As a nonprofit fundraiser or marketer, you may already know that text messaging is a powerful way to reach donors, catch their interest, and inspire immediate action. After all, due to their widespread popularity, smartphones are everywhere. You have undoubtedly seen people using them while eating, waiting in line, or even lounging on their couch—which means the chances of a potential supporter seeing your nonprofit’s latest text are high.

However, to fully reap the benefits of text messaging, your nonprofit needs a holistic and thoughtful strategy built around its audience’s engagement expectations and communication preferences.

Let’s walk through four essential considerations to help you optimize your nonprofit’s text strategy to maximize donor communications and engagement.

1. Subscriber List

Since the Telephone Consumer Protection Act (TCPA) protects consumers from unsolicited communications, your nonprofit can only text people who have opted in to receive them. According to Tatango’s SMS short codes guide, this usually involves providing your audience with clear options to both opt in and opt out whenever they choose.

To create a strong foundation for your text strategy, you must start by expanding your subscriber list. Generate more opt-ins by:

  • Promoting your SMS number and keyword. Display your nonprofit’s SMS number (such as 55992) and keyword on your website, email newsletters, social media pages, and event signage. Choose a short yet memorable keyword related to your nonprofit, such as “GIVEGREEN” or “JOIN4JUSTICE.”
  • Including a phone number field in forms. Add an optional phone number field to your donation, event, and volunteer registration forms. To maintain transparency, specify in the terms and conditions fine print that by providing their phone number, supporters are opting to receive texts from your organization.
  • Offering incentives for signing up. Inspire people who are on the fence about subscribing with exclusive content, early access to event sign-ups, behind-the-scenes content, or discounts. For example, if your nonprofit has an online store, you might offer new text subscribers a 15% discount on all merchandise.

When people first sign up, demonstrate that you’re committed to providing them with a smooth and rewarding experience by explaining the communications cadence they can expect, the type of content you’ll send, and how frequently they’ll receive texts. Share clear instructions in each message for opting out, such as “STOP” or “STOP2END.”

2. Message Type

While text-to-give is one of the most convenient giving options you can provide donors, avoid only sending fundraising appeals in your text messages. There are many ways to engage your audience with text messaging. Cultivation and stewardship messages can go a long way in strengthening your relationships with donors and keeping them invested in your mission year-round.

Balance your text messaging content by sharing:

  • Impact updates
  • Success stories
  • Volunteering opportunities
  • Upcoming events
  • Petitions and other advocacy initiatives
  • Holiday greetings and birthday wishes

Additionally, you can promote more two-way communication by sending polls and surveys to encourage replies from subscribers. Ask about their interests and preferences to improve your donor engagement, event planning, and content calendar over time.

Incorporating all these message types into your text strategy doesn’t have to put an increased burden on your staff. Instead, look for tools that can facilitate crafting these messages. For example, Double the Donation notes that generative AI tools are becoming increasingly popular among nonprofits, making it easier to produce engaging content that resonates with your audience.

3. Multimedia

Your nonprofit’s text messages can be so much more than a few short sentences and a link. If your nonprofit’s texting service supports multimedia messages, you can incorporate emojis, GIFs, images, video clips, and audio files to make your texts more attention-grabbing. Plus, you may even be able to add a subject line that immediately alerts recipients to what the text is about.

Here are some engaging multimedia content ideas for your text messages:

  • Before-and-after impact photos
  • Short video interviews with beneficiaries, volunteers, and staff
  • Highlight photos from a recent event
  • Educational infographics related to your mission
  • Audio thank-you clips from staff and beneficiaries

At the same time, remember to maintain consistent branding across your nonprofit’s communications—text messaging and beyond. Put together an official brand document that outlines your personality, voice, and tone to ensure everyone is on the same page when creating content on your nonprofit’s behalf.

4. Timing

Your nonprofit’s supporters have busy lives of their own. Because of this, they’ll be much more receptive to your texts when you send them at a convenient time, rather than when they’re working or on the go.

A recent texting insights report found that nonprofits had the highest conversion rate from fundraising texts sent between 8 and 9 p.m. and lower opt-out rates for texts sent after 6 p.m. Since people typically enjoy more free time in the afternoon and early evening, it makes sense that this is when they’re more likely to engage with your texts.

At the same time, remember that every nonprofit’s audience varies when it comes to needs, preferences, and expectations. As you test for the optimal timing to send your texts, monitor metrics such as your conversion rate, click-through rate, and opt-out rate. Then, use these insights to make more data-driven decisions for your text strategy.

Did you know that 46% of Americans spend five to six hours on their phone every day? It’s important to reach your nonprofit’s audience where they are and on the communications channels they prefer, and the data shows your audience is consistently on their phones!

As technology plays an increasingly larger role in people’s lives, embracing text messaging and all it offers can go a long way toward securing support for your nonprofit—particularly among younger, tech-savvy donors.

To set your text strategy up for long-term success, adopt an improvement or growth mindset and stay on top of the latest nonprofit text messaging trends. By continually expanding your subscriber list and refining your messaging, you’ll be able to build a lively, engaged community to support your organization in no time.