Choosing a good keyword for your text-to-give campaign can be critical your fundraising campaign. A keyword is a unique word or phrase that people text to your unique giving number to join your donor list to make a contribution. A good keyword is-
Easy to remember
Keep your keywords short and simple -so simple that your donors remember and recall them easily.
Also, in one-on-one conversations, it becomes easier for your teams to talk about the new campaign and let donors know how to join.
Just because you get it doesn’t mean others will. Stick to keywords that are a direct reflection of your organization or relevant to your campaign. For example, if you are fundraising for Christmas, some appropriate keywords might be “Noel”, “XMASGIFT” and not “Appeal55”
Free from special characters
This one is pretty straight-forward. Don’t reserve a keyword like “Noel$” or “Appeal_ Chicago.” Special characters do you no good. Underscores can be confused for hyphens or if it is too much of an effort typing the symbol while trying to sign up for your mobile giving campaign, your donor might skip joining all together.
Though you would be doing nothing wrong by two words for your keyword, it complicates the signup process. Think about your average donors- what is easier to remember? “Gift4Xmas” or “Xmas_Fundraising?” Or better yet, just “Xmas.” Adding details add to complications that can be avoided by being minimal.