WhatsApp and Fundraising - A Match for Everyone?

WhatsApp is booming. The usage figures in the Netherlands are clear: the number of users grew to more than 13 million in 2023, making WhatsApp the largest social media channel in the Netherlands. 

(source: Newcom Research, Danny Oosterveer, Marketingfacts)

This fact also makes it interesting for fundraising organisations, as became apparent during our inspiration session about the use of WhatsApp. Together with our partner CM.com, we looked at the possibilities and differences between WhatsApp Channels, Communities and CM.com's WhatsApp Journeys. In addition, our customers shared their experiences with WhatsApp as a communication tool in their fundraising campaigns via the Kentaa platform.

Why use WhatsApp as a charity?

The 13 million users in the Netherlands alone make WhatsApp an interesting tool for charities. However, it is mainly the accessible nature of WhatsApp that is decisive. Using WhatsApp in the communication mix makes it easy for your supporters to ask questions, and you can easily communicate one-on-one. But not only that. WhatsApp is developing rapidly, with more and more options for every situation, such as Communities and Channels.

Moreover, we see much higher open and click rates and deliverability with WhatsApp than with email, for example. Therefore, the chance that your message will reach your supporters is much greater.

(source: CM.com)

Communication via WhatsApp: What options do you have?

Channels vs Communities

In addition to one-on-one communication and WhatsApp groups that you probably already know, WhatsApp has two other group-oriented tools that you can use: Channels and Communities. What are they, and which ones do you use for which purpose?

WhatsApp Channels:

WhatsApp users can subscribe to Channels. By clicking on a link or scanning a QR code, they will be added as subscribers and receive your updates. They can only respond to updates with emojis.

Channels are therefore purely used for sending: useful for distributing one-way traffic such as announcements, newsletters, updates or fundraising tips.

Since it is a one-way street where users receive updates, explicit consent is not necessary. They have chosen to subscribe to the channel.

WhatsApp Communities:

Users can be invited to Communities. This can be done via an invitation link, QR code or manual approval by an administrator.

Unlike Channels, members (their photo, name and phone number) in Communities are visible to others.

WhatsApp Communities provide a platform for members to share ideas, ask questions, and actively participate in discussions. This is valuable if you want to involve and question your supporters about specific topics. So, there is much more interaction than with Channels.

Do you want to add someone to a Community on WhatsApp? You need explicit permission to do this.

WhatsApp Journeys: A practical example of the Disabled Child Foundation (Stichting het Gehandicapte Kind)

The Disabled Child Foundation used WhatsApp Journeys as a pilot during their fundraising event, the Mega Walking Marathon, to:

• give a positive and 'fun' feeling to the event, to stay top of mind and to inspire enthusiasm
• Increase connection with the participants
• test and learn the inner workings for the foundation and the team

Specifically, they used it to stay in touch with participants and team captains, in addition to their existing channels.

Their tips and approach

• Start with an announcement by email with a template from CM.com, followed by a welcome message on WhatsApp (WA).
• Then start scheduling trigger and default messages through WA with CM.com.
• Send confirmation of registration and e-tickets via the email module of the Kentaa platform.
• Run all WA communications via CM.com.
• Run communication with donors through email from the Kentaa platform.
• WA cancellations were processed manually
• Include WhatsApp communication in your privacy statement and general terms and conditions.
• Define a communication plan, including expectation management.
• Identify target groups and process opt-outs and changes adequately.
• Make sure you use other channels to inquire outside of WA
• Explicitly ask for mobile phone numbers

Their learnings

• Limit sending videos, rather use links
• Add images and emojis for a personal touch
• Please allow 24 hours for a response time on WhatsApp
• Provide back-office support, especially during the event
• Learn from past experiences and adjust triggers as the event approaches
• There is more interaction due to the accessibility of WA
• The responses are predominantly positive or informative and, therefore do not require much time
• Avoid sending messages on Friday afternoons at 5:00 PM
• Personalisation is powerful but requires accuracy to avoid problems
• Understand that you won't reach everyone
• The number of people who unsubscribe is limited (8%)

WhatsApp… Worth it?

The learning points and successful aspects we see with the Disabled Child Foundation can also be applied without journeys from CM.com. These journeys involve costs that you as an organisation should carefully consider. You can partly automate your communication via WhatsApp with it and it is a powerful tool, but not suitable for everyone.

But the following applies to any communication via WhatsApp: one way or the other you lower the threshold for your supporters to contact you, you do not spend more time on it than other communication, and it offers you the opportunity to let your supporters communicate with each other and help each other!

It may not directly impact your online fundraising revenue, but it will help you build a closer community around your organisation and cause, something that will pay off in the long run!

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The world is changing, and the way we support charities is changing, but are we changing in time? We are all familiar with challenges such as an outdated supporter base, little diversification in income streams, digitalisation, and a shortage of time. Taking on challenges means innovating, changing and showing courage. Sometimes, we are too afraid and stick to what we know. But what if you can tackle challenges through change? And is it secretly not that scary at all?

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