How To Use Email Marketing For Fundraising

As a nonprofit email consultant, I’ve seen firsthand how small adjustments to your email strategy can lead to big increases in donation rates. These are some of the strategies I’m actively implementing with my clients to help them engage supporters and drive results: 1. Focus on audience targeting: Segment your email list to send messages that feel personal and relevant. For example, a lapsed donor may need a different message than a first-time giver. 2. Lead with impactful stories: Stories that highlight the direct results of donations—paired with a clear, actionable ask—are incredibly powerful. “$25 provides a meal for a family” resonates far more than a general appeal. 3. Optimize for mobile: With so many emails opened on mobile devices, it’s crucial that designs are clean, buttons are easy to click, and content gets straight to the point. 4. Create a sense of urgency: Deadlines or limited-time opportunities like matching gifts can be effective motivators. I’ve seen significant lifts in response rates when urgency is baked into the message. 5. Test and analyze everything: From subject lines to donation ask amounts, I encourage my clients to test different approaches and make decisions based on the data. A small tweak can make a big difference. 6. Always follow up: A simple thank-you email after a donation not only builds goodwill but also lays the groundwork for future giving. I know every nonprofit’s audience is different, but the common thread is that thoughtful, intentional email campaigns can create meaningful connections and drive real impact. I’d love to hear what’s working for you—what’s been your most effective email fundraising tactic?

If I was a nonprofit working really hard to raise more money from your email subscribers—this is the plan I'd run... 👉 STEP 1: Ask yourself the question: If I had a room full of 1,000 donors—what are 2-3 things I'd want them to hear (themes)? 👉 STEP 2: Start posting thought-leadership content on decided themes - 2-3x week - CTAs should be a combo of newsletter sign-ups and for engagement 👉 STEP 3: turn themes into long-form content (blogs/reports/virtual events) - email gate it so you have a built-in mechanism to grow your newsletter list - link back to other blogs/resources on your website when it makes sense 👉 STEP 4: create editorial newsletter for your ideal donor - send at least 1x/week - goal: be a must-read for your donor to feel impactful/like your work is solving a big problem  - think of your newsletter as a product, not just a marketing drip - work smarter, not harder by repurposing your social content inside your newsletter.  - other sections should be engagement sections to get people to click/vote in a poll/reply 👉 STEP 5: create additional social content to drive folks to your website & newsletter - post from company & executive/staff handles - while the social posts are meant to drive traffic to anchor content, they must be valuable on their own 👉 STEP 6: evaluate results and make adjustments as needed - are people opening, clicking, and engaging with your newsletters? - what social content is driving the greatest engagement and new followers? - what is driving the largest increase in quality email subs? - are people visiting your donation page and/or donating? 👉 STEP 7: make your prospect and donor pipeline very, very happy by doing the 10% more than 90% of other nonprofits won't do - educate and entertain - build trust 🤝 - get radical with your gratitude - segment to make your email subscribers feel super seen 👉 STEP 8: Repeat. If you have any questions about this content plan, sound off below. Also, if you love the strategy, but it feels like too much work—this is what MacKenzie and I do at Out in the Boons 5 days a week. Let me know if you want to learn more. 

The Art of the Fundraising Email: 7 Secrets to Skyrocket Your Open Rates Let's face it: most fundraising emails end up in the digital graveyard known as the spam folder. But it doesn't have to be that way. With the right approach, your emails can cut through the noise and inspire action. Here are 7 time-saving tips to craft compelling fundraising emails that actually get opened: 1. Nail Your Subject Line Keep it under 41 characters. Tease content without giving it all away. Use power words like "Exclusive," "Breaking," or "Urgent" (but only when it's true!). 2. Personalize Beyond "[FNAME]" Reference past interactions, donor history, or shared interests. Make them feel like this email was written just for them. 3. Tell a Story Start with a compelling anecdote. Make it visual. Make it emotional. Make it real. 4. Keep it Scannable Use short paragraphs, bullet points, and subheadings. Remember, people skim emails before deciding to read in depth. 5. Make Your Ask Clear and Compelling Don't bury the lead. State your ask clearly and explain the specific impact it will have. 6. Use a P.S. Many readers jump to the P.S. first. Use it to reinforce your key message or add urgency. 7. Test, Test, Test A/B test your subject lines, send times, and content. Let the data guide your strategy. Pro Tip: Write your email, then cut it in half. Then cut it in half again. Brevity is your friend. Remember, the goal isn't just to get your email opened—it's to inspire action. Every word should serve that purpose. Now, it's your turn: What's your go-to trick for crafting killer email subject lines? Share your best practices in the comments. Your tip could be the key that unlocks better email performance for fundraisers everywhere!