The definitive
texting playbook
just released.
See what 136 million nonprofit text messages reveal
about engagement, giving and stronger fundraising
performance.
136M
Texts analyzed
3M
Clicks driven
119.4K
Donations
$6.8M
Raised from text
Three numbers that changed the advice
What 2025 confirmed, and what it overturned
Still true
$4.21
Raised for every $1 spent on fundraising texts by non-advocacy nonprofits, with a $62 median average gift. One in every 667 recipients gave.
The worrying shift
2:1
Two fundraising texts for every one engagement or cultivation text. A sharp departure from the near-even mix of prior years.
Non-advocacy nonprofits, 2025
Overturned
10–11 AM
The single best hour to send a fundraising text in 2025. Last year’s report pointed to late afternoon. Mornings and late evenings took over.
Interactive · Question 08
When does your program send?
Pick the hour you usually hit send and see how it performed across 136 million texts.
Conversion rate on fundraising texts, 2025. GivingTuesday and Dec. 31 excluded.
Most popular send hour
Conversion rate
More fundraising texts went out in this hour than any other, and it was one of the day’s weakest performers.
Here is the problem the data exposed: more fundraising texts went out between 6 and 7 p.m. than any other hour, and that hour was one of the day’s weakest. The most popular send time is not the best one.
Which MMS attachment converted best in 2025?
Nonprofits sent images 42% of the time, GIFs 18%, video 4%. Take a guess before you scroll past this one.
Pick one to reveal the 2025 numbers.
Conversion rate by attachment type
MMS fundraising texts, 2025
Texting is a personal channel. A message without an attachment may simply read as more personal, and more worthy of a response. The report explains when countdown clocks, match GIFs, and impact photos still earn their place.
Two questions down.
Twelve to go, plus a bonus tactic that quietly outperformed everything else.
The full report is built around the key questions fundraisers actually ask, each with benchmarks and a “put it to work” next step.
What’s inside
A baker’s dozen burning questions
Two are previewed on this page. The rest are answered in the report.
How many texts should I send?
What types of texts are nonprofits sending?
PreviewedWhat’s the conversion rate, average gift, and ROI?
Does SMS or MMS perform better?
Do attachments make MMS texts perform better?
PreviewedHow is texting different for advocacy nonprofits?
What should I expect from engagement and cultivation texts?
What’s the best time of day to send a fundraising text?
PreviewedWhat’s the best day of the week?
Should I wait until year-end to send fundraising texts?
Should I lean on MMS or SMS in December?
What are the best days around GivingTuesday and year-end?
How do newer and mature programs compare?
Bonus: does a cultivation text before a fundraising text pay off?
BonusNew this year
Advocacy nonprofits run a completely different playbook
For the first time, we split the data between advocacy and non-advocacy nonprofits. Advocacy programs convert 4.4 times better on engagement texts than on their own fundraising asks. A supporter who signs a petition first often gives at a higher rate than one who receives a straight ask.
See the full advocacy breakdown →Advocacy nonprofits, 2025. Click-through rate: 7.04% vs. 0.99%.
Free download
Get the 2026 Insights Report
Fill out the form and the full report opens right away. Benchmarks for cadence, conversion, ROI, send timing, GivingTuesday and year-end, plus a “put it to work” step for every finding.
- 13 questions answered with 2025 benchmarks
- Advocacy vs. non-advocacy data, new for 2026
- Hour-by-hour and day-by-day send timing
- GivingTuesday and year-end day-level results