Text-to-give fundraising — how to capture 89% higher ROI this December

The December donation surge

Donors behave differently in December and it’s not just because they’ve been seized by the holiday spirit.

The month of December has inherent “deadlines” like Giving Tuesday and December 31, that create a feeling of urgency that aligns with the immediacy of text messages. And donors are not only more tolerant of increased messaging frequency, they expect it. In fact, opt-out rates dip from 0.67% in other months to 0.52% in December.

The upshot to those behavioral changes? Fundraising text conversion rates increase 38% in December, and ROI increases 35% compared to other months. In addition to more gifts, you can expect to see slightly larger ones. The average gift amount in December is just under $79, compared to less than $62 the rest of the year.

That doesn’t mean you can send out a deluge of texts and expect success. The key to achieving those improvements is texting strategically when it matters most.

SMS v. MMS? Does it matter?

Before we dive in, let’s remember that not all text messages are the same. SMS are text-only messages (up to 160 characters), while MMS can include images, GIFs, and longer copy. SMS tends to generate higher ROI due to lower costs and more clicks, while MMS drives higher conversions through visual impact. Your organization’s best strategy may vary depending on your specific goals, resources and donor base. But in general:

• Use MMS when you have compelling visuals, want to stand out, and have the budget for higher-urgency moments.
• Use SMS when the message is urgent and text-based urgency works, you want cleaner tracking, or your budget is tighter.

Your December text-to-give calendar — critical dates and strategies

There are a handful of dates — some more intuitive than others — that are the most successful December fundraising days for nonprofits.

Giving Tuesday: still the champion

No shock here: As a day dedicated to supporting nonprofits, Giving Tuesday continues to outperform December 31 as the single most lucrative day for nonprofit fundraising. According to Tatango’s report, messages on that day average:

• 0.96% click-thru-rate, the highest of the season
• 0.27% conversion rate
• $7.64 ROI
• 0.52% opt-out rate.

Texting strategy for Giving Tuesday

You can maximize your Giving Tuesday text messaging with a few low-lift tweaks to your strategy:

• Send Giving Tuesday texts between 4-5 p.m or 6-7 p.m.
• Use MMS with compelling imagery. Tatango’s report shows that MMS outperforms in high-urgency moments and has a higher conversion rate.
• Link directly to a Fundraise Up donation page with:
  • Matching gift messaging, if applicable
  • Goal meter showing real-time results
  • One-click payment options for mobile

Sample text message: [MMS with image of impact] "Sarah, it's Giving Tuesday! Every $50 provides a week of meals. Donate now and your gift will be DOUBLED: [link]"

The day after Giving Tuesday: a strong follow-up play

While Giving Tuesday remains the star, don't overlook the day after. Messages sent the day after produce 2.5 times higher conversions and three times the ROI compared to messages sent the day before Giving Tuesday

Tatango’s report said messages on this day have:

• 0.89% CTR
• 0.12% conversion
• $4.46 ROI.

The day after Giving Tuesday gives you a chance to connect with donors who meant to give on that day but forgot, got busy, etc. Plus, you have less competition for their attention compared to the onslaught of messages the day before.

Texting strategy for the day after Giving Tuesday

Leverage the timing of your message by:

• Sending messages mid-morning (10-11 a.m.) or evening (6-7 p.m.)
• Using SMS for urgency and lower cost
• Framing the message as an extension or, when relevant, a “last chance” to achieve a matching gift.

Sample text message: [SMS, 160 characters] "We extended our Giving Tuesday match through TONIGHT! Double your impact: [link] Thanks for caring, Sarah."

The year-end power trio: December 29-31

Everyone knows the rush to finish up lingering tasks before the year ends, and donors are no different. These last three days consistently perform well, even when Dec. 29 lands on a weekend. Just look at the stats:

• Dec. 29: 0.39% conversion, $6.48 ROI, $228.62 average gift — 3x higher than Dec. 30 and Dec. 31
• Dec. 30: 0.11% conversion, $5.49 ROI, $75.39 average gift
• Dec. 31: 0.17% conversion, $7.04 ROI, $89.15 average gift

Texting strategy for end-of-year

Make the most of this critical window with the following strategies:

• Send one text per day; a total of three.
• Try a mix of MMS and SMS. For example, send an MMS on Dec. 29, a SMS on Dec. 30, and a final MMS on Dec. 31.
• Escalate the urgency in your copy. Remind donors that this really is the last shot before the year closes.
• Time messages for the evening (6-9 p.m.) when people are winding down.

Sample text messages for year-end:

Dec. 29: [MMS with year-in-review graphic]: "2025 was incredible because of you. Help us finish strong with a tax-deductible gift: [link]"

Dec. 30: [SMS]: "Sarah, just 24 hours left for your 2025 tax deduction. Make your gift count: [link]"

Dec. 31: [MMS with countdown clock image]: "FINAL HOURS of 2025! Your gift tonight changes lives tomorrow: [link]"

The power of pairing MMS and SMS

Tatango’s report revealed a powerful tactic for deciding when/how to use MMS vs. SMS: Sending MMS fundraising text followed by SMS fundraising text within three days led to 53% higher conversion rates and 46% higher ROI.

Why does this combo work?

1. MMS provides emotional storytelling with imagery.
2. SMS provides an urgent reminder at lower cost.
3. Two touchpoints in different formats prevent ad blindness.

You can use this information to strengthen your December messaging strategies, especially for the “power days” reviewed above.

How to apply this to your December calendar

Giving Tuesday: MMS (visual impact, emotionally compelling)

• Images perform well: 65% of MMS uses photos
• GIFs create urgency: 25% of MMS uses animated images (countdown clocks, matching gift meters, etc.)

Day After Giving Tuesday: SMS (quick reminder, emphasizes urgency)

Dec. 29: MMS (year-in-review, visual celebration)

Dec. 30: SMS (another quick reminder that we’re in the final push)

Dec. 31: MMS or SMS depending on budget (final push)

Make every text count with optimized donation experiences

SMS can't close the gift alone — it works best when it drives traffic to an optimized donation experience. The link in your text needs to lead donors somewhere that:

• Loads instantly on mobile
• Offers multiple payment methods (digital wallets, Apple Pay, Google Pay)
• Remembers information for returning donors
• Makes giving feel effortless

Fundraise Up donation pages are purpose-built for the kind of instant, frictionless giving that text campaigns demand. With features like one-click payment options, real-time goal meters, and matching gift campaigns, you can capitalize on that three-minute window of attention and turn text engagement into immediate action.

Discover how Fundraise Up turns text clicks into donations. Schedule a demo now.