You pour your heart into your mission, but if your emails aren’t getting read, your impact remains invisible.
Sound familiar?
Maybe you’re rushing to meet a deadline, recycling the same old templates, or clinging to monthly newsletters that feel more like a chore than a conversation. And the outcome? Fewer opens, fewer clicks, and even fewer donations.
Here’s the truth: email isn’t just a communication tool. It’s your most powerful digital relationship builder. It mobilizes volunteers, fuels recurring gifts, and keeps your cause top-of-mind, all at a fraction of the cost of other channels. In fact, when you get it right, email delivers one of the highest ROIs in nonprofit marketing.
If your emails aren’t pulling their weight yet, that changes today. These 10+ proven strategies, and easy-to-adapt templates, will help you send emails that actually get read, drive results, and deepen support.
Why Email Still Works for Nonprofits
Before fine-tuning your content, it’s worth reaffirming why email deserves your focus. Unlike social media, where algorithms limit reach or ads that require constant spending, email gives you guaranteed access to your audience, with measurable outcomes.
Consider this data from M+R’s 2023 Benchmarks Report:
- Nonprofits raised an average of $45 for every 1,000 fundraising emails sent
- Welcome emails saw open rates around 45%
- Email accounted for 14% of total online fundraising revenue
For resource-conscious teams like yours, that’s big. Email puts the power back in your hands, letting you control frequency, messaging, and targeting without overspending.
So how do you make that work for your audience? Let’s walk through the strategies that move the needle.
1. Segment Your List
If your entire list gets the same message, you’re likely missing the mark for most of them. Why? Because your supporters aren’t one-size-fits-all—they have different motivations, histories, and levels of involvement.
Segmentation lets you send the right message to the right people at the right time.
Here’s how you can segment effectively:
- Donation frequency (first-time vs. monthly donors)
- Volunteer participation
- Specific programs supported
- Geographic location
- Event attendance history
For example, after an event, send a thank-you email specifically to attendees with photos and personal highlights. Your general audience doesn’t need that level of detail, but volunteers do.
Tool Tip: Platforms like Mailchimp, Constant Contact, and ConvertKit all offer intuitive segmentation tools—many of which are included in nonprofit pricing plans.
2. Use a Welcome Series
The moment someone signs up for your list is golden. It’s when their interest is highest, and your chance to turn interest into loyalty.
Instead of a single, forgettable “Thanks for subscribing,” set up a short welcome email series (2–3 messages) that:
- Highlights your organization’s mission
- Shares a compelling story or result
- Guides them toward their next step (like donating, volunteering, or following on social)
Email Template #1: Welcome New Supporters
Subject: Welcome to [Org Name]—you’re part of something big
Header: You’re officially part of the movement
Body:
Thanks for joining us. Every action—big or small—moves us closer to [cause/mission].
Here’s what to expect from us:
- Real impact stories
- Volunteer opportunities
- Easy ways to support
Stay tuned—and thank you for stepping in.
This early connection builds trust—and primes your audience for future engagement.
3. Click-Worthy Subject Lines
Even the most powerful message falls flat if no one opens your email. Your subject line is your first—and often only—chance to earn attention.
To increase your open rates:
- Keep it under 50 characters
- Skip ALL CAPS (they look spammy)
- Make it personal and curiosity-driven
- A/B test when in doubt
Proven examples:
- “You made this happen”
- “3 ways to help [cause] this month”
- “Update: Progress in [City]”
- “Still with us, [Name]?”
Many platforms like Mailchimp let you A/B test subject lines before sending to your full list. Start there—and track what resonates.
4. Lead with Stories
Data might validate your work, but stories motivate action. People give to people—not pie charts.
One vivid story can do more for your results than an entire page of metrics. So center your emails around real impact—just a few authentic lines can inspire connection.
Email Template #2: Donor Impact Story
Subject: Meet James—your donation changed his life
Header: Real change, real people
Body:
When we met James, he had just [brief background]. With your support, we connected him to [service/program].
Now? He’s thriving.
“I never thought anyone cared. But they did. And everything changed.” – James
Thank you for being part of this story.
Aim for one story-driven email each month to keep emotional engagement high.
5. Nail Timing and Frequency
If your only regular email is a newsletter—and it’s sent sporadically—you’re not making the most of your list.
Consistency matters. So does variety.
Here’s a manageable cadence for most nonprofits:
- 1 monthly newsletter
- 1 story or testimonial email
- 1 call to action (donate, volunteer, et al.)
During active fundraising campaigns or Giving Tuesday:
- Send 3–4 targeted emails over 7–10 days
- Alternate between storytelling, social proof, and direct asks
As for send times? Mid-morning on Tuesdays or Wednesdays consistently sees high open rates, but experiment to find your sweet spot.
6. Design for Mobile First
More than half of your readers are likely viewing your email on a phone. If your design isn’t mobile-friendly, you’re losing them.
Design best practices:
- Stick to a single column
- Use larger fonts (14px or more)
- Make CTA buttons thumb-sized
- Keep copy short with visual breaks
Tool Tip: Most platforms have mobile previews, but don’t stop there. Send a test email to your phone and review it with a user’s eye. If it’s hard to skim, it won’t get read.
7. Use Clear CTAs
You care about every word, but your readers skim. That’s why one strong, easy-to-spot call to action (CTA) works best.
Be direct, not clever. This isn’t the place for ambiguity.
Simple, effective CTA examples:
- Donate Now
- Join the Movement
- Volunteer Today
- Send a Message of Support
Include your CTA button early and again near the end. Never bury your ask.
8. Launch Micro-Campaigns
Trying to fund a major initiative? Don’t overlook the power of smaller, time-bound campaigns.
Micro-campaigns cut through donor fatigue by offering clear, achievable goals, and proven urgency.
Try:
- “Help us send 100 backpacks to local students this week”
- “We need 10 monthly donors by Friday”
- “Fund 50 meals tonight—just $10 feeds a neighbor”
Email Template #3: Micro Campaign Ask
Subject: Can we count on you for $20 today?
Header: Let’s fund meals for 25 families—by Friday
Body:
We’re just $500 short of hitting this week’s goal. If 25 people give $20, we’ll get there.
Every meal counts—and every dollar matters.
Can we add your name to the board?
[Give Now]
Specific requests yield faster, more generous responses—without overwhelming your list.
9. Re-engage Inactive Supporters
If someone on your list has gone quiet, don’t panic or worse, guilt-trip them.
Instead, invite them back warmly. A genuine tone builds goodwill, even if they don’t re-engage.
Email Template #4: Re-Engagement
Subject: Still with us?
Header: We’ve missed hearing from you
Body:
We noticed it’s been a while. Whether you’ve been busy, or taking a break, we understand.
Want to stay in the loop with updates and opportunities? Click below and we’ll keep your spot on the list.
[Keep Me Subscribed] [Unsubscribe]
This approach respects their inbox and improves your overall list health.
10. Use Smart Automation
When your team is stretched thin, automation becomes a lifesaver. It keeps your list engaged with less ongoing effort, and helps turn one-time supporters into long-term partners.
Examples of powerful automations:
- Welcome email series after signup
- Thank-you and impact updates post-donation
- Event reminders + follow-ups
- Giving anniversary emails
Tool Tip: Affordable platforms like GetResponse, Keela, or MailerLite allow you to trigger emails based on donor behavior, all while offering nonprofit discounts.
Set it up once, and let your automated emails work quietly in the background.
11. A/B Test Everything
You won’t know what works until you test it. And the best part? Small tweaks often lead to big improvements.
Here’s what you can A/B test:
- Short vs. long messages
- Different stories or photo choices
- CTA button colors and placement
- Video vs. image vs. text-only formats
Track the numbers, iterate, and repeat. This is how your email strategy goes from guesswork to a fine-tuned engine.
12. Track the Right Metrics
Open rate is only the beginning. If you stop there, you’re missing the real story your data can tell.
Keep an eye on:
- Click-through rate (CTR): Are people taking action?
- Conversion rate: Are those clicks turning into donations or signups?
- List growth rate: Are you steadily adding and keeping subscribers?
- Unsubscribe rate: Too high means your content might need a pivot
Review these monthly and use them to evolve your approach. Data-driven tweaks often lead to double-digit gains over time.
You Don’t Have to Do It Alone
You already do the hard work—the boots-on-the-ground mission-building. Managing emails shouldn’t drain more of your resources.
At INSIDEA, we specialize in helping nonprofits like yours build email strategies that grow donations, save staff time, and expand your reach. From scripting effective sequences to setting up smart automations, we’ve got your back every step of the way. Your mission deserves more attention—and the right email strategy helps you get it.
Ready to turn your emails into a revenue stream and relationship-builder?
