Texting is an increasingly important fundraising channel, and represents an area of potential growth for many stations.
Did you know:
- Text messages are opened within 5 minutes 85% of the time (SimpleTexting.com).
- Non-profits see an increase of 30% in revenue for those getting SMS texts (M+R Strategic Services).
- You can connect your station with younger audiences.
Let's look at some ways to take your Peer-to-Peer texting program to the next level!
1. Grow your list
You may have phone numbers for many of your members. However, if you aren’t sure which are mobile numbers, you can use a match service to determine which are text enabled. And then, you need to allow your constituents the option to provide their mobile number on donation pages, email and direct mail.
Currently the law allows for Peer-to-Peer texting without requesting an opt-in to receive text message. However, SMS does currently require an opt-in. Although not required right now, we recommend beginning to ask people if they’d like to receive text messages and phone calls where you ask for a mobile number. We can’t be sure that it won’t be required in the future. Plus, we want to be transparent with supporters.
2. Set Your Schedule
Send 1-2 messages per month to start, sending a mix of appeals and cultivation/stewardship content. Test increasing the number of messages to ensure you don’t see a spike in people requesting not to receive texts. Coordinate with email messaging.
3. Develop Your Content
As with all channels, it’s important to send messages that just say thank you and focus on building a connection with your audience, along with fundraising messages.
Here are a few ideas for Stewardship messages:
· Trivia questions about popular programs
· Poll audience on program preferences
· Link to a survey about media consumption habits
· Reminder about a program premier or finale (broadcast and Passport)
· Thank you message at the beginning of the calendar year
· Passport activation
· MemberCard promotion (app download or highlight new/popular benefits)
· Share results of challenge matches
When you’re scheduling appeals, these are some ways to help boost your revenue:
· Calendar year end appeal (on 12/31)
· On-air pledge campaign appeal – text an ask on the last day of the campaign
· Send appeal on the last day of the fiscal year
· Renewal series support (send at the end of the month of expiration in months when there isn’t another appeal scheduled)
· Highlight challenge matches
· Sustainer conversion
· Event support
Connect with us to learn how you can grow your text program, we'd love to help!
