By Jamie McGonnigal, Director of Sales at Mobile Commons, the SMS platform built for nonprofit and advocacy teams who need to inspire action, not just send texts.

---

Stories move people. I’ve yet to meet a nonprofit team that would disagree. What they can’t quite figure out is how to find stories consistently, especially when their team is stretched thin.

I’ve spent more than 25 years as a storyteller, public narrative trainer, and – yes – a Pokémon voice actor. And as someone currently running for public office, I’m figuring out just how much our stories matter.

SMS is one of the most underused answers to that problem. Texts get opened, they feel personal, and the barrier to respond is lower than almost any other channel. When you ask a question, people answer. And what comes back can become some of your most compelling content.

Here’s how to make it work in just seven steps.

Step 1: Pick your moment.

You can build storytelling into something you’re already planning, like an advocacy push or a program milestone, before you make any ask. Or run it as a standalone outreach between campaigns, not tied to a deadline or a donation goal.

Either works. In my experience, the standalone approach works surprisingly well. When it’s not tied to an ask, people tend to open up more.

Step 2: Start with the right people.

Think about who has something meaningful to say and what you want to learn.

Heading into a fundraising push? Consider lapsed donors. Want impact stories? Think recent program participants or longtime volunteers. The more specific you are, the more useful the responses will be.

Step 3: Ask something worth answering.

Start with a multiple-choice prompt. It’s low effort for the supporter and tells you exactly where to take the conversation next.

[First Name], we want to hear from you! What first brought you to our work? Reply with the letter of your answer.

1. A personal connection to the cause
2. A friend or family member introduced me
3. I saw your work in my community

Then send a follow-up based on how they respond.

Someone who replied A: “Would you be willing to share a little more about your connection to the cause? We’d love to hear your story.”

Someone who replied C: “What did you see that moved you to get involved?”

The first message is the same for everyone. The second feels more personal, because it is.

Step 4: Always write back.

When someone texts back, they should hear from you right away. Set up an auto-response that thanks them and gives them somewhere to go next, whether that’s an impact page, a story, or a way to stay connected.

“Thank you so much for sharing that. It means more than you know. Want to see the impact your support makes? [link]”

It closes the loop and keeps the momentum going. I know it sounds small, but I’ve seen this step do more for a supporter relationship than a whole email campaign.

Step 5: Find the stories that matter.

Set aside time to go through the responses. You’re looking for the stories that feel true. The ones you’d want a major donor to read.

When you find one that really stands out, reach out personally. Ask a follow-up question. Let that person know their story landed with someone. Those moments stick, and they’re often what turns a one-time supporter into a long-term one.

Step 6: Share those stories everywhere.

This is the part teams often underestimate. The stories you collect through SMS don’t have to live in SMS.

Get permission first, but then put those stories to work!

• SMS. Close the loop: “We asked supporters why they give. Here’s what one person said.”
• Email. A real quote is more compelling than anything your team writes from scratch.
• Social. A short, honest quote in a graphic or caption performs well.
• Your website. Impact pages are often the weakest link in nonprofit storytelling. A real voice changes that.
• Donor conversations. Stories from supporters carry weight in major donor meetings, grant applications, and board presentations.
• And beyond. Annual reports, volunteer recruitment, event programming. These stories belong to your whole organization.

Step 7: Make it a habit.

You don’t need a new strategy. Just a new question, sent consistently.

The organizations I’ve seen build the strongest supporter relationships aren’t sending more messages. They’re having better conversations. Your supporters already have what you need. SMS is one of the fastest ways to find it.

—

Storytelling doesn’t have to be a big Broadway production. Sometimes it starts with a question you’ve never thought to ask. The stories are already out there. You just have to give people a way to share them.