Texting is no longer the “next big thing” in fundraising. It’s here, and it’s outperforming expectations.
That was the takeaway from a recent Nonprofit Times webinar presented by Data Axle Nonprofit, where leaders from Operation Smile and the USO shared real-world results from their texting programs.
If you’ve ever wondered whether texting can really move the needle for donor engagement and retention, this conversation is your proof.
As Nate Drushell, SVP of Client Services at Data Axle, reminded attendees, “Everyone has a cell phone — and they’re using it constantly.”
More than 90 percent of adults own a smartphone, and over half of all online transactions now happen on mobile. Most compellingly: one in three people checks a text within one minute of receiving it.
In other words, your donors are reading texts while your email is still sitting unopened.
Texting offers what every fundraiser dreams of: immediacy, connection, and incredible ROI. It’s affordable to test, results appear almost instantly, and it blends seamlessly into omnichannel strategies.
“Think of texting as another tool in your engagement toolbox,” Nate said. “The key is to test, learn, and find your cadence. Not every message should be an ask.”
The statistics speak for themselves:
That level of immediacy and access simply doesn’t exist in other channels. While emails sit unopened and social algorithms bury posts, text messages are read — quickly and consistently.
Texting delivers what every fundraiser wants: speed, personalization, and cost efficiency. It’s the rare channel where you can reach thousands of supporters for pennies and see results within hours, not weeks.
Texting isn’t here to replace email or direct mail — it’s here to amplify them. It’s the connective tissue between your traditional campaigns and the on-the-go donor.
Used strategically, texting can:
And because text messages cut through digital clutter, they work especially well as part of an omnichannel strategy, creating consistent, recognizable touchpoints across platforms.
Data Axle Nonprofit’s new TargetTXT was designed to make all of this easier. It connects donor data, segmentation, and smart automation so nonprofits can send the right text to the right donor at the right time, without the compliance headaches.
TargetTXT gives organizations the ability to:
In short, it’s how nonprofits can text smarter, not just more often.
If your organization is still wondering whether texting is worth it, the answer from the webinar was unanimous: yes — and the sooner, the better.
Mobile engagement isn’t a passing trend; it’s how supporters live, give, and connect. Texting lets you reach them in the moments that matter most.
Watch the full webinar to see all the data and examples.
And reach out to learn how TargetTXT can help you launch your own high-performing texting program.
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