Why Text Messaging Is Becoming a Critical Fundraising Tool
Nonprofits continue to face the challenge of reaching donors in ways that feel personal, timely, and meaningful. The communication landscape keeps shifting, and donors’ expectations shift along with it. A recent Chronicle of Philanthropy article reinforces a trend many of us have been sensing: texting has moved from a peripheral tool to a central part of effective donor engagement. The report highlights that nonprofits are now receiving gifts as large as $20,000 to $35,000 via text, showing that the channel is not limited to small, one-time donations.
This aligns with a topic I addressed back in September on my weekly podcast, Around with Randall (Episode 248: How to Effectively Use Texting to Build the Relationship). At the time, I emphasized that donors’ behavior was increasingly pointing toward greater comfort with mobile communication, and that nonprofits needed to prepare. The latest data now confirms that instinct — texting is becoming a decisive component of donor outreach.
The Chronicle article points out that 98% of Americans own a cellphone, and text messages enjoy much higher open rates compared with email. Those numbers alone make texting an appealing channel, but the strategic advantage goes beyond reach. Texting delivers immediacy. It feels direct. And when done correctly, it creates a sense of proximity between donor and organization that traditional channels struggle to match.
On the podcast, I noted that texting offers a form of micro-communication. Short, clear messages align with how people use their phones in everyday life. Donors appreciate concise communication that respects their time. This fosters connection not through volume but through relevance. When a donor receives a timely stewardship update or a personalized invitation, the medium itself reinforces the message.
One of the strongest points in the article is that texting does not replace other channels. Instead, it elevates them. Texting works best when positioned inside a multi-channel strategy: supporting direct mail, reinforcing email, complementing social media, and strengthening personal outreach.
This mirrors the argument I made in Episode 248. Donors don’t experience communication in silos. Their engagement reflects a cumulative effect. A text can prime a donor for an upcoming email, remind them of a mailing, or follow up on an event conversation. The touchpoints work together, each enhancing the others. When texting is used with intention, it builds momentum rather than feeling like noise.
This is why some organizations are seeing larger gifts arrive through text. It’s not because the text alone drove the gift. It’s because the text was the right message, delivered at the right moment, inside a broader relationship.
Both the article and my podcast reinforce a critical point: texting works only when executed well. Authenticity is essential. Messages must be short, conversational, and ideally from a real person rather than a generic organizational identity. Donors can sense when something is robotic.
Organizations also need capacity for two-way communication. When a donor replies — with a question, a comment, or even a simple “thank you” — someone should be prepared to respond.
This responsiveness builds trust and reinforces the perception that the organization values the relationship.
Frequency matters too. Over-messaging risks fatigue and undermines donor confidence. The goal is to provide value, not to push content.
Nonprofits cannot afford to lag behind donor behavior. Donors are already communicating through text in every other area of their lives. Ignoring that preference leaves engagement opportunities on the table.
The Chronicle’s data and the insights from Episode 248 point to a clear conclusion: texting is not a trend. It is a modern expectation. It strengthens stewardship, increases visibility, and can drive significant giving when integrated thoughtfully.
Organizations that embrace texting as part of their donor-experience ecosystem will strengthen relationships and improve outcomes. Those that hesitate may find themselves struggling to catch up in a communication environment that favors immediacy, personalization, and relevance.
