8 Ways to Improve Your Nonprofit's Emails

Are you on LinkedIn?

I’ll be honest, it’s not my favorite social media hang out (it’s a little stiff and boring for me), but sometimes I cross really helpful info.

People are so smart! 😍

Over the past few months, various posts have caught my eye. Especially the ones related to email marketing (yes, the emails you send are marketing emails 😉).

Here are some facts I’ve recently uncovered:

FACT 1: Millennials (93%) and almost 80% of Generation Z check email several times a day. They prefer email for real-time alerts according to a study.

FACT 2: Text-only emails perform better than image-heavy emails (52% better).

FACT 3: Nonprofits raised $78 per every 1,000 emails sent

👉 When it comes to fundraising, email can be a really effective tool.

Here are 8 ways to improve your nonprofit's emails:


1. I know they say a “picture is worth a thousand words” but it should say, “…except for in email.” The data shows over and over again that sending text-only emails is more effective compared to one with a ton of images.

2. Use one call-to-action. There is something called the paradox of choice that says when presented with too many options - people do nothing. Try sending emails that direct readers to do one thing at a time.

3. Speaking of call-to-actions, use more descriptive text. Click rates for nonprofit email newsletters are 1.7%. For fundraising emails, the rate drops to 0.7%. One test found specific call-to-action text increased unique clicks by 60% and gross clicks by 64%.

  • Instead of RSVP HERE 👉 try using SAVE YOUR SEAT

  • Instead of LISTEN NOW 👉 try using HEAR THEIR STORY

  • Instead of DONATE NOW 👉 try using GIVE THE GIFT OF XYZ (Insert what the gift will do eg: “give the gift of a tuition-free education”)

  • Instead of READ THE BLOG 👉 try using LEARN MORE ABOUT [NAME]

  • Instead of VOLUNTEER HERE 👉 try using SAY NO MORE, I’M IN!

4. Personalize. When at all possible use a “First Name” greeting verses something generic like “Supporter”.

5. Hook em' with a subject line. I hate to break it to you, but no one is dying to read your “October Newsletter”. Instead, try a unique or personalized subject line. Pro tip: 5 words or less is a sweet spot.

6. Remember to fill in the preview text. People are skimmers - give folks a little sneak peek to entice them to open your email.

7. The most powerful word is YOU. The word “you” is long-known to be one of the most impactful words in copywriting. Are you using it more than “I”, “our”, “us”, “my”? Try!

8. Let your words breathe. When writing emails, use short paragraphs, bullet points and bold font where it makes sense.

I'll also say: nothing replaces storytelling in emails - especially when you do it consistently.

Want to write better fundraising emails, but don’t have the time? Check out my customizable email templates that will save you time and help you raise more money than ever. Just added: 9-Part Email Appeal Series for End-Of-Year Giving and 3-Part Email Series for Giving Tuesday

Jessica Campbell