Text Messaging Best Practices for Nonprofits

Mobile carriers, the Federal Communications Commission (FCC), and trade associations set the rules for the text marketing industry. For the safety and satisfaction of their customers, mobile carriers are putting all text message traffic under increased scrutiny. This consortium is implementing filtering and blocking as they see fit. Adhering to the points below will help to ensure that your text messages are being delivered to your supporters as smoothly as possible.

Only Send Messages to Opted-In Supporters

Make sure to obtain prior express consent from the supporters you are trying to contact. Your supporters should understand the types of message content that they have signed up for and the frequency at which they should expect to receive texts. The easiest way to accommodate this is to add mobile phone opt-in elements to your Engage Activity forms.

Avoid Questionable Content

The SHAFT mnemonic (sex, hate, alcohol, firearms, and tobacco) is to help you remember what NOT to text. Generally, including any sales marketing of these content topics in your call-to-action or any of your messages is considered one of the highest violations, and usually results in an immediate ban. Please refer to the list of prohibited content for more information.

Do not use third-party link shorteners

Carriers will tend to block messages containing shortened links from such providers as bit.ly and tinyurl in your hyperlinks. Salsa already shortens links for you.

Keep Text Message Content Relevant

The text campaigns you send should pertain to your organization. Sending messages or solicitation that falls outside the scope of your organization's programs and activities could result in supporters reporting your messages as spam and getting your messages blocked by mobile carriers. As always, consult your attorney for clarification on any potential legal issues.

Time Zone Considerations

You are responsible for adhering to regulations and best practices when sending text messages. Time zones should be considered when sending to large geographic areas. Keep text message communications within normal daytime hours for your supporters, regardless of their time zones.

Country Support

Salsa Engage supports text messaging to supporters with United States 10-digit telephone numbers. Leave off the 1 before the area code.