Nonprofit text messaging audiences growing

Nonprofit text messaging audiences growing

Kyla Morgan

Posted on September 01 2020


Nonprofit text messages increased by 26 per cent in 2019 while e-mail lists declined by 2 per cent and Facebook audiences grew by 4 per cent. 

With new lead generation and the acquisition of SMS opt-ins from existing supporters, nonprofits are investing in their mobile audiences by scaling up their text messaging programs. Nonprofits sent 14 per cent more texts in 2019 than 2018. 

"Users are increasingly comfortable using mobile devices as their primary means of staying in touch with the causes they care about," stated the authors of the 2020 M +R Benchmarks Report. 

Peer-to-peer SMS tools, like GetThru and Hustle, allow volunteers and staff to have one-on-one conversations with supporters. This type of texting can be used to advocate, recruit volunteers, receive donations, and share information that strengthens the connection between a supporter and a cause.

According to the authors, "It’s too soon to determine exactly how much potential energy exists in the mobile messaging space, but it’s clear that more nonprofits are reaching more users with more messages—and for now, at least, those users are paying attention."

The report includes responses from 201 nonprofits that collectively raised $476 million online. 


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