In 2024, the average open rate for SMS texts was a shocking 98%. The click-through rates are also pretty amazing — surveys show a range between 21% and 35%. This means more people are seeing, reading, and engaging with a text-based strategy than with most other forms of marketing.
You need to get people excited about the good your nonprofit organization does for the community, and SMS could be the answer. SMS for nonprofits is a more personalized, direct strategy, especially when compared to social media posts. Texts are also less formal than emails, making this communication method a powerful addition to a nonprofit’s outreach strategy. Aside from providing instant alerts and rapid-fire communication, you’ll ultimately strengthen your relationships with your supporters.
In this article, we’ll cover everything you need to know about creating and executing a strategy for personalized SMS marketing for nonprofits.
Text marketing for nonprofits: The basics
Let’s start with a quick definition. SMS stands for “short message service,” but it’s better known as the all-important text message. These words-only messages are limited to 160 characters and are sent between mobile devices using a cellular network.
You’re used to receiving texts from friends and family on topics ranging from meeting plans to life updates, but businesses use SMS, too. In particular, nonprofits can use SMS for fundraising, supporter engagement, advocacy, volunteer recruitment, and even internal communications.
Time is of the essence with nonprofits, where there are rarely enough people to do all the necessary work. That’s why integrating text marketing into a nonprofit outreach strategy is so valuable. You’ll leverage the high open rates and the feeling of immediacy — you’re definitely not the only one with a Pavlovian response to that notification chime — to get the response you need as quickly as possible.
Can nonprofits send text messages? Legal considerations you need to know
Nonprofits can legally send text messages, and it’s much easier for them to do so than it is for other businesses. Like any business, a nonprofit needs to receive consent from recipients before marketing messages can be sent. Unlike a for-profit business, however, FCC regulations state that nonprofits can receive oral consent to send SMS messages.
This means you can get people to sign up for SMS notifications at community events, when they visit your organization in person, or even when they call with questions.
Of course, if you can get the consent in writing, you should. Professional SMS service platforms do require written permission with an electronic opt-in form so they can ensure FCC compliance on their platform.
Why should you consider SMS for nonprofits?
The open and click-through rates shared above are just a start. Statistically, SMS for nonprofits is a smart move. Most people read texts within five minutes of receiving them, and more than 60% of recipients become engaged.
Action is the key: Texts are time-sensitive communications, meaning you’ll see the results of your nonprofit calls to action more quickly. This time savings translates to saving money, as well.
How to use SMS for nonprofits
Using SMS for nonprofits is all about reminding your community about your organization and keeping your initiatives at the forefront.
Increase event success
A powerful way to use SMS for nonprofits is to engage with community members about upcoming events. Encourage supporters to add your event to their calendars and remind them as the event approaches. This will improve turnout rates and drum up excitement.
Make it easy for community members to attend your event by putting the time and date directly in your text message. If there are tickets for sale, add a link so that recipients can buy right from their phones. Consider using a URL shortener to keep your messages under 160 characters.
You can also use SMS for nonprofits to communicate last-minute information. This might include location changes, weather updates, or new event details. This adds excitement while keeping everyone on the same page.
After the event, send texts sharing event donation totals, individual contribution totals, and donor appreciation. Follow these messages with a more formal thank-you email. It never hurts donor relations to double down on gratitude!
Communicate with volunteers
SMS helps with the recruitment, management, and engagement of your volunteer team. You can confirm schedules, find replacements, and get new helpers on board quickly.
You can also send out emergency communications to volunteers and staff via text. These types of messages could include:
- Information about emergency office closures due to weather
- Requests for additional workers or volunteers
- Reminders about upcoming events
- Supply updates that everyone needs to know
Request donations or send pledge reminders
From quarterly pledge requests to capital project fundraising, SMS marketing allows you to reach potential donors fast.
Try a timed campaign as a low-cost SMS marketing experiment. Pick a goal, create a timeline for sending texts with a clear message, and monitor the results. You’ll have even better results when you pair these targeted SMS requests with an email campaign.
Be sure to schedule periodic updates along the way. Let donors see that they’re not alone in supporting you and encourage them to get their friends and family involved in the cause.
Confirm donations or pledges
SMS for nonprofits is also a tool to thank donors right away. You can send them a text letting them know you’ve received their donation, so they’ll know the transaction is complete. It’s also a great way to encourage supporters to engage more deeply by sharing news of their pledge with others.
These texts should always be paired with more formal thank-you letters or emails for tax purposes.
Emergency communications
As anyone who has worked in nonprofits knows, emergencies happen. SMS text messages are the perfect way to:
- Reach out to donors for a time-sensitive fundraising campaign
- Send volunteers updates during an emergency
- Advise both donors and volunteers of changes in hours of operation or closures
Personalized SMS marketing for nonprofits
Beyond adding a name to a text, you’ll want to segment your lists into smaller groups to ensure every message you send is relevant. For example, top donors may not want to work a shift at a fundraising event, but if you reference their giving history, they may generously contribute again.
Personalization is a big digital marketing trend for good reason. You’ll get more engagement when you customize every message for the recipient’s interests. The smaller the groups you create, the more targeted your audience!
Take, for example, a cat shelter. Staff might send their board members texts asking for donations to a silent auction. Volunteers would get requests to cover front desk shifts, foster new kitties, or clean bedding and crates. People who have attended previous events would get invitations to join a new one. That’s not to say there’s no crossover between these groups, but not every communication is best sent to every contact.
Best practices for using SMS for nonprofits
Here’s a quick list of some best practices you’ll want to follow when you implement SMS for nonprofits into your marketing strategy.
- Compliance with nonprofit texting laws and guidelines: Get consent and be strategic in your messaging so supporters aren’t overwhelmed.
- Avoiding quiet hours: Never send texts after 9 p.m. or before 9 a.m.
- Keeping messages concise and scannable: Have another person review your message before you send.
- Clear opt-out instructions: Don’t be afraid of people leaving your SMS list. It’s better to let them choose than be annoyed with your nonprofit.
- Providing specific calls to action: Let recipients know exactly what you want them to do.
- Including relevant links to donation pages or contact information: Make it easy for them to take the next step.
- Maintain a professional tone while being authentic: Be cautious with cheeky humor that can backfire.
- Avoid excessive emojis or casual terms: Emojis can be fun with the right audience, but not everyone speaks in pictures.
How to set up an SMS campaign for nonprofits
SMS for nonprofits differs from text marketing for small businesses, but many elements overlap when setting up a campaign. Let’s break it down.
Choose the right SMS marketing platform
Compare features of different professional platforms and look for one that integrates your communication efforts with your customer relationship management and donation systems. Anytime you can automate something, you’ll save time!
Most nonprofits suffer from budget constraints, so you’ll also want a low-cost SMS marketing platform. Professional SMS marketing software can help your agency attract more donations and volunteers, creating a better return on investment (ROI).
The best SMS marketing platform for nonprofits is one that has excellent security features and ensures compliance with all federal laws. Prevent legal problems and vet all your software options properly.
Building your SMS opt-in list
Like building an email list, building SMS opt-in lists requires focused effort, but it’s worth it. Try these methods:
- Add an SMS opt-in at the footer of your emails
- Reach out to social media users and ask them to opt in
- Create a sign-up form that you use when talking to people in person or at events
- Post a landing page or sign-up form on your website
- Implement the Text-to-Join feature on your text marketing platform
Creating effective SMS templates
Finally, you’ll want to brand your text messages like your other nonprofit marketing materials. Look for templates or find inspiration from the Constant Contact Community and other nonprofits using SMS.
Keep your messages short and focused. Schedule the delivery strategically. For example, 9 a.m. texts may get forgotten as the workday begins, while a 3 p.m. SMS with the same message could be a welcome break.
If you’re not sure what works best, try A/B testing. Create two text messages within a campaign with the same general message but with different wording. Experiment to see which one gets a better ROI. Learn from what works and what doesn’t to refine your outreach strategy over time.
Are SMS campaigns worth it for nonprofits?
The only way to know if an SMS campaign is worth the investment is to first identify your goals. To create goals that truly move the needle, use the acronym SMART:
- Specific
- Measurable
- Achievable
- Relevant
- Time-bound
SMART goals help define your success, which makes it easier to align your marketing actions with what you truly wish to achieve.
ROI analysis for nonprofit SMS marketing
If the goal isn’t simply to foster community within your nonprofit organization or strengthen volunteer relations, your ROI can be an excellent measure of success. You’ll want to monitor donor relations closely. Surveys can also help you understand how your SMS campaign convinced supporters to give time or money to the mission.
To calculate your ROI, add up all the costs associated with your SMS marketing campaign. This may include paying for the professional platform and the time it takes for your marketing staff to execute the campaign. Then, divide this number by the donations you received as a direct result of the SMS outreach initiative.
Comparing this number to the costs of other marketing channels will provide the data you need to decide where to invest additional resources in the future.
Measuring success: Key metrics to track
ROI isn’t the only measurement tool you have in your toolbox when determining whether SMS campaigns are worth it for your nonprofit. Other data you can collect, track, and analyze include:
- Click-through rate (CTR), or the rate at which recipients click on a link in the text
- Opt-out rates, or the number of people who unsubscribe from texts out of the total number of recipients
- Conversion rates, or the rate of SMS recipients who donate to your nonprofit
Wondering how to track your CTR? Try the Google Analytics Campaign Builder, a free tool that can track if the click originated from a cell phone.
Integration with your overall digital marketing strategy
SMS for nonprofits, like all marketing initiatives, can’t operate in a bubble. You’ll need to use text messages along with other marketing strategies to create a comprehensive and dynamic plan to reach your goals.
Integrate SMS into a marketing plan that includes social media, a robust and interactive website, offline efforts like brochures and signage, or even paid digital advertising. Think holistically as you work to reach your SMART goals, and you’ll be more likely to succeed.
Is SMS blasting legal?
A nonprofit can legally send SMS texts to those who have given oral or even implied consent — so yes, you can send these texts to a group using a professional platform. That’s the technical definition of a “blast,” although it has a negative connotation. You need to be strategic with your recipients, the message you’re sending, and why.
To follow Telephone Consumer Protection Act (TCPA) regulations, you must clearly identify the nonprofit as the sender and provide an easy way to opt out of receiving texts. However, nonprofits can contact people with phone numbers on the Do Not Call registry solely for charitable purposes.
If you are found to be out of compliance with the regulations, your organization may be fined between $500 and $1,500 per infraction. To avoid any troubles, gain as much written consent as possible. Keep records, be clear about your donor data, and maintain donor privacy at all times.
Maximize your nonprofit’s impact through strategic text messaging
With SMS for nonprofits, you don’t have to do everything all at once. Start by building your contact list and implementing SMS opt-ins across your platforms. Test out a few message templates and send times to see what works for your audience. From there, you can grow your use of text-based marketing to make an even bigger difference in your community.
Ready to take your donor outreach to the next level? Constant Contact’s SMS marketing software can help! Sign up today to learn how our automated platform can help you engage supporters and track SMS performance.
