What makes a good Text Giving keyword?

Quick Answer

A good Text Giving keyword is easy to spell and hard to mishear. Try and keep it to one word, rather than a phrase, and try and find one that your supporters’ phones won’t autocorrect while they’re typing. Perhaps try a few in your own mobile phone while you’re setting up to help you decide.

Want to know a little more?

Your Donr Text Giving keyword can be any word you like. It only has to adhere to three mandatory criteria:

  • It must be between three and 20 characters long (e.g. ‘AN’ would not cut it, but ‘AND’ would);
  • It must not end in digits (e.g. ‘DONRFOUR’ is fine, but ‘DONR4’ is not);
  • It must be unique (if another charity has registered that keyword on that shortcode, you won’t be able to use it; perhaps try another shortcode from the drop-down menu to see if it’s available on any others).

Aside from that, anything goes. However, we believe that taking the following into consideration will help you create a keyword that your supporters respond well to:

  • Always remember that a supporter must type your keyword perfectly – any mistakes run the risk of the donation failing or being sent to the wrong charity;
  • From-the-dictionary keywords stand less chance of being autocorrected by a supporter’s mobile device than a keyword made up of an arbitrary string of letters (even if these letters are the initials of your organisation or campaign);
  • The best keywords are one single word, rather than a phrase without spaces – supporters often mistakenly include spaces or their phone autocorrects to include them;
  • The best keywords are ones which are well-known and easy to spell (not everyone knows how to spell the name of the medical condition you’re raising money for);
  • The best keywords are not homonyms – there is not another word which sounds the same but is spelt differently (imagine trying to promote the keyword ‘BEAR’ over the radio and having to ensure people don’t text ‘BARE’);
  • Try not to include digits in place of words such as ‘DONATE4DONR’ – this sort of keyword runs the risk of having incorrect spaces included or supporters spelling the 4 with digits rather than letters;
  • While your keyword must be three or more characters long, you don’t want to make it too long – the more a supporter has to type, the greater the opportunity for human error to rear its inconvenient head.
  • Taking all of the above into account, try and have your keyword relate to your campaign; something that your supporters will relate to and engage with.

Download a handy one-page checklist here!

Happy fundraising everyone!

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