The Effect of Text Messaging on Online Fundraising
The Humane Society of the United States and the Watershed Company recently published a fantastic study about the effectiveness of text messaging on online fundraising.
HSUS sent an end-of-year text message to two-thirds of their mobile subscriber list urging them to donate. The remaining third did not receive any mobile messages.
The next day, they sent out their year-end last chance email asking for donations. The results were very exciting:
People who got the text message gave online with an increased response rate of 77%!
This is really encouraging news for non-profits and other organizations looking to integrate mobile into their outreach. It has become very clear over the past couple years that mobile is not a standalone medium. Rather, it is an incredible accompaniment to an organization’s entire communication strategy, and fundraising is no different.
We’re very excited for more experiments and reports such as this one to emerge as the mobile field continues to heat up!
Download the full PDF of the Humane Society’s mobile fundraising experiment.
