1 April 2023
5 Steps to a Great Text Giving Campaign for Your Charity
A five-step practical guide for charities on planning, launching and promoting an effective text giving campaign.
Text giving allows charities to accept donations via text message, where charges are made to donors' phone bills. It is one of the simplest and easiest ways for people to donate, requiring minimal effort from supporters.
Step 1 – Build Your Campaign
Begin by gathering your team to brainstorm and define your fundraising objective. Campaigns with specific, tangible outcomes generate stronger donor engagement than general appeals. For example, raising funds for "hand-held GPS devices to map turtle nests" is far more compelling than a general appeal for "research into changing turtle habitats." Include a defined monetary goal, as this motivates both donors and the organisation while providing clear benchmarks for success.
Step 2 – Choose a Text Giving Platform
Select a platform that facilitates SMS donations for your organisation. DONATE™ is one of the easiest-to-use platforms, made especially flexible for small and medium charities. The platform enables self-administration through a secure portal, offers guidance for newcomers, and charges no setup fees or monthly costs. Multiple campaigns can operate simultaneously.
Step 3 – Pick the Right Keyword
The keyword is your campaign's core - the text string donors use to initiate giving. It should function as your call-to-action, clearly communicating your campaign's purpose. Shorter keywords are preferable to longer ones, as they are easier to remember and less prone to spelling errors. Adding numbers can suggest donation amounts and increase memorability. Examples include "54CLEAN" for clean water donations at £5, or "KITTY999" for a rescued cats campaign.
Step 4 – Market Your Keyword
Employ multi-channel marketing to reach broader audiences. Develop a consistent tagline such as "Text BUZZ to 90909 to donate £5" and use it across all channels - collection plates, radio announcements, social media, local newspapers, and community events. Personal outreach with volunteers distributing printed stickers or mailings can be effective, though verbal announcements are far more effective than written material.
Step 5 – Gratitude and Tracking Your Campaign
Thank donors and update them on campaign results, as satisfied donors are more likely to give again. Analyse your campaign reports and data to identify what succeeded and what didn't, using those insights to improve future fundraising efforts.