This document summarizes benchmarks for nonprofit organizations using text messaging. It finds that the average list growth rate for mobile numbers is 49.5% annually, while the average churn rate is 30.7%. The average unsubscribe rate for text messages is 0.69%. Fundraising and advocacy text messages had higher response rates than emails, with advocacy texts seeing a 4.7% response rate. The document outlines best practices for different types of outbound text messages and notes that 73-87% of text subscribers could be matched to email lists.

1. 2010 Nonprofit Text Messaging Benchmarks http://mobilebenchmarks.org/

2. This study was sponsored by:

3. Thank you to participating organizations

4. Introductions Overview of the field Review of Findings Q&A

5. For orgs in the study: 80% of subscribers = existing supporters recruited from online programs Mobile list growth = 49.5 percent annually Annual churn rate for text lists = 30.7 percent. The benchmark text message unsubscribe rate = 0.69 percent. The response rate for call-in advocacy SMS was 4.7 percent. Six times as high! (0.82 for call-in advocacy emails)

6. Outbound Messaging Messaging Types Fundraising messages: Respond to a text with a special donation keyword (such as “PLEDGE” or “GIVE”). 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. Informational messages: Issue, event or other breaking news relevant to an organization, but do not require subscribers to reply to the message. Go-to-Web messages: Visit a given web page. Text Reply messages: Respond to a text message, but are not fundraising or advocacy appeals.

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.

9. List Churn The annual list churn rate (rate at which mobile numbers “go bad” in a given year)  30.7 percent. If opt-out language is featured in a message, it can make up a sizeable portion of the total text. If text subscribers switch phone numbers or keep phone numbers but switch carriers, they are opted out.

10. Fundraising Messaging Donations Donations can be given by texting a special keyword to a donation short code (such as “WOLF” or “HAITI” to 90999). Organizations can send direct, “reply-style” solicitations to subscribers who are opted-in to receive messages from an organization’s donation shortcode. 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” Gifts must be confirmed - but organizations can send one “ask message” per month. “ Reply-style” donations cannot be solicited from a non-fundraising list.

12. Fundraising Messaging Fundraising response rates are currently difficult to track Conversion rates for the two-step process ranged from 52 to 79 percent Carriers permit organizations to send one “ask style” message per month, which only requires that the recipient reply “YES” to give

13. Fundraising Messaging Text-to-call fundraising messaging: Call a special 800-number or reply “CALL” to be connected with a call center that can take donations. Email subscribers who receive a text solicitation during an email campaign may give at a higher response rate (TEST!)

14. Advocacy Messaging

15. Unsubscribes

16. http://mobilebenchmarks.org http://mobileactive.org http://mobileactive.org/mobile-fundraising