Nuts and bolts on texting

From the Desk of: Steve Elliott

Last week, we discussed "to text or not to text." Most non profits aren't texting but there are good reasons to get started.

This week, I want to share some "nuts and bolts" on texting.

First, can your organization develop a texting program? The answer is, yes. At a most basic level, think of a texting program on par with developing an email program: you need a list of textable phone numbers (database) and a delivery system.

+ + MMS or SMS?

There are two basic types of text messages: MMS and SMS. Short Message Service (SMS) is text only and limited to 160 characters. Media Messaging Service (MMS) can include multi-media content and can be longer (max 1,600 characters).

Most texting service providers will charge a fee for SMS and an additional fee (or fees) for adding media or length (MMS). Most often, there is a cost-per-send for text programs. That's because there is a more specific fixed marginal cost for each additional text sent, as compared with email in which the marginal cost is very low.

The key is, these types of texts can be tested -- long v. short, media v. text -- in the same way other campaigns are tested. Of course, it's important to know the cost for each type of text being sent.

+ + How are you sending your text messages?

Perhaps the most important aspect of texting to understand is the delivery mechanism.

In the simplest terms, there are two basic ways to send texts: A2P and P2P. "Application To Person" texting (A2P) is very similar to how your emails are sent to your supporters. In A2P, there is an application that systematically delivers text messages to your list of text subscribers.

For A2P texting, non profits can only text individuals who have opted in to receive text messages from you. To reach your supporters by A2P texting, you will need to find ways to invite your supporters to opt in to text messages. This can be done through dedicated "invite" emails and mailers as well as sign ups that are part of a response (or donation) page.

+ + P2P: The open door to grow your text donors

"Person To Person" (P2P) texting is a text delivery process that actively involves human interaction with each individual text sent.

Because P2P texts are not sent from an application (as in A2P texting), there are more opportunities for political organizations and non-profits to a) reach their current supporters and b) find new supporters.

Through P2P texting, political organizations and non-profits have more latitude in reaching out to donor prospects who do not previously have a connection with the organization.

Since millions of donors have already been identified through P2P texting, your organization has the opportunity to greatly expand your reach. And key service providers can scale the P2P volume to meet your needs.

+ + Vast pool of new donors

We have seen organizations raise millions of dollars through P2P texting. For others, the results range in the tens of thousands of dollars. In all our P2P texting donor acquisition programs, we consistently see 80-90% or more of the funds coming from donors who are new to the organization.

New donors are the lifeblood of every non-profit organization. P2P texting is an opportunity to create a new channel of new donors in the format (texting) that is likely the one most frequently used by your supporters.

There's one more advantage that non-profits have right now in this marketplace of P2P...

I believe this advantage will soon disappear, meaning your results in text donor acquisition will likely be better in the next six months than a year or two years from now.

If you want to know more about this strategic "advantage," or texting in general, let's schedule a call!

Steve Elliott
[email protected]

P.S. We offer organizations what we call a "Strategic Assessment." It's a great way to take an overall look at your current direct response efforts. Too often, we rush to the next thing when a "strategic pause" is more beneficial. Go here to find out how a Strategic Assessment might help you.

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