M+R's 2026 benchmark puts mobile messaging at 0.9% of online revenue among participants, with a 0.17% fundraising response rate, although smaller organisations reported a larger share and the channel grew. The data supports focused testing, not replacing email wholesale.
Choose a job that suits immediacy
Good tests include a deadline reminder to opted-in supporters, event logistics, rapid-response updates or a payment-recovery prompt. Avoid using the channel for every message simply because phones are visible.
Make consent channel-specific
State what messages the person will receive, expected frequency, cost implications where relevant and how to stop. Record the source and wording of consent. Do not import phone numbers gathered for another purpose without a lawful basis and clear expectation.
Design the handoff
Keep the message concise and send people to a mobile page that continues the same action. Test short links, accessibility, failed payments and replies. Staff must know who monitors responses and how urgent safeguarding or service questions are escalated.
Prove incremental value
Use a holdout group where practical and compare completed actions, net income, opt-outs and complaints—not clicks alone. Include messaging fees, staff monitoring and list growth cost. Stop if the channel adds interruption without useful response.
