By Jake Meador | May 28, 2021
No non-profit ever outgrows the need to communicate.
You communicate with your clients. You communicate with staff. You communicate with donors. None of your work can happen without communication.
So why is it that communication is often so difficult?
Your clients don’t answer phone calls or email. Your staff didn’t see the Slack message. Your donors aren’t returning your calls.
If it does, you should know lots of people have the same problem.
Email open rates are abysmal almost everywhere. Marketing email open rates are about 17%. Even non-profit emails sent to clients and donors are only opened about ¼ of the time!
The good news is that it doesn’t have to be this way. You can join the 15% of non-profits around the world that are already using text messaging to reach their clients, staff, and donors.
That’s simple: People read their texts. They don’t read emails. They don’t answer their phone. They definitely don’t listen to voicemail. But texting? That’s different.
The data proves it. According to Adobe, 98% of text messages are read and 90% are read within three minutes!
This actually makes sense when you think about it more. Most of us aren’t near our laptops or desktop computers all the time. Even when we are, we aren’t watching email all the time.
But we pretty much always have our phones with us. According to one study, Americans check their phones 96 times a day. According to another study, Americans spend over five hours a day on their phones and younger Americans spend almost 50 minutes a day texting.
Source: Kommando Tech, Feb 11, 2020
What this adds up to is unparalleled engagement. There simply is no other communication method in the world that can reach as many people as reliably as text messaging. And since you’re inherently in the business of communicating, that’s a big deal.
All SMS messaging that any organization does fits into one of two categories:
Two-Way messaging (conversations)
Bulk messaging (broadcasts)
Two-way messaging refers to SMS messaging that happens between your organization and one other person. Bulk messaging is messaging that goes out from your brand to a large audience. If you think of two-way messaging as being a conversation and bulk messaging as being a broadcast then you have the right idea.
The typical non-profit is going to use both types of messaging.
Conversations are helpful for a number of areas:
Directly contacting donors about giving opportunities
Maintaining positive donor relations
Automated messaging, or “smart replies,” about frequently requested information
Broadcasts, likewise, have a variety of uses:
Contacting larger groups of donors about upcoming events
Contacting staff about internal issues
Contacting groups of clients about services
What this means is that virtually any sort of short-form communication you need to do can be done via SMS.
There are two main ways your recipients will interact with you via text messaging.
First, if someone wants to reach out for some kind of two-way conversation, they will text in to your 5-digit number to initiate the conversation. Here’s an example, go ahead and try it out!
From there, they will be able to receive two-way text messages from your organization. This will allow them to receive smart reply messages if they need basic information about your organization as well as to receive personalized text messages from your non-profit that are relevant to them.
To see how smart replies work, send a text that says “nonprofitdemo” to 74121. This will subscribe you to receive texts from our demo account for nonprofit users. From there, you can see Smart Replies in action by texting the keyword "nonprofitdemo" to 74121. You will receive a message reply that includes a link to learn more information about a hypothetical non-profit’s upcoming programs, services, and volunteer opportunities.
NOTE: When you sign up for an account with Mobile Text Alerts, there are several ways you can add contacts to your list. People can:
Users can text in to your number with a keyword to opt in
Users can complete an online form
You can manually upload a list of contacts, assuming you have received permission to send them text messages.
There are other ways you can use SMS within your non-profit, of course. Let’s continue with the educational non-profit example. If this organization had a large network of volunteers who provided afterschool tutoring, you could also have your volunteers opt-in to receive texts from your organization.
Then, when you need volunteers for a certain session or location, you can send out a text message to all your volunteer tutors that says,
Let’s consider two more examples.
First, suppose it’s December and you are doing a major year-end fundraising push. You’ve received a generous matching donation from a donor and now want to let your network of volunteers and donors know about this opportunity they have to help your non-profit. You can text them.
Simply send out a message that says something like this:
Second, if you work in a non-profit that hosts a lot of events, you can use SMS to send out event reminders to your guests. Use the same process we have already described to add your contacts to your SMS list. Then as the event nears you can message all the guests who signed up to attend and who have consented to receive SMS messages from you.
Simply send or schedule a text the day before the event that says something relatively simple like,
As you can see, there are many, many use cases for text messaging. Whether you need a solution for internal communication, donor relations, or communicating with clients, SMS can do it all.
In some circles, particularly with non-profits working internationally, you might see people using chat apps like What’sApp or GroupMe to manage their text-based mobile communications.
There are three main reasons we believe SMS is a superior choice compared to these other apps.
SMS does not require downloading an app or remembering another number.
SMS does not require an internet or data connection to function.
SMS can work on basic phones as well as smartphones.
You can summarize the benefits of SMS compared to chat apps by simply saying that SMS works with extremely basic technology that virtually everyone has access to whereas chat apps always require more tech and more knowledge to operate.
Now, to be fair, there are cases internationally where SMS regulations make bulk texting very difficult to do. In those situations, using a chat app is perhaps going to be a better option, depending on the use case in view and what country you’re operating in. That said, even here there are many cases in international markets where SMS is still the better option. It all depends on local regulations. Mobile Text Alerts does support international texting and has served customers all over the world.
However, unless there is some local regulation with SMS that makes bulk texting more difficult, there simply isn’t any reason to favor chat apps over SMS. With SMS you don’t have to sell anyone on downloading an app (or learning to use it or memorizing their number or account address). With SMS you aren’t relying on people having internet or data access to receive messages. And with SMS you can even reach people using basic phones, which is still 12% of people in America or roughly 39 million people! If you want to be able to reach them, you should be using SMS, not chat apps.
Here are a few of the questions to consider as you make a decision about what software to use to assist your SMS efforts:
How much can your organization afford to spend on SMS?
What features do you need?
Can the company deliver custom work if you need it?
What kind of access to support will you have?
Do they have current customers who use SMS the way you plan to use SMS?
How can you get answers to these questions? There are several things you’ll likely want to do.
First, look at online review sites such as Capterra to see how customers are reviewing various SMS companies. This will give you a useful list of potential companies to consider and you can also start doing some research on the company by reading the reviews that others have published.
Second, once you have a list of companies you’re looking at, you can look at pricing and feature pages on their websites to see what kind of price range they work in and whether or not they offer the features you need.
Third, you can request a demo to talk to someone from the company about the product, your organization’s needs, and so on.
Finally, if you have good relationships with other non-profits in your area, you could also ask for word-of-mouth recommendations.
We hope this guide has been helpful for explaining why your non-profit should be using SMS as a primary messaging channel for your team, clients, and donors. Here are some recommended next steps you can take to determine if SMS is right for your organization and if Mobile Text Alerts is the right partner for you to work with as you implement SMS.
First, consider signing up for a free, no-risk 14-day trial of Mobile Text Alerts software. You can do that here: https://mobile-text-alerts.com/signup/.
If you’d like to talk to have someone walk you through the software so that you can learn a bit more quickly, you can sign up for a demo here: https://go.mobile-text-alerts.com/talk