Whether you’re trying to attract new donors or stay in touch with existing ones, sending messages to your database is vital for donor communications. However, nonprofits need to consider several things when establishing a donor communication strategy.

Reading patterns are changing

Teens are reading books for enjoyment less frequently than they did in past decades, according to npENGAGE. However, this isn’t to say that people aren’t reading at all – they’re reading differently and the definition of material is changing.

In particular, teens and young adults are highly engaged with text messaging, social media and other short forms of communication. While teens probably aren’t your target demographic, this pattern is important to watch and can be useful for donor acquisition and retention. Mobile messaging can be highly effective for this purpose, and the article suggests that the mere act of reaching out can help build the relationship with potential donors.


People are engaged with text messages because of the brain chemical dopamine

People are engaged with text messages because of the brain chemical dopamine, Psychology Today stated. Individuals can take pleasure from finding information and communicating with others, which is why they continue to do. Because of these two factors, many people don’t like to be far from their smartphones. Additionally, when people get text messages or notifications, they aren’t immediately sure who it’s from or what it says, and this further stimulates dopamine production.

A mobile strategy can provide a better overall donor experience.

With the immediacy of smartphone communication, shorter-form communication, such as texts and tweets, is becoming more appealing. Nonprofits can use this to their advantages by engaging potential donors through their channel of choice. A mobile strategy can provide a better overall donor experience. Why not connect the experience of enjoyment from interacting with a smartphone to giving to charity?

Mobile donations and communications help nonprofits connect with more people

If you still aren’t convinced of the power mobile could have for your organization, take a look at the following myths and truths:

Myth: Mobile Donations Are Only For Young People

Truth: Even baby boomers are responding to mobile fundraising campaigns. Older age groups are using smartphones, and if donors are willing to share their phone numbers, you should use this channel.

Myth: Text Donations Decrease Donations in Traditional Channels

Truth: Contributors give money through multiple channels, which can add up over time if nonprofits have a strong donor retention strategy in place. Donors enjoy having multiple ways to give, so mobile (see below) can lead to a better, integrated experience.


Myth: Mobile can only be used to collect anonymous donations

Truth: Mobile pledging allows you to collect full donor data for future engagement. You can use this data to engage with your donor database and you can appeal for additional gifts in the future. Many different age groups enjoy communicating through mobile, and nonprofits shouldn’t overlook this channel.

Pin It on Pinterest

Share This