EOFY

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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.

Bush Heritage Australia

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EOFY receipting – far easier than a root canal

Non-profit organisations Australia-wide dread them similar to a root canal. It’s the EOFY receipting process. Charities that have their process down already have sent their end of year receipt. Those who don’t need to know that EOFY receipting is far easier than a root canal.

This week, I received a fantastic EOFY receipt from Bush Heritage Australia. The following attributes made the Bush Heritage end of year receipt top notch:

  • Arrival date – the Bush Heritage end of year consolidated receipt arrived the first week of July.
    • It was the first of the consolidated receipts to arrive. While it is not a race and no charitable organisation is late until 31 July), it is impressive they had their process nailed down to send it so quickly.
  • Video – a video message was included as the focal point of the EOFY receipt.
    • Bush Heritage brought a bit of the bush to the donors and included staff on their front line to thank regular givers.
  • Text – the text of the email reinforced the accomplishments made possible this year due to regular gifts.
  • Tax Receipt – the main purpose of the EOFY consolidate receipt is to offer a tax receipt.
    • Bush Heritage included a clean, understandable and easily downloadable tax receipt for me to keep for my accountant.
  • Appreciation – the email and video make the regular donor feel appreciated.
    • It is a wonderful donor care piece.
  • Social Media Channels – Bush Heritage included their social media channels.
    • Given how I was feeling, I wanted to share!

Bush Heritage Australia get is all right. The organisation kicked off the first week of the new financial year in style and made me realise why I am a regular giver to such a fine and worthwhile organisation.

To get help with your end of year receipting process – no matter which CRM your non-profit organisation use, contact us today.