Texting 101: The Basics
You receive texts and feel proficient in sending and answering messages, right? So why should you learn more about how to incorporate texting into an overall communication strategy for the University of Georgia? Well, because there’s more to it.
Texting is intended to supplement communications strategies to increase fundraising participation and engagement. The purpose of text messaging is to relay information about UGA-organized events, programs, fundraising and other efforts in a concise personal message.
WHEN TO CONSIDER A TEXT?
Every text needs to be helpful, timely and relevant. It should amplify a message and end in either a call to action or a question to keep the conversation open. Take advantage of delivering texts to strategic audiences who have received preliminary information and are primed to respond immediately.
WHAT ARE SOME EXAMPLES?
Text messages establish person-to-person contact with the goal to create a timely response. Types of messages include notices for fundraising fulfillment, promotions for fundraising campaigns, UGA alumni/student events or activities, survey participation, etc. Each text message should provide information to UGA alumni, student, parent or donor audiences and emphasize the need for a time-sensitive response.
HOW IS SUCCESS MEASURED?
Response rates and timing are two ways to measure success. UGA response rates are typically in the 20% range. Rates higher or lower may be influenced by mobile phone contact information, content strategy and audience affiliation. Most responses come within the first 48-hour period. Because texts are personalized, the Yes/No responses provide valuable insight into the recipient’s thoughts and preferences.
WHO CAN HELP WITH A TEXTING PROJECT?
University units wanting a text message sent for fundraising participation and/or engagement must partner with the UGA Engagement Center. Authorized text-messaging-employees within UGA’s Engagement Center document texting activities for individuals within GAIL and abide by University of Georgia expectations and policies regarding messaging distribution.
WHERE CAN I LEARN MORE?
Contact UGA’s Engagement Center via phone at 706.542.8528.