The ASPCA uses SMS text message marketing to increase donations

The ASPCA (American Society for the Prevention of Cruelty to Animals) has been able to convert SMS subscribers into donors in an incredibly easy way. The ASPCA already offered tips on animals like cats and dogs via SMS text messaging, so they just took it one step further. At the end of every SMS message they send out, the ASPCA included a small line saying that if subscribers would like to make a donation, they simply have to reply to the text message with the word “give” to make a small five dollar donation.

By asking for donations from people who are already engaged in their marketing efforts, the ASPCA was able to convert people who already subscribe to their tips, into actual donors. I think the other part that made this effort work so well was the fact that they’re asking for just $5, which just about anyone can spare. Additionally, they made it incredibly simple to donate—all the subscribers had to do was reply to a text with a four letter word. Not making people jump through hoops can really help.