In 2024, I attended my third NTC conference and presented for the first time. Eager to learn and discover nonprofit marketing and technology trends, and one thing was immediately clear: mobile messaging is on the rise! And if my organization didn’t start investing soon, I felt like we would be behind the curve.
After the conference, I no longer questioned whether we should invest in mobile messaging, but what I didn't realize the hardest part wouldn't be making the case to leadership. (That was surprisingly easy!) It would be choosing a platform.
The trend toward mobile marketing is hard to ignore. Not only were many organizations at NTC showcasing innovative and engaging campaigns, but the data backs it up.
Thus, my mobile messaging exploration began. And, thanks to the NTC conference, I had several vendors I could reach out to.
What started as a few introductory calls and demos quickly had my head spinning. Unlike many CRMs, email marketing tools, and social media scheduling tools, comparing mobile messaging platforms is not apples to apples.
One vendor priced per message, while the other priced per segment. A third vendor used credits, where one SMS equals one credit, and MMS equals three credits. Now it was time to pull out the calculator. How many credits equal one dollar? How many contacts do we have? And, how often do we plan to text? In addition to messaging fees, there were setup and compliance costs, short- and long-code lease, 10DLC registration, and platform software license.
I started to feel like the confused math lady meme. What am I actually paying for?
Part of the problem was that I thought I was comparing different tools, but it turns out I was comparing different approaches to using mobile messaging.
One approach functions like a broadcast channel. You rent a list, send a message or two, reach thousands of people quickly, and drive them to a landing page. This option is best for lead generation or crisis campaigns.
Another approach offers flexible, pay-as-you-go tools with no upfront or annual commitment but minimal customer support. You are on your own to make it work. This option is best for an organization looking to test before they buy.
I realized the problem wasn’t that I was comparing vendors. It was that I was comparing them on their terms instead of mine. That realization led me to build a scorecard.
The third approach treats mobile messaging as a relationship channel. You grow your own list, segment it, and send intentional, strategic messages. Supporters who opt-in to your messages have chosen a more intimate channel, and the strategy should reflect that. This option is best for supporter stewardship.
The details that quietly derail you
Even after I got clear on the strategic differences, the operational details kept getting in the way.
Message length, for example, sounds minor. It isn’t. In most cases, mobile messages are billed in 160-character segments. Go over that, and your “one message” becomes two or three, and your cost doubles or triples. MMS adds another layer. Using images and video incurs higher costs, and, depending on the platform, you may not realize how much more until you’re already in.
From setting up the tool, integrating it with existing systems to managing the list and writing the messages, I quickly realized that the comparison wasn’t only about cost and features; it was about my capacity.
Then there’s compliance. You can’t just start texting people. There’s a registration, approval process, and opt-in language requirements. Some vendors handle all of it, but many leave it to you. Then there was the issue of understanding how many mobile numbers we had in our database. Some platforms validate or append phone numbers, while others can recommend their preferred third-party tools to do it. If your data isn’t clean going in (ours wasn’t—we genuinely had no idea how many mobile numbers we had), that can meaningfully affect costs and setup.
Like many nonprofit marketing teams, ours is small. I was the one organizing the calls and demos, and I had to map what internal implementations would look like. From setting up the tool, integrating it with existing systems to managing the list and writing the messages, I quickly realized that the comparison wasn’t only about cost and features; it was about my capacity.
What actually helped
At some point, I realized the problem wasn’t that I was comparing vendors. It was that I was comparing them on their terms instead of mine. I was taking the information they gave me and trying to make it align with my goals, but I hadn’t asked the right questions on each call. I had to go back to each vendor with specific questions to evaluate them side by side.
That realization led me to build a scorecard. A clear list of what matters most to our organization, weighted by priority. This helped me with each follow-up conversation and forced vendors to answer the same questions, making the comparison much easier. My scorecard looked something like this:
| Category | Criteria | Weight (1–5) | Vendor A | Vendor B | Vendor C |
|---|---|---|---|---|---|
| Pricing | Cost per mobile messaging/MMS | ||||
| Pricing | Total cost (incl. platform fees (monthly/annual), short/long code) | ||||
| Volume & Scale | Ability to start small and scale | ||||
| Support | Strategic & ongoing support (set up, copy, testing) | ||||
| Support | Reporting and analytics | ||||
| Technical | Integration with donation platform | ||||
| Technical | Ease of use / internal lift | ||||
| Compliance | Compliance support (10DLC, opt-ins) | ||||
| Performance | Deliverability and speed | ||||
| Growth | List growth and segmentation tools |
A scorecard helps to keep every conversation grounded in what your organization actually needs rather than what a vendor is trying to sell. Vendors are doing their job – they’re selling! The scorecard is how you do yours.
Where that leaves us
The trend toward mobile marketing is hard to ignore. Not only were many organizations at NTC showcasing innovative and engaging campaigns, but the data backs it up.
SMS open rate is at 98%. People read texts, often within minutes, which creates a different kind of opportunity, especially for urgent campaigns, time-bound appeals, and moments when attention matters most.
Also read: Meet rising compliance requirements with smarter workflows
Mobile messaging done well is one of the best ways to reach supporters directly and with purpose. And that is worth getting right.
The good news is that the decision gets easier once you have clear objectives and a framework to guide it. Start with your goal and understand your capacity. Translate the pricing into something concrete before you’re under contract. The potential makes this worth the effort. SMS revenue grew 48% year over year in 2025. The organizations that started figuring this out early won’t be scrambling ot catch up later. Mobile messaging done well is one of the best ways to reach supporters directly and with purpose. And that is worth getting right.
Meghan McLaughlin
she/her
Digital Marketing, Senior Manager, BRAC USA
Hi! I’m the Senior Manager of Digital Marketing and Fundraising at BRAC USA.
I lead digital engagement and mass-market donor growth across North America, using innovative digital marketing and donor stewardship strategies to grow brand awareness and fundraising revenue.
Before BRAC USA, I honed my skills at the American Health Information Management Association and the American Society of Pediatric Hematology/Oncology. I managed multi-channel marketing campaigns that increased conference attendance and grew membership.
