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2010 Nonprofit Text Messaging Benchmarks


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Presented by Katrin Verclas at Net Change Week 2010

Published in: Technology, Business
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2010 Nonprofit Text Messaging Benchmarks

  1. 1. 2010 Nonprofit Text Messaging Benchmarks
  2. 2. This study was sponsored by:
  3. 3. Thank you to participating organizations
  4. 4. <ul><li>Introductions </li></ul><ul><li>Overview of the field </li></ul><ul><li>Review of Findings </li></ul><ul><li>Q&A </li></ul>
  5. 5. <ul><li>For orgs in the study: 80% of subscribers = existing supporters recruited from online programs </li></ul><ul><li>Mobile list growth = 49.5 percent annually </li></ul><ul><li>Annual churn rate for text lists = 30.7 percent. </li></ul><ul><li>The benchmark text message unsubscribe rate = 0.69 percent. </li></ul><ul><li>The response rate for call-in advocacy SMS was 4.7 percent. Six times as high! (0.82 for call-in advocacy emails) </li></ul>
  6. 6. Outbound Messaging <ul><li>Messaging Types </li></ul><ul><li>Fundraising messages: Respond to a text with a special donation keyword (such as “PLEDGE” or “GIVE”). </li></ul><ul><li>Advocacy messages: Sign a petition or call a given decision-maker/advocacy target by either replying to the message with the text “CALL” or calling a special phone number that tracks all calls. </li></ul><ul><li>Informational messages: Issue, event or other breaking news relevant to an organization, but do not require subscribers to reply to the message. </li></ul><ul><li>Go-to-Web messages: Visit a given web page. </li></ul><ul><li>Text Reply messages: Respond to a text message, but are not fundraising or advocacy appeals. </li></ul>
  7. 7. Between 73 and 87 percent of text subscribers could be matched to a subscriber in the email database. Relatively few subscribers (ranging from 0.8 to 2.7 percent) were opted-in via keyword / shortcode to receive text messages.
  8. 9. List Churn <ul><li>The annual list churn rate (rate at which mobile numbers “go bad” in a given year)  30.7 percent. </li></ul><ul><li>If opt-out language is featured in a message, it can make up a sizeable portion of the total text. </li></ul><ul><li>If text subscribers switch phone numbers or keep phone numbers but switch carriers, they are opted out. </li></ul>
  9. 10. Fundraising Messaging <ul><li>Donations </li></ul><ul><li>Donations can be given by texting a special keyword to a donation short code (such as “WOLF” or “HAITI” to 90999). </li></ul><ul><li>Organizations can send direct, “reply-style” solicitations to subscribers who are opted-in to receive messages from an organization’s donation shortcode. </li></ul><ul><ul><ul><li>e.g. “DEFENDERS UPDATE: Safari Club Intl, a rich trophy hunting group, is fighting us in court so they can hunt Yellowstone Area wolves. Reply WOLF to give $5 to help” </li></ul></ul></ul><ul><ul><ul><li>Gifts must be confirmed - but organizations can send one “ask message” per month. </li></ul></ul></ul><ul><li>“ Reply-style” donations cannot be solicited from a non-fundraising list. </li></ul>
  10. 12. Fundraising Messaging <ul><li>Fundraising response rates are currently difficult to track </li></ul><ul><li>Conversion rates for the two-step process ranged from 52 to 79 percent </li></ul><ul><li>Carriers permit organizations to send one “ask style” message per month, which only requires that the recipient reply “YES” to give </li></ul>
  11. 13. Fundraising Messaging <ul><li>Text-to-call fundraising messaging: Call a special 800-number or reply “CALL” to be connected with a call center that can take donations. </li></ul><ul><li>Email subscribers who receive a text solicitation during an email campaign may give at a higher response rate (TEST!) </li></ul>
  12. 14. Advocacy Messaging
  13. 15. Unsubscribes
  14. 16.