The final 100 days of the year are critical for charities and non-profits, often accounting for a significant portion of annual donations. Traditionally, direct mail campaigns have been a cornerstone of these efforts, allowing organizations to connect personally with donors. However, unforeseen disruptions, such as postal service interruptions, can pose significant challenges to these traditional fundraising methods.
The recent postal strike in Canada has highlighted the vulnerabilities of relying primarily on single-channel fundraising. “Eighty-five per cent of our donations arrive through the mail,” said Dusty Green, NB Lung’s director of marketing and communications, adding that about 50-to-60 percent of the charity’s donations arrive in November and December. “We’re pretty anxious for sure,” Green said. “We’ve definitely tried to make it easier for people to donate online.”
With letters and donation appeals delayed, charities face a pressing need to pivot their strategies. However, this challenge also brings an opportunity to adopt impactful alternatives like text-to-donate campaigns.
Advantages of Text-to-Donate
- Immediate Engagement: Donors can contribute instantly, directly from their cell phones.
- Broad Reach: With high mobile phone penetration, this method can engage a wide audience, including those who may not respond to direct mail.
- Cost-Effective: Reducing expenses related to printing and postage, as well as text-to-donate campaigns, can be more economical.
- Swift Activation: Our team can have a text-to-donate campaign up and running within a week, giving the charity the ability to quickly pivot to continue collecting vital funds amid the postal strike.
- Ease of Use: Donors can give with a simple text message, streamlining the donation process and enhancing user experience. No app download or credit card information is required.
- Resilience: Text-to-donate campaigns remain unaffected by external disruptions, ensuring continuity in fundraising efforts.
Integrating Text-to-Donate with Existing Fundraising Strategies
Text-to-donate is not a standalone option—it’s an adaptable tool that complements most fundraising strategies. Here are some examples of how it can be seamlessly integrated:
- Live Events and Speeches: Encourage donations during events by inviting attendees to text-to-donate. Picture an energetic speaker inviting the audience to grab their phones and make a difference on the spot.
- Social Media: Capture a donor’s attention with a compelling image, visual, or message, along with an ask to donate through text. Most individuals are scrolling social media on their phones – the perfect opportunity to have them use their phones to make a text donation.
- Press Releases & Announcements: Incorporate text-to-donate details in media statements to extend your reach. For example, Variety Children’s Charity includes its call-to-action in PR statements, which results in media sharing text-to-donate with their readership.
- Corporate Partner Campaigns: Tailored keywords (e.g., a unique emoji or word) can amplify corporate sponsors’ fundraising efforts while showcasing their brand support.
- Radio or Media Placements: Leverage broadcast media to share a quick, memorable text-to-donate keyword and Short Code, capturing listener attention in seconds. For example, the Greater Vancouver Foodbank making headlines with its emoji text-to-donate campaign.
- Monthly Giving & CRM Support: Use text-to-donate to build lasting donor relationships. By capturing donor contact information, you can grow your CRM and cultivate long-term giving.
Case Study: The Snowsuit Fund’s Successful Pivot
The Snowsuit Fund, an Ottawa-based charity dedicated to providing warm snowsuits to children in need, launched its first-ever text-to-donate campaign with Mobile Giving Foundation Canada (MGFC). Over just 30 days, they raised more than $38,000, enough to provide 700 snowsuits for local children in need.
“Thanks to our first-ever text-to-donate campaign using the Mobile Giving Foundation Canada platform, The Snowsuit Fund of Ottawa can provide 700 snowsuits to needy kids in our community this winter! The MGFC team made it so easy to implement, and we can’t wait to do it again next season,” said Karen Wood, Fundraising Lead.
This success highlights how text-to-donate campaigns can deliver immediate, measurable results while maintaining donor engagement during critical fundraising periods. It also demonstrates how charities can adapt quickly and efficiently in the face of unforeseen challenges.
How to Implement to Text-to-Donate
If your organization relies heavily on direct mail and finds itself facing the unknown leading into this pivotal time of year, implementing a text-to-donate campaign can help you maintain momentum. The setup process is straightforward, especially with the support of MGFC. Here’s how to get started:
- Apply and become certified: Send us an email to request a copy of our application. Our team will work with you to get you ready for launch as quickly as possible.
- Choose a Keyword: Select something memorable that ties to your mission or campaign, such as “HOPE” or “SNOW.”
- Select a Short Code number: An easy-to-remember 5-digit number to promote to your audience. Choose between: 20222, 30333, 41010, 45678, or 80100.
- Set Donation Amount(s): Allow donors to give preset amounts like $5, $10, $20, or $25 via text message.
- Promote Your Campaign: Share the keyword and Short Code on social media, email newsletters, websites, and virtual or in-person events.
- Thank and Retain Donors: Use personalized follow-up messages to thank donors and encourage recurring gifts.
Why MGFC?
At the Mobile Giving Foundation Canada, we’ve helped over 800 charities raise more than $10 million through text-to-donate campaigns. Our platform offers:
- Customizable Campaigns: Tailored solutions that fit your organization’s needs.
- Seamless Integration: Easily promote your campaign across multiple channels.
- Reliable Support: Expert guidance to ensure your campaign is successful.
Take Action Today
As we enter the year-end giving season, the stakes are high for charities and non-profits. With traditional methods like direct mail facing disruptions, embracing alternatives like text-to-donate can ensure your fundraising goals stay on track.
The time to act is now. Don’t let external challenges disrupt your mission. Visit Mobile Giving Foundation Canada to learn more about how our text-to-donate platform can transform your fundraising efforts.
Ready to get started? Contact us at [email protected] or explore our Program Basics to begin setting up your campaign. Let’s make this year-end giving season your most successful yet.
A Note on the Postal Strike
The Mobile Giving Foundation Canada firmly believes in the right to collective bargaining and employees’ rights. By no means are we taking sides in this ongoing strike. Our suggestions aim to support charities in overcoming this strike’s unforeseen impact on their vital work.