A hefty 28% of respondents said mass e-mail (to the entire membership database) is the most frequently used way to communicate with existing members. 19% are starting to use tools for more targeted communication. 26% of respondents reported using social media as the primary way to communicate with their membership.
In terms of the most underutilized communication channels, participants agree that text messaging is often overlooked. 37% admit they use that channel the least when communicating with members. However, power of text should not be ignored. Fundraising via text (i.e. text-to-give campaigns) has proven particularly valuable for impulse giving towards disaster recovery efforts. For example, according to Pew Research, text donations accounted for $43 million in Haiti earthquake releif in 2010. “This new mode of engagement offers opportunities to philanthropies and charitable groups for reaching new donors under new circumstances as messages spread virally through friend networks.” (Pew Research, “Real Time Charitable Giving,” January 2012).
Another study linked text reminders for parents with improved flu vaccination rates for children. When a group of parents was given text reminders for their children’s flu vaccine, more than 60% of parents described the reminders as either “the main reason or part of the reason why they brought their children…The parents said that , as well as the text messages providing useful reminders, they also liked how the messages provided information in a quick way that did not require talking to anyone.” (“Flu vaccination rates improved by text reminders,”” Medical News Today, December 2014).
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