Your nonprofit sends 12 fundraising emails per year. Your average donor receives 247.

How do you break through the noise?

The answer isn't sending more emails. It's sending better ones—emails that connect, engage, and inspire action without exhausting your supporters or your small team.

Email remains the highest-ROI marketing channel for nonprofits. For every dollar spent on email marketing, nonprofits see an average return of $42. No other channel comes close. Yet most organizations treat email as an afterthought, blasting generic appeals and wondering why donations don't materialize.

This guide will show you exactly how to build a nonprofit email marketing strategy that turns subscribers into supporters, supporters into donors, and donors into lifelong advocates for your cause.

The State of Nonprofit Email Marketing in 2025

Email Marketing Statistics Nonprofits Need to Know

Before we dive into tactics, let's establish what "good" looks like:

Average nonprofit email performance:

• Appeal emails: 15-25% open rate, 2-5% click rate, 0.1-0.5% conversion rate
• Newsletter emails: 20-30% open rate, 3-7% click rate
• Thank you emails: 30-50% open rate, 5-10% click rate

Email vs. other fundraising channels:

• Email costs $0.02-0.10 per message to send
• Direct mail costs $0.50-2.00 per piece to send
• Email-driven donations average 20-30% higher retention rates than other channels
• 71% of donors prefer email communication from nonprofits

Mobile matters more than ever:

• 68% of nonprofit emails are opened on mobile devices
• Mobile-optimized emails get 15% higher click rates
• One-third of donors will delete an email if it's not mobile-friendly

The opportunity is clear: email works when done right. The challenge? Most nonprofits aren't doing it right.

Why Most Nonprofit Emails Fail

They only email when they need money. Your donors feel like ATMs, not partners. Every email that hits their inbox is another ask, another request, another reminder that you only care about their wallet.

They write for everyone and connect with no one. Generic "Dear Friend" emails that try to appeal to everyone end up resonating with no one. Your 22-year-old first-time donor and your 65-year-old monthly supporter have different motivations, different communication preferences, and different relationships with your cause.

They bury the call-to-action. Donors scroll through three paragraphs of organizational updates, board announcements, and program statistics before finding out what you actually want them to do. By then, they've moved on.

They forget mobile exists. Your beautiful three-column layout looks terrible on a phone. Your 200-word paragraphs are unreadable. Your "Donate Now" button is impossible to tap.

They never follow up. A donor gives $50, receives an automated tax receipt, and doesn't hear from you again until next year's appeal. No thank you story, no impact update, no relationship building.

Let's fix all of that.

Building Your Nonprofit Email List (The Right Way)

Before you can send great emails, you need people to send them to. But list building for nonprofits isn't just about collecting as many addresses as possible—it's about attracting the right people who genuinely care about your mission.

Ethical List Building Strategies

Website sign-up forms that convert: Your homepage should have a clear email signup form above the fold. But here's the key: tell people what they're signing up for.

Weak: "Subscribe to our newsletter" Strong: "Get stories of lives changed, delivered monthly. Plus exclusive volunteer opportunities."

Place signup forms in multiple locations:

• Homepage (above the fold)
• Blog sidebar
• End of blog posts ("Want more stories like this?")
• Donation thank you page ("Stay connected with our work")
• About page
• Contact page

Event-based collection: Every event—virtual or in-person—is a list-building opportunity. Require email for registration, but also:

• Have tablet signup stations at physical events
• Offer a raffle or drawing for attendees who subscribe
• Send post-event emails with a clear path to stay connected

Social media to email conversion: Your social media followers are interested in your cause, but social algorithms control whether they see your content. Email puts you back in control.

Tactics that work:

• Facebook lead ads with pre-filled email capture
• Instagram link in bio offering a free resource (guide, template, checklist) in exchange for email
• Twitter/X threads that end with "Get the full guide via email: [link]"
• LinkedIn posts linking to gated content

What NOT to do:

• Buy email lists (terrible deliverability, potential legal issues, zero engagement)
• Add people without permission (CAN-SPAM violations and damaged reputation)
• Sign up volunteers automatically without explicit consent
• Keep people on your list who never open (more on list hygiene below)

Segmentation That Actually Works

Email segmentation is the practice of dividing your email list into smaller groups based on shared characteristics. It's the difference between broadcasting and communicating.

Segmentation increases email performance by 30-50% compared to one-size-fits-all emails. Here's how to segment effectively:

By donor level:

• First-time donors: Need extra nurturing and relationship building
• Recurring/monthly donors: Your VIPs who deserve exclusive updates
• Lapsed donors: Gave once, haven't given again (need win-back campaigns)
• Major donors: High-touch, personalized communications
• Non-donors: Subscribers who haven't given yet (focus on engagement first)

By engagement level:

• Highly engaged: Open/click regularly (send more frequent updates)
• Moderately engaged: Open sometimes (standard frequency)
• Dormant: Haven't opened in 6+ months (re-engagement campaign or remove)

By interest area:

• Program-specific interests (education, healthcare, environment, etc.)
• Volunteer vs. donor interests
• Event attendees vs. non-attendees
• Geographic location (for local nonprofits with multiple chapters)

Pro tip: Start with just 2-3 segments. Don't over-complicate. You can always add more sophistication as you grow.

List Hygiene and Maintenance

A smaller, engaged list beats a larger, unengaged list every time.

Why list hygiene matters:

• Poor engagement hurts your sender reputation
• Email providers (Gmail, Outlook) flag you as spam if too many people ignore your emails
• You're paying for email software based on list size—why pay for dead weight?

Quarterly list maintenance checklist: ✅ Remove hard bounces (invalid email addresses) ✅ Identify inactive subscribers (no opens in 6+ months) ✅ Send re-engagement campaign to inactive subscribers ✅ Remove subscribers who don't re-engage ✅ Update email preferences for those who request changes ✅ Verify you're CAN-SPAM compliant (physical address, easy unsubscribe)

The re-engagement email: Subject: "Should we break up? 💔"

"We've noticed you haven't opened our emails in a while, and that's okay! Your inbox is crowded, and maybe our updates aren't the right fit for you anymore.

If you'd still like to hear from us, just click here: [Stay Subscribed]

If you'd prefer less frequent emails, we can send just our monthly impact roundup: [Monthly Only]

If it's time to part ways, no hard feelings. Click here: [Unsubscribe]

Thanks for being part of our community, even if this is goodbye. [Your Name]"

This approach reduces your list size but dramatically improves engagement rates. A 1,000-person list with 30% open rates is infinitely more valuable than a 5,000-person list with 8% open rates.

The 7 Essential Types of Nonprofit Emails

Successful nonprofit email marketing isn't just about appeals. It's about creating a communication calendar that builds relationships, shares impact, and yes, occasionally asks for support.

1. Welcome Email Series

Your welcome email has the highest open rate of any email you'll ever send (typically 50-80%). Don't waste it.

Why it matters: New subscribers are at peak interest in your organization. They just took action to connect with you. This is your moment to set expectations, share your story, and guide them toward deeper engagement.

The 3-email welcome sequence:

Email 1 (Sent immediately): Subject: "Welcome! Here's what to expect from us"

Thank them for subscribing → Share your mission in 2-3 sentences → Set expectations (how often you'll email, what they'll receive) → Point them to your most compelling content (impact story, video, etc.) → Invite them to follow on social media

Email 2 (Sent 3 days later): Subject: "Meet Maria—and see your impact in action"

Share a powerful beneficiary story that illustrates your mission → Include photos if possible → Explain how donors/volunteers make stories like this possible → No ask yet, just connection

Email 3 (Sent 7 days later): Subject: "3 ways to get involved with [Your Organization]"

Offer multiple engagement paths:

• Make your first donation (low dollar amount)
• Volunteer at an upcoming event
• Share our work with friends
• Attend a virtual tour/webinar

2. Fundraising Appeals

This is where most nonprofits focus all their energy. Here's how to make appeals work without burning out your list.

Frequency: Most nonprofits can send 8-12 appeals per year without significant list fatigue. That breaks down to:

• 2-3 major campaigns (year-end, spring, giving day)
• 4-6 smaller program-specific appeals
• 1-2 emergency/crisis appeals (if applicable)

The anatomy of a high-converting appeal:

Subject line: Be specific about impact, not generic about need

• ❌ "Please consider supporting our work"
• ✅ "Give dinner to a family tonight"
• ✅ "Your $30 provides shelter for someone tonight"
• ✅ "Maria needs you (and so do 200 others)"

Opening (First 2 sentences): Lead with a specific story, not statistics. Donors connect emotionally before they analyze rationally.

Weak opening: "Our food bank distributed 250,000 pounds of food last year to families facing food insecurity in our region."

Strong opening: "Maria always dreaded weekends. With no school lunch program, she struggled to feed her three children. That's when she found our food bank—and everything changed."

Body (The "why now" section):

• Explain the specific need or opportunity
• Show what's at stake (people, not programs)
• Make it feel urgent without being manipulative
• Use "you" language 3x more than "we" language

Before: "We need funding to continue our after-school programs." After: "Your gift provides a safe place for children to learn after school."

The ask (Be crystal clear): Don't make donors hunt for the ask. State it clearly, multiple times.

"Your $30 gift provides three days of meals for a homeless veteran. Your $50 gift provides a week of shelter, meals, and case management. Your $100 gift changes someone's life trajectory.

[Donate $30] [Donate $50] [Donate $100]

Will you give someone hope today?"

Impact statement (The "what happens next"): Tell donors exactly what their gift accomplishes.

"Tonight, 200 people in our city will sleep on the streets. Your $30 donation gives one person a safe bed, warm meal, and case management support. Give now →"

P.S. section: Add urgency or reinforce the main point. P.S. sections have the second-highest read rate after subject lines.

"P.S. All donations received by midnight tonight will be matched 2:1 by a generous supporter. Your $30 becomes $90 of impact."

3. Impact/Thank You Emails

These emails have the highest engagement rates and the biggest impact on donor retention. Yet most nonprofits only send automated tax receipts.

The 48-hour thank you rule: Every donor should receive a meaningful thank you within 48 hours of giving. Not just a receipt—a genuine expression of gratitude.

What makes a great thank you email:

Subject: Make it personal and specific

• ✅ "You just gave someone their first home"
• ✅ "Because of you, Jason slept in a warm bed last night"
• ✅ "Your $50 is already making a difference"

Body: Show immediate, specific impact

"Dear James,

Last night, Maria slept in her own bed for the first time in two years. Her daughters had their own rooms, and they all woke up to make breakfast in their own kitchen.

You made this happen. Your monthly gift of $30 helps provide the rental assistance that made Maria's new apartment possible.

Want to see the moment Maria got her keys? [Watch this 30-second video] that will make your day.

Together in hope, [Your Name]

P.S. Maria wants to write you a thank-you note. Reply to this email if you'd like to receive it."

Key elements:

• Name the donor by name (no "Dear Friend")
• Tell a specific story of impact
• Connect THEIR gift to THAT impact
• Include a photo or video when possible
• Make it feel personal (even if it's automated)
• Offer additional engagement (without asking for more money)

The thank-you series: Don't stop at one thank you. Create a 90-day stewardship series:

• Day 1: Immediate thank you with impact story
• Week 2: Update on the program they funded ("Here's what's happening with your gift")
• Day 30: Beneficiary outcome ("Remember Maria? Here's where she is now")
• Day 60: Invitation to engage differently (volunteer, attend event, take survey)
• Day 90: Soft re-engagement ("You're such an important part of our work")

4. Newsletter/Update Emails

Newsletters keep donors connected between asks. They build trust, demonstrate impact, and maintain top-of-mind awareness.

How often to send: Monthly is the sweet spot for most nonprofits. Weekly works only if you have truly compelling content every week.

The 80/20 rule: 80% value and connection, 20% (or less) ask.

Your newsletter can mention ways to give, but it shouldn't feel like a thinly-veiled fundraising appeal. Save the hard asks for your appeal emails.

Newsletter content that works:

• Beneficiary success stories
• Behind-the-scenes glimpses of your work
• Staff or volunteer spotlights
• Program updates and milestones
• Impact statistics (when paired with stories)
• Upcoming events
• Volunteer opportunities
• Policy changes or advocacy updates

Structure for scannable newsletters:

• Compelling subject line (not just "October Newsletter")
• Brief intro paragraph (2-3 sentences max)
• 3-5 distinct sections with clear headers
• Mix of stories, updates, and opportunities
• One clear call-to-action at the end
• Mobile-friendly design (single column, large text, tappable buttons)

Subject line examples:

• ❌ "November Newsletter from [Organization]"
• ✅ "3 lives changed this month (including Maria's)"
• ✅ "What your support made possible in October"
• ✅ "Behind the scenes: How we serve 200 families weekly"

5. Event Invitation Emails

Event emails drive registrations, whether for galas, volunteer days, webinars, or virtual tours.

The event email sequence:

Save the date (6-8 weeks before): Generate excitement and get it on calendars. No registration link yet for major events.

Invitation (4-6 weeks before): Share full details and open registration. Paint a picture of the experience.

Early registration reminder (2-3 weeks before): Create urgency with early-bird pricing, limited spots, or VIP perks.

Last chance (1 week before): Final push with social proof ("50 people already registered") and FOMO ("Only 10 spots left").

Day-before reminder (24 hours before): Logistics, parking, what to bring, how to access Zoom link.

Thank you (Day after): Photos from the event, impact of their attendance, next steps to stay involved.

6. Year-End Campaign Emails

Your year-end campaign (November-December) will generate 30-50% of your annual online giving. Email is your primary channel for reaching donors during this critical season.

Year-end email calendar:

Early November: Case for support email (why this year matters) Mid-November: Matching gift announcement Week of Giving Tuesday: 3-4 emails building to the day Early December: Campaign update ("We're halfway to our goal") Mid-December: Tax deduction reminder December 28-30: Final push ("48 hours left") December 31: Last-chance email(s) January 2: Thank you and impact report

Year-end email tips:

• Lean into urgency (tax deductions, matching gifts, year-end deadlines)
• Include a progress thermometer showing campaign goal
• Share year-in-review impact data
• Make mobile giving frictionless
• Send more emails than normal (donors expect it in December)

7. Re-engagement/Lapsed Donor Emails

A lapsed donor is someone who gave before but hasn't given in 12+ months. They're much easier to win back than acquiring a new donor.

The lapsed donor sequence:

Email 1 (Gentle re-connection): Subject: "We miss you!"

"You were part of something special last year when you supported [specific program]. We wanted you to know that your gift made a real difference—here's what happened because of donors like you: [share impact].

We haven't heard from you in a while, and we understand life gets busy. But we wanted to make sure you're still getting value from our emails. [Update your preferences] or [see how you can help again]."

Email 2 (Two weeks later—social proof): Subject: "Over 500 donors have already given this year"

Share momentum and community. "We've already served 1,200 families this year thanks to supporters like you. Would you consider joining this year's supporters?"

Email 3 (Final attempt): Subject: "It's not too late to be part of [specific campaign]"

One last invitation with a specific campaign or urgent need. Make it easy to say yes with a low barrier ($25-50 suggested gift).

If they still don't engage: Remove from fundraising appeals but keep on newsletter list. They may re-engage later.

Writing Nonprofit Emails That Drive Action

Subject Lines That Get Opened

Your subject line determines whether your email gets opened or deleted. With 68% of opens happening on mobile (where subject lines get cut off after ~40 characters), every word counts.

Subject line formulas that work:

The impact formula: "Your $X does [specific outcome]"

• "Your $30 feeds a family tonight"
• "Your $50 provides school supplies for 3 kids"

The urgency formula: "X [time period] left to [outcome]"

• "24 hours left to double your impact"
• "3 days to meet our shelter goal"

The curiosity formula: "[Intriguing statement about beneficiary]"

• "Maria slept in her own bed for the first time"
• "What Jake told us will break your heart"

The you-focused formula: "You helped [specific outcome]"

• "You made the holidays brighter for 50 families"
• "You're the reason Jessica graduated"

A/B testing your subject lines: Most email platforms let you test two subject lines on a small portion of your list, then send the winner to the rest. Test:

• Personalization (with first name vs. without)
• Length (short vs. longer)
• Emoji (with vs. without)
• Question vs. statement
• Urgency vs. impact

Track your winners and build a swipe file of what works for YOUR audience.

Email Body Best Practices

Lead with story, validate with data:

The most effective nonprofit emails start with a person, not a program.

Weak: "Last year, our organization distributed 250,000 pounds of food to families experiencing food insecurity across the region through our network of 15 partner agencies."

Strong: "Maria stared at her last $5, wondering how she'd feed her kids tonight. That's when she discovered our food bank—and everything changed."

After the story hook, you can bring in the data: "Maria is one of 5,000 families we served last year with 250,000 pounds of food. But there are 200 more families like hers waiting for help this month."

Donor-centric language:

The words you choose create either distance or connection.

Use "you" and "your" three times more often than "we" and "our."

Before: "We need funding to continue our after-school programs." After: "Your gift provides a safe place for children to learn after school."

Before: "Our shelter served 500 people last year." After: "You gave 500 people shelter and hope last year."

Optimal email length:

The best length is as short as possible while still being compelling.

Data shows:

• Appeal emails: 200-300 words (people skim)
• Story/impact emails: 300-500 words (room for emotional connection)
• Newsletter emails: 400-600 words total, broken into sections
• Thank you emails: 150-250 words (brief and heartfelt)

Mobile-first formatting:

With 68% of emails opened on mobile, format for tiny screens:

• Short paragraphs (2-3 sentences max)
• Lots of white space
• Single column layout
• Scannable headers
• Large, tappable buttons (minimum 44x44 pixels)
• Font size 14px or larger

The inverted pyramid: Start with the most important information (the ask, the impact, the story) and add supporting details below. Many readers won't scroll.

Calls-to-Action That Convert

Your call-to-action (CTA) is where email converts to action. Yet many nonprofits bury CTAs or make them confusing.

Single vs. multiple CTAs:

For appeal emails: Use the same CTA 2-3 times

• Once near the top (after the hook)
• Once in the middle (after explaining impact)
• Once at the end (with P.S. reinforcement)

For newsletter emails: One primary CTA (donate, register, volunteer) plus secondary CTAs (follow social, read more)

Button text psychology:

The words on your donate button matter. Testing shows these patterns:

Generic (lower conversion):

• "Donate Now"
• "Give"
• "Submit"

Impact-focused (higher conversion):

• "Give Hope Today"
• "Feed a Family"
• "Provide Shelter"
• "Yes, I'll Help"

With urgency (highest conversion):

• "Double My Gift"
• "Give Before Midnight"
• "Join 500 Donors"

Creating urgency without manipulation:

Ethical urgency is based on real deadlines and consequences:

• ✅ Matching gift deadlines
• ✅ Tax year-end
• ✅ Campaign goal deadlines
• ✅ Event capacity limits
• ❌ Fake countdown timers
• ❌ Artificial scarcity
• ❌ Manipulative guilt trips

Nonprofit Email Marketing Strategy and Calendar

How Often Should You Email Donors?

The #1 question nonprofits ask: "Are we emailing too much?"

The answer: You're probably not emailing enough (if you're providing value).

Frequency by segment:

Highly engaged donors/subscribers:

• 2-4 emails per month (weekly is fine)
• They love hearing from you—don't starve them

Moderately engaged:

• 1-2 emails per month
• Mix of impact stories and appeals

Less engaged:

• 1 email per month (newsletter only)
• Or let them self-select: "Choose monthly instead of weekly"

Research shows:

• Nonprofits that email 2x per month raise more than those that email once per month
• Nonprofits that email weekly raise even more (but only if content is valuable)
• Email fatigue is real, but it comes from bad emails, not frequent emails

Testing your optimal frequency: Start with 2 emails per month. Gradually increase while monitoring:

• Unsubscribe rate (under 0.5% is healthy)
• Open rates (declining = too much)
• Spam complaints (under 0.1%)
• Donation conversion

If metrics stay strong, you can increase frequency.

Creating Your Annual Email Calendar

Planning prevents panic. Map out your entire year of emails in advance.

Annual calendar template:

January:

• Thank you for year-end giving
• Impact report from previous year
• Program spotlight

February:

• Valentine's Day campaign (spread love)
• Newsletter

March:

• Spring appeal launch
• Program update

April:

• Newsletter
• Volunteer appreciation

May:

• Spring appeal reminder
• Mother's Day campaign (if appropriate)

June:

• Newsletter
• Summer program highlight

July:

• Mid-year impact update
• Newsletter

August:

• Back-to-school campaign (if relevant)
• Program spotlight

September:

• Newsletter
• Fall appeal preview

October:

• Fall appeal
• Halloween campaign (for youth orgs)

November:

• Giving Tuesday (4-5 emails)
• Gratitude series
• Year-end campaign launch

December:

• Year-end campaign (8-10 emails)
• Holiday messages
• Final push

Adapt this to your programs, campaigns, and donor cycle.

Email Automation for Nonprofits

Automation doesn't mean robotic. It means the right message at the right time, automatically.

Essential automation sequences:

1. Welcome series (triggered by email signup)

• Email 1: Immediate welcome
• Email 2: Day 3 - Impact story
• Email 3: Day 7 - Ways to get involved

2. Donor thank you series (triggered by donation)

• Email 1: Immediate thank you
• Email 2: Day 14 - Impact update
• Email 3: Day 30 - Beneficiary outcome
• Email 4: Day 60 - Different engagement opportunity

3. Birthday emails (triggered by birthday date if collected)

• "Happy birthday from [Organization]!"
• Share how many lives have been changed since their last birthday
• Small gift ask or invitation to birthday fundraiser

4. Donation anniversary (triggered 1 year after first gift)

• "It's been one year since you joined our mission"
• Show cumulative impact
• Invitation to give again

5. Lapsed donor sequence (triggered 13 months after last gift)

• Email 1: "We miss you"
• Email 2: Week 2 - Impact update
• Email 3: Week 4 - Last invitation

6. Monthly giving conversion (triggered 90 days after first gift)

• "You've already made a difference. Want to multiply your impact?"
• Explain benefits of monthly giving
• Show what their one-time gift amount would do monthly

Measuring Nonprofit Email Marketing Success

You can't improve what you don't measure. These metrics tell you what's working and what needs adjustment.

Essential Email Metrics to Track

Open rate: What it measures: Percentage of recipients who opened your email What's good:

• Appeals: 15-25%
• Newsletters: 20-30%
• Thank yous: 30-50%

Factors affecting open rates:

• Subject line
• Sender name
• Send time
• List quality
• Sender reputation

Click-through rate (CTR): What it measures: Percentage of recipients who clicked a link What's good:

• Appeals: 2-5%
• Newsletters: 3-7%
• Event invitations: 5-10%

Conversion rate: What it measures: Percentage of recipients who completed desired action (donated, registered, etc.) What's good:

• Donation appeals: 0.1-0.5% (yes, that's normal!)
• Event registration: 1-3%

List growth rate: What it measures: How fast your list is growing Formula: (New subscribers - unsubscribes) / total subscribers × 100 What's good: 2-5% monthly growth

Unsubscribe rate: What it measures: Percentage who opted out What's good: Under 0.5% per email Red flag: Over 1%

Spam complaint rate: What it measures: Recipients who marked you as spam What's good: Under 0.1% Red flag: Over 0.5%

Revenue per email: What it measures: Total donations / number of emails sent What's good: Varies wildly by list size, but track your baseline and improve

A/B Testing for Continuous Improvement

The only way to know what works for YOUR audience is to test.

What to test:

Subject lines (biggest impact on opens):

• With vs. without personalization
• Short vs. long
• Question vs. statement
• Emoji vs. no emoji
• Benefit vs. curiosity

Send time:

• Tuesday 10am vs. Thursday 2pm
• Weekday vs. weekend
• Morning vs. evening

Call-to-action:

• Button text ("Donate Now" vs. "Give Hope")
• Button color
• CTA placement
• Single CTA vs. multiple

Content:

• Story-led vs. impact-led
• Short email vs. long email
• Video vs. no video
• Single focus vs. multiple programs

How to run valid tests:

1. Test ONE variable at a time (can't learn if you change multiple things)
2. Minimum sample size: At least 1,000 recipients per variant (500 for smaller lists)
3. Statistical significance: Wait until results are clear, not just early trends
4. Document winners: Keep a swipe file of what works

Most email platforms (Mailchimp, Constant Contact, etc.) have built-in A/B testing tools.

Attribution and ROI

Proving email's value helps secure resources and support for your marketing.

Tracking email-to-donation:

• Use UTM parameters in all email links
• Create unique donation page URLs for email campaigns
• Track which emails drive the most revenue
• Compare to other channels (social, direct mail, website)

Multi-touch attribution challenge: Donors rarely give after one email. They might:

• Read your newsletter in January
• Attend your event in March
• Receive an appeal in May
• Finally donate in December

Which touchpoint gets credit?

Most nonprofits use "last-touch attribution" (the last email before donation). But consider "multi-touch attribution" tools that credit all touchpoints.

Calculating email ROI:

Formula: (Revenue from email - Email costs) / Email costs × 100

Example:

• Email platform cost: $500/month
• Staff time: $1,000/month (portion of salary)
• Total cost: $1,500/month
• Revenue generated: $25,000/month
• ROI: ($25,000 - $1,500) / $1,500 × 100 = 1,567% ROI

Even with conservative attribution, email typically delivers 10-40x ROI.

Nonprofit Email Marketing Tools and Technology

Choosing Email Marketing Software

The right tool makes everything easier. Here's what to look for:

Essential features:

• List segmentation
• Automation/drip campaigns
• A/B testing
• Mobile-responsive templates
• Analytics and reporting
• Integration with donation platform
• Reasonable pricing

Top nonprofit email platforms:

Mailchimp

• Pros: User-friendly, free plan for small lists, good automation
• Cons: Can get expensive as list grows, limited nonprofit discount
• Best for: Small to mid-size nonprofits

Constant Contact

• Pros: Excellent customer support, nonprofit discount, event features
• Cons: Less sophisticated automation
• Best for: Less technical teams, event-focused orgs

EveryAction/Blackbaud

• Pros: Built for nonprofits, integrates fundraising and email, powerful
• Cons: Expensive, steeper learning curve
• Best for: Larger nonprofits, political advocacy

ActiveCampaign

• Pros: Powerful automation, affordable, great features
• Cons: Steeper learning curve
• Best for: Marketing-savvy teams

Most platforms offer 30-50% nonprofit discounts. Always ask.

Email Deliverability Essentials

The best email in the world doesn't matter if it lands in spam.

Why emails go to spam:

• Poor sender reputation (history of spam complaints)
• Missing authentication (SPF, DKIM, DMARC records)
• Spam trigger words ("free," "urgent," "act now")
• High bounce rate
• Low engagement (people ignore your emails)
• Sudden spikes in send volume

Protecting your deliverability:

✅ Authenticate your domain (SPF, DKIM, DMARC) - Your email platform can help ✅ Use a consistent "from" name and email ✅ Keep your list clean (remove bounces and inactive subscribers) ✅ Warm up new domains (start small, gradually increase volume) ✅ Monitor your metrics (opens, clicks, spam complaints) ✅ Make unsubscribing easy (required by law, helps your reputation) ✅ Avoid spam trigger words in subject lines

Check your sender reputation: Use tools like Google Postmaster Tools or MXToolbox.

Common Nonprofit Email Marketing Mistakes (and How to Fix Them)

Mistake #1: Only Emailing When You Need Money

Why it fails: Donors feel like ATMs. The relationship is transactional, not transformational.

Fix: Follow the 80/20 rule. 80% relationship-building, 20% asking.

For every fundraising appeal, send 4 emails that:

• Share impact stories (no ask)
• Give behind-the-scenes glimpses
• Spotlight volunteers or staff
• Provide value (guides, resources, inspiration)
• Thank and update donors

Build trust first. Ask second.

Mistake #2: Writing for Everyone (Connecting With No One)

Generic messaging tries to appeal to everyone and resonates with no one.

Before (generic): "If you care about making a difference in your community, please donate to support our important work."

After (specific to busy parents): "As a busy parent, you know how hard it is to put healthy food on the table. Imagine doing it on just $4 per day. Your donation helps other mothers in Cincinnati provide nutritious meals for their children."

Fix: Create 2-3 donor personas and write to specific people, not generic "supporters."

Mistake #3: Buried Calls-to-Action

Donors scroll through three paragraphs about your mission, board changes, and program stats before finding out what you want them to do. By then, they've moved on.

Fix: State your ask in the first 2-3 sentences.

"We need your help to provide holiday meals for 200 families. Your $50 gift provides a full Thanksgiving dinner for a family of four. Will you help feed a family this holiday?

Here's why it matters: Last Thanksgiving..."

Lead with the ask. Then tell the story. Then ask again.

Mistake #4: Failing to Follow Up

A donor gives $50, receives an automated tax receipt, and doesn't hear from you for 11 months. No thank you story. No impact update. Just silence.

Then you're shocked when they don't give again.

Fix: Create a 90-day stewardship sequence (see "Thank You Emails" section above).

Every donor deserves:

• Immediate thank you
• Impact update within 2 weeks
• Progress report within 30 days
• Different engagement opportunity within 60 days

Mistake #5: Not Mobile-Optimizing

68% of nonprofit emails are opened on phones. If your email looks terrible on mobile, one-third of recipients will delete it immediately.

Fix - Mobile-first checklist: ✅ Single-column layout ✅ Font size 14px or larger ✅ Large, tappable buttons (44x44 pixels minimum) ✅ Short paragraphs (2-3 sentences) ✅ Subject line under 40 characters ✅ Preheader text optimized ✅ Images load quickly ✅ Test on actual phones before sending

Nonprofit Email Templates You Can Use Today

Template 1: Year-End Fundraising Appeal

Subject: Your $50 provides shelter for someone tonight

Body:

"Dear [First Name],

Tonight, 200 people in [City] will sleep on the streets. But it doesn't have to be this way.

Your $50 donation provides one night of safe shelter, a warm meal, and case management services for someone experiencing homelessness.

[Donate $50 Now]

Meet Jason. Last winter, he was sleeping in his car, working two jobs but unable to afford rent. Your donations helped him access our shelter, connect with a job counselor, and secure stable housing.

Today, Jason has his own apartment and is paying it forward by volunteering at the shelter that saved his life.

You can write the next story like Jason's.

Before December 31st, will you:

• [Give $50 to shelter someone for a night]
• [Give $150 to provide a week of services]
• [Give $500 to transform someone's life]

Every gift makes a difference. Every person matters.

Thank you for being part of the solution.

With gratitude, [Your Name] [Title] [Organization]

P.S. All donations received by midnight on December 31st will be matched dollar-for-dollar by a generous supporter. Your $50 becomes $100 of impact. Don't miss this chance to double your gift. [Donate Now]"

Template 2: Impact Update (No Ask)

Subject: Because of you, Maria is home

Body:

"Dear [First Name],

Remember Maria?

Six months ago, we shared her story—a single mother of three who had been living in her car, dreaded weekends without school lunches, and didn't know where to turn.

You stepped up. You donated. You cared.

Today, I'm thrilled to share what happened next.

Maria is now living in a stable apartment. Her kids have their own rooms. She completed our job training program and landed a position as a medical assistant earning $22/hour. She no longer visits our food bank—not because she forgot about us, but because she doesn't need to anymore.

Last week, she stopped by to volunteer. "I want to help the next family like mine," she told me. "Your donors gave me hope when I had none. I want to give that to someone else."

This is what you make possible. Not just meals. Not just shelter. Transformed lives. Restored dignity. New beginnings.

We'll be in touch with more stories soon. For now, we just wanted to say thank you. You're changing lives, one family at a time.

With deep gratitude, [Your Name]

P.S. Want to see Maria share her story in her own words? [Watch this 2-minute video]—grab the tissues first."

Template 3: Lapsed Donor Win-Back

Subject: We miss you! 💙

Body:

"Dear [First Name],

We've noticed you haven't heard from us in a while—or maybe we haven't heard from you—and we wanted to reach out.

First, thank you. Your gift of [$XX] last year helped [specific impact: provide 30 days of meals, shelter 5 families, etc.]. That impact is still rippling through our community.

Second, we miss you. You were part of something special, and we'd love to have you back.

A lot has happened since you last gave:

• We've served [XX] more families
• Opened a new [program/location]
• Helped [beneficiary] find [outcome]

But there's still so much work to do. Right now, [XX] families are waiting for [service].

Would you consider rejoining our community of supporters?

[Yes, I'll Give Again]

Even if you can't give right now, we'd still love to stay connected. [Update your email preferences] or [follow us on social media] to see the impact your past gifts continue to make.

Thanks for being part of our story—yesterday, today, or tomorrow.

With hope, [Your Name]

P.S. Not sure if our emails are right for you anymore? Just hit reply and let us know. We promise to listen."

Your Nonprofit Email Marketing Action Plan

You've made it through 3,000+ words of nonprofit email strategy. Now what?

Don't try to implement everything at once. Instead, focus on these priorities:

This Week:

✅ Audit your current email list (size, segments, engagement) ✅ Check your email metrics (open rates, click rates, conversions) ✅ Identify your biggest gap (no welcome series? Only sending appeals? No thank you emails?)

This Month:

✅ Set up one new automation (start with welcome series) ✅ Clean your email list (remove bounces, inactive subscribers) ✅ Schedule your next 3 months of emails ✅ Write and send one impact-only email (no ask)

This Quarter:

✅ Test 3 different subject line styles ✅ Segment your list by engagement level ✅ Create donor stewardship sequence ✅ Improve your mobile optimization ✅ Review metrics and adjust strategy

This Year:

✅ Build comprehensive email calendar ✅ Increase email frequency gradually ✅ Develop donor personas ✅ Create library of reusable templates ✅ Double your email-driven revenue

Remember: Email marketing is a marathon, not a sprint. Small improvements compound over time.

The nonprofit doing email well in 2025 isn't necessarily the one with the biggest list or the fanciest design. It's the organization that consistently shows up, tells compelling stories, treats donors like partners, and makes every email worth opening.

Your mission deserves to be heard. Your donors want to be part of your impact. Email is how you bridge that gap—one message, one story, one connection at a time.

Now go write an email that makes a difference.

Want more nonprofit marketing resources?

• Download our free Email Template Library (10 ready-to-use templates)
• Get the Nonprofit Email Calendar Template (plan your entire year in 1 hour)
• Join our free webinar: Email Marketing That Actually Works for Small Nonprofits