Broadcast SMS

You can broadcast a text message (short message service or ‘SMS’) to the mobile phones of a large group of people such as your membership list via a browser-based messaging application on your PC. This means that you type the message on your PC.

Examples of a broadcast SMS might be:

• promoting an event or service
• advertising a job opportunity
• providing updates to delegates at a conference
• reminding conference participants about an event.

The only constraints are:

• the 160 character limit of SMS
• you can only reach people with mobile phones
• you need your members’ mobile numbers.

The advantages of broadcast SMS include:

• most applications can SMS direct to the user’s handset – there is no need for the recipient to dial into voicemail. Text messages are delivered almost instantly
• you can deliver messages to multiple subscribers at a time
• when messages are received, they are received in full, regardless of reception.
• SMS is still relatively cheap (around 25 cents each). Depending on the supplier and your level of use, you can purchase messages in bulk at a discounted price.
• SMS is discreet and provides the capacity to communicate without needing to talk loudly in a public space, miss a call, phone into voicemail or interrupt a meeting.

Once the application has been set up the process is relatively simple – you can send the message through either a browser based application via the internet or through your email program. It is as easy as sending an email. Don’t forget that you need to take care that you understand your legal obligations when sending unsolicited SMS’ to ensure that you are not inadvertently creating spam. You need to take care that you understand your legal obligations when sending unsolicited SMS’ to ensure that you are not inadvertently creating spam.

Using text messaging for donations

Many charities and other nonprofit organisations are using text messaging as an effective marketing tool to increase donation levels. Text messaging can give nonprofits instant access to supporters.

The way it works is that a nonprofit teams up with a mobile carrier for a particular promotion. Supporters are asked to text a one word message to a shortcode specially set up for the event.

The SMS is charged at a premium rate (anything from 50 cents to $10) and an agreed amount from each donation level goes directly to the nonprofit. Sometimes different numbers are set up for different donation levels.

Supporters will be making regular donations direct from their mobile phone bill or prepaid account. Donors can use their phone bills as a receipt for any tax deduction.

Large numbers of small donations add up to significant sums in support of a nonprofit organisation's activity, and an entirely new source of regular income.

For major donation campaigns the phone networks often agree to donate the full charge to the campaign. For example during the Tsunami relief appeal in early 2005, the full charge was transferred to the charities as a donation.

During a campaign the simple joining process can be mentioned in all your publicity, and can also be spread by word of mouth by volunteers. The cost to supporters of a premium text message is still small for each user but thousands of messages quickly add up for the organisation. It also helps build a sense of community among your membership base.

One big advantage of SMS is that it allows nonprofits to reach younger potential donors to counter their ageing donor profiles.

It is important to make it easy for supporters to unsubscribe at any time.

Text messaging is increasingly being used to raise money for charities. In February 2005 a text message auction was held to raise money for UNICEF.

Participants texted in bids for prizes including VIP trips to the Cannes Film Festival or the British Grand Prix.