The end of the year is a whirlwind between the holidays, Giving Tuesday, and your end-of-year fundraising appeals. Whether it’s Giving Tuesday followed by your end-of-year appeal, or any other two campaigns throughout the year happening in quick succession, a simple hack can help you raise more while minimizing the risk of exhausting your audience.
Keep reading to learn how to increase donations with your end-of-year appeals. In this blog, we share one of our favorite hacks for getting more donors even when your next fundraiser happens just 90 days after your last.
Why Use Text Message Marketing for Year-End Appeals?
SMS text message marketing is one of the latest fundraising and marketing methods and stands apart from traditional methods, such as advertising, TV commercials, and even email.
In our fast-paced world, text message marketing is ideal for sharing time-sensitive communications such as end-of-year appeals. Email newsletters have a relatively low open rate of about 22.71% and an even lower click-through rate of 2.91%. SMS and MMS text messages boast far more impressive numbers. For example, 78% of consumers say SMS is the fastest way to reach them, and more than 90% of texts are read within three minutes of being received. With that kind of performance, it’s no wonder text message marketing has become essential for fundraising, improving engagement, and increasing support—it’s one of the most powerful tools you can add to your fundraising campaigns.
Try This Hack During Your End-of-Year Appeal
This simple hack, A/B testing, is no secret in text message marketing, but it’s a game-changer in fundraising, especially since your Giving Tuesday campaign will cut quite close to your end-of-year appeal.
A/B testing involves sending one message to a subset of subscribers and a slightly different version of the message to the remaining subscribers, then monitoring which message, call to action, or visual element yields the most engagement. You may discover that your audience engages more with images than with text. This valuable insight will help you adjust your messaging in real time to dial in on what’s working and increase donations.
The Tatango platform makes A/B testing easy by sending the higher-performing text message to subscribers who weren’t included in the original test groups. Without A/B testing, it’s far more challenging to determine whether one message performs better than another since there’s no direct comparison between them.
Watch the following video to learn more about A/B testing:
Take advantage of A/B testing today to implement the most effective messaging to drive donations for your end-of-year appeal!
Here’s Another Hack: Add Tatango To Your Fundraising Efforts
A/B testing eliminates the fear of experimenting with your messaging to find what works best for your audience. Whether you’re just starting your SMS text messaging campaign or you’re ready to elevate it, the nonprofit text message marketing experts at Tatango can help you share your organization’s mission and grow your audience of supporters. Contact us today to get started.
