When it comes to recurring donor campaigns, using text messages can really make the fur fly. And by “fur” we mean donations, donor involvement and retention.
That’s the experience of one of mGive’s clients focused on saving four legged friends around the country. The organization began partnering with mGive in 2009 to integrate text messaging into their already successful communication strategy.
Specific to their goal was to grow a new community of individual donors and to cultivate monthly givers.
To achieve these goals, the client couldn’t just occasionally send out a text or add a text component as an afterthought to an existing campaign. What they found was that using text messaging is like having a pet…give it attention and care and the returns would be endlessly rewarding – although without the tail wags and tummy rubs. Instead, a mobile community returns the love with event attendance, social sharing and fundraising to help fulfill their mission.
The client’s experience shows that text giving gets the best results when supported by ongoing text communication, providing program information and opportunities for involvement other than just solicitations. In other words, using text to build a community of highly engaged supporters.