Nonprofit organizations must use every channel available when raising funds for their causes. Text-to-give is an effective fundraising strategy. A NeonOne report states that 90 percent of text messages are opened within 3 minutes, making text-to-give a powerful tool for nonprofits.
Text messaging is a communication medium that’s difficult to ignore. It arrives directly on mobile phones, ensuring your messages reach people regardless of their location and activity. Nonprofits that use these systems effectively will collect more funds and enjoy a convenient fundraising process.
Table of Contents
- What Is Text-to-Give Fundraising?
- Why Nonprofits Should Adopt Text-to-Give Fundraising
- Step-By-Step Guide: Setting Up a Text-to-Give Campaign
- 10 Tips to Increase Your Nonprofit’s Donor Base
- Best Practices for Maximizing Text-to-Give Fundraising
- FAQs
- 100+ Free Fundraising Tools for Nonprofits that Inspire Unprecedented Generosity
What Is Text-to-Give Fundraising?
As the name suggests, text-to-give fundraising allows nonprofit organizations to raise funds through texting. A text is generated and sent to potential donors. Those who wish to donate simply respond by text to send funds to support the cause.
Here’s how a nonprofit would set up a text-to-give fundraising campaign:
- Choose a platform. The platform assigns you a phone number, keyword and shortcode that you can use for texting purposes.
- Supporters receive your message asking for donations along with the keyword. They can text back the donation amount.
- The system generates a secure link donors can use to complete the donation.
- The donation is automatically deposited to your organization’s bank account.
Text-to-give fundraising systems are convenient for donors and nonprofits. With 59.92% of the market using mobile (as opposed to 37.87% on desktop) you are reaching users on their preferred platform.
To reduce marketing time and effort, nonprofits can take advantage of a one-point system. Funds go directly into the account, which makes them easy to track. It eliminates the need to transfer money between accounts and reduces fraud, which can occur when funds are split among platforms.
Several nonprofits have successfully used text-to-give to raise funds. One of the most popular text-to-give campaigns includes the Red Cross’s relief efforts after the 2010 earthquake in Haiti. The organization raised $32 million by requesting $10 from donors using the keyword “Haiti”.
Why Nonprofits Should Adopt Text-to-Give Fundraising
Text-to-give fundraising offers several benefits for nonprofits. Here are some to consider.
Accessibility
A traditional online donation process can be complex. Donors must navigate to pages and fill out forms to ensure their credit cards are processed. With text message donations, they simply text back with a keyword and donation amount to access a short donation form and have their transactions processed.
Increased Engagement
A Nonprofit Fundraising report demonstrates the importance of targeting Gen X-ers and millennials in fundraising efforts. Gen X-ers are often at the peak of their careers in financial stability and have a deep sense of social responsibility. Millennials give an annual average of $481 to make an impact on the world.
It should come as no surprise that these generations also rely heavily on mobile phones. A LivePerson report reveals that 61.8% of consumers aged 18-34 would rather leave their wallets at home than their phones. 70.1% of Gen Z-ers and millennials sleep with their phones within an arm’s reach.
Text-to-give reaches millennials, Gen X-ers and Gen-Zers on the devices they use most to increase donation potential. Making donations as easy as possible also makes donors more likely to continue to support your cause. In other words, it's one of the most effective donor retention strategies you can use.
Flexibility
Donation via text is flexible in that it can be used for one-time and recurring mobile donations. Setting up recurring donations can be as easy as texting back a keyword. For example, with the Vanco system, users can simply enter the word “repeat” to sign up for recurring donations.
Case Study
Many organizations have successfully raised funds through text-to-give:
- Tres Hermanos Foundation used text-to-give to support their Freedom Edition Book Drive, which aimed to distribute a million books to incarcerated individuals over the next ten years. The campaign raised $43,760.
- Maya’s Hope Lotus Ball Campaign aims to improve the lives of impoverished, orphaned and special needs children. During their 10th annual campaign, they raised $17,277 through text-to-give.
- Hydrating Humanity provides safe water, hygiene education and missionary work to developing companies. They raised $16,524 through text-to-give fundraising.
Step-by-Step Guide: Setting Up a Text-to-Give Campaign
Step 1: Choose a platform. There are several text-to-give platforms to choose from, but Vanco stands out for its ease of use. Members can give and set up recurring payments in a few easy steps. Multiple funds can be supported with a single phone number. We also offer 24/7 phone support and a huge library of free materials.
Step 2: Create a keyword and shortcode. Create a brief keyword that relates to your cause followed by a shortcode of numbers. Keywords and shortcodes should be easy to type and remember.
Step 3: Integrate with existing donation systems. Vanco integrates with several donation systems to support financial organizations. For example, it integrates with Camino, which provides simple donation reconciliation. It also works seamlessly with ACS Technology to ensure donations are accepted securely.
Step 4: Promote your campaign across various channels. Text-to-give campaigns rely predominantly on texts, but you can also promote on other channels. For example, you can advertise your campaign through social media and newsletters. Let people know what your cause is about and give them the number and shortcode they can use to donate. You can also host events urging people to give through their mobile devices.
Step 5: Send follow-up messages and acknowledgements. Text-to-give platforms also allow you to set up automated messages to follow up with donors and acknowledge their donations. They send thank-you messages when donations are received and can follow up with people who have not responded or have not donated in a while to encourage additional funds. This type of communication increases funds and builds stronger donor relationships.
10 Tips to Increase Your Nonprofit’s Donor Base
Improve Donor Retention
Before focusing on new donors, ensure your existing supporters stay engaged. A strong retention strategy can involve personalized follow-ups, thank-you messages and updates on the impact of their donations. Consistent donor stewardship builds trust and increases the likelihood of larger, recurring donations over time.
Leverage Peer-to-Peer Fundraising
Engage your current supporters by encouraging them to promote your campaign to their networks. Peer-to-peer fundraising is a cost-effective way to expand your donor base, as supporters can create personalized fundraising pages and attract new donors.
Use Social Media Campaigns
Platforms like Facebook, Instagram and Twitter are powerful for reaching new audiences. You can attract attention and donations by creating engaging, shareable content and promoting specific donation drives or events. Social media challenges or contests also add a fun, interactive element that increases visibility.
Host Themed Events
Organizing events such as walkathons, online auctions or trivia nights can draw in new donors. These events can be fun and engaging while providing an opportunity to promote your cause and increase donations through participation.
Showcase Transparency and Impact
Donors are more likely to contribute when they trust their funds are being used effectively. Share detailed financial reports and impact stories on your website or social media to highlight how donations make a difference. Regular updates help maintain engagement and encourage more giving.
Offer Recurring Donation Options
Offering recurring donation options can make it easy for donors to contribute regularly. This can significantly increase a donor's lifetime value and provide consistent funding for your nonprofit. Promote the benefits of recurring giving through newsletters and on your donation page. Vanco’s platform allows nonprofits to set up recurring donations, making it a seamless experience for the organization and the donor.
Create a Membership Program
A membership program allows donors to feel a deeper connection with your organization. Offer exclusive content, early access to events or branded merchandise as incentives for donors who join. This fosters a sense of community and belonging, which increases loyalty and long-term support.
Implement Donor Segmentation
Use a donor management system to segment your donor base into different groups based on their behavior, donation size or interests. Tailor your communications to each group for more personalized outreach. For example, you can send targeted emails to major donors, while smaller donors might receive different appeals. This ensures that your messages resonate with each donor.
Collaborate with Local Businesses
Partner with local businesses for co-branded campaigns or sponsorships. Businesses can help raise funds for your nonprofit while increasing brand visibility. This type of corporate collaboration can be mutually beneficial and attract new donors through cross-promotion.
Highlight Matching Gift Opportunities
Many companies offer matching gift programs that match donations made by their employees. Promote these programs to your donors and encourage them to check with their employers about matching gift eligibility. This can effectively double the donations you receive with minimal extra effort on the donor’s part.
Best Practices for Maximizing Text-to-Give Fundraising
Text-to-give adds convenience to the donation process. Here are some tips that make this strategy even more effective.
Keep the Process Simple
The simplicity of the text makes it a favored donation method for donors and nonprofits alike. Avoid overcomplicating things by following these best practices:
- Keep the keyword and shortcode simple: Come up with a short keyword that’s easy to spell and represents your cause. Follow it with an easy-to-remember short code like 12345.
- Keep online forms brief: Make your mobile donation form as short as possible by eliminating unnecessary fields.
- Offer directions: Some users may be unsure how to use text-to-give. Consider adding a link or a brief description so they understand the billing process.
Offer Multiple Giving Options
Allow donors to choose from various donation options such as online forms and card readers, which take their credit card information with a simple tap or swipe.
Personalized Messaging
Personalization is a powerful marketing tool. An Idomoo study shows personalization increases revenue by 5% to 25%.
Take advantage of this strategy by segmenting your donor base using key demographics like age, location, profession, ethnicity, gift amounts and where they are in the donation funnel. Create texts based on their donor profiles to make them relatable.
Post-Donation Engagement
It’s easier and less expensive to retain donors than to acquire them. A NextAfter report shows retention can be five times cheaper than acquisition. You can retain donors through post-donation engagement.
Stay in touch through donor texts, social media and email. Thank them for the funds promptly and update them to let them know the impact of their donations. Make them aware of the challenges your organization is facing and how they can support future endeavors.
Ongoing communication builds a sense of community and strengthens relationships making donors more dedicated to your cause.
FAQs
How do I set up a text donation campaign?
Text-to-giving setup generally involves signing up with a platform, creating a keyword and shortcode combination, promoting your campaign and reaching out to donors for donations. Check out the Vanco website to learn more about our simple process.
Is text-to-give secure for donors?
Yes, a reliable platform will send donors to a secure page where they can enter their contact information.
What are the costs associated with text-to-give fundraising?
The costs associated with text-to-give fundraising vary from platform to platform. Vanco’s pricing starts at $49 a month plus processing fees. We also have a $99 monthly program that offers more features. Check out our pricing page to learn more.
What type of nonprofit organizations can benefit from text-to-give?
Any type of nonprofit can benefit from text-to-give. It supports any campaign aimed at generating funds. However, it may not be ideal for campaigns that aim to collect physical items, like Toys for Tots.
How do I promote my text-to-give campaign?
There are several ways to promote a text-to-give campaign. You can use emails, newsletters, social media and texts to make people aware of your cause and provide your keyword and shortcode. Advertise how easy it is to donate via text.
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