Lots of your donors, probably most of them, are avid smartphone users by now, and recipients of all sorts of text messaging (SMS) campaigns.

A good source of info on how commercial marketers are using the channel is Mobile Marketer.

Here’s their recent list of ‘Top 10’ SMS campaigns so far this year, with brief discussions of each.

  1. Ace Hardware
  2. Aveeno
  3. Coca-Cola
  4. General Mills — this was one of two cause marketing campaigns to make the list. The campaign asked for $5 donations to First Book, which provides low-income families and schools with books and educational resources. Simon & Schuster matched the donations up to 50,000 books.
  5. JCPenney
  6. Macy’s
  7. Reese’s
  8. Rite Aid — another cause marketing campaign … this one inviting $5 donations benefiting Children’s Miracle Network Hospitals.
  9. Starbucks
  10. US Tennis Association

Most of these campaigns are built around the premise that getting a text response (often to ‘text to win’ something messages) is the first step toward building (or deepening ) a customer relationship.

We’ll see!

But meantime, it’s worth being aware of what your commercial brethren are doing with text campaigns, if only to know what kind of promotional drivel you’ll be competing against.

Tom

 

 

 

This article was posted in: Communications, Media usage / trends, Mobile marketing and fundraising.
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