How Nonprofits Should Use Email Marketing for Fundraising

Mar 11

Email marketing is one of the most effective digital tools for nonprofits looking to boost fundraising efforts, build donor relationships, and increase overall engagement. When used strategically, email campaigns can drive meaningful contributions while fostering a sense of community among supporters. Here’s how nonprofits can leverage email marketing for fundraising success.

1. How to Build and Segment Your Email List as a NonProfit

A successful email campaign starts with a well-maintained and segmented email list. Consider categorizing subscribers based on factors such as donation history, engagement level, or specific interests. Donor CRM’s like GiveButter make this super easy.

For example:

New Subscribers – Introduce them to your mission and past successes.
One-Time Donors – Encourage repeat giving by sharing impact stories.
Recurring Donors – Show appreciation and provide updates on how their contributions are making a difference.
Lapsed Donors – Re-engage them with compelling reasons to give again.

2. Craft Compelling Subject Lines and Content for Nonprofit Emails

Your email's subject line determines whether recipients will open the message. Keep it short, urgent, and impactful. Examples include:

“Double Your Impact: Matching Gift Opportunity Ends Soon!”
“Your Support Transformed Lives—See How”

Inside the email, personalize your message by addressing recipients by name and referencing past donations or engagements. Keep content concise and focused on how donations make a tangible difference.

3. Use Storytelling to Drive Nonprofit Donations

Donors want to see how their contributions change lives. Use storytelling to create an emotional connection by:

Featuring real beneficiaries with testimonials
Sharing before-and-after scenarios
Using compelling visuals, such as images and videos, to enhance the narrative

4. Create a Clear and Urgent Call-to-Action (CTA)

Every fundraising email should have a prominent and clear CTA. Instead of generic phrases like “Donate Now,” try:

“Give Hope Today – Every $50 Feeds a Family for a Week”
“Help Us Reach Our $10K Goal by Friday – Join Us!”

Include CTA buttons and links that stand out and make donating as seamless as possible.

5. Leverage Matching Gift Campaigns and Challenges

Matching gifts can significantly increase donations. If a donor or sponsor offers to match contributions, highlight this opportunity in your emails with messaging such as:

“Your Gift Doubled – Give by Midnight!”
“$1 Becomes $2: Help Us Unlock a $10,000 Match”

Similarly, challenge campaigns (e.g., “Give $10 Every Month to Change a Life”) encourage recurring donations and long-term engagement.

6. Automate and Personalize Follow-Ups

Set up automated email sequences to:

Thank donors immediately after giving
Share impact updates over time
Remind potential donors who haven’t yet contributed

A simple “We noticed you haven’t completed your donation” reminder can recover lost contributions.

7. Track Performance and Optimize

Regularly analyze email metrics such as open rates, click-through rates, and donation conversions. A/B test subject lines, CTAs, and messaging styles to see what resonates most with your audience.

8. We’ll take it from here.

To truly tailor your email marketing strategy to your organization's unique goals and audience, book a call with me.

With my expertise in nonprofit digital marketing, Rebel Collective can help you create targeted, high-performing email campaigns that drive results.

Let’s drive engagement and turn it into action and maximize your fundraising potential!

Emma Shirey