal and compliance considerations for text fundraising

Ensuring adherence to the legal framework for text-based fundraising is essential, with a steadfast orientation towards regulatory compliance. It is imperative to thoroughly understand the Telecommunication Consumer Protection Act (TCPA) and implement transparent opt-out procedures—not simply as cursory steps but rather as critical measures to uphold your organization’s reputation and preserve confidence among donors.

Navigating challenges in text fundraising

Though the path to successful text fundraising campaigns brims with potential, it also presents several obstacles such as competition, donor burnout, and problems maintaining engagement. Yet these challenges can be transformed into opportunities for greater achievement by adopting a well-defined mission, adaptive campaign tactics, and prioritizing the development of donor relationships.

Summary

As we pull into the harbor of this exploration, it’s clear that text fundraising holds vast potential for those ready to embrace its nuances. From the mechanics of launching a campaign to the testimonials of its triumphs, text fundraising is more than a trend—it’s a tool that, when wielded with skill and strategy, can yield profound results for your cause.

Frequently Asked Questions

What is the average donation amount for text giving campaigns?

Text giving campaigns have garnered considerable engagement from donors, with the average donation amount reaching $167, highlighting the effectiveness of this convenient giving method.

How do text-to-give and text-to-donate campaigns differ?

The process of text to give adds the donation amount directly onto the donor’s phone bill, whereas text to donate sends the donor to a mobile donation page where they can finalize their gift.

Consequently, each method presents a slightly varied approach for completing a contribution.

What are some key features to look for in a text to give provider?

When selecting a text to give provider, prioritize one that offers an easy-to-use interface, swift and secure transaction capabilities, instant access to funds, robust customer assistance, and clear fee structures. Such attributes are crucial for facilitating a seamless and protected donation process for both the donor and the organization.

Are there legal considerations to keep in mind when conducting text fundraising campaigns?

Certainly, when conducting text fundraising campaigns, nonprofits are obligated to comply with legal mandates that include securing advance consent and offering explicit instructions for opting out.

Featured image source: Amol Tyagi

[We took help of AI to write this blog]