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Driving donations with SMS
How messaging can help you supercharge EOFY fundraising
EOFY is a busy time for almost everyone – not-for-profits (NFPs) included. You’re sorting out your tax return, claiming deductions, and trying to keep up with the everyday work of your org at the same time. Phew!
On top of that, EOFY usually comes with a big surge in donations. Studies show that (apart from Christmas) May and June are some of the busiest months in terms of charitable giving. This may be from donors looking for a way to reduce their taxable income or increase their tax refund by claiming a donation to a registered charity.
For NFPs, it’s an ideal time to run a fundraising drive and max out your potential donations for the year. But, because it’s such a hectic time, it needs to be simple and manageable for your team and your donors.
Enter SMS.
How can text messaging help you ramp up donations without taking up valuable time? Here’s what you need to know:
Instant giving
Want to make donating as quick and effortless as possible? Give your donors all the info they need via text. If you’re in New Zealand, you can promote a ‘Text2Donate’ number through SMS, email, social media or other channels. When your donors text the number, you receive a set amount through their mobile provider. Check out our UNICEF case study for a great example of Text2Donate in action.
In Australia, it works a bit differently. When potential donors text your number during a drive or event, you include a link to donate in your reply text so they can give with just a couple of clicks – easy.
Emphasise EOFY donations
Donating just before tax time has benefits for you and your donors – so don’t be afraid to make that point in your SMS messaging. Think language around reducing taxable income, increasing your tax refund, or making your money work twice. It’s a double-whammy: reminding your customers about the amazing work of your NFP and the personal benefits of an EOFY donation.
TEMPLATE: Hi #NAME#, did you know you can claim back any charitable donation on your tax return? With tax season coming up, it’s the perfect time to support our cause and boost your refund. Click <link> to donate before #Date#, and we’ll send you a tax receipt ASAP. Text STOP to opt-out.
Time-sensitive donations
Got a message that needs to get out fast? As a direct, real-time channel, SMS is your guy. At EOFY, this could mean sending a reminder message about donating before the tax return deadline, or running a short, sharp campaign in the weeks leading up to it.
One non-EOFY example comes from UNICEF (again). When a devastating earthquake hit Afghanistan in 2022, the UNICEF NZ team used SMS to reach donors while the story was still in the media. They sent an SMS alerting existing donors to the need for immediate aid. The sense of urgency worked, with 90% of donors opening the message within 90 seconds, and 60 donations coming through in the opening hours of the campaign.
Try it out for yourself
Start a 14-day free trial and see how SMS can help boost donations
Make the most of your existing donors
At EOFY, people don’t have time to research new NFPs and confirm they’re legitimate. They want to donate to a charity they know and trust, through a channel that makes the whole process simple. EOFY is the perfect time to reach out to your existing network and remind them that you exist, and SMS is the quickest way to do it.
Send each donor a personalised message thanking them for their donations during the year, along with a link to your donation page. It’s a win-win: you’re nurturing those existing relationships, showing donors you appreciate them, and giving them an easy way to make another contribution to your cause.
TEMPLATE: Hi #NAME#, we’re so grateful for your support this year. Your generosity has made a real difference. If you’d like to continue helping us make an impact, visit our donation page: <link>. Thank you!
Rev up donations this EOFY
You’re keen to take advantage of the EOFY ‘giving season’, but you don’t have a lot of time to devote to a massive campaign? SMS is your answer. Quick, with instant donation functionality and embedded links, it’s the simplest way to nudge your existing donors to contribute once more.
Want to make the most of SMS tech? Talk to the team at Sinch MessageMedia today.
