Like most nonprofits, your organization is always looking for its next big chance to rally its community and secure more funds for its mission. With 34 million participants in the U.S. alone in 2023, Giving Tuesday represents a can’t-miss opportunity for nonprofits of all types and sizes.
However, since the global generosity movement lasts only one day, your team must do everything it can to make potential and current donors aware of how they can contribute to your campaign. Text messaging is one proven marketing strategy that is well-suited for the urgency of Giving Tuesday.
Let’s break down five steps you can take to incorporate text messaging into your nonprofit’s Giving Tuesday strategy.
1. Invest in a nonprofit text messaging platform.
Before you can start contacting donors on their smartphones and encouraging them to contribute to your Giving Tuesday campaign, you must have the proper tools in place.
Tatango’s text-to-give platform guide recommends looking for these top features and capabilities:
- Automation
- Segmentation
- Fast messaging speeds
- Security
- Data reporting and analytics
- Integrations
- AI-enhanced message composer
With text-to-give tools, you can automatically send your subscribers a mobile-responsive donation page, allowing them to make a gift whenever or wherever they find most convenient.
2. Build a text contact list.
Your nonprofit text provider will assign you a five-digit short code or a 10-digit long code. From there, you’ll develop a catchy keyword, such as “FUNDS4FORESTS,” that donors will text to that number to opt into your messages.
Establish a large audience before Giving Tuesday by promoting your short code and keyword on various platforms. For example:
- Add a dedicated page on your website explaining how to sign up to receive texts.
- Create eye-catching posts on social media.
- Include important texting details in a section of your email newsletter.
- Provide an opt-in option on your donation page.
You can even come up with some incentives to encourage more people to sign up. For example, you might send first-time subscribers a discount for an upcoming event or branded merchandise in your online store.
3. Promote various ways to get involved.
Rather than repeatedly spamming your subscribers with fundraising appeals, maximize involvement by sharing multiple ways people can contribute to your Giving Tuesday campaign.
For instance, you can invite people to:
- Volunteer: “Hi, [Name]! We’re celebrating this Giving Tuesday by expanding our community garden to provide more fresh produce for local families. 🌱 We’re looking for volunteers to help out! Sign up here to plant seeds and smiles: [Link]”
- Spread the Word: “[Name], will you lend your voice to help protect our planet? 🌎 This Giving Tuesday, post a photo or story sharing why you support [Nonprofit’s Name] with friends and family. You can help us reach more people who care!”
- Attend an Event: “[Name], you’re invited to our Giving Tuesday Community Cleanup! Spend a beautiful morning in the sun ☀️ and help keep our local park looking its best. Sign up as a participant here: [Link]”
If possible, use your nonprofit’s database to send targeted messages that are more likely to appeal to each recipient’s interests and preferences.
For example, you might create a segment of subscribers who have volunteered with your organization in the past and reach out about the chance to volunteer again this Giving Tuesday. Or, if you know particular projects or areas of your mission that supporters are interested in, you could tie the involvement opportunities you suggest to the related impact they’ll have in those areas.
4. Send reminders and milestone updates.
Maintain momentum throughout your Giving Tuesday campaign by providing regular reminders and updates to your text subscribers. Use the following tips to catch their interest and build excitement:
- Include a clear CTA in every message, whether that’s to donate or spread the word about your campaign.
- Add authentic, attention-grabbing images or video clips that capture the importance of your cause.
- Highlight the specific impact that donations will have on your mission, such as helping you expand a program or renovate a building.
- Celebrate milestones, such as reaching 25%, 50%, or 75% of your fundraising goal.
Additionally, you can highlight corporate social responsibility (CSR) opportunities to inspire more engagement. According to 360MatchPro, many companies have matching gift programs in which they’ll match the donations their employees contribute to nonprofits at a 1:1 ratio. These programs give donors the chance to make their dollars go further without having to reach back into their wallets.
5. Thank everyone after the campaign.
Since Giving Tuesday takes place every year, aim to build on the success of each campaign for even better performance the next time around. Start by expressing your appreciation to retain support for the long term.
Schedule an automatic thank-you text to donors and volunteers for the day after Giving Tuesday. Personalize the message with their preferred name and specific contribution to your campaign to make it truly stand out. Summarize what you’ll be able to accomplish thanks to the funds you raised.
Additional recognition methods include sending animated eCards, posting shoutouts on social media, and creating a thank-you video to publish on your website.
Your nonprofit’s text platform should have built-in reporting and analytics tools to help you assess your messaging performance during and after your Giving Tuesday campaign. Look at your open rates, click-through rates, unsubscribe rate, and average text donation amount to identify where you’re doing well and how you can improve your nonprofit text messaging campaigns going forward.