Understanding Message Types

When you create a new message in WeGive, the first thing you’ll choose is the message type. This decides how and when your message reaches supporters. After picking a type, you’ll choose a delivery format — the channel the message goes out on. This article walks through both choices so you can pick the right setup for what you’re trying to do.

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The three message types

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Broadcast

A broadcast is a single message you send directly to a group of supporters you choose. You decide who receives it and when — either send it right away or schedule it for a future date and time. Once it goes out, it’s done; a broadcast is a one-time send, not something that repeats. Use a broadcast when you have something to say to a defined audience at a specific moment, such as:

• A year-end giving statement
• A program or impact update
• A calendar-based appeal (for example, a Giving Tuesday ask)

Before a broadcast sends, you’ll see a confirmation step so you can review exactly who it’s going to and catch anything before it leaves.

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Triggered

A triggered message sends automatically whenever certain conditions are met — you set it up once, and WeGive sends it on your behalf every time the trigger fires. You’re not picking a send date; instead, you’re choosing the event that should set the message off and, optionally, a delay before it sends (immediately, or a set amount of time afterward). Use a triggered message for things that should happen on their own in response to a supporter’s activity, such as:

• A donation receipt sent right after a gift
• A recurring plan failure notice when a scheduled payment doesn’t go through
• A donation abandon email when someone starts but doesn’t finish giving

You can also narrow who qualifies with audience rules, so the message only sends to the supporters you intend.

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Journey

A journey is a series of messages that drip out over a period of time to create a connected experience. Rather than one message, you’re building a sequence — supporters enter the journey when they meet your entry rules, then receive each message on the schedule you set. Use a journey when you want to nurture a relationship over days or weeks, such as:

• A 120-day new donor journey
• A mid-level donor nurture series
• A lapsed donor re-activation sequence

Journeys give you extra controls, including when supporters are allowed to enter, daily sending limits, and exit rules that remove someone from the sequence once they’ve taken an action you care about.

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Which type should I use?

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Choosing a delivery format

After you select a message type, you’ll choose how the message is delivered. The same formats are available across message types. Plain Text Email — A simple, text-only email with no design or images. It often feels personal, like a note written directly from a team member, and works well for one-to-one or heartfelt messages. HTML Email — A designed email where you can add branding, images, buttons, and formatting. Best for newsletters, appeals, and anything where layout and visuals matter. Both email formats require you to choose a verified “from” address to send from. SMS — A text message sent to a supporter’s mobile number. Great for short, timely, high-visibility messages. Keep in mind supporters need a valid mobile number and the appropriate consent to receive texts. Handwritten Letter — A physical letter mailed to the supporter using Handwrytten, WeGive’s handwritten-mail integration partner. Because it’s printed and mailed, there are length limits: the body of the message and the sign-off are each capped, so keep the content concise. This format is ideal for high-touch moments like major-gift thank-yous. Portal Direct Message — A message delivered inside the supporter’s WeGive donor portal rather than to an external inbox or phone. Useful for updates a supporter will see the next time they log in to manage their giving.

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Tips

• Start with the goal, not the channel. Decide whether you’re sending once (broadcast), reacting to an action (triggered), or nurturing over time (journey) — then pick the format that fits.
• For triggered messages and journeys, double-check your audience and trigger rules so the right people receive the message at the right moment.
• For emails, confirm your “from” address is set before you try to send.
• For handwritten letters, write tight — the body and sign-off both have character limits.