How the National Park Foundation raised $208,000 by text in eight months
With email getting crowded, the National Park Foundation wanted a more personal way to reach park lovers. Its first text messaging program, built with our team, raised more than $208,000 and added 10,000 subscribers in eight months, with only eight broadcasts.
01The challenge
The challenge: a crowded email inbox for nonprofit fundraising
A crowded inbox and a need for a closer connection.
The National Park Foundation is the official charitable partner of the National Park Service. It wanted deeper, more human relationships with donors, but email was becoming crowded.
It turned to text for timely, personal, and inspiring content, to build community and loyalty and to grow an audience more likely to give over time.
- 1LaunchA new short code, with onboarding from our team
- 2AutomateWelcome journeys for every new subscriber
- 3PromoteSign-ups from email, the website, social media, and ads
- 4EngageQuizzes, polls, and park stories, not only asks
The National Park Foundation had no previous text messaging experience.
02What changed
The fix: inspiring SMS content, quizzes, and polls
Inspiration first, asks second.
Messages focused on inspiration and appreciation, from nature facts to national park trivia, rather than transactional asks. Interactive quizzes and polls drew strong click-through and reply rates.
Supporters wrote back in their own words.
That was fun!
Beautifully relaxing
I plan to tell my grandchildren.
Real replies quoted in the National Park Foundation case study.
03The result
The result: $208,000 raised by text from eight broadcasts
$208,000 from eight broadcasts.
In the first eight months, the program raised more than $208,000 from just eight broadcasts, and added more than 10,000 subscribers. A single 3X match campaign raised $57,000 in one day.
Next, the foundation plans more storytelling, seasonal campaigns, exclusive events, and integrated donor journeys.
June through February, as reported by the National Park Foundation.
National Park Foundation results at a glance
The National Park Foundation is the official charitable partner of the National Park Service. Matched-gift appeals by text, with a clear deadline, are among the highest-performing nonprofit SMS fundraising tactics.
| Measure | Before | Result |
|---|---|---|
| Raised by text | $0 (no program) | $208,569 in eight months |
| New mobile subscribers | 0 | 10,000+ |
| Raised from one 3X match campaign | — | $57,000 |
| Broadcasts sent | — | 8 |
How to run a program like National Park Foundation’s
- Launch with a short codeSet up the short code and a welcome automation for every new subscriber.
- Promote everywhereInvite sign-ups from email, the website, social media, and paid ads.
- Lead with inspirationSend stories, trivia, quizzes, and polls, not only donation requests.
- Save asks for big momentsUse a matched-gift campaign to give a donation ask real urgency.
The advocacy and fundraising program on mCommons covers every step, with SMS, MMS, RCS, and WhatsApp on one platform.
Since starting our [texting] program, we have raised $208,569 from June through February, and that was just with eight broadcasts.
What they use
What National Park Foundation ran on mCommons.
SMS, MMS, RCS, and WhatsApp on one platform, with mobile strategists who help plan, write, and run each campaign alongside your team.
- Short code launch
- Welcome automations
- Quizzes and polls
- Matched-gift appeals
Take it with you
Get the National Park Foundation case study as a two-page PDF.
The results, the charts, and how they did it, in a format you can forward to your team or bring to a budget meeting.
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