The end-of-year giving season is a whirlwind of activity for nonprofits. You’ve worked hard to create great campaigns, and hopefully, you’ve welcomed a wave of new donors. But what happens after the confetti settles?
The key is engagement. You need to nurture those budding relationships and make your new donors feel valued and connected to your mission. Your organization provides so many great opportunities for people to make an impact in the world.
A strategic texting plan is the best way to transform a new donor into a loyal, long-term supporter.
Why Texting?
Texting is personal and immediate and boasts sky-high open rates (99%!). It allows you to cut through the digital clutter and speak directly to your donors, fostering a sense of closeness and community.
People read their text messages, especially when a photo or video is included, and are much more likely to take the action you want them to take.
Texting is far and away the best tool to use to engage your new donors.
The Power of "Thank You"
Before you dive into new initiatives, upcoming events, and also your continued donation messages, start with a heartfelt “thank you.” Expressing gratitude is crucial for building trust and showing your donors their contributions matter.
But why is “thank you” so powerful?
It boils down to three things:
- Acknowledgment: Donors feel seen and appreciated, not simply another transaction.
- Connection: A personalized thank you creates a sense of belonging and shared purpose.
- Impact: Showcasing the impact of their gift reinforces their decision to give and inspires future support.
This aligns with what we believe at Powered By Text: people want to feel connected and texting is the best way to knit communities together. When communities are connected, the opportunity for impact is MASSIVE!
Starting with a thank you taps into an intrinsic need for people. They want to be seen and heard and know their support isn’t lost in the fray. When you acknowledge their gift in a personalized way, including an image or video of the impact their gift is making, it creates a stickiness for your donors.
Strategies for Engagement
Now, let’s explore some actionable strategies to engage your new donors using texting and keep them invested in your mission:
1. Start with Thank You
- Personalize your messages: Address your donors by name and tailor your message to their specific gift (e.g., “Your generous gift to our literacy program will help provide books to 10 children”).
- Show, don’t just tell: Use MMS to send images or videos that vividly illustrate the impact of their contribution. Think heartwarming photos, inspiring stories, or even a short video message from your leadership team.
- Go beyond the form letter: Avoid generic, mass-produced thank yous. Inject sincerity and warmth into your message and have it come from a well-known face of your organization.
- Many new donors may not be subscribed to your main texting group. Sending a segmented message to them is a great way to opt them in so that your ministry can continue to engage and serve.
2. Beyond the Initial Thank You
- Timeliness is Key: Send your thank you message within the month following their donation. The sooner, the better!
- Segment Your Audience: Consider creating separate groups for new donors, major donors, and recurring givers to tailor your communication effectively.
- Provide Value: Offer exclusive content or a gift as a token of appreciation.
3. Cultivating Long-Term Support
- Consistent Communication: Stay in touch with your donors throughout the year, not just during fundraising campaigns. At Powered By Text, we have specific blueprints for each of our industries where they consistently send messages with targeted information.
- Share Impact Updates: Regularly report on the progress you’re making thanks to their support.
- Offer Opportunities to Engage: Invite them to volunteer, attend events, or participate in online communities.
- Diversify Your Content: Share inspiring stories, program updates, volunteer spotlights, and educational resources.
4. Personalization at Scale
- Tiered Approach: For larger organizations with numerous new donors, consider a tiered approach to personalization.
- Top-tier donors: Receive highly personalized MMS messages or even phone calls.
- Mid-tier donors: Receive personalized text messages with their names and a general impact update.
- All new donors: Receive a heartfelt video message from your organization’s leader expressing gratitude and showcasing the collective impact of all donations.
- Utilize Merge Tags: Using a texting platform like Powered By Text, leverage merge tags to insert your donors’ names into your messages automatically.
- Reverse Personalization: Even if you can’t use names, make your messages feel personal by using a conversational tone and avoiding overly formal language.
5. Building a Cadence
- Regular Touches: Aim for at least 1-2 “value-add” text messages per month.
- Strategic Timing: Consider sending messages on Fridays or before paydays to increase engagement.
- Balance Appeals with Value: Avoid bombarding your donors with constant appeals. Focus on providing valuable content, building relationships, and showcasing your impact.
Now that we’ve discovered how to engage new donors using texting put it into practice! By implementing these strategies, you can transform new donors into passionate, long-term supporters who are deeply invested in your mission. Remember, building relationships takes time and effort, but the rewards are immeasurable.
Ready to put these strategies into action?
Our strategists have years of experience helping organizations like yours implement these strategies into your organization.
