The nonprofit sector is new to mass text service, and because of that, best practices have yet to be determined. There are some basic guidelines to follow when launching and managing group text campaigns; however, your number one objective at the beginning should be to start building your mobile list.
It is illegal to buy, sell, or trade mobile phone numbers—unlike email and snail mail addresses. As a result, list-building takes time, so the sooner you start, the better. The open rate of text messages is over 90 percent, and those who sign up tend to be your most committed supporters. Making the effort to promote your group texting campaigns and grow your mobile list now can prove extremely valuable in the years to come as the popularity of group text messaging continues to skyrocket.
That said, the purpose of your group texting campaigns will evolve over time as the technology develops. Initially, it’s best to use group text messaging to alert subscribers about important breaking news relevant to your nonprofit’s mission and programs, as well as to send occasional reminders encouraging deeper involvement with your work.
1. Add a “Subscribe to Receive Text Alerts!” Pitch to Your Website, E-newsletter, Blog, and Print Materials
Create a “Subscribe to Receive Text Alerts!” page on your website that explains the purpose of your group texting campaign, how it works, how often messages will be sent, and—most importantly—how to subscribe.
In addition to keyword and shortcode subscription details, embed an online form or widget (provided by your vendor) that allows people to instantly subscribe by entering their mobile number. Link this page near the e-newsletter subscribe option on your website and blog.
Add a “Mobile” field to donation forms and event sign-up sheets, and include your keyword and shortcode in print newsletters. It’s also crucial to link to your “Subscribe to Receive Text Alerts!” page in your e-newsletter (around 80% of new group text subscribers come from email lists), as well as on “Thank You” landing pages and emails.
Finally, integrate SMS icons alongside your social networking icons on your website and blog, and be sure to create a “Subscribe to Receive Text Alerts!” page on your mobile website as well.
2. Create a “Text-to-Subscribe” Graphic for Social Networking Sites
Create a visually compelling graphic that encourages people to subscribe to your text alerts. This could be a custom design or a strong photo overlaid with your text-to-subscribe keyword and shortcode (for example, “Text PETA to 73822 to sign up for text alerts!”).
Use this graphic in Facebook status updates, tweets, Flickr uploads, slideshows, or even your YouTube channel banner. Simple text pitches aren’t always enough—creativity helps. Occasionally link to your “Subscribe to Receive Text Alerts!” page in status updates and tweets as well.
3. Pitch Your Keyword and Short Code in Check-Ins
When checking in to locations on location-based platforms, include your text-to-subscribe keyword and shortcode in your status updates or shouts. Since users are already on their smartphones, they are more likely to subscribe immediately.
4. Add Your Text-to-Subscribe Keyword and Short Code to Your Twitter Background
If your nonprofit uses a custom Twitter background, add your text-to-subscribe keyword and shortcode pitch. Even though Twitter backgrounds don’t support clickable links, users are often willing to manually type URLs or send a text to subscribe.
5. Send Text Messages That Are Timely and Relevant to Current Events
Group text messages should typically relate to current events or important nonprofit updates. They should feel timely, convey urgency when appropriate, and include a clear call to action. Group texting is especially effective for advocacy and activist organizations because it mobilizes supporters instantly.
6. Send a Mix of Informational and Call-to-Action Messages
Occasionally send informational messages that aren’t time-sensitive but are useful or inspirational—such as quotes, statistics, health tips, shopping suggestions, or “Save the Date!” announcements.
Before sending any message, ask yourself if it’s truly useful. If it’s not, don’t send it. With such high open rates, every message should be thoughtful and engaging.
7. Send Periodic Donation Reminders
Send periodic text reminders encouraging supporters to donate online or via text-to-give—especially toward the end of the year, when most donations occur. Early adoption gives nonprofits a strong advantage before donor fatigue sets in.
8. Don’t Send More Than Two or Three Messages per Month
At the beginning, limit your texts to two or three per month. Engagement and unsubscribe rates will guide you over time, but infrequent, high-quality messages are more effective and help retain subscribers.
9. Link to Your Mobile Website in Text Messages
Subscribers read texts on their phones, not desktops. Always link to your mobile-optimized website, not your desktop site. Mobile web usage will continue to rise as smartphones and data plans become more affordable.
10. Pitch Your Social Networking Communities in Text Messages
Every few months, send a text letting subscribers know about your presence on Facebook, Twitter, YouTube, Foursquare, and other platforms. Ideally, link to a single mobile-optimized page that lists all your social channels.
11. Use Bit.ly to Track Click-Through Rates
If your group texting vendor doesn’t offer advanced analytics, use Bit.ly to track click-through rates. Shortened links save characters and make tracking easier. Consider creating a separate Bit.ly account specifically for mobile campaigns to better measure performance over time.
This approach also gives you more space in your text marketing messages while keeping analytics clean and focused.
