SMS case study
Text Messaging -
Soften the Impact of Supply Chain Disruptions
When the COVID pandemic caused an end-of-year slowdown in mail delivery, a text message helped speed up donations in time to meet a critical year-end deadline.
01
Audience
The peer to peer text message was distributed to an audience of active donors.
02
Objective
The objective of this test was to increase gifts from donors who may not have yet received their mail solicitation in time for them to respond before the deadline.
03
Message
The text conveyed the message of “COVID may have delayed my letter to you and we’re facing an urgent matching challenge deadline…”
the results
Urgent Updates — Mail Delays
| Key Performance Metric | Direct Mail Control | Direct Mail w/Text Test | Rollout |
|---|---|---|---|
| Delivered Messages | 6,611 | 6,770 | 135,695 |
| Gifts | 42 | 56 | 857 |
| Conversion % | 0.64% | 0.83% | 0.63% |
| Revenue | $2,495 | $5,756 | $58,485 |
| Average Gift | $59.40 | $102.79 | $68.24 |
| ROI | 2.5 : 1 | 5.4 : 1 | 3.6 : 1 |
