How Nonprofits Can Use Email Marketing to Drive Donations
How Nonprofits Can Use Email Marketing to Drive Donations
Email remains one of the most powerful—and often underutilized—tools in a nonprofit’s fundraising and engagement strategy. According to M+R Benchmarks, nonprofit email open rates average around 28.4%, and for every 1,000 fundraising emails sent, organizations raise approximately $45. While that may seem modest, email campaigns continue to deliver one of the highest returns on investment, with Campaign Monitor estimating an average ROI of $42 for every $1 spent. As nonprofit consultant Kivi Leroux Miller puts it, “Email is still the glue that holds your communications strategy together.” When used intentionally, email marketing can build relationships, inspire generosity, and mobilize your supporters in meaningful and measurable ways.
1. Build a Strong and Ethical Email List
The success of your email campaigns begins with a strong list of engaged subscribers. Focus on quality over quantity—aim to reach people who genuinely care about your cause. Use opt-in forms on your website (i.e. Subscribe to our newsletter), donation pages, and event registration pages to collect email addresses. Offering a free resource, like a downloadable impact report or guide, can also encourage sign-ups.
Segment your list into categories such as donors, volunteers, partners, or new subscribers. This allows you to tailor messages to each group, making your emails more personal and relevant. And don’t forget compliance: ensure your email collection process aligns with anti-spam laws like CASL in Canada or CAN-SPAM in the U.S., and always offer an easy way to unsubscribe.
2. Craft Compelling and Personal Content
Great content connects your readers to your mission. Tell stories that highlight the real-world impact of your work—people give when they feel emotionally connected. Use subject lines that are short, compelling, and relevant. A good subject line can mean the difference between someone opening your email or deleting it.
Keep your emails concise and easy to skim. Use short paragraphs, bullet points, and bolded key phrases to guide the reader. Include a single, clear call to action (CTA)—whether that’s to donate, sign up, or share your message. Whenever possible, personalize your content by including the recipient’s name or referencing their past engagement with your organization.
3. Strategize Your Campaigns and Frequency
Consistency builds trust. Develop an email calendar that includes a mix of content—monthly newsletters, donation appeals, event invites, volunteer spotlights, and thank-you notes. Align key campaigns with giving seasons like GivingTuesday, year-end, or your organization’s anniversary.
Find the right rhythm for your audience. Too many emails can feel overwhelming, but too few may cause people to forget who you are.
An example of a beginner email marketing strategy for a nonprofit organization may follow a schedule like this:
- Quarterly newsletter
- Giving Tuesday Campaign in November
- Spring email campaign for fundraising event
- August email campaign for a back to school “ask”
4. Measure What Matters
Tracking your results is key to improving over time. Keep an eye on metrics like open rates, click-through rates, and conversions. These insights show what’s working—and what needs adjustment. For example, if your click-through rate is low, your content or CTA might need to be clearer or more compelling.
5. Bonus: Automate & Streamline
Automation can save time and improve your donor experience. Set up welcome email series for new subscribers, automatic thank-you notes after donations, or reminders for recurring gifts. You can also automate re-engagement campaigns for lapsed donors or volunteers.
There are many platforms that make email marketing easier for nonprofits, such as Mailchimp, MailerLite, Constant Contact, ConvertKit, and Bloomerang. Choose one that fits your budget and goals, and make sure it allows for list segmentation, personalization, and analytics.
Final Thoughts
Email marketing isn’t just about sending messages—it’s about building relationships. A thoughtful, well-executed email strategy can deepen engagement, spark donations, and create lasting loyalty among your supporters. Whether you’re just getting started or looking to refine your approach, remember: every email is an opportunity to make your mission felt—and your impact known.
If you need any assistance with your fundraising strategy contact us
