I’m reevaluating my thinking on text messages (SMS) for cause marketing. Previously, SMS only meant text-to-give for me. And unless you used SMS after some horrific disaster, or at a concert displayed it on a jumbotron at some major sporting event it wasn’t very useful for cause marketing.
However, the more I learn about text and the more I sober up to the reality of adoption rates on things like smartphone apps, location-based services, QR codes and other mobile gadgetry in general, the more I appreciate the simple text message.
- I know a lot of people who know nothing about iPhone apps, QR codes and location-based services, but know how to use SMS. I bet you do too. It’s something my eight year old son and 85 year old godmother can both do.
- The fact that you don’t have to learn anything about text to use it is really the beauty of it. Most phones push text messages so they’re hard to miss. Compare that to getting someone to download your app. Or explaining Foursquare to a newbie. Or explaining what a QR code is.
- Maybe that’s why 97% of mobile subscribers will read a text message within four minutes of receipt. I mean, WOW. Forget talking to my two kids. I should just text them!
Nevertheless, we should be careful not to oversell SMS. Hipcricket Chief Marketing Officer Jeff Hasen, a SMS campaign veteran, puts it nicely: use SMS for reach and something else for a “richer media experience” (e.g. landing page, QR code, mobile app). He also says that for the companies he works with SMS is best for special offers or time sensitive deals.
So while SMS is the knock that just about every consumer will answer, they’re particular on what they will let in.
Which brings us to how text messages can be used for cause marketing (beyond text-to-give). For this, I turned to Douglas Plank who founded MobileCause, a company focused on providing mobile solutions to nonprofits and companies.
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Doug agreed that nonprofits generally think of just text-to-give when it comes to SMS. But it could be used for a lot of things.
- Communication – An environmental nonprofit could use SMS to update supporters on key activities or “breaking news.”
- Outreach – An agency working to stop teen pregnancy could use text messages to target teens, the most common and responsive users of mobile devices.
- Information Gathering – A local YMCA could poll members on their choice for gym hours over the holidays.
- Activism – A city hospital could use SMS to urge supporters to call their governor, congressman or senator to weigh in on an important piece of legislation.
There are a lot of good ways to use SMS, and nonprofits should encourage their donors and supporters to opt-in for text messages.
But to make this a cause marketing effort, nonprofits should partner with companies that boast a long list of SMS subscribers. The company could tap its list to help a nonprofit with communication, outreach, information gathering, activism and even fundraising.
- SMS could inform customers of an in-store promotion for your cause with a link to more information about your mission. (SMS is the QR code you type instead of scan!)
- A point of sale or purchase triggered promotion could include a keyword and short code that would reward donors with a special offer or discount, which they can access right from their phones.
- A text from the company could ask customers to give by replying with a provided keyword and short code to make an instant donation.
There’s a lot of potential with SMS. Nonprofits should build their own SMS subscriber base. But another option is to explore the potential of SMS with current business partners and make a point to target new partners that are known for their SMS savvy.
I believe in the future of location-based services, QR codes and smartphone apps. Over 100 years ago, the early inventors and makers of the automobile believed in its future too. But good, strong horses were needed until the age of the automobile arrived. The same is true of SMS. It’s the best thing we have right now and it can do more than we think.
SMS is a good, sturdy workhorse. We shouldn’t look this gift horse in the mouth.
Great post, Joe. I think in general, SMS is underrated. I am sharing this post with the team that runs my organization's foundation Bright Horizons Foundation for Children (we build childcare and early education centers in homeless shelters and community centers).
Agreed, SMS is so underrated. Many people are jumping into building expensive apps, when the "humble" text message has far greater reach, greater immediacy and a better response rates.
Great article.
Excellent, Sarah. Let me know if they do anything with SMS. Want to write about some practical applications.
I agree with you Joe. It continues to be a great "immediate" splash and attention grabber. And that 97% rate is absolutely sick. The data does not lie. I am still concerned about how Text-to-Give works:
1) the speed of payment (when does the non-profits actually see the money)
2) how much of each dollar goes to the cause vs. fees, etc.
It is my understanding that there are many things in the works that will be better delivery systems, while cultivating the relationship through a seamless process of informing, engagement and accountability (think donor IRS receipt letter)
Would love to hear your thoughts Joe.
George
George, good questions….
1). the nonprofits see 100% of the funds donated via Text-to-Give and it is usually received within 90 days.Text-to-Give is an execellent acqusition tool and has been used to help build lists.
2). Cost for accessing and managing your mobile initiatives incuding SMS braodcasting,polling and fundraising is under 10%–very affordable and justifiable
Douglas Plank
CEO, Mobilecause
Douglas, thanks for stopping by to answer George's question! Joe
Sites like mobilegive.us and using QR codes are unique, current, engaging ways to open fundraising to a diverse group of donors of all ages, ethnicities, classes, etc.
Thanks, Gabe. Interesting. I'll have to check out Mobilegive.us.
SMS is the perfect response mechanism for charities in the UK. Used for either prospect generation or text to donate. We're seeing reinvigorate channels that were becoming tough. Press being a good example. A compelling creative can drive thousands of donors or prospects to your cause.
Good points and some very good ideas, especially those that are “text to get” rather than “text to give.” People like a change of pace. The bottom line seems to be that you need a mix of media to ensure that you reach all segments of your market. As you say, not everyone is ready to download an app or scan a QR code.
Joe,
This is a "home run" … not just for cause marketing but for all organizations … especially nonprofits.
We must go mobile and quickly. Why create an app that takes the consumer to a passive website or digital brochure.
Too many of us (my clients included) have static websites built for computers and not for smart phones. We need to move rapidly to rebuild our key information tools to be mobile ready. If you want a great example, compare http://www.southwest.com (from your laptop) with mobile.southwest.com (from your smart phone).
Thanks for your continued great thinking and writing (even when from the pool!).
Steve
I agree that SMS has a lot of potential for marketing. I thought about getting into mobile marketing (not non-profit) for local businesses, but I decided against it. Either way, it can be used very successfully.
I do agree texting is a great idea for fundraising. Some other things to consider, though…
cost of advertising the text-to-give…and best venue for it
How will potential donors know how much of the money goes to the organization?
Any type of physical confirmation?
Target audience more broad?
Also, is the text a predetermined amount, or does the donor have the option to choose how much they're donating? If it's predetermined, you could be missing out on larger donations.
However, I DO think organizations need to start utilizing this more. Mobile phones are such a part of our everyday routines we don't even realize it.
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