Adding SMS to a Thanksgiving Email Series Delivers 4x Email Revenue Lift
A community mission integrated SMS with its email series and saw email revenue quadruple for sends that had an associated SMS.
Revenue, ROAS, and Donors Acquired
Every case study reports the same three headline metrics so outcomes stay comparable across engagements.
The Challenge
The organisation wanted to increase donor conversion for its annual Thanksgiving appeal after already running a strong email program.
Their challenges included:
- Email conversion was already good; lifting it required a new lever
- Needed to reach donors who were opening less consistently
- Had to add SMS without disrupting the existing email cadence
SMS had to work alongside email, not compete with it.
What changed
Select a column to focus on it
- Email conversion was already good; lifting it required a new lever
- Needed to reach donors who were opening less consistently
- Had to add SMS without disrupting the existing email cadence
- 4x Email Revenue Lift
- SMS Paired to Email Sends
What we did
We based the strategy on the organisation’s needs, capacity and fundraising goals.
SMS Layered Onto Email
Integrated SMS with the Thanksgiving email series so key sends had a matching SMS touchpoint.
Read across
What this means for a charity like yours
Teams already sending email at holidays and considering whether SMS is worth the setup.
SMS lifted email revenue rather than replacing it, so the two were planned as one sequence.
Timing carried the result; the same message sent apart from the email would not have compounded.
Consent and cadence discipline are what keep an SMS list usable next year.
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