TEXT MESSAGE DONATIONS: Tips, Reasearch, Price…
February 26th, 2010 | Published in See Jack Write, The "High-Tech" Method
Slay & Associates is constantly researching how to best utilize today’s mobile-obsessed society. And it is clear that text fundraising is likely the next big thing in for marketing plans and fund development. Just look at case studies like the Humane Society, who boosted their donations 75% with the addition of a text component.
The Process
1. User sends text message with a dedicated keyword to your short number
2. They receive confirmation messages and must reply YES to complete the donation
3. The donation shows up on their next phone bill
4. Payment is remitted to your organization in (60-90 days) – note the serious lag time!
Summary of Key Findings
- Typically only small amounts ($1-$5 per donor). However, this method can (and should) be done repeatedly–at various events and with multiple campaigns. The amount raised depends on depth of our list and strength/reach of our campaign. Over $35 million has been given to Haiti release through mobile fundraising! Obviously a “results not typical” disclaimer is more than nessicary.
- Most text-donors are recruited online. Strong email and social media (specifically Facebook & Twitter) programs should be established prior to mobile fundraising and should be utilized throughout the length of the campaign–announcing, thanking, providing updates, etc, as well as creating a prominate text message sign-up page on the website.
- You have to have a list of phone numbers to go off of. An obvious, vital, yet oftern overlooked conponent.
- The annual dropout rate for text messaging lists is high.
- Texters can utilized outside fundraising and have the benefit of responding to immediate requests. A recent study has found that mobile contacts respond to requests to make advocacy phone calls on behalf of a cause at a rate of 4.7 percent, nearly five times the response rate of people called to action via email.
- It is very complicated to get a Text based fundraising effort rolling. To own a “short code” directly, there is an upfront investment required of $1,000+ required, as well as agreements with the various mobile carriers and middlemen involved in the billing process, transaction fees, etc.
- Two companies currently offer solutions to nonprofit organizations: MGive.com and Mobil Commons. But can often be out of budget (Mobil Commons – $500 per month & MGive – $900 for investment for 1 year).
