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Why Text Messaging Might Be Your Nonprofit’s Most Underrated Fundraising Channel

There’s a moment every nonprofit professional has when they think: We should really try texting our donors…

Then, just as quickly: But would anyone actually read it? Especially our older donors?

Let’s put that doubt to rest.

In a recent episode of the Missions to Movements podcast, Dana Snyder sat down with Jasonea Shockey, Director of Digital Marketing at Boys Town, and what she shared is nothing short of a game-changer for nonprofit marketers: Boys Town made texting one of their top revenue-generating channels, without adding a single new hire.

Yes, really.

Their secret? A lean, smart, and relationship-first SMS strategy that started small and quickly delivered big. And here’s the kicker: their average donor is in their 80s—and they’re still seeing 98–99% open rates on their texts. Read below (or listen) to find out how this was accomplished!

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From Inbox Fatigue to Text Thread Engagement

Boys Town already had a strong email program, but as Jasonea explained, it was getting harder to break through due to privacy updates and inbox saturation. So in 2023, she made the case to launch SMS. They did this without hiring any new staff and repurposing already created email content.

By leaning into SMS and MMS (text messages with images or videos), they created a more human, informal, and accessible donor experience—without rebuilding their content from scratch.

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How They Made It Work

1. Repurpose, Don’t Reinvent
Instead of building a new content calendar, Boys Town reimagined existing emails for mobile. They used shorter copy, more emojis, and a friendlier tone. It felt natural—because it was.

2. Mix MMS and SMS Thoughtfully
MMS is more expensive, but it allows for richer media (think: gratitude videos, campaign images). SMS, on the other hand, is lean and fast. Boys Town used both—MMS for storytelling, SMS for last-minute reminders—and found that plain text still performed impressively well.

3. Prioritize Relationships, Not Just Asks
About half their texts were non-fundraising: engagement opportunities like e-card campaigns, surveys, and gratitude messages. The result? Donors responded more, not less, when they were eventually asked to give.

4. Don’t Overthink the Tech
They started by uploading a list of past online donors who had provided a phone number. New donors are added automatically, and unsubscribing is always an option. Tools like Tatango made setup easy and offered insights into best practices—like sending messages between 8–9 PM in the recipient’s local time.

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Why It Worked—Even for an Older Donor Base

Boys Town’s success throws a wrench in the old assumption that older audiences aren’t tech-savvy. Their donor base is mostly over 80, yet they’re regularly reading and engaging with texts. Why?

Because texting is simple. It’s immediate. And it feels personal.

As Jasonea put it, “It gives our donors another way to connect with us—and it makes them feel seen when we respond.”

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The Results? Pretty Impressive.

• Highest conversion rate of any fundraising channel in 2024

• Moved into their top 7 revenue streams

• Elevated donor engagement—faster, more consistent, and more human

• All without increasing team size

And they’re just getting started. In 2025, they’re aiming to scale, expand their welcome flow, and convert more email subscribers into SMS contacts.

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Want to See It in Action?

📲 Text “JOIN” to 51550 to experience Boys Town’s welcome message.
📲 Text “DANA” to 770-230-8422 to get a peek into Dana Snyder’s own SMS strategy.

These examples aren’t just inspiration—they’re templates you can learn from, model, and iterate.

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Thinking About SMS for Your Nonprofit?

Here’s what Jasonea would tell you:

“You’ve probably already got a donor list with phone numbers. You’re already writing emails. SMS doesn’t have to be complicated—it just has to be intentional. If we can do it with an aging donor base and a small team, you can too.”

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Final Thoughts: Texting Is Not a Trend

In a world where email deliverability is shrinking and attention spans are fragmented, SMS offers a rare opportunity: real connection.

If you’re ready to build deeper relationships, increase visibility, and drive conversions without increasing your workload, it might be time to make texting a core part of your fundraising strategy.

Resources & Links

This show is presented by LinkedIn for Nonprofits. We’re so grateful for their partnership. Explore their incredible suite of resources and discounts for nonprofit teams here, including up to 50% off LinkedIn hiring tools.

Connect with Jasonea on LinkedIn and learn more about Boys Town on their website. 

Check out Tatango, the#1 SMS software for nonprofit fundraising.

Text the word JOIN to 51550 to join the Boys Town texting program. You can also text DANA to 770-230-8422 to see my own experiment with this.

Are you still dreaming about building your monthly giving program or refreshing your current one? Applications are now open for my “done with you” Monthly Giving Mastermind. Limited spots are left and we start in July. Click here to apply.

My book, The Monthly Giving Mastermind, is here! Grab a copy here and learn my framework to build, grow, and sustain subscriptions for good.

Join The Sustainers, my Slack community for nonprofit professionals growing and scaling a recurring giving program.

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