Powered by Text: How SMS and MMS are impacting non-profit communications

For mission-driven and non-profit organizations, connections are everything. The work they do hinges on building genuine, human relationships, whether it’s reaching out to a donor, rallying volunteers, or responding to people seeking help in times of need. While our world grows more digital by the day, the challenge for these organizations is clear: keep pace with how people connect, while never losing the personal touch that makes their work meaningful.

Texting is the bridge that makes this possible. Platforms like Powered by Text help non-profits meet people where they are – on their phones. These tools blend digital touchpoints with the heart and empathy their missions demand.

Powered by Text provides texting software to a range of organizations like non-profits, foundations, churches, and more. But they do more than just provide software to send an SMS. They are experienced in helping these organizations create a blueprint for how to use digital interactions to better their cause:

We sat down with Mike Cantrell to find out how channels like SMS and MMS are helping non-profits build more human connections in a digital age, and why it’s making all the difference. 

The evolution of messaging for non-profits

The non-profit sector is catching up with a trend commercial brands have long relied on; instant, direct communication. According to Cantrell, “there’s been an awakening.” Organizations accustomed to slower cycles and broad announcements are seeing firsthand that messaging creates real efficiencies and real results.

But this evolution is still in progress. “In the next two to three years, it’s going to be about adoption,” Cantrell notes. Although they have been slower to adopt messaging channels, non-profits are starting to understand that their digital communication with their audience can span beyond a broadcast message or update.

Messaging is moving from awareness and notifications to truly personal experiences. The future of messaging for non-profits will be connecting individuals in their moments of need with someone who’s ready to help, right there, by text.

For many churches, ministries, and non-profits, SMS and MMS are essential tools for connecting, organizing, and serving people with new agility.

The greatest challenges in customer expectations for non-profits

There are two main challenges according to Cantrell:

Awareness of a mission

Like any organization, raising awareness about a brand is not easy. Educating audiences on what an organization’s mission is, and how to create a community around it has always been a challenge.

Immediacy of information

Once a person is aware of a mission or non-profit, the challenge then becomes offering them the right information they need – and fast.

“People want information right away, on their terms,” Cantrell explains. Whether they’re discovering an organization or looking to get involved, users want content accessible on their schedule. That’s pushed many organizations to rethink how they communicate, putting convenience and speed at the center.

Non-profits that adapt to these expectations, offering instant, personalized updates and two-way communication, see stronger engagement and loyalty as a result.

Why are SMS and MMS such important channels for non-profits and mission-based organizations

SMS and MMS offer direct, immediate connection with proven engagement:

• 98% open rate for SMS
• 90% of MMS marketing messages are read within 3 minutes

For mission-driven organizations, that’s a game changer. Powered by Text encourages non-profits to measure how effective communication channels are for engagement. It has led them to see that SMS and MMS are making a difference in how their audience participates with their organization.

“Texting is the freshest ingredient in their communications recipe,” Cantrell says, and nothing beats it for speed and cut-through. SMS reminders, calls to action, and informational updates land straight on supporters’ devices. Adding trackable URLs brings real insight into audience participation. Layering in MMS with its rich media like images, audio, or short videos further boosts click through rates and adds a more human connection to the message.

Mike shared an example of how Christian radio stations are using MMS to let DJs send encouragement messages and calls to action right to listeners’ phones, delivering a human touch and increasing engagement.

Text messaging can do more than just inform. It has the power to inspire, mobilize, and strengthen community ties.

The blueprint for customer journeys for non-profits

What does a “smart” messaging journey look like? Cantrell describes a blueprint all mission-driven organizations can use.

Connect to the larger community
Use SMS to introduce newcomers to your organization, let them learn about your mission and help them find their place.

Foster small groups and relationships
Enable people to join smaller communities within the larger community (small groups, study circles, volunteer teams) where real relationships take root.

Keep engagement on track
Automated reminders nudge participants to keep up with content and help them stay involved with the organization. For example, a study group might use a video series sent over MMS to ensure participants don’t lose momentum.

Invite to support and “pay it forward”
Once someone receives value, use SMS to invite financial participation or volunteering, helping others experience the same impact.

These touchpoints can all be personalized and timed around each individual’s journey, instead of a “one-size-fits-all” newsletter or broadcast email.

Example of how a ministry uses SMS and MMS to help rebuild communities

The power of text messaging comes alive in crisis situations. Cantrell shares the story of a ministry founded by a leader with a background in construction and disaster recovery. After hurricanes, tornadoes, or floods, this organization springs into action. It coordinates thousands of volunteers using SMS to clean up these communities, offer supplies and support, and in some instances even rebuild homes that have been lost:

Mobilize quickly: As soon as disaster strikes (or is forecasted), texting gets the word out for volunteers to get ready.

Coordinate relief efforts: Updates and logistics, everything from meal distribution to clean-up schedules, are managed by group texts.

Capture and share impact: During and after the relief work, volunteers shoot short videos, easily sent by MMS that document real results.

Donors and supporters who receive these MMS video updates see the impact of what they have dedicated some of their resources and funds to. It’s a powerful feedback loop that increases future participation and giving.

Keeping the human touch in automated messaging

Automation brings efficiency but heart is everything in the non-profit world.

How? By using smart automation paired with real, human conversations:

Trigger right message, right time: Confirmations, reminders, or thank you notes can be automatically sent based on user actions.

Personalize with MMS: Sending images, voice messages, or heartfelt videos that show audiences the difference they are making in communities is more meaningful.

Enable two-way texting and support: In a crisis, people might be hesitant to call but they will text. Two-way messaging provides support without removing the “human” side.

The sweet spot? Using automation to start and nurture the conversation, with opportunities for real people to step in when needed. Human-to-human connections are still critical for non-profits, but digital communication can serve as a well needed tool that helps elevate those relationships and bring audiences closer to the causes they support.

How Infobip and Powered by Text work together to help non-profits reach their audiences

For non-profits, reaching the right people quickly and reliably can make all the difference, especially in times of crisis or urgent need. That’s why Powered by Text partnered with Infobip to ensure every message, alert, and call to action lands where it matters most.

Whether it’s rapid volunteer mobilization after a hurricane in America or sending timely updates to audiences who have donated to global causes, Infobip’s robust platform means non-profits never have to worry if vital messages will get through.

Powered by Text and Infobip’s strategic partnership is invested in staying ahead of industry change and ensuring non-profits have the tools to build authentic, timely connections with every audience, anywhere in the world.

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