The way nonprofit constituents communicate is changing. Email, direct mail, and other channels can no longer be the sole communication channel for nonprofit organizations to engage with their supporters. For nonprofits, integrating texting into their omnichannel marketing strategy has become crucial. With a 99% open rate, texting offers a direct line of communication for nonprofits to engage with their constituents. Especially during pivotal moments like Giving Tuesday and the year-end giving season, reaching potential donors in a direct and personalized manner can significantly amplify the impact of their fundraising efforts.
Texting offers immediate and direct engagement that other communication channels might not provide. This ensures that your message not only reaches the recipient but is likely to be seen within just a few minutes of being sent. On days like Giving Tuesday, when nonprofits are vying for the attention of potential donors, this immediacy can make the difference between a missed opportunity and a successful donation.
Additionally, texting allows for a more personal touch, even in mass communications. Tailored messages, which can be personalized based on previous interactions or donor history, can make recipients feel seen and valued. Personalization not only enhances the donor’s experience but also increases the likelihood of engagement and contribution. By segmenting your audience and crafting messages that resonate specifically with them, nonprofits can foster a stronger connection and long-term relationship, and cultivate a sense of loyalty to their organization.
The integration and addition of texting into an omnichannel marketing strategy bolsters the continuity and consistency of the donor journey. For example, a donor might first hear about a campaign on social media, receive an email update about its progress, and then, if they opt-in, get a text message prompting them for a year-end contribution. This cohesive strategy ensures that the message is reinforced across platforms, thereby increasing the chances of a positive donor response. As the end of the year approaches and many constituents are considering where to allocate their charitable gifts, a well-timed and direct text can serve as a timely reminder, leading to higher engagement and donations for nonprofits.
In this blog post, we will highlight several nonprofits who have used Tatango’s text message fundraising platform to achieve their Giving Tuesday and year-end giving fundraising goals.
March of Dimes
March of Dimes chose Tatango as its texting Partner in 2022 because of Tatango’s unique focus on enabling nonprofit organizations to leverage easy-to-use and proven text messaging programs to achieve amazing fundraising results.
March of Dimes partnered with Tatango because they wanted to increase the performance of their fundraising efforts. When searching for an effective and engaging channel to improve donor engagement and fundraising performance they were intrigued about texting. With texting powered by Tatango, March of Dimes achieved incredible success!
- Grew list of subscribers from zero to hundreds of thousands
- Increased annual giving day results by 32% year over year
- Texting accounted for 10% of total Giving Day revenue with average gift of $70+
International Medical Corps
Giving Tuesday 2022 was International Medical Corps’ first foray into using text fundraising as a strategy, rather than simply asking for a donation once or twice a year as they had done with a prior SMS company. With Tatango’s platform, they were able to engage donors strategically.
International Medical Corps created a text fundraising strategy that engages donors well. By sending three messages, with a donation ask on text two, donors feel valued, are reminded of the story and mission of the organization, and are encouraged to give.
“We wanted to steward our donor base. Our goal is to add value, not just ask for donations” said Jessica Smit, Manager, Direct Marketing at International Medical Corps
World Hope International
World Hope International (WHI) is a faith-based relief and development organization working with vulnerable and exploited communities to alleviate poverty, suffering, and injustice. Their vision is to provide those in need with opportunity, dignity, and hope so they can possess the tools for change in themselves, their family, and their community.
World Hope was referred to Tatango by the FundraiseUp team. Tatango’s integration with FundraiseUp allowed WHI to segment their year-end text messages, including suppressing recent donors from GivingTuesday and end-of-year campaign messages. The integration also showed World Hope the number of donations and the amount raised for each text message sent.
When Jeannine Gibson arrived as the new CMCO at WHI, one of her top priorities was to add a strategic text channel in order to engage with donors.
World Hope International had three main goals for its text messaging channel:
- Increase giving from their year-end, Giving Tuesday, disaster response, and other fundraising
- Acquire and retain younger demographic campaigns
- Grow their text messaging list
Shortcode applications typically take at minimum to be approved by phone carriers. With WHI, the Tatango team was able to gain approval in as little as three weeks. As a result, WHI could begin utilizing this new channel in time for Giving Tuesday.
The Tatango Customer Success team’s responsiveness and expertise were key to accelerating the onboarding process. They had World Hope’s channel live much earlier than expected. Both WHI and Tatango were equally invested in the success of this channel. The Tatango team members guided and provided resources that allowed WHI to get up to speed in record time.
As a result of the productive collaboration, WHI had the confidence and competency to utilize the platform and send messages on their own. The World Hope team exceeded their GivingTuesday goal by 37% across all channels.
When used as part of an omnichannel approach, text messaging can be an innovative and effective way to engage constituents and increase donations. If you’d like to learn more about texting for nonprofits, contact our team today.
Do you have a Giving Tuesday text messaging success story? Tag us on LinkedIn and share your story.
