Text-to-Give for Disaster Relief: 4 Tips for Nonprofits

If your nonprofit works to address catastrophic situations, such as devastation from natural events or the outbreak of war, you know how important it is to generate funds quickly to help those in need. However, this can be easier said than done, as your donors lead busy lives and it can be hard to steer their attention to your most pressing fundraising needs.

This is where text-to-give, also known as text-to-donate, can help. Text-to-give is a convenient and donor-friendly solution that lets your supporters give from anywhere, at any time. On your nonprofit’s end, text-to-give makes it easy to send out fundraising appeals and get the support you need as soon as possible.

Use these text-to-give best practices to effectively address emergencies, meet your fundraising goals, and rally support at a moment’s notice.

Create urgent donation appeals.

When disaster strikes, you don’t have the luxury of waiting weeks or months for donations to come in. Instead, you need to show donors the pressing need for them to give right now to address the emergency at hand. This starts with creating donation requests that inspire donors to jump into action right away.

Tatango’s guide to text-to-give recommends these tips to create strong donation appeals:

• Highlight the urgency: Communicate the time-sensitive nature of the disaster relief effort, stressing the need for rapid response to mitigate further harm or alleviate suffering. Use words and phrases such as “urgent,” “emergency,” “act now,” or “time is running out” to convey the need for immediate action and spur donors into action.
• Make your ask specific: Don’t just ask donors to “Give now!” This causes donors to slow down and guess how much they should actually give to support your efforts. Request a specific donation amount like $15 or $25 so supporters know exactly how much they should give. You can always segment supporters based on their average giving amount so you’re asking for reasonable amounts based on their donation history.
• Explain the impact of donations: Supporters want to know what they are giving to. You could share how donating $50 will provide emergency food and water supplies for a family of five for one week. Or, highlight how donating a larger amount like $100 will go directly towards rebuilding a hospital or providing medical services in the affected location.
• Add multimedia elements: Videos and images can help donors learn exactly how dire a given situation is and why their support is so desperately needed. Be cautious about sharing visuals that are too graphic in nature, as this can lead to empathy burnout. Ensure your multimedia elements share the story and impact well, while providing emotionally appropriate videos and images.
• Contextualize your fundraising campaign: Clearly define the objectives of your text-to-give campaign, such as raising a certain amount of funds within a specified timeframe, to rally support around a tangible target.

Use strategic appeals during critical moments or when specific needs arise. For example, if there is a sudden increase in demand for medical supplies or shelter, you can send out appeals asking for donations to address these urgent needs. Make sure your donation requests are timed carefully to coincide with moments when donors are likely to be most receptive.

For example, you might text supporters during lunchtime and after 9-5, rather than at midnight. Texting at an inappropriate time can feel intrusive, so choose times where supporters will be willing and able to act on your messages.

Leverage multichannel marketing.

People who aren’t subscribed to your text messaging campaign might not know about the issue at hand, especially if it isn’t local. That’s why it’s important to use texting along with other channels and form a multichannel marketing strategy. Use these platforms to get the word out about this emergency and how supporters can text-to-give:

• Social media: Use a variety of different content types to appeal to supporters and inform them about the emergency situation. For example, you might create fundraising videos with appeals from your nonprofit’s staff or images of the individuals directly affected by the disaster. In the caption, include your keyword and short code to opt-in to your texts.
• Email: Use a brief but compelling subject line to draw your readers in and encourage them to open your email. For example, you might write “Emergency Relief Needed: Support Our Humanitarian Efforts Now!” or “Facing Crisis Together: Your Generosity Can Save Lives.” In the content of your email, leverage storytelling to explain the need for text donations. For instance, you might tell the story of an individual directly affected by the dire situation and how donations will help relieve their situation. You can link to articles from credible news sources to further educate supporters and legitimize your fundraiser.
• Your website: Develop a landing page that covers the purpose of your text-to-give fundraiser, instructions on opting in, and how donations will make a difference. Make sure to point to this page clearly on your navigation bar and through calls to action throughout your website. You can also create blog posts that explain the situation at hand.

Ensure your messaging remains consistent across your different platforms to reinforce your campaign’s urgency and intended impact. This way, supporters will always have a clear understanding of your purpose and how their support will make a difference.

Provide regular updates.

Text regular updates on the progress of the relief efforts and the impact of donations. This is critical for maintaining transparency, building trust, and keeping donors engaged and informed on your progress.

These updates can include the following:

• Information on how funds are being used
• Stories of individuals who have been helped so far
• Challenges faced in the field
• Any new developments in the situation

While these updates may contain gentle reminders about the ongoing need for donations, they should primarily focus on showing donors the impact of their contributions. This helps donors feel valued for their gifts and can help to inspire increased generosity without pressing for another donation so quickly.

Show appreciation.

Your donors are the reason your nonprofit is able to act so quickly to address catastrophic situations, and in some cases, they might be facing some of the effects of the emergency situation themselves. This is why it’s critical that you demonstrate how valued their support is.

Using the right text messaging software, you can automate your thank-you messages so you don’t miss out on showing your appreciation to a single support and can stay focused on your fundraising efforts.

eCardWidget’s guide to thanking donors recommends using these best practices to help donors feel truly valued for their efforts:

• Personalize your thank-you texts by greeting donors with their first names and referencing their specific contribution.
• Explain the impact of their donation.
• Suggests additional ways to stay involved, such as reposting your social media content, peer-to-peer fundraising, or volunteering.

You can also make your thank-yous public by shouting out donors on social media or creating a donor recognition wall. This can help supporters truly feel like a member of your community and that their contributions matter.

Wrapping Up

When emergencies happen, your nonprofit needs to be prepared to act quickly and serve your mission to the fullest. This is why it’s important to raise funds year-round so you’re prepared. Start by investing in a comprehensive text-to-give platform now and running an annual text fundraiser to ensure you’re ready if and when disaster strikes.

This article was contributed by our friends at Tatango, which specializes in SMS software for fundraising.