Text2Give – Is Mobile Fundraising Right for Your NPO?   1 comment

When news of the devastation in Haiti was all around us, the Red Cross made a simple plea – Text a $10 donation to help the relief effort. Did you donate? I did. After watching countless stories about the toll taken I took a couple of seconds to text a keyword and donate. It was effortless and made me feel that I was helping, even though it was in such a small way. Ten dollars doesn’t seem like much to give, but because it was so simple and the need so great the Red Cross raised $32 million with these small donations. What is even more incredible is that 95% of the donations came from new donors!

Text2Give has only been around for a couple of years, but because the donation requests are low, the billing is automatic and sending a text message so familiar it is changing the way charities acquire new donors. The real power of Text2Give is in its immediacy and its ability to expand the number of people involved in charitable giving. People can donate at the precise time they are emotionally moved to make a contribution.

So is Text2Give the right approach for all non-profits or for all fundraising efforts? Here are some things to consider when determining if it is right for your organization:

1. Not all non-profit organizations (NPO) will qualify. The NPO must meet the following requirements:

  • They must be exempt from income tax under section 501(c)(3) of the Internal Revenue Code.
  • They must be registered as a soliciting charity in all states in which the solicitation will occur. In the event of multi-state solicitations, the NPO must be a registered as a soliciting charity in all states requiring registration, unless sponsored by a qualified 501(c)(3) organization who is registered in all states requiring registration.
  • The organization shall be in good standing in its state of incorporation and have been operational for at least one year.

2. Text2Give works best for acquisition campaigns. Mobile Giving allows you to reach a larger, more diverse audience and offer them the opportunity to act quickly, easily and on their terms. Once they have donated, engage them via a text campaign to strengthen the relationship and educate them about your cause.

3. Text2Give needs to be integrated into your fundraising strategy. As I mentioned, Text2Give allows people to donate at the precise time they are emotionally moved to do so. Therefore, integrating it into live events or in response to a global tragedy, like Haitian relief work well. However, many NPOs don’t address global tragedies or have lots of live events. In order to get the most out of this tool you really need to find many opportunities to insert Text2Give into your campaigns – press releases, social media, web, etc. There’s an art to determining when to push your traditional fundraising methods and when to use Text2Give, but in order for mobile giving to be successful it needs to be a strategic tool.

Not familiar with Text2Give? Check out one of our current campaigns with the Christopher & Dana Reeve Foundation – text REEVE to 20222. Note: You won’t be charged unless you confirm the donation.


Posted October 18, 2010 by Amy Blum in Mobile

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One response to “Text2Give – Is Mobile Fundraising Right for Your NPO?

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  1. Pingback: Convert Existing Donors to Pledge Via Mobile Fundraising? « Eagle Marketing Services

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