Myths have a way of showing up in any industry, including nonprofit fundraising and text message marketing. But thanks to our 14 years and counting in the business, Tatango’s here to bust some myths!
Why Use SMS and MMS Text Messaging Marketing
SMS marketing reaches thousands or even millions of customers at once and is the perfect channel for marketers who want to share time-sensitive promotions or information. More than 90% of text messages are read within three minutes of being received, making it a powerful campaign tool to reach subscribers.
There has never been a more direct and effective line of communication for marketing than SMS text messaging. With 78% of consumers saying SMS is the fastest way to reach them, you’d be wise to maximize the effectiveness of your message, putting every character to work.
Some traditional forms of marketing, such as print ads and TV commercials, don’t give marketers the luxury of immediate feedback that they can use to alter their strategy in real time. But that’s possible with text messaging marketing. The up-to-date metrics for each message provide timely insights you can use to iterate on your campaign strategy and methods until you reach your goals.
There’s so much competition that now, more than ever, using the most effective and efficient tools available to reach subscribers is critical. Mobile marketing campaigns are one of the most effective fundraising methods compared to more traditional marketing efforts, such as sweepstakes, events, and auctions. We found that for every dollar invested in building and operating a texting program, Tatango clients net at least $5 in donations on average.
Top 10 Nonprofit Fundraising and SMS Marketing Myths
Now that you know why SMS text messaging should be part of your marketing campaign, let’s debunk the top 10 nonprofit fundraising and text message marketing myths.
Myth #1: “Text messaging is only effective with younger consumers.”
Not true. Text messaging bridges the generational gap. In fact, 97% of Americans own a cell phone, and the Baby Boomer generation leads the charge in text message interactivity!
Myth #2: “Text messaging is a one-way channel.”
Connecting with your supporters via a text messaging campaign opens up the opportunity for them to respond, either by answering a question, interacting with customer service, or making a donation. The response rate for text messages is 209% higher than for a phone call, email newsletter, or even a Facebook post.
Myth #3: “Text messaging isn’t effective.”
Are you sure about that? Let’s look at some numbers. The average email newsletter open rate is only about 22.71%, and the average click-through rate is a dismal 2.91%. In contrast, 78% of consumers say SMS is the fastest way to reach them, and 90% of text messages are read within the first three minutes of being received. Sounds pretty effective to us!
Myth #4 “Text messaging is expensive.”
For every $1 spent on a text messaging campaign, there’s an average $5 return on investment—or ROI. Compared to other marketing platforms, text messaging is, by far, the most efficient and cost-effective marketing method.
Myth #5: “Text messaging limits creativity.”
Not with a little thing called MMS messaging! Work with the Tatango Design Studio, a free service available to our clients, to add GIFs, videos, images, and even audio files to your text messages.
Check out this overview of the Tatango Design Studio to see it in action.
Myth #6: “Text messaging campaigns are difficult to execute.”
Once you’ve gotten the hang of things, building out your SMS or MMS marketing messages is easy with our advanced features and functionality. You’ll be able to customize and target your messages—all within a WYSIWYG (“what you see is what you get”) editor, similar to Microsoft Word or Google Docs.
Myth #7: “Text messaging is intrusive.”
Everyone has their phone with them at all times, so we understand how this myth might have emerged. But most text messages sent and received are wanted, with over 90% of people saying they signed up to receive text messages. Organizations must follow strict rules and regulations when sending ethical text message campaigns—but don’t worry, Tatango is an expert on text message marketing compliance and will help ensure your campaign meets compliance requirements.
Myth #8: “Telefundraising is more successful than text message fundraising.”
If you’re a nonprofit, maximizing donation potential is crucial. Text message fundraising offers multiple benefits over telefundraising (or soliciting donations via phone calls), including scalability, personability, and ease of collection. Once your infrastructure is in place, text message fundraising becomes a streamlined process that can best support your fundraising efforts.
Myth #9: “Text messaging is only for the big organizations.”
Tatango has worked with organizations big and small, including local and national political campaigns. Because the barrier to entry for text message marketing is low, any organization can integrate it into their marketing plans. And, unlike other forms of advertising on social media or TV, text message marketing isn’t pay-to-play; you don’t need a massive budget to reap the rewards of a successful campaign.
Myth #10: “Text message marketing is a fad.”
We’ve saved the best (or worst?) myth for last. While text message marketing won’t likely replace social media, the two can coexist. In 2020, text messages generated $19 billion in revenue, prompting 61% of marketers to increase their SMS budgets. The numbers don’t lie; data suggests text message marketing is here to stay.
Consider these ten common text marketing myths BUSTED. Which ones surprised you most?
Add Tatango to Your 2022 Marketing Campaign
SMS and MMS text message marketing are tools you should add to your toolbox if you’re serious about taking your marketing to the next level. To learn more about how Tatango can help you start an SMS campaign, or if you have questions, contact the text message marketing experts at Tatango today.