Customer Story · Advocacy & Violence Prevention
Three kinds of message.One relationship.
Sandy Hook Promise runs advocacy campaigns, legislative action and petitions alongside fundraising. Its text program sends all three, so the channel is built rather than spent.
The Situation
A channel built purely for asks gets exhausted
Sandy Hook Promise is not only a fundraising organization. It runs advocacy campaigns, drives legislative action, and gathers petition signatures. Donations are one outcome among several.
That creates a problem most fundraising channels handle badly. Supporters learn that every message is a request for money, and they stop opening.
The Approach
More than one kind of message
Their program sends three distinct message types.
The advocacy and educational messages do the work people usually expect fundraising messages to do. They keep subscribers engaged between fundraising windows, and they position the organization as a source of something worth receiving rather than a recurring request.
So when a fundraising message does arrive, subscribers are more receptive, because the relationship was never purely transactional.
- Fundraising asks, the donation request
- Advocacy alerts, such as "text your representative"
- Educational content, with no ask attached
Why It Travels
Almost every organization has a non-ask message
Advocacy groups obviously have non-fundraising messages to send. The useful point is that almost everyone else does too.
A program update, an impact story, a volunteer opportunity, an event invitation, a policy explainer. Most never go out by text, because the channel was categorized as a fundraising tool when it was bought.
Text can also drive petition signatures, event attendance and legislative action, and those actions build the relationship that later fundraising depends on.
Count your last twenty texts before blaming the channel
If nineteen were asks, the channel is being spent rather than built.
A petition signature is not a donation, but the supporter who signed is measurably easier to reach next time. Treat non-fundraising actions as fundraising infrastructure.
momoGood Capabilities Used
What was running under the hood
The same capabilities available to every momoGood nonprofit.
- Enterprise, permission-based text messagingCompliance enforced at the platform level for advocacy and fundraising alike.
- Broadcast texts: reach thousands with one actionLegislative moments do not wait for a queue.
- Automation, segmentation & personalizationMessage type varied by what a supporter has already received and done.
- Two-way messagingPetition and advocacy replies handled in the same thread as giving.
What would a channel your supporters actually open do for your mission?
See how momoGood carries advocacy, education and fundraising in one text program.
Sources & notes
- Program details supplied by Sandy Hook Promise and used with permission. No revenue figures are claimed for this program.