But should nonprofits turn this text message marketing channel on? We give you three good reasons why:
1. You can get close safely
As with anything you send to your members or stakeholders: ask permission first. But once you have that and marry it with the rest of their information from your database – you now have a direct line to them to send them a tailored message with the right information. Timely, safely, and actionable – win, win, win.
2. It should be part of your mobile strategy (you do have one, right?)
Over half of all global web traffic is now conducted on a mobile platform and the trend is growing, according to the latest statistics from statista.com. Your website is mobile-friendly, most of your emails are being viewed on a mobile device and you’re surely tracking communication preferences. And, SMS or text messaging, has a much higher engagement than email. Meet your audience where they’re spending most of their time.
3. Value drives growth
Just as you would tailor any other message, associations can segment and target audiences with text message marketing. Looking to remind a lapsed member to renew their membership? Send them a quick text message with a renewal link! Want to invite an exclusive group to a virtual event? Send them a text message with an invitation…Need your members to take action on pending legislation that affects them, a text message linked to their legislator can stop a bill in its tracks.
Making it fast and easy for your audiences to engage with you with text message marketing – especially when your messages carry a sense of action and urgency – makes it more valuable than email and constituents are more apt to engage right away. After all – what is the first thing you turn on in the morning?