4 Keys to Year-End Fundraising With Texts

Year-end giving is a pivotal opportunity for nonprofits to engage donors and secure critical funding. Whether your organization is new to text messaging or has years of experience, leveraging SMS and MMS can significantly enhance your fundraising efforts. With an impressive 99% open rate, text messaging allows nonprofits to cut through the noise of the holiday season and reach donors at crucial moments.

Drawing insights from successful campaigns and feedback from nonprofits, here are four essential strategies to maximize your GivingTuesday and year-end text message campaigns.

1. Mix Your Message Types

Text messaging is a personal and immediate channel. If your messages are solely focused on fundraising, engagement may decline over time. Successful nonprofits typically balance their messages: approximately half are fundraising-related, while the other half focus on cultivation and engagement.

Consider integrating non-fundraising messages that steward donor relationships and add value. Engage your audience with messages that invite them to take surveys, participate in petitions, or learn about the progress made in 2024. Cultivate with donor impact reports and stories. This approach ensures texting is a two-way street, where you’re not only asking for support but also providing value.

ProTexting offers features like mobile surveys, text feedback, and recurring messaging, enabling churches and ministries to maintain consistent and meaningful communication with their congregations.

Timing is crucial in optimizing text campaigns. Many nonprofits send a few texts each month from January to October, but this often increases to about five messages per month in November and December.

A common question is: What are the best days to send texts around GivingTuesday and late December? While text conversion rates are higher on GivingTuesday and Dec. 31, the day after GivingTuesday can also have strong conversion rates. Conversely, asking for donations too far in advance of a Giving Day or deadline may lower conversion rates.

Consider backloading your fundraising texts by scheduling them toward the end of your key campaigns and close to deadlines. For example, you might send multiple texts on GivingTuesday and then another the day after to extend a match deadline or thank supporters and nudge those who have not given yet. In late December, you might backload your fundraising messages on Dec. 30 and 31.

ProTexting’s scheduling and automation features allow churches and ministries to plan and execute timely campaigns, ensuring messages reach congregants at optimal moments. Explore these capabilities at ProTexting for Churches and Ministries.

2. Send at the Best Time

Ninety percent of texts are opened within minutes of receipt, so timing is crucial. Engagement and conversion rates for nonprofit texts tend to rise in the evening, likely because supporters have more free time then. Supporters are often busy with work during the day, but in the evenings, they typically have more free time and keep their phones close by.

As you’ve probably noticed, overall online giving often spikes in the evening on GivingTuesday and Dec. 31 as it gets closer to the midnight deadline. Similarly, nonprofit text conversion rates are often highest in the evenings — especially between 8 p.m. and 9 p.m. — on the last day of deadline-focused campaigns.

ProTexting’s platform enables churches and ministries to send messages at the most effective times, enhancing engagement and response rates.

3. Use MMS & SMS to Increase ROI

SMS messages are limited to 160 characters, while MMS messages allow for images, videos, GIFs, and up to 5,000 characters with formatting options. Many nonprofits effectively use MMS for about half of their fundraising messages and around two-thirds of their cultivation texts. While MMS typically has a slightly higher cost, a balanced mix of SMS and MMS can increase your ROI during year-end campaigns.

Using MMS and SMS will also help vary the content your supporters are receiving so there’s a nice mix of longer and shorter content. Consider starting a campaign with an engaging MMS text and then following up with quick SMS reminders. For instance, on GivingTuesday, send a late morning MMS fundraising message, followed by SMS reminders in the evening and the next day.

ProTexting offers both SMS and MMS capabilities, allowing churches and ministries to create rich, engaging content that resonates with their congregations.

By implementing these four strategies — mixing message types, optimizing timing, sending at the right moments, and using a mix of MMS and SMS — nonprofits can boost their year-end text messaging efforts. ProTexting provides a comprehensive platform tailored to the unique needs of churches and ministries, offering tools to enhance communication, engagement, and fundraising outcomes.

For more information on how ProTexting can support your ministry’s communication needs, visit ProTexting for Churches and Ministries.

Set Clear Goals and Segmentation Strategy

Every successful fundraising campaign starts with clear and measurable goals. These goals give your team direction and purpose. Without them, your SMS efforts can lack focus and impact. Define how much you want to raise and by when. Break down the overall goal into smaller milestones for better tracking. Make sure your goals align with your organization’s mission and year-end priorities. A clear target helps create urgency for both donors and your team.

Segmentation is equally important for effective communication. Not all donors are the same, and their messages should reflect that. Group donors based on behavior like new, recurring, or lapsed supporters. This approach ensures each group receives content that resonates with them. Tailored messages increase engagement and make donors feel valued. Segmentation also helps allocate resources to the most promising donor groups. Personalized attention can turn one-time donors into long-term supporters.

Personalize Your Messages for Maximum Impact

Personalization can make your SMS campaign stand out during a busy fundraising season. A simple name mention can create connection. Reference their past donations to show you value their history of support. Include campaign-specific details that reflect their interests or previous contributions. Personalized messages feel authentic and show gratitude. This emotional touch can lead to higher response and donation rates.

Automation tools can help maintain personalization at scale. They allow you to merge donor names and other custom fields into each message. Use data from your CRM to make messages relevant. Avoid generic templates that sound robotic or impersonal. The more personalized your messages, the stronger the donor relationship becomes. This approach can significantly improve engagement and donor loyalty over time.

Incorporate Urgency and Deadlines

Urgency is a proven tactic in fundraising, especially at the year’s end. People are more likely to act when time is running out. Include phrases like “Only 24 hours left” or “Before midnight tonight.” These reminders push donors to decide quickly. Time-sensitive language creates a sense of importance around your campaign. It tells supporters their action matters right now.

Deadlines tied to real benefits work even better. Remind donors about tax-deductible benefits expiring on December 31. Mention matching gift opportunities that end soon. These incentives can boost conversions significantly. Pair urgency with clear instructions for donating. When donors know time is short, they are more likely to complete the process.

Optimize Your Donation Links

Your SMS messages should make giving as easy as possible. A long or complicated link can hurt your success. Use short, clean links that are easy to tap on mobile screens. These links should lead to a mobile-friendly landing page. Make sure the page loads quickly and works on all devices. A slow or broken page can lose donors instantly.

Keep the donation process simple and quick. Avoid unnecessary fields that make the form long. The fewer steps, the higher the chances of completion. Test your links before sending to avoid errors. A smooth experience ensures donors can act on their decision right away. Optimized links can significantly improve conversions and overall ROI.

Leverage Storytelling in Texts

Stories are powerful tools for connecting with donors emotionally. A short, meaningful story can inspire action faster than facts alone. Share real experiences from people who benefited from your programs. Highlight how past donations changed lives. Use emotional words that create empathy and urgency. A good story makes the donor feel like part of the impact.

Keep your stories brief because SMS has limited space. Focus on one person or situation for maximum effect. Include a direct link so donors can act immediately after reading. You can also combine stories with images using MMS. A compelling visual alongside a story can double engagement. Storytelling turns a simple request into a mission donors want to support.

Track Performance and Adjust in Real Time

Monitoring your campaign is essential for success. SMS marketing gives you real-time insights into engagement. Track metrics like click-through rates and donation conversions. These numbers show what’s working and what needs improvement. If a message underperforms, adjust your strategy quickly. Test different send times, wording, or link placement to boost results.

Use A/B testing to compare message variations. This approach helps identify what resonates best with your audience. Keep an eye on opt-out rates as well. High opt-outs may signal too many messages or irrelevant content. Real-time tracking ensures your campaign stays on track for its goals. The ability to adapt can make the difference between average and outstanding results.

Ensure Compliance and Respect Donor Preferences

Compliance is critical when using SMS for fundraising. Always ensure donors have opted in to receive messages. Sending unsolicited texts can damage trust and lead to penalties. Provide a clear option to unsubscribe in every message. Respect frequency limits to avoid overwhelming your audience. Too many texts can lead to frustration and higher opt-out rates.

Follow all applicable regulations like TCPA and carrier guidelines. Store consent records to prove compliance if needed. Donors trust organizations that respect their privacy and choices. A transparent approach builds credibility and long-term loyalty. When compliance and respect guide your strategy, your campaign is both ethical and effective.