Email Strategy – easierfundraising.com

Email Marketing for Nonprofits: What You Need to Know Before You Start

Easier Fundraising — Fri, 17 Oct 2025 05:48:45 +0000

You know email is important for fundraising. You’ve heard it works. You’ve seen other nonprofits sending regular appeals and updates.

But where do you even start?

If you’re a small nonprofit team juggling ten different roles, the thought of adding “email marketing strategy” to your to-do list can feel overwhelming. Between managing programs, writing grants, coordinating volunteers, and keeping the lights on, who has time to become an email expert?

Here’s the good news: you don’t need to be an expert. You just need to understand a few fundamentals – and then actually start sending emails.

This guide will walk you through everything you need to know about email marketing for nonprofits before you send your first campaign. No jargon. No overwhelm. Just practical advice you can use today.

What Is Email Marketing for Nonprofits?

The textbook definition says email marketing is sending emails to supporters with the goal of getting them to donate, volunteer, or take action.

But here’s what most nonprofits miss: Email isn’t just about asking for money. It’s about building relationships with people who care about your mission.

Think of email as your direct line to supporters – a way to:

Share impact stories that remind donors why they gave
Keep volunteers engaged between events
Build trust with potential supporters before you ever ask for money
Turn one-time donors into monthly givers
Re-engage lapsed supporters who’ve stopped giving

The best nonprofit email strategies focus on relationship-building first, fundraising second. When you do that, the donations follow naturally.

5 Reasons Email Should Be Your Top Priority

Okay, let’s talk about why email deserves your limited time and energy – especially when you’re already stretched thin.

1. It’s Incredibly Cost-Effective

Most nonprofits can send thousands of emails per month for free or less than £50. Compare that to direct mail (printing, postage, design) or paid social media ads, and email wins every time.

The ROI speaks for itself: Studies consistently show that email generates £30-40 for every £1 spent. That’s not just better than other channels – it’s dramatically better.

What this means for small nonprofits: You can reach hundreds or thousands of supporters for almost nothing. No big marketing budget required.

2. You Own Your Audience

Social media platforms can change their algorithms overnight. Your organic reach can disappear. Your account could get suspended. You’re renting space on someone else’s platform.

But your email list? That’s yours.

No algorithm decides who sees your messages. No platform can take it away. When you hit send, your email lands directly in your supporters’ inboxes.

3. It’s Measurable

Want to know if your fundraising appeal is working? Check your email analytics.

Most email platforms show you:

Open rates (how many people opened your email)
Click rates (how many people clicked your donation link)
Unsubscribe rates (how many people opted out)
Conversion rates (how many people actually donated)

This data tells you what’s working and what needs improvement – no guessing required.

4. You Can Personalize at Scale

Imagine calling 500 donors personally to thank them. Impossible, right?

With email, you can send 500 personalized thank-you messages in minutes:

“Hi Sarah, thank you for your £50 gift last month. Because of supporters like you, we were able to serve 340 families in November.”

Every recipient gets a message that feels personal – because it is. You’ve used their name, referenced their specific gift, and shown them impact.

5. Donors Actually Want to Hear From You

Remember that research showing 88% of supporters prefer email as their #1 communication channel? This isn’t a nice-to-have – it’s what your donors are asking for.

When you email regularly (with valuable content), you’re meeting donors where they already are: checking their inbox multiple times per day.

Common Email Marketing Mistakes Nonprofits Make

Before we talk about what to do, let’s cover what NOT to do. These mistakes kill engagement, annoy supporters, and waste your time.

Mistake #1: Only Emailing When You Need Money

The scenario: Your nonprofit goes silent for six months, then suddenly sends three emails in two weeks asking for year-end donations.

Why this fails: Donors feel used. You’ve become that friend who only calls when they need something.

The fix: Send regular updates that provide value – impact stories, volunteer spotlights, behind-the-scenes content, gratitude messages – with no ask attached. Build relationship first. When you do ask for money, it feels natural rather than transactional.

The ratio: Aim for 3-4 non-ask emails for every 1 fundraising appeal.

Mistake #2: Writing Like a Press Release

The scenario: Your subject line is “Q4 Impact Report Now Available” and your email starts with “Dear Stakeholder…”

Why this fails: It’s boring. Cold. Corporate. Nobody wants to read a press release in their inbox.

The fix: Write like a human talking to another human who cares about your mission. Use contractions. Tell stories. Show personality. Sign your emails with a real person’s name, not “The Development Team.”

Example transformation:

“Annual Impact Report: Review Our Organizational Achievements”
“Look what we did together this year (you made this happen)”

Mistake #3: Sending Emails That Look Terrible on Mobile

The reality: Over 60% of your donors are reading your emails on their phones.

Why this fails: If your email requires zooming, pinching, and side-scrolling, most people will delete it immediately.

The fix:

Use single-column layouts
Keep paragraphs short (2-3 sentences max)
Make buttons big enough to tap with a thumb
Use larger fonts (at least 16px for body text)
Test every email on your own phone before sending

Mistake #4: Not Segmenting Your List

The scenario: You send the exact same email to everyone – first-time donors, monthly givers, volunteers, event attendees, people who haven’t engaged in three years.

Why this fails: Different supporters need different messages. A volunteer who gives time every week doesn’t need the same email as someone who gave £10 once two years ago.

The fix: Create simple segments:

Monthly donors vs. one-time donors
Recent donors (gave in last 6 months) vs. lapsed donors
Volunteers vs. non-volunteers
High-value donors vs. small-dollar donors

Send targeted messages that acknowledge their relationship with you.

Mistake #5: No Clear Call-to-Action

The scenario: Your email shares a beautiful story and then… ends. No clear next step.

Why this fails: You’ve captured their attention and emotion, then left them wondering “okay, now what?”

The fix: Every email needs ONE clear action you want people to take:

Donate now
Sign up to volunteer
Share this story
Register for an event
Complete this survey
Read this blog post

Make it obvious. Use buttons. Repeat the CTA at the end.

Choosing Your Email Platform

You can’t send mass emails from Gmail. You need an email service provider (ESP) designed for bulk sending that won’t mark you as spam.

Popular Options for Nonprofits:

Mailchimp

Free up to 500 contacts
User-friendly interface
Lots of templates
Good for beginners

MailerLite

Free up to 1,000 contacts
Clean, simple interface
Great automation features
Affordable as you grow

Constant Contact

Nonprofit discounts available
Excellent customer support
Good for basic needs
Higher price point

The Engaged Nonprofit (specialized for nonprofits)

Built specifically for fundraising
Templates designed for donor communication
Often integrates with donor management systems

How to Choose:

Don’t overthink this. Seriously.

Pick 2-3 options. Watch a YouTube video reviewing each one (set a 15-minute timer). Go with your gut.

Consider:

Budget: What can you afford? (Many offer free plans or nonprofit discounts)
Ease of use: Can you figure it out without a tech degree?
Features: Does it do what you actually need? (Don’t pay for bells and whistles you won’t use)
Support: Can you get help when you’re stuck?

You can always switch later. The most important thing is to pick one and start using it.

Building Your Email List the Right Way

You can’t email people who haven’t given you permission. That’s not just bad practice – it’s illegal in many places.

Where to Collect Email Addresses:

Your website: Sign-up forms on every page
Donation pages: Checkbox during the giving process
Events: Sign-up sheets or digital forms at registration
Social media: Link to sign-up in your bio and posts
In-person interactions: Tablets or clipboards with volunteers
Partner organizations: Cross-promotion opportunities

What to Offer in Exchange:

People need a reason to give you their email address. Offer something valuable:

“Get monthly impact stories delivered to your inbox”
“Be the first to know about volunteer opportunities”
“Download our free resource guide on [topic]”
“Join our community of 2,000+ supporters”
“Get exclusive updates from our programs”

Pro tip: Use specific language, not vague “newsletter” promises. “Monthly impact stories” is more compelling than “our newsletter.”

The 4 Types of Emails Every Nonprofit Needs

Don’t overcomplicate this. Start with these four essential email types, and you’ll cover 90% of your communication needs.

1. Welcome Emails

When to send: Immediately after someone joins your list

Purpose: Make a great first impression and set expectations

What to include:

Warm welcome and thank you for joining
Brief introduction to your mission and impact
What they can expect from your emails (frequency, content)
One simple action (follow on social, read a story, explore your programs)

Example: “Welcome to the Hope Shelter family! We’re so glad you’re here. Every month, you’ll receive one email with stories from the families we serve and simple ways you can help. No spam, no constant asks – just meaningful updates about work that matters. To start, meet Maria—a single mom who came to our shelter three months ago…”

2. Impact/Update Emails

When to send: Monthly (or at least quarterly)

Purpose: Keep supporters engaged and remind them why their support matters

What to include:

Specific story of someone helped
Statistics or milestones achieved
Behind-the-scenes content
Gratitude for their support
No ask (or very soft ask)

Why this matters: These emails build relationship and trust. When you do send a fundraising appeal, donors remember all the impact you’ve been sharing.

3. Fundraising Appeals

When to send: 4-6 times per year for major campaigns

Purpose: Ask for donations during critical fundraising periods

What to include:

Compelling reason to give NOW
Specific impact of different gift amounts
Clear, prominent donation button
Sense of urgency (matching gift, deadline, specific need)
Story that creates emotional connection

Example timing:

Year-end giving (November/December)
Your organization’s anniversary or founding date
Giving Tuesday
Emergency or urgent needs
Mid-year appeal (May/June)

4. Thank-You Emails

When to send: Within 24-48 hours of receiving a donation

Purpose: Express genuine gratitude and show immediate impact

What to include:

Personal thank you from a real person
Acknowledgment of their specific gift amount
What their donation will accomplish
No additional ask
Warm, human tone

Why this matters: How you thank donors is the #1 predictor of whether they’ll give again. Never skip or automate this generically.

Your First 30 Days: A Simple Email Plan

Feeling overwhelmed? Here’s exactly what to do in your first month:

Week 1:

Choose an email platform and set up your account
Import any existing contacts (with permission)
Create one sign-up form for your website

Week 2:

Write your welcome email
Set it to send automatically when someone joins
Test it by signing up yourself

Week 3:

Write one impact/update email
Send it to your entire list
Check your open rate (don’t panic if it’s lower than expected—you’re learning!)

Week 4:

Plan your next 3 months of emails (one per month minimum)
Add an email sign-up opportunity to your next event or social post
Celebrate that you’ve started!

The Truth About Email Frequency

The question every nonprofit asks: “How often should we email our supporters?”

The honest answer: More often than you think, less often than you fear.

The research shows:

Only 2% of donors say they receive too much communication
Among donors who give the most, 0% say there’s too much contact
The #1 reason donors lapse? They forget about your organization

What this means: You’re probably not emailing enough.

A good starting point:

Minimum: Once per month
Better: Twice per month
Best for engaged fundraising: Weekly during campaigns, monthly otherwise

The key: If you’re providing value (stories, impact, gratitude) and not constantly asking for money, people want to hear from you.

Final Thoughts: Just Start!

Email marketing for nonprofits doesn’t have to be complicated.

You don’t need:

A massive budget
A marketing degree
Perfect design skills
Thousands of subscribers
Hours of free time

You just need:

A simple email platform
Permission to contact people
Something valuable to say
The willingness to hit send

Remember: Donors don’t buy when you sell. They give when they’re ready. Email keeps your mission top-of-mind so when they ARE ready, they think of you.

Start small. Send one email this week. Then another next week. Learn as you go.

Your mission is too important to let fear of imperfection keep you from connecting with the people who care.

Need help knowing what to say in your fundraising emails?

We’ve taken the guesswork out of nonprofit email marketing. Our proven, fill-in-the-blank templates give you the exact words, structure, and strategy for every type of fundraising email – from welcome sequences to year-end appeals to thank-you notes.

Email Still Reigns: It’s Still the #1 Way Donors Want to Hear From You

Easier Fundraising — Thu, 25 Sep 2025 15:33:46 +0000

New research from Just giving confirms what all non-profit leaders need to hear: 88% of supporters say email is their number one preferred contact channel.

If you’ve been wondering whether email is still worth your time in 2025, this data is definitive. Email isn’t just surviving – it’s thriving as the dominant way donors and supporters want to connect with the causes they care about.

What the Research Shows

JustGiving surveyed over 1,000 fundraisers and supporters participating in the London Marathon 2025, revealing crystal-clear preferences about how people want to hear from nonprofits:

Top 3 Communication Preferences:

Email: 88% – The undisputed champion
WhatsApp direct messages: 22%
WhatsApp groups: 20%

Phone calls still matter for building personal relationships with major donors and dedicated volunteers, but the data shows younger supporters (18-34) overwhelmingly prefer text-based communication over calls.

The takeaway? Your donors are checking their inboxes and want to hear from you there!

The Problem: Nonprofits Aren’t Matching Preferences

Here’s where it gets interesting. While supporters clearly want email first, many nonprofits are spreading their efforts across phone calls, direct mail, and other channels that donors rank lower in preference.

The mismatch? Organisations are underusing email’s potential while overinvesting in methods their supporters find less convenient or appealing.

Why This Matters for Your Donor Communication Strategy

If 88% of your supporters prefer email, your email game needs to be excellent—not just acceptable. Every donor email you send should:

Clearly connect donations to impact
Tell compelling stories about the people you’ve helped
Make donors feel valued and appreciated
Feel personal and timely, not generic or mass-produced
Include clear, specific calls-to-action

But here’s the challenge most nonprofit leaders face: crafting high-performing donor emails takes time you don’t have.

The Case for Ready-to-Send Email Templates

When email is your donors’ preferred channel, you can’t afford to send mediocre messages. But you also can’t spend hours crafting every appeal, thank-you note, or impact update.

This is exactly why proven email templates make sense for nonprofits serious about donor engagement:

You need consistent, high-quality email communication because that’s where your donors want to hear from you. Templates ensure every message leverages donor psychology, proven structures, and compelling copy – without requiring you to be a professional copywriter.

You need speed because fundraising opportunities don’t wait. With fill-in-the-blank templates, you can customize and send a powerful donor appeal in 10-15 minutes instead of spending an afternoon staring at a blank screen.

You need variety because donors need different messages throughout their journey: welcome sequences, thank-you notes, impact updates, year-end appeals, monthly giving invitations, and re-engagement campaigns for lapsed supporters.

Other Key Findings Worth Noting

The JustGiving research revealed several other insights that support a strong email strategy:

More contact is better: Only 2% of supporters felt they received too much communication. Among the most engaged supporters who raised the most money, exactly zero said there was too much contact. Translation? Don’t be afraid to email your donors regularly – they actually want to hear from you.

Supporters want specific impact information: Your donors want to know exactly how their gifts help. Your emails should clearly tie donations to tangible outcomes with stories and data.

Recognition matters: Acknowledgment, milestone celebrations, and genuine appreciation motivate continued support – and email is the perfect channel to deliver these messages personally and consistently.

Which Template Option Is Right for You?

If you’re communicating with donors via email regularly (and the research says you should be), you have two options:

Join a monthly membership if you’re running ongoing campaigns and need fresh, proven templates delivered weekly.

For £15/month, you’ll get 52+ proven email templates per year, plus access to our complete library. It’s perfect for nonprofits that need consistent donor email content without the constant time investment.

Buy individual templates if you’re planning specific campaigns (like year-end giving, thank-you sequences, or lapsed donor re-engagement) and want to purchase exactly what you need, when you need it. Templates start from £17 each – less than hiring a copywriter for a single email.

The Bottom Line

Email isn’t dead. It’s not even declining. For donors and supporters in 2025, it’s the clear winner for how they want nonprofits to communicate with them.

The question isn’t whether you should prioritize email – it’s whether your emails are good enough to match that preference.

If you’re spending hours writing donor appeals from scratch, sending generic messages that don’t convert, or avoiding email campaigns because writing feels overwhelming, it’s time to work smarter.

Proven templates give you the structure, psychology, and copy that inspire giving – so you can focus on your mission instead of staring at a blinking cursor.

Ready to match your donors’ communication preferences with emails that actually work?

Browse our template library or join our membership to get weekly proven templates delivered straight to your inbox – so you’re always ready to connect with supporters in the way they prefer most.

Research data sourced from JustGiving’s 2025 Fundraiser Communication Survey of 1,000+ fundraisers and 100+ charities – September 16th, 2025

How to Find Inactive Donors and Re-Engage Them

Easier Fundraising — Fri, 19 Sep 2025 17:07:47 +0000

While organizations often focus heavily on acquiring new donors, they frequently overlook a valuable resource sitting in their own databases: inactive donors.

These are individuals who once believed in your mission enough to contribute, making them prime candidates for re-engagement.

Understanding Donor Inactivity

An inactive donor is typically someone who hasn’t made a contribution in 12-24 months, though this timeframe can vary based on your organization’s giving cycles.

Here’s the good news: these donors aren’t lost causes – they’re lapsed supporters who may simply need a reminder of why they cared in the first place.

The numbers tell an important story: Acquiring a new donor costs significantly more than re-engaging a lapsed one. Previous donors already understand your mission, have experienced your communication style, and made the decision to support you once before.

This foundation makes them far more likely to give again compared to cold prospects.

Step 1: Identify Your Inactive Donors

Segment Your Database

Start by running reports in your donor management system to identify donors who haven’t given in the past 12-24 months. Create segments based on:

Last gift date
Donation frequency (one-time vs. recurring)
Giving level (major donors, mid-level, small donors)
Engagement history (event attendance, volunteer involvement, email opens)
Reason for initial support (specific campaign, general operating, designated fund)

Look Beyond Donations

Inactivity isn’t just about monetary contributions. Review other engagement metrics:

Email open and click rates
Event attendance
Social media interactions
Volunteer participation
Website visits

A donor who stopped giving but still opens your emails is different from one who has completely disengaged. This distinction matters for your re-engagement strategy.

Prioritize Your Outreach

Not all inactive donors are equal. Focus your initial efforts on:

Recent lapsed donors (12-18 months) who are easiest to re-engage
Previously loyal donors who gave consistently for multiple years
Mid-level and major donors whose support had significant impact
Donors who engaged in multiple ways beyond just giving

Step 2: Understand Why They Left

Conduct Listening Campaigns

Before launching a full re-engagement effort, try to understand why donors lapsed. Consider:

Phone surveys with a sample of inactive donors
Email surveys with incentives for completion
Focus groups with former supporters
Analysis of any feedback received around the time they stopped giving

Common Reasons for Donor Attrition

Life circumstances changed (financial hardship, relocation, retirement)
Shifted priorities to other causes
Felt unappreciated or over-solicited
Lost connection to your impact
Poor donor experience
Never received acknowledgment or updates

Review Your Own Practices

Honestly assess your stewardship during the time these donors were active:

How quickly did you acknowledge gifts?
Did you share impact stories?
How frequently did you communicate?
What was your ask-to-update ratio?
Did you personalize communications?

Step 3: Craft Your Re-Engagement Strategy

Personalize Your Approach

Generic appeals won’t work with donors who already walked away. Personalization is essential:

Reference their specific giving history
Acknowledge their absence without guilt-tripping
Remind them of the impact they made
Show how things have changed or improved since they last gave

Choose the Right Channel

Match your communication method to the donor segment:

Major donors: Personal phone calls or in-person meetings
Mid-level donors: Personalized emails or phone calls
Small donors: Segmented email campaigns with personal touches
Highly engaged but non-giving: Invitation to low-commitment activities

Create a Multi-Touch Campaign

Re-engagement rarely happens with a single touchpoint. Design a sequence:

Reconnection message: Focus on relationship, not money. Share an exciting update and acknowledge they’ve been missed.
Impact reminder: Show the difference their past support made with specific stories and outcomes.
Invitation to engage: Offer a low-barrier way to reconnect—a survey, event invitation, or volunteer opportunity.
The ask: Only after rebuilding connection, make a specific, compelling appeal tied to current needs.

Step 4: Make It Irresistible

Address the Elephant in the Room

Don’t pretend they’ve been giving regularly. Acknowledge the gap authentically:

“We noticed we haven’t heard from you in a while, and we wanted to reach out. Your support in [year] helped us [specific impact]. We’d love to have you back in our community of supporters.”

Remove Barriers

Make it as easy as possible to give again:

Offer multiple giving options
Suggest a “welcome back” gift amount based on their previous giving
Provide a simple, mobile-friendly donation process
Consider a matching gift opportunity to increase impact

Create Urgency Without Pressure

Give them a compelling reason to act now:

Time-sensitive matching opportunities
Specific project deadlines
Anniversary or milestone campaigns
Year-end giving benefits

Show What’s Changed

If your organization has evolved, tell that story:

New programs or expanded impact
Improved efficiency or outcomes
Leadership changes
Strategic direction shifts
Responses to community feedback

Step 5: Rebuild Trust and Connection

Express Genuine Gratitude

Even though they’re inactive, thank them for their past support:

“Your gift of $[amount] in [year] helped us [specific outcome]. That impact continues today, and we’re grateful for supporters like you who made it possible.”

Demonstrate Impact

Share concrete outcomes, not just activities:

Stories of individuals helped
Measurable results (meals served, families housed, students educated)
Problem-solution-outcome narratives
Visual representations of impact

Reduce Ask Frequency

If over-solicitation drove them away, explicitly address it:

“We’re committed to respecting your inbox. If you rejoin our community of supporters, you’ll hear from us [specific frequency] with meaningful updates, not constant asks.”

Step 6: Create Special “Win-Back” Offers

Consider incentives specifically for lapsed donors:

Matching gift campaigns: “A generous donor will match all gifts from returning supporters”
Founder’s Circle: “Rejoin at your previous level and receive founding member status in our new giving society”
Impact updates: “Give any amount and receive quarterly video updates from our executive director”
Anniversary recognition: “Help us celebrate [milestone] by renewing your support”

Step 7: Track and Optimize

Measure Your Success

Monitor key metrics:

Re-engagement rate by segment
Response rate by channel
Time from first outreach to gift
Average gift amount compared to previous giving
Retention rate of re-engaged donors

Learn and Adjust

Use data to refine your approach:

Which messages resonated most?
What timing worked best?
Which segments were most responsive?
What barriers remained?

Plan for Long-Term Retention

Re-engaging a donor is only the beginning. Once they give again:

Acknowledge the gift immediately with genuine appreciation
Note in your database that they’re a re-engaged donor
Create a specific stewardship plan for the first 90 days
Address whatever drove them away originally
Monitor their engagement closely

Common Mistakes to Avoid

Don’t guilt-trip: Phrases like “We haven’t heard from you” or “You’ve abandoned us” create negative feelings. Focus on invitation, not accusation.

Don’t ignore them: If a donor reaches out with a question or concern during your re-engagement campaign, respond promptly and personally.

Don’t ask too soon: Build relationship before making the ask. Trust must be re-established.

Don’t treat them like new donors: They have history with you. Acknowledge it.

Don’t forget to test: A/B test subject lines, messaging, timing, and channels to optimize results.

Real-World Re-Engagement Success Stories

The Personal Touch

A small environmental nonprofit had their executive director personally call 50 lapsed major donors. She didn’t ask for money – she simply thanked them for past support and asked for feedback.

Thirty donors eventually renewed their support, citing the personal connection as the reason.

The “We Miss You” Campaign

A children’s hospital sent a simple card to lapsed donors with a photo of a child they’d helped and the message: “We miss you. Your gift in 2022 helped kids like Sarah. Would you consider helping again?” The campaign achieved a 15% response rate.

The Second Chance

An animal shelter created a “Welcome Back” campaign offering lapsed donors a matching opportunity exclusively for returning supporters. They reactivated 22% of their inactive file.

Your Next Steps

Inactive donors represent one of the most cost-effective opportunities for revenue growth in your organization. They already know your mission, have demonstrated capacity and willingness to give, and require less education than new prospects.

The key to successful re-engagement is treating these donors as the valuable community members they are – not as ATMs that stopped working. Approach them with gratitude, humility, and genuine invitation. Show them how their past support mattered and how their renewed involvement can create impact they care about.

Remember: not every inactive donor will return, and that’s okay. Focus on rebuilding relationships authentically, and you’ll not only reactivate a portion of your lapsed donors – you’ll retain them more successfully the second time around by addressing the issues that caused them to leave in the first place.

Your inactive donor file isn’t a dead end. It’s a gold mine waiting to be rediscovered.

Ready to Win Back Your Lapsed Donors?

Writing the perfect re-engagement email can feel overwhelming—especially when you’re trying to strike the right balance between acknowledging their absence and inspiring them to return.

That’s exactly why we created our “We Miss You” Lapsed Donor Re-Engagement Email Template.

This proven, fill-in-the-blank template includes:

A 4-email sequence that rebuilds trust before making the ask
Multiple subject line options tested for maximum open rates
Donor psychology principles built into every message
Personalization prompts that reference their specific giving history
Guilt-free messaging that invites rather than accuses
Clear calls-to-action that remove barriers to giving

Stop staring at a blank screen wondering what to say. Our template gives you the exact words that have successfully reactivated thousands of lapsed donors – you just fill in your organization’s details.

Get the Lapsed Donor Re-Engagement Template for FREE – simply click to ‘FREE Templates’ in the navigation menu fill in the details and we’ll send it over

5 Ways to Grow Your Donor Email List at Nonprofit Events

Easier Fundraising — Fri, 15 Aug 2025 15:32:12 +0000

All those non-profit events galas, volunteer days and community gatherings – are goldmines for building your donor email list – yet most organisations focus solely on the event itself and miss the massive opportunity to turn attendees into long-term supporters…

Here’s the truth: someone who shows up to your event is already interested in your cause. They’ve given you their time, which is often harder to get than money. So why aren’t you capturing their contact information to stay connected?

Let’s change that. Whether you’re hosting a 500-person fundraising gala or a 20-person volunteer day, these five strategies will help you maximize every face-to-face opportunity to grow your donor list.

1. Make Email Sign-Up Ridiculously Easy

The Problem: You have a clipboard at the registration table that three volunteers forgot to pass around.

The Solution: QR codes everywhere!

Create a simple, mobile-friendly sign-up form and generate a QR code that leads directly to it. Then put that QR code:

On every table at your event
In your event program or booklet
On slides if you’re giving a presentation
On posters near registration, bathrooms, and exits
On name tags or wristbands

Make it so easy to join your email list that people can do it while waiting in line for coffee.

Pro tip: Offer a compelling reason to sign up right there. “Scan to get our monthly impact report” or “Join our email community for volunteer opportunities” works better than “Sign up for our newsletter.”

2. The Welcome Table Strategy

The Problem: People arrive, grab their name tag, and disappear into the crowd.

The Solution: Turn registration into a relationship-building moment.

Train your registration volunteers to ask every single attendee: “Can we add you to our email list so you don’t miss future events and impact updates?”

Most people will say yes – especially if they’re already at your event. Have iPads or tablets available so volunteers can enter emails directly into your database in real-time.

If technology feels like too much, use a well-organized sign-up sheet with clear columns:

First Name
Last Name
Email Address
Phone (optional)
“I’d like to volunteer” checkbox

The key: Make this a warm conversation, not a transaction. Your volunteers should smile, explain why staying connected matters, and make it feel like an invitation—not a data collection exercise.

3. Offer Something Valuable in Exchange

Let’s be honest: “Sign up for our newsletter” doesn’t exactly inspire action. But offering something valuable? That’s a different story.

Ideas that work:

For Fundraising Events:

“Enter to win [prize] by joining our email list”
“Get exclusive pre-event access to next year’s gala”
“Receive our annual impact report before anyone else”

For Volunteer Events:

“Get first dibs on volunteer opportunities”
“Download our volunteer toolkit with training resources”
“Join our text alerts for urgent volunteer needs”

For Educational Events (workshops, panels, seminars):

“Download today’s presentation slides”
“Get our resource guide on [topic discussed]”
“Access bonus content from today’s speakers”

People are far more likely to share their email when they’re getting immediate value—not just promises of future newsletters.

4. Speak From the Stage (And Make the Ask)

If you’re speaking at your own event—whether it’s the ED welcoming everyone, a program director sharing impact stories, or a board member giving the fundraising pitch- don’t waste this moment.

You have a room full of people who care about your mission. Use it.

Here’s how:

Display a QR code on screen while you’re speaking and say something like:

“If you’re not on our email list yet, scan this code right now while I’m talking. We send one email per month with stories like the one I just shared, plus ways you can get involved. No spam, no over-soliciting – just meaningful updates about the work you’re helping make possible.”

Give people 10-15 seconds of silence to actually scan and sign up. It feels awkward, but it works.

Why this matters: Being on stage gives you automatic credibility. People trust what you say when you’re literally leading the room. Don’t squander that trust by failing to invite them into deeper relationship with your organization.

5. Follow Up Within 48 Hours

This is where most nonprofits drop the ball completely.

You hosted a great event. People had a wonderful time. You collected emails. And then… nothing. Or worse, they don’t hear from you until your year-end appeal six months later.

Do this instead:

Within 48 hours (while the event is still fresh in their minds), send every new email subscriber a welcome message that includes:

A genuine thank you for attending
A specific highlight from the event (photos, a story shared, an exciting moment)
What they can expect from being on your email list (frequency, content, value)
One clear next step (donate, volunteer, follow on social, read a blog post)

Example:

Subject: So great to see you at [Event Name]!

Hi [First Name],

Thank you for joining us at [event name] on Saturday! It was incredible to have 200+ supporters gathered in one room, all committed to [mission].

One of my favorite moments was when [specific highlight from event]. It reminded me why this work matters so much.

Since you signed up for our email list, you’ll hear from us once a month with:

Impact stories from the communities we serve
Volunteer opportunities
Ways to get involved beyond just writing a check

No spam. No constant asks. Just meaningful updates from people doing work that matters.

In the meantime, here’s one thing you can do this week to help: [simple, specific action].

Thanks again for being part of our community.

[Your Name]

Why 48 hours matters: Research shows that following up within 2 days increases engagement dramatically. Strike while the emotional connection to your event is strongest.

Bonus Tip: Segment Your Event Attendees

Not all event attendees are the same. Someone who came to your gala paid £150 for a ticket. Someone who showed up to a free community event made a different level of commitment.

Tag these folks differently in your email system:

Gala attendees
Volunteer event attendees
Workshop participants
First-time attendees vs. returning supporters

This allows you to send more relevant, personalized follow-up communication based on how they first connected with you.

Common Mistakes to Avoid

Don’t: Assume people will “find you later” if they’re interested. They won’t.

Don’t: Make sign-up complicated. Every extra field you require cuts your conversion rate.

Don’t: Forget to actually use the emails you collect. An email list only matters if you communicate with it.

Don’t: Oversell the sign-up. “We’ll never spam you, we promise!” makes people think you’re planning to spam them.

Do: Be clear, simple, and genuine about why staying connected benefits them.

The Bottom Line

Your nonprofit events are full of people who already care about your mission. They showed up. They gave you their time. They’re literally in the room with you.

Don’t let them leave without a way to stay connected.

Every email you capture at an event is a potential monthly donor, volunteer, advocate, or major gift prospect. But only if you’re intentional about building your list and following up with meaningful communication.

So print those QR codes. Train your volunteers. Speak from the stage. Follow up fast.

Your future fundraising success depends on the relationships you build today – and email is still the best way to nurture those relationships over time.

Need help with what to send once you’ve grown your list?

Our email templates give you proven, fill-in-the-blank campaigns for every stage of the donor journey – from welcome sequences to thank-you notes to year-end appeals. Check out our template library or join our membership for weekly proven templates delivered straight to your inbox.

5 Fundraising Email Subject Line Mistakes That’ll Kill Your Open Rates

Easier Fundraising — Sat, 19 Jul 2025 17:31:00 +0000

Your subject line is the gatekeeper between your carefully crafted fundraising email and the delete button.

You’ve spent an hour writing the perfect donor appeal. You’ve included a compelling story, clear impact numbers, and an urgent call-to-action. But if your subject line doesn’t get opened, none of that matters.

Here’s the uncomfortable truth: your donors get dozens (maybe hundreds) of emails every single day. So what makes them open yours over everyone else’s?

A subject line that speaks to them like a human, not a fundraising robot.

Feeling the pressure? You’re not alone. Subject line anxiety is REAL for nonprofit communicators. That’s exactly why every template in our library includes 3-5 proven subject line options you can customize in seconds.

But before we get there, let’s talk about the five biggest subject line mistakes nonprofits make—and how to avoid them.

5. Making the Subject Line Too Long

The mistake: “Join us this December for our Annual Year-End Giving Campaign to Help Families in Need”

Why it fails: Long subject lines get cut off—especially on mobile devices, which is where 60%+ of your donors are reading email. By the time they get to “Help Families,” they’ve already scrolled past.

Brevity is your best friend when it comes to fundraising subject lines.

You want your subject lines to be clear, concise, and intriguing. Save the details for inside the email. Shorter subject lines give you a better chance at getting opened.

Best practice:

Keep your subject lines to 5-7 words maximum for highest impact
Put the most compelling part first so it’s visible on mobile
Test one-word subject lines—they can be incredibly effective

Good examples:

“Sarah needs your help”
“We’re $5,000 short”
“Thank you, [First Name]”
“This can’t wait”
“Your impact in 2024”

One-word subject lines like “Urgent” or “Help” or even just a donor’s first name can be incredibly powerful when used strategically.

4. Writing Like a Press Release, Not a Person

The mistake: “Organization Name Announces New Initiative to Address Food Insecurity in Underserved Communities”

Why it fails: This isn’t a news headline. It’s not a blog post title. It’s an email to someone who (hopefully) cares about your mission. Talk to them like a human being.

Forget about being “professional” and corporate when it comes to subject lines. Your donors don’t want to hear from “The Development Department”—they want to hear from you.

Best practice:

Write like you’re texting a friend who cares about your cause
Make it personal, relatable, and intriguing
Use simple language, not nonprofit jargon
Think: “What would make ME want to open this email?”

Corporate vs. Human:

“Q4 Impact Report Now Available for Review”
“Look what you helped us do this year”

“Annual Fundraising Campaign Launching This Month”
“We need your help (here’s why)”

“Donor Appreciation Event Registration Now Open”
“You’re invited! (And we really hope you’ll come)”

See the difference? One sounds like it came from a robot. The other sounds like it came from a person who genuinely wants to connect.

3. Writing the Subject Line First

The mistake: Staring at that subject line box for 20 minutes, feeling paralyzed, and never sending the email.

Why it fails: If the subject line is blocking you from communicating with your donors, you’re doing it in the wrong order.

Here’s the secret: there’s no rule that says you have to write the subject line first. In fact, most professional copywriters write the subject line last because they need to know what the email is actually about before they can summarize it in six words.

Best practice:

Write your email first—get the story, the ask, the emotion down
Once you know your core message, distill it into 5-7 words
Ask yourself: “What’s the ONE thing I want them to know before they open this?”
Pull a compelling phrase directly from your email and use it as the subject line

Example: If your email tells the story of Maria, a single mom your food bank helped, and the key sentence is “Maria told me she cried tears of relief when she saw our pantry shelves full”—your subject line could be:

“Maria cried tears of relief”

Pull from your content. It’ll be more authentic and easier to write.

2. Using Tricks and Gimmicks Too Much

The mistake: Every subject line has emojis, ALL CAPS, “Re:” or “Fwd:”, fake typos, or clickbait phrases.

Why it fails: Stand-out tactics work… until they don’t. If every single email you send tries to trick people into opening it, your donors will start to feel manipulated – and they’ll tune out.

We all want to stand out in crowded inboxes. But too many gimmicks feel desperate, not clever.

Tricks that work (sometimes):

Personalization: “[First Name], thank you”
Emojis: “ Your gift made this possible”
Questions: “Can you help us reach our goal?”
Urgency: “Only 3 days left”
Curiosity: “You won’t believe what happened”

The key: Use them sparingly and strategically.

Best practice:

Keep your value high and consistent
Let your content be predictable (donors know you’ll share impact, ask thoughtfully, express gratitude)
Let your style be occasionally surprising (throw in an emoji or one-word subject when it feels right)
Never sacrifice authenticity for attention

If you’re using “Re:” in every other subject line to trick people into thinking it’s a reply, stop. It damages trust.

1. Using “RE:” or “FWD:” When It’s Not Actually a Reply

The mistake: “RE: Your donation” (when there was no previous email)

Why it fails: This used to be a clever little trick. Now? It’s overused by spammers and sketchy marketers, and it makes donors feel deceived.

Maybe you think “RE:” makes your email look like it’s part of an ongoing conversation. In reality, it just annoys people when they realize you’re faking it.

Best practice:

Only use “RE:” if you’re actually replying to something
Only use “FWD:” if you’re actually forwarding something
Don’t try to trick donors into opening emails—earn their opens with good content

Instead of trickery, try:

“Following up on [something real]”
“Quick question about your giving”
“I wanted to share this with you”

Honesty > manipulation. Every single time.

BONUS Mistake: Obsessing Over the Subject Line When You Should Focus on the Sender Name

Here’s something most nonprofits miss: the sender name matters MORE than the subject line.

If your donors recognize and trust who the email is from, they’re far more likely to open it—regardless of what the subject line says.

Test this: Would you rather receive an email from…

“Development Department” with subject line “Year-End Giving Opportunity”

“Sarah at Hope Shelter” with subject line “Quick update”

The second one feels like a person. The first one feels like an organization trying to get money.

Best practice:

Use a real person’s name as the sender (Executive Director, Development Director, Program Manager)
Keep it consistent so donors recognize you
Occasionally send from different team members (adds variety and personality)
Make sure your “reply-to” goes to a real person who will actually respond

When donors know who you are and trust your emails provide value (stories, impact updates, genuine gratitude), the subject line becomes secondary.

People give to people. So be a person in their inbox.

The Quick Reference Guide

Mistake #5: Writing novel-length subject lines
Fix: Keep it to 5-7 words max

Mistake #4: Writing like a press release
Fix: Write like you’re texting a friend who cares

Mistake #3: Starting with the subject line and getting stuck
Fix: Write the email first, then distill your message

Mistake #2: Overusing tricks, emojis, and gimmicks
Fix: Be strategic and authentic, not desperate

Mistake #1: Using “RE:” when it’s not actually a reply
Fix: Just stop. Be honest instead.

Bonus: Obsessing over subject lines while ignoring sender trust
Fix: Build relationships so donors want to open your emails no matter what

The Bottom Line

Great fundraising subject lines aren’t about being clever—they’re about being clear, human, and trustworthy.

Your donors are busy. They’re overwhelmed. They’re deciding in 2 seconds whether to open, archive, or delete your email.

Don’t waste that opportunity trying to trick them. Earn their attention by consistently delivering value, speaking like a real person, and making it clear why opening your email is worth their time.

And here’s the good news: you don’t have to start from scratch every single time.

Tired of staring at blank subject line boxes?

Every template in our library includes 3-5 proven subject line options designed specifically for fundraising emails. Year-end appeals, thank-you notes, lapsed donor campaigns, monthly giving invitations – we’ve done the hard work so you don’t have to.