Email Fundraising Strategies
Email Fundraising Strategies That Actually Work for Nonprofits
Email remains one of the most powerful tools in your nonprofit’s fundraising toolkit. But here’s the truth: most fundraising emails go unopened—or worse, unread. That’s not because email is dead. It’s because many organizations aren’t using it effectively.
If you want to stand out in a crowded inbox and inspire action, your emails need to be personal, persuasive, and purpose-driven. In this post, we’re sharing the email fundraising strategies that actually work, especially for nonprofits serving vulnerable communities like survivors of domestic violence.
Table of Contents
- Why Email Fundraising Still Works
- Best Practices for Writing Compelling Fundraising Emails
- Tools to Improve Email Fundraising Performance
Why Email Fundraising Still Works
According to Neon One, email has a return on investment (ROI) of up to $40 for every $1 spent. It’s one of the most cost-effective ways to build relationships, drive donations, and keep your mission top of mind.
And unlike social media, you own your email list. You’re not competing with algorithms—you’re showing up in your supporter’s inbox.
Best Practices for Writing Compelling Fundraising Emails
1. Start With a Strong Subject Line
Your subject line is the gatekeeper to your message. If it doesn’t spark curiosity or emotion, it won’t get opened.
Great subject lines:
- Ask a question: “Will you help her find safety tonight?”
- Create urgency: “We need you—before midnight”
- Be specific: “$25 = One hour of crisis counseling”
Avoid generic phrases like “Support our cause” or “Year-end appeal.”
Tools like CoSchedule’s Headline Analyzer can help test and optimize subject lines.
2. Make It Personal
Use the recipient’s first name and personalize based on their history with your organization if possible.
Example:
“Hi Taylor, you’ve helped us provide shelter to over 10 survivors this year. Today, we need your help again.”
Even small touches make emails feel more like a 1-on-1 conversation than a mass message.
3. Tell a Powerful Story
People give to people. Instead of leading with stats or broad goals, open your email with a real story (with permission or anonymized if needed).
Example:
“When Maya arrived at our shelter, she had nothing but her toddler and a plastic bag. Today, she has a job, a home, and hope—all thanks to donors like you.”
Stories humanize your mission and create emotional connection.
4. Focus on a Single Call to Action
Don’t overwhelm the reader with multiple links or options. Focus on one clear, bold ask.
Examples:
- “Donate $25 to give a night of safety”
- “Become a monthly partner today”
- “Help us reach our goal by midnight”
Use buttons and repeated CTA text links to increase clicks.
5. Keep It Short and Scannable
Fundraising emails should be concise. People skim—so help them absorb the key message fast.
Formatting tips:
- Use short paragraphs (1–2 sentences)
- Bold key lines
- Use bullet points or spacing for readability
You don’t need to say everything in one email—just enough to spark action.
6. Optimize for Mobile
Most nonprofit emails are now read on phones. Make sure your email:
- Loads fast
- Uses large, tappable buttons
- Has short subject lines (under 50 characters)
- Is easy to read without zooming or scrolling sideways
Use Litmus or Email on Acid to preview how your email looks across devices.
7. Segment Your List
Not every donor is the same. Sending different messages to:
- New subscribers
- Past donors
- Monthly givers
- Volunteers
…can drastically improve performance. Even small tweaks to language based on giving history can boost relevance.
8. Use a Series, Not Just a Single Ask
Don’t rely on one email to do it all. Plan a sequence:
- A story and mission reminder
- A clear donation ask
- A matching gift challenge
- A deadline reminder
- A thank-you or update
A well-timed email series improves open rates and conversions.
Tools to Improve Email Fundraising Performance
- Mailchimp – Great for beginner-friendly design and automation
- Constant Contact – Ideal for nonprofit-focused campaigns
- ConvertKit – Excellent for segmentation and tagging
- Bloomerang – Built for donor relationship management
- Kindful – Combines CRM and fundraising email tools
These tools help streamline personalization, automation, and tracking—key elements for success.
Final Thoughts
Writing fundraising emails that convert isn’t just about being persuasive—it’s about being human. When you show the impact, speak directly to your audience, and make it easy to give, your supporters will rise to the occasion.
Email can be a lifeline—for your nonprofit, and for the people you serve.
Need help crafting a high-converting email campaign?
RJ’s Digital Solutions specializes in digital fundraising and donor engagement for nonprofits. Contact us today to get started.
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