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

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.