TEXTING PROGRAM
While audience behaviors are changing, engagement and retention are persistent challenges. Texting provides an efficient engagement path, with 78% of people indicating it is the best way to reach them.
executive summary
Text messaging provides unique messaging based on audience:
- Stewardship (resources or community initiatives)
-
Cultivation (timely communications or new programs)
-
Benefits (upcoming event invitations or special offers)
This opportunity to connect directly and immediately with supporters has made it a key channel year-round, especially during critical fundraising campaigns like Giving Tuesday, Year-End, and rapid-response moments.
text message open rate
99%
(and 90% are opened
within 3 minutes of receipt)
Texting has one
important differentiator: immediacy and open rates over text far surpass email.
of online revenue raised from texting
4.5%
Source: Tatango data
Texting program roadmap
2
Engage
Engage your texting list with unique information about premieres, events, promotions, etc.
1
Sign up
Use an ongoing sign up campaign to acquire new donors & prospects to your list.
3
Ask
At strategic times of year send time-sensitive fundraising messages to your subscribers.
4
Thank
Thank your donors for their support and let them know they are appreciated.
5
Report
Show your donors how your gift has made a difference in the organization.
6
Keep Engaging!
The majority of your texts should be focused on engagement and stewardship. Focus on the full funnel!
- Marketing automation
- Automated responses at scale
- Wide variety of integrations & data sharing options
- A/B testing to maximize performance
- Video, emojis, fonts, 5,000 characters
- Advanced segmentation
- Click to opt-in / Click to message
- Opt-in data gathering
- Time zone sending
nextgen's texting partner: tatango
Industry Pioneer Founded in 2007
Advanced Functionality
Works exclusively with nonprofits & political organizations. Strong understanding of fundraising & engagement tactics.
PROVEN ROI
In 2022, Tatango's clients raised hundreds of millions. Their focus includes nonprofits, social causes, education, and advocacy associations.
CLIENT SUCCESS MANAGER
A dedicated expert offers strategic planning support, helps increase opt-ins, and builds journeys to keep your supporters engaged.
Tatango growth + Creative Labs
At no extra cost, Tatango's experts offer message design services, image optimization, website pop-ups and more.
why USE THE TATANGO PLATFORM?
COMPLIANCE REVIEW
Our compliance team reviews your program and provides guidance. We also handle the entire short code approval process.
SMS vs MMS
SMS:
160 characters
MMS: images, video, GIFs, 5,000 characters
higher ROI when sending MMS (multimedia) texts instead of SMS texts
30%
Source: Tatango data
SHORT CODE vs 10DLC
Broadcast texts can be sent from a 5-6 digit short code (e.g. 50545) or 10-digit long code (e.g. 843-372-9076). Differences include:
The speed and deliverability of short codes typically make them a better fit for
medium to larger nonprofits or lists.
10-digit numbers are often a good fit for smaller nonprofits or lists.
Viewers retain 95% of a message when they watch it on video, compared to 10% when reading it in a text.
Cultivation and engagement texts drive 4X and 6X higher click-through rates than fundraising texts.
Full funnel approach
Balancing these in your messaging strengthens donor relationships and boosts fundraising impact.
For example, one nonprofit included in a Tatango study saw a 54% increase in average gift by sending a cultivation text before a fundraising ask. Another achieved higher conversion rates with engagement texts over fundraising appeals.
When you focus on impact and storytelling, even a soft ask can inspire strong responses.
Text WALK to 800800 with your phone
Text Demo Example
Keyword Opt-in: WALK, EVENT, EVENTS, PEER
Description: This demo is designed to showcase a full event text messaging campaign in action using a fictional NP event, Walk to End Breast Cancer.
Shortcode: 800800
#of messages: 7 messages in total (incl. Intro +Wrap-up)
Message timing: Every min after opt-in (6 min total)
How to grow Your email list
Extra Content:
Typically, about 85% of donors remail after
initial text.
text donors who've provided their phone number
cross-promote channels
add text opt-in to donate, event & email signup forms
use keywords
Ways to promote your keywords:
- At events
- In direct mail
- On fliers
- In news releases
- On videos and commercials
Home page
Newsletters
Social Media
questions?
Kara Warr- kwarr@nextgenfr.com
Nisa Ayral- nayral@nextgenfr.com
THANK YOU
NextGen Texting Program (No Pricing)
By Next Generation Fundraising
