SMS Benchmarks for Non-Profit and Charities

SMS benchmarks give nonprofits and charities a clearer picture of how their messages resonate with supporters and donors. In this guide, we explore the key SMS performance metrics that shape engagement in the nonprofit and charity space.

Average Response Rate

The average response rate in non profit and charity messaging is 18 to 28 percent, reflecting how often supporters reply to texts about campaigns, events, and fundraising updates.

Response rate expresses the proportion of recipients who send a reply after receiving a message. It is calculated by dividing the number of responses by the total texts successfully delivered, then converting that figure into a percentage.

In the non profit and charity context, this metric highlights how clearly organizations communicate impact, how engaged donors and volunteers feel, and whether outreach efforts truly resonate with people who care about the mission.

Average Opt-Out Rate

The average opt-out rate for non-profit and charities is typically around 0.2 to 0.6 percent, reflecting strong supporter loyalty and trust.

The opt-out rate is the percentage of contacts who reply STOP or otherwise unsubscribe from your text list.

It is calculated by dividing the number of opt-outs by the number of successfully delivered messages, then multiplying by one hundred.

In non-profit and charities, this metric signals how donors and volunteers feel about your outreach, frequency, and content relevance.

Keeping opt-out rate low helps preserve long term relationships, protects your sender reputation, and supports consistent mission driven communication.

Average Click-Through Rate

The average click-through rate in non-profit and charities is 8–12% and it reflects how frequently supporters engage with links in SMS messages.

This metric shows the proportion of delivered texts that lead to at least one tap on a tracked link.

To work it out, you divide total link clicks by total messages that were successfully delivered, then multiply that result by 100.

For non-profit and charities, click-through rate reveals whether appeals, event invitations, and impact stories resonate with donors and volunteers, helping teams make sure every message remains relevant and respectful.

Average Conversion Rate

The average conversion rate is 0.5–1.2% for non-profit and charities, reflecting how many people move from simply reading an SMS to completing a meaningful step that supports a cause.

Conversion rate describes the share of recipients who follow through on a desired outcome after a message is delivered.

It is calculated by dividing the number of completed actions such as donations, event sign ups, or volunteer registrations by the total messages successfully sent, then multiplying by one hundred.

This metric matters in non-profit and charities because it shows how clearly communications inspire support and helps teams make sure limited resources are used wisely.

Average Delivery Rate

The average delivery rate for non-profit and charities is 98–99%, indicating that almost every message reaches supporters, donors, and volunteers as planned.

This level of reliability helps campaigns stay coordinated, whether it is promoting fundraisers, sharing impact updates, or mobilising community volunteers.

Delivery rate is calculated by dividing the number of messages successfully delivered by the total sent, while excluding texts that fail because of invalid numbers or carrier filtering.

For non-profit and charities, a strong delivery rate is crucial because limited budgets depend on dependable communication that keeps relationships and outreach efforts running smoothly.

Average Open Rate

The average open rate is 98%, which shows that supporters almost always read text messages in the non-profit and charities space.

Open rate describes the portion of delivered texts that people actually open and view.

It is calculated by taking the number of opened messages, dividing it by the number of successfully delivered messages, then multiplying that result by 100.

For non-profit and charities, this metric is vital because urgent appeals, event reminders, volunteer updates, and impact stories depend on being seen quickly.

High open rates make sure messages reach donors and volunteers at the moment they are most ready to engage.

Average Time to Read

The average time to read an SMS in non-profit and charities is 3 minutes.

Time to read describes how long it takes supporters to open and view a text once it has been delivered to their phone.

It is calculated by tracking the time gap between message delivery and the first open across many conversations, then averaging those results.

This measure is important in non-profit and charities because slower reading can delay volunteer coordination, urgent fundraising responses, campaign updates, event changes, and crisis communication, so teams can make sure messages are sent when people are most likely to notice them quickly.

Average Response Time

The average response time for non-profit and charities is 90 seconds, capturing how quickly supporters usually respond after getting a text message.

Response time is the period between a text being delivered and the first reply arriving.

It is calculated by taking that gap in each conversation and finding the overall average across all messages.

In non-profit and charities work, this metric is important because quick replies help staff coordinate outreach, confirm volunteers, and share urgent updates.

Fast response times also show that supporters are attentive, which helps organizations make sure communication stays timely and relevant.

Average Bounce Rate

The average bounce rate is 1–2%, which shows that only a very small portion of sms messages to supporters fail to reach their destination.

This kind of reliability helps non-profit and charities keep communication steady when sharing updates on projects and fundraising efforts.

Bounce rate is calculated by taking the number of undelivered texts, dividing it by the total sent messages, then converting that figure into a percentage.

For non-profit and charities, this metric is important because dependable delivery supports donor outreach, volunteer coordination, and time sensitive campaign information.

Why Are SMS Metrics Important?

Sms metrics play a crucial role for businesses in non-profit and charities because they show how well organizations are connecting with supporters who expect timely and respectful communication.

From urgent fundraising appeals to event reminders and volunteer updates, strong sms performance helps make sure important messages are delivered and noticed when they matter most.

Delivery rate, open rate, and response rate reveal how interested donors and volunteers are, while conversion and click through rates highlight how effectively texts inspire actions such as giving, registering, or signing up to help.

By tracking these metrics, non-profit and charities can refine their messaging, deepen supporter trust, and create more meaningful community impact.

Overview of Non-Profit and Charities

The non profit and charities sector relies on clear communication to build trust, coordinate supporters, and manage limited resources effectively.

Organizations are expected to share timely updates, respond quickly to questions, and keep stakeholders informed wherever they are.

Traditional channels can be slow or inconsistent, making it difficult to reach large groups at the right moment.

SMS provides a direct, immediate connection with high open and engagement rates, helping messages cut through crowded inboxes and social feeds.

By delivering information quickly and reliably, SMS supports smoother operations, more responsive outreach, and stronger relationships with donors, volunteers, and communities.

SMS Use Cases in Non-Profit and Charities

Text messaging offers non-profit and charities a low-cost, immediate channel to mobilize supporters, confirm participation, and keep donors engaged.

It is ideal for time-sensitive asks like volunteer shifts, event alerts, and crisis communications where quick responses drive outcomes.

Volunteer scheduling messages allow coordinators to confirm shifts, broadcast last-minute openings, and collect availability with reply-based confirmations to make sure staffing gaps are filled.

Donation appeals and stewardship texts can segment supporters with tailored asks, send click-to-give links, and follow up with automated receipts and personalized thank-you messages to build retention.

Event logistics and emergency alerts use concise SMS to notify attendees of schedule changes, check-in codes, or safety instructions, reducing confusion and last-minute no-shows.

FAQs About SMS Benchmarks for Non-Profit and Charities

 How can non-profit and charities use SMS to drive volunteer participation?

SMS can quickly notify volunteers about upcoming events, last-minute needs, or shift changes in a direct and personal way. By adding simple reply options, organizations make it easy for supporters to confirm attendance or ask questions.

 What should non-profit and charities include in an SMS donation request?

A clear call to action, a short explanation of the cause, and a simple way to give should be included in every message. Adding a concise link to a mobile-friendly donation page helps supporters complete their gift without friction.

 How can SMS support relationship building with long-term supporters?

Regular, thoughtful updates via SMS keep donors and volunteers informed about impact, stories, and progress. When supporters feel included and valued, they are more likely to stay engaged and advocate for the mission.

 How can non-profit and charities stay compliant when sending SMS messages?

Organizations should always get explicit permission before texting supporters and clearly explain what type of messages they will receive. Providing a simple way to opt out in every message helps protect privacy and maintain trust.