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EOFY: How Charities Can Use SMS Effectively

SMS

As the end of the financial year (EOFY) approaches in Australia, the final two weeks of tax appeal season represent a critical opportunity for charities to close strong. Donors are making last-minute giving decisions, inboxes are flooded, and letterboxes are overflowing. Amidst this noise, one channel continues to offer unmatched visibility and immediacy: SMS.

With open rates consistently above 90%, SMS is one of the most underused tools in a fundraiser’s toolkit. Yet, in the final stretch of a tax appeal, it can be the nudge that turns consideration into commitment.

Why SMS Works (Especially Now)

  • It’s immediate. Most recipients read an SMS within 3 minutes.
  • It cuts through the noise. Unlike emails, SMS doesn’t sit in a cluttered inbox.
  • It’s personal. When done right, it feels direct and human—more like a reminder from a friend than a mass communication.

SMS Use Cases at EOFY

  1. Final Reminder with a Direct Link
    • “There’s still time to make a tax-deductible gift. Every dollar counts. Give now: [shortlink]”
  2. Impact-Oriented Messaging
    • “Your support today can help feed 3 families this winter. Make your EOFY gift here: [shortlink]”
  3. Thank You & Upgrade
    • “Thanks for your support last year! Your gift today can go even further before June 30: [shortlink]”
  4. Deadline Countdown
    • “Only 48 hours left to claim your donation as a tax deduction. Give now: [shortlink]”
  5. Multichannel Reinforcement
    • Send a short SMS referencing a recent appeal email or direct mail piece to remind donors and boost conversion.

Best Practice Methodology

  • Segment Your List: Don’t blast everyone. Prioritise warm leads—recent donors, lapsed donors, or highly engaged subscribers.
  • Personalise the Message: Use the supporter’s name if possible and keep it relevant to past giving.
  • Include a Clear CTA: Make it easy. A single, trackable shortlink to your donation form is best.
  • Use Time Sensitivity: Make the message timely and urgent—but respectful.
  • Follow Up with Gratitude: A short thank-you SMS after the gift goes a long way.

SMS Platforms for Charities

Several SMS platforms are charity-friendly and integrate easily with CRM systems:

  • Whispir: Widely used by nonprofits in Australia, with automation and segmentation tools.
  • Burst SMS: Offers local support and robust delivery reporting.
  • MessageMedia: Strong integrations with platforms like Salesforce and Blackbaud.
  • ClickSend: Cost-effective and easy to use for small to mid-sized campaigns.
  • Twilio: Highly flexible API for organisations with custom SMS workflows.

Compliance Note

Ensure that all SMS communications comply with Australian spam and privacy regulations. Always include an opt-out option if you’re sending bulk messages.


The EOFY is a sprint. With so many messages vying for donor attention, SMS can cut through the noise and convert intention into impact. Used wisely, it’s the modern fundraiser’s most powerful last-minute tool.