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by Mike Snusz
Text messaging is one of the most immediate and increasingly effective tools for nonprofit communication and fundraising. Even with strong performance data, questions about staffing, budget and planning could stand in the way of getting a texting program off the ground.
The primary challenges nonprofits encounter when investing in new technology include budget constraints (63%), feeling overwhelmed by the abundance of available solutions (20%) and difficulty comparing different options (19%), according to NonProfit PRO’s 2024 Nonprofit Leadership Impact Study.
These concerns are valid, especially for small teams balancing multiple priorities. However, text messaging is proving to be one of the more accessible and impactful digital channels available. The most recent M+R “Benchmarks” report found that texting had the second-lowest cost per donation ($62) — just behind search ads ($61) — and significantly lower than paid media like Meta, display, connected TV (CTV) and digital audio.
For nonprofits looking to launch a texting program, here are six common internal hurdles — and strategies to overcome them.
1. ‘Will Texting Really Work for Us?’
This is often the first question — and a fair one. Texting might feel unfamiliar, but it’s hardly unproven. Text messaging consistently delivers high engagement — 90% of texts are opened within three minutes — and, according to the M+R “Benchmarks” report, generates donations at a low cost while outperforming most other channels in return on ad spend.
If uncertainty is a blocker, consider starting with a pilot. A single text campaign tied to a timely appeal — like a summer giving day, back-to-school drive or GivingTuesday — can offer valuable data into how your audience responds. Results from that initial test can help guide future investment and strategy.
2. ‘Our Team Doesn’t Have the Bandwidth.’
Many nonprofit staff are working at capacity, making it hard to imagine adding another channel. But text messaging doesn’t have to be time-intensive. Text messages are quick to write and easy to adapt from existing email or social content, with no need for design or HTML.
Nonprofits sending just a couple texts per month often find it takes only a few hours total each month. Some platforms also offer artificial intelligence (AI) features to write messages or shrink SMS texts to 160 characters, further reducing the time required.
3. ‘It’s Not in the Budget.’
If your current budget is tight, consider reallocating funds from underperforming digital channels. Again, text messaging has outperformed several paid digital and social ad channels in cost per donation and return on ad spend, per the M+R “Benchmarks” report.
A small reallocation of budget from a lower-performing channel can be enough to test texting without needing to increase overall spend.
4. ‘We Have Older Donors.’
While email and direct mail remain essential, donor preferences are shifting. The percentage of donors who prefer monthly texts from nonprofits has grown from 28% in 2016 to 48% in 2024, according to the Giving USA special report, “Giving by Generation.”
While the report showed Gen Z is most responsive to nonprofit texts, there’s a myth that older donors aren’t receptive to texts. Today, baby boomers receive text messages from their kids, doctors, pharmacies, retailers, restaurants and others. Older donors are often incredibly responsive texters.
Another interesting finding from the report: More baby boomers prefer receiving a monthly text message over monthly direct mail. With rising postage costs and increasing inbox clutter, texting is a timely alternative to engage older donors, too.
5. ‘It Will Take So Long to Build Our List.’
Nonprofits often think that building a text messaging list is overwhelming, but they’re often further along than they realize. Nonprofits can text those who have given their phone number to join their text messaging program.
Under the Telephone Communications Protections Act (TCPA), nonprofits need express consent from donors and constituents. This happens when someone gives them their phone number. In many cases, nonprofits may already have a list to contact based on information collected from existing supporters.
6. ‘It’s Just Not a Priority Right Now.’
Understandably, texting can feel like something to push off until later. But delaying may mean missing a window of opportunity to engage donors more effectively. A few simple text messaging uses — like sending a short story of impact or an event reminder — can help maintain relationships when donor engagement tends to dip, especially in the summer months.
Texting can also support broader strategic goals. For example ...READ MORE....
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