With more than 10 million nongovernmental organizations (NGOs) globally, it can be challenging to stand out in the crowd and attract more supporters. Because most people always have their phones on hand, text message marketing is one of the most effective ways for nonprofit organizations to engage with their audience and gain a much-needed edge.
SMS message marketing can set your nonprofit fundraising campaign apart and engage a large mass of people in real time in a way no other marketing method can. 
More than half of adults in the United States check their phones about 160 times daily, and 90% of text messages are read within three minutes of receipt. However, if you’re not personalizing your messages, you could be leaving money on the table.
In this blog, we share the benefits of using SMS segmentation to personalize your messages and tips to make the most of this highly-effective text message marketing strategy.
What Is SMS Segmentation?
People are more likely to engage and donate when they feel a special connection to the causes and organizations they care about, especially in a nonprofit setting. Knowing your audience and measuring how they engage with your nonprofit organization will help you generate more responses, donations, and signatures.
Texting specific supporters based on their habits, location, and needs is one of the most innovative things you can do with SMS message marketing. 
In fact, 54% of consumers say they’re more likely to take action if they receive personalized text messages. This level of targeting is possible using audience segmentation.
When building your opt-in method, consider all the subscriber information you need to collect to segment your audience, including such details as first name, email, zip code, and interests. Segment your audience further by identifying subscribers who have yet to donate to your organization, first-time donors, and long-time supporters. Then use the profile information to send volunteer opportunities, offers, promotions, birthday greetings, and other relevant content tailored to that person.
Benefits of SMS Segmentation
As important as personalization is to most consumers, only 44% say they’re satisfied with the level of personalization they currently receive. Consider your own experiences. It’s one thing to receive a mass message but another entirely to receive a message addressing you personally. When no two subscribers are the same, audience segmentation allows you to create targeted messages to match your supporters’ interests and ensures you’re sending the right messages to the right people.
Among the top benefits of personalization are better supporter experiences, increased engagement, improved brand perception, increased conversion rates, and increased lead generation and customer acquisition. It’s no wonder audience segmentation is so vital to your SMS campaign. Your texts should grab people’s attention and keep them subscribed and excited to receive future messages. The stronger a person’s connection to your nonprofit and your cause, the more likely they’ll continue supporting your organization.
Tips for SMS Segmentation
To personalize your SMS messages, you’ll first need to collect information from your supporters when they opt in to receive updates from your organization.
Build questions into your opt-in method that prompt your supporters to share their birthday, location, and interests. Then use those details with other information, such as their name and donation status, to customize messages.
Something as simple as adding merge tags to the beginning of each message can increase personalization and ensure the supporter’s name is the first thing they read when they receive your messages. To encourage subscribers to make a difference in their local community, use segmentation and merge tags to mention specific locations in your messages.
Following up with your subscribers after they support your organization by making a donation or attending an event is another key to increasing engagement. Follow-up messages could include MMS content, such as videos or photos, featuring event highlights, inspiring moments, feedback surveys, or a simple thank-you. Regularly thanking your supporters is a great way to let them know they’re appreciated and that their support is making a difference.
How Tatango Software Supports SMS Segmentation
The team at Tatango has over 14 years of experience helping nonprofit groups and organizations raise donations and engage with supporters. We aim to provide the best software for nonprofit text messaging, including features such as merge tags, messaging automation, and message preview to ensure the right messages go out to your subscribers at the ideal time.
Contact us today to partner with our SMS marketing experts, raise awareness and donations, and bring forth positive change with your SMS fundraising.
