Your Rally Point Episode 22: Human-Centered Texting with Sandi Fox — What Nonprofits Get Wrong (and How to Fix It)

Text messaging is one of the most powerful engagement tools nonprofits have—but only when it’s done the right way.

In Episode 22 of the Your Rally Point Podcast, James Martin sits down with Sandi Fox, founder of SmartAsAFox.org and a veteran digital strategist with over 20 years of experience in nonprofit and political communications. Together, they unpack what human-centered texting really means, why misuse is hurting trust and results, and how nonprofits can build sustainable engagement instead of burning their lists.

This episode is a must-listen for nonprofit leaders, marketers, and digital strategists who want to grow impact without sacrificing integrity.

Meet Sandi Fox: Two Decades at the Intersection of Digital and Mission

Sandi Fox has spent more than 20 years in nonprofit and political digital strategy. From early email and social programs to building one of the most successful nonprofit text programs in the country at Planned Parenthood—where she drove over 1,000% growth—Sandi has seen what works and what fails at scale.

Her core belief aligns closely with Rally’s philosophy:
Texting should build relationships, not extract dollars.

The Biggest Problem in Text Messaging Today: Burn-and-Churn

One of the strongest themes of this episode is the danger of importing political texting tactics into nonprofit work.

Sandi explains how many political professionals are trained to:

• Cold text without consent
• Immediately ask for money
• Prioritize volume over trust

When those tactics move into the nonprofit space, the result is predictable:

• Higher opt-outs
• Donor fatigue
• Long-term damage to the organization’s reputation

“It’s not engagement. It’s extraction. And it doesn’t belong in nonprofit work.”

Human-centered texting requires permission, context, and conversation—not just asks.

Permission-Based Texting Is Non-Negotiable

Both James and Sandi emphasize that consent is foundational.

There are limited cases—such as civic information or voter education—where outreach without opt-in may be appropriate. But asking for donations without permission is not only ineffective, it’s unethical and increasingly risky.

Nonprofits that succeed with SMS:

• Earn opt-ins intentionally
• Explain why texts matter
• Treat supporters as participants, not targets

Text Is Not Email (And It’s Definitely Not Social Media)

A common mistake Sandi sees is organizations copying email content directly into text messages.

That doesn’t work.

Text messaging is:

• Immediate
• Conversational
• Personal

It should feel like a dialogue, not a broadcast.

Successful programs:

• Ask questions
• Invite replies
• Use short, clear language
• Respect timing and frequency

When texting becomes a conversation, engagement rises naturally.

Stop Obsessing Over “Open Rates”

One of the most practical sections of the episode tackles metrics.

Sandi explains why “open rates” for SMS are meaningless:

• They’re based on outdated carrier assumptions
• You can’t truly measure opens without read receipts
• People open texts to delete or opt out

Instead, nonprofits should focus on metrics that matter:

• Response rates (real replies, not STOPs)
• Click-through rates
• Conversions (donations, sign-ups, actions taken)

“If 4% of your ‘responses’ are opt-outs, that’s not success.”

How Text Fits Into a Healthy Digital Ecosystem

Texting should not live in a silo.

Sandi recommends nonprofits:

• Build a solid email program first
• Ensure social channels are active and aligned
• Integrate SMS intentionally, not impulsively

If an organization struggles to measure email performance, adding text will only amplify confusion—not results.

When capacity is limited, Sandi often recommends adding SMS before launching another social channel (like TikTok), because texting is:

• More direct
• Less resource-intensive
• Easier to tie to outcomes

Discovery Before Strategy: Why One-Size-Fits-All Fails

Sandi’s consulting process always begins with discovery:

• What’s working now?
• What’s not?
• Who is the audience?
• What does success actually mean for this organization?

There is no universal SMS playbook. Every nonprofit’s mission, audience, and maturity level matters.

As James notes, skipping discovery is “digital malpractice.”

Looking Ahead: RCS and the Future of Texting

Sandi also previews what’s coming next:

• RCS (Rich Communication Services)
• Read receipts
• Rich media messaging

While RCS brings new opportunities, it also introduces cost and complexity—especially for nonprofits. The key is preparation, not hype.

Sandi will be teaching more on this topic at the Digital Strategy Summit, helping nonprofits prepare for 2025–2026 changes in mobile engagement.

Final Takeaway: Texting Is About People, Not Platforms

This episode reinforces a core Rally principle:

Technology doesn’t mobilize people. Meaning does.

Text messaging works when it:

• Respects consent
• Builds trust
• Invites participation
• Measures what matters

Used well, it can mobilize communities, deepen relationships, and drive real-world impact. Used poorly, it burns lists and erodes trust.

Listen to Episode 22

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