Text messaging has become an underrated channel for teams to connect with alumni and donors. With stacked mailboxes and email open rates proving a tricky problem, SMS provides a direct, personal alternative line to your community. But how do you use text messages strategically to maximize engagement and drive fundraising results?

In this blog, we’ll explain why text messaging works for donor engagement, offer best practices for using SMS in advancement and fundraising campaigns, and share actionable tips for integrating text into your advancement strategy.

Why Text Messaging Works for Donor Engagement

Text messaging stands out for several reasons.

• High Open and Response Rates: Studies show that over 90% of text messages are opened within three minutes. Compare this to email open rates that often hover below 25%.‍
• Direct and Personal: Most people carry their phones everywhere and treat texts as personal communications. This creates a closer, more immediate connection than email or social media.‍
• Convenience: Texts are concise and easy to digest. They’re perfect for busy donors who appreciate brevity.‍
• Accessibility: Text messaging doesn’t require internet access, making it accessible to a wider audience, including alumni who may not check email regularly.

As alumni and donor management software evolve, features such as built-in compliance and text channel analytics are also making the channel easier to use than ever before.

How to Use Text Messaging to Boost Donor Engagement and Fundraising

Effective SMS fundraising goes far beyond sending a generic message blast. Advancement professionals should use text strategically to create meaningful engagement, inspire action, and foster ongoing relationships. Here’s how:

1. Make Your Texts Meaningful

Every text you send should offer real value to the donor. Avoid sending generic updates or broadcasts that could be mistaken for spam. Segment your potential recipients and personalize your messages to deepen the relationship and provide value through your texting channel

• Personalize texts with donor names and relevant causes.
• Reference past gifting history when possible.
• Address donors’ interests or geographic location ("See the impact your gift made in Seattle!").

2. How to Appeal Through Text

While it’s tempting to use texts only for quick updates, they can be powerful tools for fundraising appeals when used with care and purpose. Craft concise asks that are donor-focused, and always include a clear, simple way to act.

Example:

“Anna, we’re $1,000 away from our goal! Will you help us reach it? Donate here [shortened link]”

Tips:

• Keep fundraising asks infrequent and personal.
• Limit messages to times when your appeal is urgent and relevant.
• Use merge fields to personalize asks (“Hi [First Name]”).

3. Use Texts to Keep Donors in the Loop

Share real-time updates about fundraising events, upcoming initiatives, or important milestones. Donors want to feel included and informed.

Example:

“Reminder! Tonight is our virtual gala at 7pm. Join us live here [link]. Your ticket helps local students thrive!”

4. Use Texts for Reminders Too Short for an Email

Text messages act as the perfect channel for reminders or urgent calls to action that don’t warrant a full email. Overflow content, last-minute changes, or quick nudges can keep participation high. A good example would be countdown texts and goal updates.

5. Use Texts for Campaign Updates

Donors care about progress and outcomes as they prove they are making a real impact. Use text messaging to broadcast campaign milestones, share tally updates, or announce when fundraising targets are reached.

Example:

“We did it! With your help, we raised $50,000 for new library books. Thank you for your incredible support!”

6. Use Texts for Thank Yous and Stewardship

Personal gratitude goes a long way. Automatic or manual thank you texts delivered within minutes of a donation build loyalty and trust.

7. Prioritize Two-Way Communication

Text messaging doesn’t have to be a one-way channel. Encourage engagement by inviting questions or feedback. Two-way texting can streamline event RSVPs, volunteer signups, and more. Do keep in mind that this will require implementing the appropriate workflows. However, it can make your text channels truly valuable

Examples:

• “Are you interested in volunteering? Reply YES for details.”
• “We’d love your thoughts on future events. Reply with your ideas!”

8. Segmentation and Personalization

Segment your contact lists by donor type, giving history, or area of interest to tailor messaging.

• Personalized Greetings: Use the donor’s name and reference their last gift or area of interest for a more meaningful touch.‍
• Targeted Appeals: Send athletics-related asks to sports fans or alumni supporters.

9. Don't Use Text Messages for the Sake of Novelty

Texting works best as part of a broader, thoughtful communication strategy, not as a novelty or “cool factor” add-on. Poorly thought-out texts can lead to opt-outs or disengagement.

• Ensure every SMS provides value and respects recipients' time.
• Comply with all consent regulations and privacy standards.
• Focus on building lasting, authentic relationships.

For example, avoid sending reminders that are better suited to email or phone calls, or repeated requests.

Wrapping it up

Text messages are a high-impact tool for advancement and fundraising, but its effectiveness depends on thoughtful strategy, personalization, and robust integration. As it has always been, the future of donor engagement belongs to those who meet their audience where they are, on their terms, with messages that truly resonate— and texting is one step forward in that direction.

For advancement and fundraising professionals seeking to modernize their engagement, integrating robust text messaging is essential. Platforms like Almabase’s integrated SMS tool deliver:

• CRM integration
• User-friendly segmentation and compliance management
• Easy real-time performance tracking
• Streamlined donor segmentation

Want to see how integrated text messaging can amplify your institution's fundraising and engagement efforts? Check out what we bring to the table by getting in touch with us! 🔽