Nonprofit Fundraising Email Template
Every day, inboxes are flooded with pitches, promotions, and advertisements, proving just how powerful email marketing can be. Studies consistently show that email remains one of the most effective ways to engage and inspire action.
For non-profits, this tool is even more critical. Research reveals that a significant portion of donors prefer to hear from non-profits via email, and many are inspired to donate after receiving an impactful message.
However, unlike corporations with access to professional marketing teams, non-profits often operate with limited resources. Many rely on volunteers or staff without extensive marketing experience. But imagine the impact if non-profits could leverage email marketing as effectively as large organizations!
In this blog, we’ll explore the anatomy of a high-performing fundraising email, providing tips and strategies to help your messages stand out and drive donations. Let’s dive in!
Effective Tips for Creating the Perfect Fundraising Email Template
Name
The sender’s name in an email, known as the “From Name,” plays a crucial role in whether your email gets opened or ignored. Studies show that nearly half of recipients decide to mark an email as spam based on the sender’s name or address.
Do’s:
- Use your non-profit’s name to build trust and recognition.
- Consider pairing it with a recognizable individual or the title of a newsletter for added familiarity (e.g., “YourCharityName Weekly”).
Don’ts:
- Avoid using unfamiliar personal names unless they are well-known in your organization.
- Never use “no-reply” emails, as they feel impersonal and discourage engagement.
Example:
- A professional and approachable option might look like:
newsletter@yourcharityname.comorupdates@yourcharityname.org.
Subject Line
The subject line is the gateway to your email—it determines whether it gets opened or ignored. Research shows that 35% of recipients decide to open an email solely based on its subject line.
Do’s:
- Keep it concise and under 50 characters to ensure readability, especially on mobile devices.
- Make it engaging by adding value, asking a question, or incorporating a clear call to action.
- Use personalization, such as the recipient’s name, to grab attention.
Don’ts:
- Avoid overused or spammy phrases like “Hurry now!” or “Don’t miss this opportunity.”
- Don’t use all caps or excessive punctuation, as this can trigger spam filters.
Example:
- A strong subject line might look like: “Your Impact: Six Months of Shelter for Families in Need.”
Pre-Header
The pre-header, often called the “preview text,” appears after the subject line and provides a glimpse into the email’s content. It’s a critical space for capturing interest and driving opens.
Do’s:
- Write a concise, compelling summary that complements your subject line.
- Use it as a teaser or mini call-to-action to entice readers to open the email.
- Keep it under 100 characters for better display on mobile devices.
Don’ts:
- Avoid repeating the subject line verbatim—it wastes this valuable space.
- Don’t use complex language or jargon that confuses or alienates your audience.
Example:
- Subject Line: “Your Impact: Shelter for Six Months”
- Pre-Header: “See how your generosity changed lives and how you can continue to help.”
Email Header
The email header is the first visual element recipients see when they open your message. It sets the tone and establishes brand identity while guiding readers toward the content.
Do’s:
- Make it visually appealing by including your non-profit’s logo and name prominently.
- Keep the design simple and consistent with your brand’s colors and style.
- Use it as an opportunity to establish trust, such as by including a tagline or slogan.
Don’ts:
- Avoid overly large headers that push important content out of immediate view.
- Don’t change the header frequently—it’s important to maintain familiarity across emails.
Example:
- A clean header could feature your logo on the left, your organization’s name in bold text, and a tagline like “Empowering Communities Together.”
Navigation Bar
A navigation bar in your email serves as a mini-map, helping readers quickly find key information or access specific sections of your website. While not always necessary, it can enhance the user experience in more comprehensive or recurring email campaigns.
Do’s:
- Keep the navigation bar minimal, including only the most important links (e.g., “Donate,” “Events,” “About Us”).
- Design it to be responsive and ensure it looks good on mobile devices.
- Use descriptive labels for links so readers understand their purpose immediately.
Don’ts:
- Don’t overload it with too many links—it can confuse the reader and dilute focus.
- Avoid broken or untested links, which can frustrate recipients and harm credibility.
Example:
A simple navigation bar might include:
- Home | Donate | Our Impact | Volunteer
Email Body
The email body is the heart of your communication, providing key information and inspiring your audience to act. To maximize engagement and effectiveness, follow these best practices:
Do’s:
- Set a Clear Goal: Define the purpose of your email upfront—whether it’s to inform, inspire, or encourage action.
- Engage in Second Person: Use “you” to make the reader feel directly addressed and valued. For example, “Your support helped us achieve this milestone.”
- Prioritize Actionable Language: Use words that prompt immediate action, like “Join now,” “Donate today,” or “Discover more.”
- Add Visual Appeal: Use concise paragraphs, bold text for emphasis, bullet points, and plenty of white space for easy readability.
- Incorporate Personalization: Address the recipient by name and reference their past interactions with your nonprofit.
Don’ts:
- Avoid Lengthy Text: Keep your content concise to respect your reader’s time and make it mobile-friendly.
- Say No to Jargon: Write in plain, accessible language.
- Don’t Neglect CTAs: Ensure clear, strategically placed calls-to-action (CTAs) that align with your email’s goal.
- Overloading Images: Minimize the use of large or excessive images to maintain fast load times on mobile devices.
Images, Videos, and Attachments
Visual elements like images and videos play a powerful role in nonprofit emails, boosting engagement and helping to tell your story effectively. According to research, emails with videos can increase click-through rates by as much as 300%, making them a must-consider for impactful email campaigns.
Do’s:
- Use High-Quality Images: Ensure your visuals are clear and professional, reflecting the mission and values of your organization.
- Optimize for Load Speed: Compress images to prevent slow load times, especially on mobile devices.
- Incorporate Videos Thoughtfully: Use a compelling video thumbnail with an overlay play button and link it to an external video hosting platform (e.g., YouTube or Vimeo).
- Add Alt Text: Make visuals accessible by including descriptive alt text for each image or video.
- Align Visuals with the Message: Choose imagery that directly supports your email’s narrative, such as showing beneficiaries or project outcomes.
Don’ts:
- Avoid Background Images: They can be problematic on certain email clients and reduce readability.
- Don’t Use Large Files: Oversized attachments or visuals can increase bounce rates and frustrate readers with slow loading.
- Skip Irrelevant Graphics: Avoid including images or videos that don’t contribute meaningfully to your call to action.
Call to Action (CTA)
A great fundraising email is not just about telling a compelling story—it’s also about inspiring action. The call to action (CTA) is what drives the recipient to engage with your cause, whether by donating, signing up, or learning more. Without a strong CTA, even the most engaging email will fall short of its goals.
Do’s:
- Use Contrasting Colors: Make your CTA button stand out by using a color that contrasts with the rest of the email. This ensures it grabs attention immediately.
- Action-Oriented Verbs: Incorporate strong action verbs like “Donate Now,” “Join the Movement,” or “Help Us Reach Our Goal.”
- Create a Sense of Urgency: Phrases like “Donate Today” or “Limited Time Offer” can create urgency and encourage immediate action.
- Clear and Concise: Keep your CTA short and to the point. You want the recipient to know exactly what they need to do next.
- Make It Visible: Place the CTA where it’s easy to find—usually near the top and again at the bottom of your email.
Don’ts:
- Avoid Small CTAs: Your CTA should be large enough to catch the eye but not so oversized that it overwhelms the content.
- Don’t Hide the CTA: Place it where it’s visible and accessible on both desktop and mobile versions of the email.
- Don’t Overcomplicate It: Too many CTAs can dilute the message. Stick to one clear, primary action for the best results.
Example Use:
- “Your $25 helps provide meals for 5 families. Donate Now!”
- A sense of urgency and clarity in this example prompts immediate action and connects directly with the impact of the donation.
Footer
The footer of your email is often overlooked, but it plays a crucial role in maintaining compliance and encouraging continued engagement. Not only does it ensure you meet legal requirements, but it also provides an opportunity for recipients to connect with you through multiple channels.
Do’s:
- Include Your Mailing Address: This is essential for legal compliance, especially for nonprofit organizations.
- Add Social Media Links: Make it easy for your supporters to connect with you on other platforms.
- Include a View-in-Browser Link: This helps recipients who may have trouble viewing your email properly.
- Add an Opt-Out Request: Provide a simple way for recipients to unsubscribe from future emails.
- Make Contact Information Accessible: Include a contact email or phone number for inquiries.
Don’ts:
- Forget to Include a “Safe List” Request: Encourage your readers to add your email address to their safe senders list to avoid emails landing in their spam folder.
- Neglect to Keep It Simple: Avoid cluttering the footer with excessive links or unnecessary information. Stick to what’s essential.
Example:
A well-structured footer might look like this:
- “Follow us on [Facebook], [Twitter], and [Instagram].
- Have questions? Contact us at info@yourcharity.org
- Don’t want to receive emails? [Unsubscribe here].”
Including a clear and professional footer builds trust with your supporters and ensures that your email communications remain effective and compliant.
Bonus Tip
Do’s:
- Send Emails Mid-Week: Aim for Tuesdays and Thursdays for optimal open rates.
- Time It Right: Send your emails either early in the morning (8 AM) or early afternoon (1 PM), as these times align with when people are more likely to check their inbox.
Why It Works:
- People are often overwhelmed with emails after the weekend and may not be as receptive on Fridays. Additionally, many are disconnected from work-related tasks on Sundays. Mid-week emails align better with people’s routines, leading to higher engagement and donations.
Timing your email campaigns can significantly impact their success. According to OptinMonster, emails sent at the right time are more likely to be opened and acted upon. Research suggests that the best days for sending nonprofit fundraising emails are Tuesdays and Thursdays, particularly at 8 AM or 1 PM, when engagement tends to peak. On the other hand, Fridays and Sundays are considered the least effective days for email outreach.
Perfect Fundraising Basic Email Template Example
Donation Request Email Template
Subject Line: Your Help Can Make a Difference Today
Pre-Header: Support us in making an impact this year. Here’s how you can help.
Email Body:
Dear [First Name],
We hope this message finds you well. As a valued supporter of [Organization Name], you’ve already made a tremendous impact. Now, we need your help once again.
This year, our mission to [mention cause] continues to grow, but we can’t do it without you. With just a small donation of $[amount], you can provide [specific impact, e.g., “meals for 10 families,” “medical care for a child,” etc.].
[CTA Button] Donate Now
Your generosity will directly contribute to this important cause. Thank you for being a part of our journey!
Warmly,
The [Organization Name] Team
Footer:
Follow us on [Social Media Links]
Contact us: info@organization.com
[Unsubscribe Link]
Thank You for Donating Email Template
Subject Line: Thank You for Making a Difference!
Pre-Header: Your contribution has made a lasting impact.
Email Body:
Dear [First Name],
On behalf of the entire team at [Organization Name], we want to express our heartfelt gratitude for your generous donation of $[amount]. Your support is vital to helping us continue our work.
Thanks to you, we are able to [mention what the donation will help, e.g., “provide education to children in need,” “support medical care for families,” etc.].
We are excited to share that your donation is already being put to use to [mention specific programs or services funded by donations].
[CTA Button] See Your Impact
Thank you for your ongoing commitment to our mission.
With gratitude,
The [Organization Name] Team
Footer:
Follow us on [Social Media Links]
Contact us: info@organization.com
[Unsubscribe Link]
Newsletter and Update Email Template
Subject Line: See How Your Support is Changing Lives
Pre-Header: Get the latest updates and learn more about our impact.
Email Body:
Dear [First Name],
We are thrilled to share some exciting updates with you! Thanks to your support, we have made incredible strides toward [mention specific goal or achievement].
This month, we were able to [mention milestone achieved, e.g., “fund 100 scholarships for underprivileged students,” “distribute 500 food packages to families in need,” etc.]. These achievements would not be possible without your generous contributions.
[CTA Button] Read More About Our Progress
Thank you for your continued support. Together, we are making a difference in the lives of those who need it most.
Best regards,
The [Organization Name] Team
Footer:
Follow us on [Social Media Links]
Contact us: info@organization.com
[Unsubscribe Link]
Event Invitation Email Template
Subject Line: You’re Invited: Join Us for [Event Name]!
Pre-Header: Be part of something special—your presence will help us raise funds for [cause].
Email Body:
Dear [First Name],
We’re excited to invite you to [Event Name] on [Event Date]. This special event is an opportunity for us to come together, celebrate, and raise funds for [cause].
Your attendance will help us [mention goal, e.g., “provide critical resources to children in need,” “fund medical treatments for underserved communities,” etc.]. We hope you can join us for this unforgettable evening of [mention event activities, e.g., “live entertainment, auctions, and heartfelt stories”].
[CTA Button] RSVP Now
We look forward to seeing you there!
Best regards,
The [Organization Name] Team
Footer:
Follow us on [Social Media Links]
Contact us: info@organization.com
[Unsubscribe Link]
Perfect Fundraising HTML Email Template Example
