You can communicate with your various supporters in a number of different ways using the Virtuous platform. Using SMS Messaging (text messaging) is a great way to diversify how you are connecting with your supporters.
Working with SMS messaging is notably different from Email Marketing when it comes to opting in recipients, targeting and sending messages. This article will provide best practice guidance to make your messages reach the maximum audience!
Data Requirements
In order to successfully send SMS messages there are a few data requirements to be aware of. Refer to the screenshot below for an example of a Phone Number with all the appropriate settings.
1. Only Phone Numbers with the type "Mobile" can be targeted to receive SMS messages.
2. All Mobile Phone Numbers must be "Opted-In". Opt In Best Practices are outlined in the next section of this article.
3. All Mobile Phone Numbers must be set to "Primary"
IMPORTANT: To align with Privacy Laws as set forth by the Telephone Consumer Protection Act (TCPA), it must be clear when someone fills out a Form to Subscribe that they are signing up for SMS messages, and must have a defaulted to False opt-in checkbox to receive SMS messages.
Opt In and Privacy Law Requirements
To respect privacy requirements set forth by the Telephone Consumer Protection Act (TCPA) all SMS messaging must comply with the below requirements.
Opt In Call to Action Requirements
When giving the option for Individuals to subscribe to receive SMS from your organization your call to action should include the various details listed below.
- Organization or individual being represented in the initial message
- Program name and/or a description of the messages that will be sent
- Fee disclosure
- Example : "Message and data rates may apply"
- Service delivery frequency or recurring messages disclosure
- Example: "4 messages per month", "Message frequency varies", "1 message per login", etc.
- Customer care information
- Example: "Text HELP for help" or Help at XXX-XXX-XXXX)
- *not required for single message programs (i.e 2FA)
- Opt out instructions
- Example: "Text STOP to cancel"
- *not required for single message programs (i.e 2FA)
- Link to Privacy Policy describing how end user opt-in information will be used
- Link to Terms and Conditions describing terms of service
- Incorporate a checkbox option that end-users must select in order to receive SMS messaging. The checkbox can not be pre-selected. The checkbox provides the end-user the ability to agree, or not agree, to receive SMS messaging.
Message Content Requirements
Messages your organization sends to an Individual have certain requirements to align with TCPA guidelines.
- The initial message must identify who your organization is.
- Your SMS must include the following language: "Reply STOP to unsubscribe" or an equivalent standard opt-out keyword.
Automation Welcome Series
A best practice to lean into is using Automation to kick off a welcome series when a supporter opts into SMS. Just as you welcome a new email subscriber, you can treat SMS subscribers the same. As a reminder, SMS is an available Action when building Automated Workflows. To learn more about using SMS in a Workflow, check out this Support Article.
To learn more about creating, sending, and managing SMS review the selection of support articles found here.