SMS case study
Text Messaging -
Recruiting Sustainers
Text messaging can be very cost-effective in recruiting and maintaining a healthy base of recurring monthly donors, as this study has shown.
01
The Audience
The audience consisted of general active donors.
02
Objective
The goal of this campaign was to convert active donors to monthly sustaining givers.
03
The Strategy
While the project centered around two distinct appeals, the messaging strategy was similar for each. The head of the organization addresses the text recipient by their first name and stresses the importance of reaching a new member goal before the “midnight deadline.” The wording was intended to drive urgency and maximize the impulse of the recipient to sign up as quickly as possible.
the results
Strategic Text Messaging
With an assumed 25% sustainer attrition by Month 12, the program will produce a 2.5-to-1 in year one return on investment.
| Committee A | Committee B | Committee C | |
|---|---|---|---|
| Total Messages Sent | 7,983 | 3,500 | 11,483 |
| Total New Sustainers | 8 | 5 | 13 |
| Conversion % | 0.12% | 0.17% | 0.14% |
| Total Revenue Month 1 | $295.00 | $178.85 | $473.85 |
| Annualized Revenue by Month 12* | $2,655.00 | $1,609.65 | $4,264.65 |
| Average Monthly Gift | $36.88 | $35.77 | $36.45 |
| Projected ROI Month 1 | 0.2:1 | 0.3:1 | 0.3:1 |
| Projected ROI by Month 12* | 2.2:1 | 3.1:1 | 2.5:1 |
* Assumes 25% Sustainer Attrition by Month 12
