Nonprofits use various tools to support their fundraising efforts. Emails are among the most effective. They engage potential donors and can produce substantial return on investment (ROI) in the way of online donations. An important part of any email campaign is to understand the psychology of potential donors to make connections.
To help you reach your campaign goals, integrate some important fundraising letter best practices and use fundraising email templates for inspiration.
Table of Contents
- The Critical Role of Emails in Modern Fundraising
- Fundraising Email Templates
- Templates for Fundraising Thank-You Emails
- Looking for Free AI Bots to Write Your Content?
- Understanding Donor Psychology and Segmentation
- Fundraising Email Best Practices
- Enhancing Donor Relationships Through Follow-Up
- Measuring Success and Adjusting Strategies
- Fundraising Emails FAQs
The Critical Role of Emails in Modern Fundraising
Emails offer various benefits that support fundraising efforts, but substantial ROI may be the reason most nonprofits favor this communication method. According to a report by Campaign Monitor, emails produce a 4400% ROI, which breaks down to $44 for every dollar spent. A Double the Donation report shows emails generate approximately 28% of all online revenue. These statistics make emails a great investment for nonprofits that often work with limited budgets, whether it's announcing a raffle winner, sharing an upcoming event or introducing a new campaign.
Additionally, emails are a great way to keep donors engaged and up to date of the latest developments in your organization. They educate donors about your cause and progress and let them know how you are using their funds.
Emails are also ideal for media delivery. You can include pictures and videos to tell a complete story. These donation tools keep your nonprofit visible, so donors will think of you when they are ready to donate.
Understanding Donor Preferences in Communication
Want another reason why emails are so effective? Donors like them. The Double the Donation report we referred to earlier shows that 30% of donors are most inspired to give when they receive fundraising emails. Email comes out ahead of other communications such as:
- Websites: 17%
- Print appeals: 15%
- TV and radio spots: 3%
- Phone calls: 2%
- Text messages: 1%
Only social media has a slight edge over emails, winning 32% of donor preference.
The report also states that 48% of donors say regular emails keep them engaged and inspire repeat donations. In terms of engagement, emails beat all other forms of communication as follows:
- Social media: 18%
- Print appeals: 16%
- Handwritten notes: 12%
- Phone calls: 6%
Statistics also show that 55% of donors prefer to be thanked for their donations via email.
Fundraising Email Templates
- Annual Appeal Email
- Major Gift Solicitation Email
- Monthly Giving Program Email
- Emergency or Crisis Appeal Email
- Matching Gift Campaign Email
- New Donor Welcome Email
- Lapsed Donor Re-Engagement Email
- Peer-to-Peer Fundraising Email
- Campaign-Specific Appeal Email
- Tribute and Memorial Giving Email
- Grant Funding Request Email
- End-of-Year Giving Email
- Sponsorship Solicitation Email
- Legacy or Planned Giving Email
- Volunteer to Donor Conversion Email
- Program-Specific Impact Appeal Email
- In-Kind Donation Request Email
- Sustaining Donor Upgrade Email
- Renewal Email for Membership-Based Nonprofits
- Capital Campaign Fundraising Email
Annual Appeal Email
Subject line: How Your Support Transformed Lives This Year...
Email preview text: One act of generosity has transformed countless lives. See what you helped us accomplish — and what comes next.
Dear [Recipient],
It started with a simple act of kindness—a donation, a gesture of hope. But, oh, what a difference it made...
Thanks to you, we’ve accomplished so much this year. From [specific achievements] to [key milestones], each moment of progress is a chapter in a story written by supporters like you.
Consider This:
- [Impact Story 1]: Because of you, [specific impact] happened.
- [Impact Story 2]: Your generosity led to [another key result].
Now, we’re standing at the brink of even more profound change. Next year, we aim to [next year’s goal], but we can't do it without you.
Why Your Gift Matters NOW:
Your contribution today doesn’t just fund programs—it ignites a movement. It ensures we can respond when the world needs us most, expand our reach and leave no one behind.
Ready to make another impact? [Donation Link]
Thank you for being the heartbeat of our mission. Together, we can do so much more.
With gratitude,
[Your Name]
[Your Position]
[Nonprofit Name]
Email preview text: One act of generosity has transformed countless lives. See what you helped us accomplish — and what comes next.
Major Gift Solicitation Email
Subject line: 🚨 Don’t Miss Out: Be the Driving Force Behind Our Next Big Win!
Email preview text: A one-time chance to lead a major initiative. Are you ready to take the leap? Dear [Recipient],
We Need You in the Driver’s Seat!
We have a one-time, powerful opportunity and you’re the perfect person to help us seize it. Imagine being the key supporter who makes [specific project or need] a reality. With your major gift, you could be the catalyst for groundbreaking change!
Here’s How Your Gift Will Change Everything:
- 🚀 Fully Fund the Future: Your donation could be the sole force behind [specific program, renovation, etc.].
- 🌟 Be Recognized Like Never Before: We’ll tailor a recognition plan that showcases your commitment to change.
- 💥 Direct Results You Can See: Watch the impact unfold—from [specific achievements] to [key milestones].
Why Now?
Because moments like this don’t wait. This is your chance to create a legacy that lasts for years!
Let’s Talk ASAP! Contact me directly at [Contact Information] to secure your role in this exciting initiative.
Thank you for stepping up when it matters most.
To Your Legacy,
[Your Name]
[Your Position]
[Nonprofit Name]
Monthly Giving Program Email
Subject line: Make a Difference Every Month—Without Lifting a Finger!
Email preview text: Join our Monthly Giving Program and be a part of something powerful, every single month.
Dear [Recipient],
Tired of wondering if your donation made a difference? Imagine making an impact every single month without lifting a finger! That’s the power of our Monthly Giving Program—your easiest way to provide steady, reliable support that makes waves of change all year long!
Here’s What Your Monthly Gift Can Do:
- $25/Month: Keeps [specific benefit] happening month after month!
- $50/Month: Powers [impact of a slightly larger monthly contribution] like clockwork!
- $100/Month: Covers [a critical need] every single month—guaranteed!
Why Monthly Giving Matters:
Consistency isn’t just nice; it’s KEY to our work. Your regular support means we reach more people, do more good and create progress that compounds month after month! Plus, you’ll get exclusive updates showing you exactly how your gift is changing lives.
Ready to Make a Real Difference? Join Now! [Donation Link]
Be part of our most dedicated group of supporters and see the difference you can make!
To Your Generosity,
[Your Name]
[Your Position]
[Nonprofit Name]
Emergency or Crisis Appeal Email
Subject line: URGENT: We Need Your Help Now
Email preview text: An emergency threatens everything. Your immediate support is critical.
Dear [Recipient],
It’s happening right now. A crisis that threatens our ability to do what we do best: serve those who need us most.
Because of [specific emergency or crisis], we’re at a breaking point—and we need your help now more than ever.
Here’s the Situation:
- Crisis Overview: [Brief description of the crisis and how it impacts the organization’s operations].
- Immediate Needs: We urgently need funds to [specific immediate needs].
How You Can Help:
Your gift today will make the difference between action and inaction, between help and hopelessness. Every dollar raised will be put to immediate use to ensure we continue [specific mission action].
Time is running out. We need you. Please consider making an emergency donation today. [Donation Link]
Thank you for standing with us when it matters most.
With urgency and gratitude,
[Your Name]
[Your Position]
[Nonprofit Name]
Matching Gift Campaign Email
Subject line: Double Your Impact with One Click
Email preview text: Your gift today could be worth twice as much. Don’t miss out!
Dear [Recipient],
Here’s something you don’t hear every day: Your gift can go twice as far.
Thanks to a generous matching gift from [Corporate Partner or Major Donor], every dollar you give will be doubled. That’s right—double the impact, double the difference!
Why Now Is the Time to Give:
- Matching Period: Every gift made by [Date] will be matched dollar-for-dollar.
- Double the Impact: Your $50 becomes $100, $100 becomes $200—it all counts twice!
- Immediate Need: Every matched gift will support [specific program or need], multiplying your generosity.
This match won’t last long—don’t miss this chance to make your gift count for double! [Donation Link]
Thank you for stepping up when we need you most.
Warmly,
[Your Name]
[Your Position]
[Nonprofit Name]
New Donor Welcome Email
Subject line: Welcome to the [Nonprofit Name] Family!
Email preview text: Your first donation is already making an impact—see what you’ve made possible!
Dear [Recipient],
Welcome to the family! We are thrilled to have you join us and we can’t thank you enough for your first donation. Here’s how your gift is already making waves:
What Your Gift Is Doing Right Now:
- [Impact example 1]: Because of you, [specific immediate impact].
- [Impact example 2]: Your donation is already helping us achieve [another key result].
What’s Next?
We want you to stay involved! From volunteering and attending events to just staying informed, there are so many ways you can continue to be part of this incredible community. And if you feel inspired, consider making your support ongoing—every bit helps!
Explore more ways to get involved! [Link]
Thank you again for your generosity. We’re excited to see what we can achieve together!
Best regards,
[Your Name]
[Your Position]
[Nonprofit Name]
Lapsed Donor Re-Engagement Email
Subject line: We Miss You—Join Us Again and Double Your Impact!
Email preview text: Your past support made a difference. Now, let’s do even more—together!
Dear [Recipient],
It’s been a while, and we’ve missed you! Your past support helped us achieve so much, from [specific achievement] to [another impact]. But there’s still more work to do—and we’d love to have you back.
Here’s What’s New:
- New Projects: We’re launching [new initiative] to tackle [issue].
- Your Impact: Rejoining us means we can do even more for [specific group or cause].
- Special Offer: To welcome you back, your gift today will be doubled!
Will you consider re-engaging with us? [Donation Link]
We can’t wait to see the difference we can make together again.
Warm regards,
[Your Name]
[Your Position]
[Nonprofit Name]
Peer-to-Peer Fundraising Email
Subject line: 🚀 Join Me in Making a Huge Difference!
Email preview text: I’m on a mission—and I want you by my side!
Dear [Recipient],
I’m raising funds for [Nonprofit Name] and I want YOU to be part of this journey! Whether you donate, share my campaign or just cheer me on—every bit of support makes a huge difference.
Why This Matters to Me:
- Personal Connection: [Brief story about why you’re fundraising for this cause].
- The Impact: Your support will help [specific impact], making real change in [specific area].
- Join the Team: Let’s do this together—your involvement means the world to me!
Donate now or share my campaign to spread the word! [Donation Link]
Thanks for being part of something special.
Best,
[Your Name]
[Your Position]
[Nonprofit Name]
Campaign-Specific Appeal Email
Subject line: Let’s Make Something Big Happen Together!
Email preview text: Join us in launching our most exciting project yet!
Dear [Recipient],
We’re launching something truly exciting: [Campaign Name]! And with your help, we can achieve [specific project goal], bringing us closer to [specific impact or outcome].
Why This Campaign?
- The Need: [Explain the need the campaign addresses].
- The Solution: With your support, we’ll [specific action the campaign will take].
- Your Role: Your contribution will directly fund [specific aspect of the campaign].
Be a Part of Something Big! Donate Today! [Donation Link]
Thank you for considering this special opportunity to make a difference.
With appreciation,
[Your Name]
[Your Position]
[Nonprofit Name]
Tribute and Memorial Giving Email
Subject line: Honor Their Memory with a Lasting Impact
Email preview text: Celebrate a loved one’s life by supporting a cause they cared about.
Dear [Recipient],
Losing someone special is never easy, but their memory can live on in a meaningful way—with a gift that honors their life and continues their impact on the world.
How It Works:
- Make a Gift in Their Name: Donate in honor or memory of someone special and we’ll ensure their legacy lives on through our work.
- Personalized Acknowledgments: Choose how you’d like us to recognize this tribute, from memorial plaques to personalized notes.
- Create a Lasting Impact: Every tribute gift supports [specific cause or program], making a real difference in their name.
Honor Someone Special Today. [Donation Link]
Let’s keep their memory alive together.
With deepest appreciation,
[Your Name]
[Your Position]
[Nonprofit Name]
Grant Funding Request Email
Subject line: Let’s Partner on a Transformative Project
Email preview text: Your support can bring a powerful new initiative to life. Let’s talk!
Dear [Foundation/Corporation Name],
We have a bold new idea at [Nonprofit Name] and we need partners like you to make it happen. Our project, [Project Name], is aimed at [specific goal] and addresses a critical need in our community: [specific need].
Why This Matters:
- The Problem: [Brief description of the issue the project addresses].
- Our Solution: We have a solid plan—[detailed project scope, including strategies, key activities and timeline].
- The Outcomes: We’re looking at [specific, measurable results].
Here’s How You Can Help: Your support will directly enable us to [specific impact], ensuring that [desired change]. We’ve put together a detailed project proposal and budget for your review—let’s get this partnership rolling!
I’d love to chat more about this opportunity. Contact me directly at [Contact Information].
Looking forward to working with you!
Best,
[Your Name]
[Your Position]
[Nonprofit Name]
End-of-Year Giving Email
Subject line: Your Last Chance to Make 2025 Count!
Email preview text: Don’t miss out on your final opportunity to make a tax-deductible impact this year.
Dear [Recipient],
Listen, time’s running out. The clock is ticking down on 2025 and this is your last chance to make a real impact before the year ends!
Why Give Now?
- Tax Benefits: Your year-end gift is tax-deductible. Save money while doing good.
- Immediate Impact: Start the new year strong—ready to tackle [specific challenge].
- Celebrate Your Impact: Your support means [specific benefit] and we couldn’t do it without you.
Will you consider making a year-end gift today? [Donation Link]
Let’s close out this year with a bang and head into the next one ready to make an even bigger difference!
Thanks for being part of this incredible journey.
To Your Impact,
[Your Name]
[Your Position]
[Nonprofit Name]
Sponsorship Solicitation Email
Subject line: Exclusive Sponsorship Opportunity: Be Seen. Be Heard. Make an Impact.
Email preview text: Partner with us to reach your ideal audience while making a difference.
Dear [Recipient],
Here’s the deal: We’re offering you an exclusive opportunity to partner with [Nonprofit Name] as a sponsor of our upcoming [Event/Program]. This is a golden chance to align your brand with a cause that matters deeply to our community and to get your name in front of an engaged, passionate audience.
Why Sponsor?
- Brand Visibility: Your company will be featured in our event promotions, materials and on-site signage. Imagine the eyes on your brand!
- Audience Engagement: Reach a highly-engaged audience of [target demographic], ready to support businesses that give back.
- Impact Recognition: Be acknowledged as a key partner in driving [specific mission impact].
Sponsorship Levels:
- Platinum Sponsor ($10,000): [List of benefits].
- Gold Sponsor ($5,000): [List of benefits].
- Silver Sponsor ($2,500): [List of benefits].
Don’t wait! Contact us at [Contact Information] to secure your sponsorship and start making a difference with us today. Spots are limited!
Thank you for considering this impactful partnership.
To Your Success,
[Your Name]
[Your Position]
[Nonprofit Name]
Legacy or Planned Giving Email
Subject line: Leave a Legacy That Lasts
Email preview text: Imagine your values continuing to make a difference long after you’re gone.
Dear [Recipient],
What if your values could keep making a difference, even after you’re gone?
That’s the Power of Legacy Giving.
By including [Nonprofit Name] in your estate planning, you ensure your commitment to [cause] lives on. It’s not just about giving—it’s about building a future that reflects who you are and what you stand for.
Your Planned Giving Options:
- Bequests: A simple way to include us in your will or trust.
- Charitable Gift Annuities: Receive fixed payments for life while supporting our work.
- Stock Donations and More: Explore other tax-advantaged ways to give.
Why It Matters: Your legacy gift helps secure the future of [Nonprofit Name], ensuring our mission continues for generations to come. It’s an impact that speaks to your values and dedication.
Learn more about how you can leave a legacy that lasts. [Link]
Thank you for considering this meaningful way to give.
With appreciation,
[Your Name]
[Your Position]
[Nonprofit Name]
Volunteer to Donor Conversion Email
Subject line: You’ve Volunteered. Now, Amplify Your Impact!
Email preview text: You’ve seen the work we do. Now, help us do even more.
Dear [Recipient],
You’ve already made a huge impact with your time, passion and hard work at [Nonprofit Name]. But did you know there’s another way to help us even more?
Become a Donor and Here’s Why:
- Deepen Your Impact: Your donation, no matter the size, helps us do even more of the work you care about.
- See the Difference: As a volunteer, you know the challenges we face firsthand. Your financial support can help us overcome them.
- Join Our Donor Family: Enjoy exclusive updates, insider information and special invitations as a valued donor.
Ready to Make Your Gift? [Donation Link]
Together, we can achieve even more.
Thank you for everything you do. Let’s take this next step together!
With gratitude,
[Your Name]
[Your Position]
[Nonprofit Name]
Program-Specific Impact Appeal Email
Subject line: Your Chance to Keep [Program Name] Thriving!
Email preview text: The impact is real. Keep it going with your gift today.
Dear [Recipient],
Here’s the bottom line: Our [Program Name] has been a game-changer, providing [specific service or support] that’s transforming lives. But we need your help to keep the momentum going.
What We’ve Achieved So Far:
- [Success Story 1]: Because of supporters like you, we’ve [specific result].
- [Success Story 2]: Your donations helped us reach [specific goal].
But We’re Not Done Yet.
With demand growing, your support today means we can reach even more people, expand our services and continue making a real difference.
Make Your Gift Today to Keep [Program Name] Thriving! [Donation Link]
Thank you for believing in the power of [Program Name].
To Our Success,
[Your Name]
[Your Position]
[Nonprofit Name]
In-Kind Donation Request Email
Subject line: Make a Difference Without Spending a Dime
Email preview text: Help us with vital resources—no financial donation required!
Dear [Recipient],
Did you know you can help [Nonprofit Name] without even opening your wallet?
We’re in need of vital resources and our in-kind donation program is the perfect way for you to contribute. Here’s how you can make a difference:
How You Can Contribute:
- Equipment and Supplies: [List specific items needed].
- Professional Expertise: Offer your skills in [specific field] to support our mission.
- Food and Clothing: Donate non-perishables, warm clothing and other necessities.
The Impact of Your Gifts: Every item donated directly supports our work, from [specific impact] to [specific outcome]. Your in-kind contribution helps us stretch our budget and do more for those in need.
Ready to Donate? [Link] Learn more about how to give.
Thank you for your generosity!
Warm regards,
[Your Name]
[Your Position]
[Nonprofit Name]
Sustaining Donor Upgrade Email
Subject line: Take Your Support to the Next Level!
Email preview text: Your support is incredible—now, help us do even more!
Dear [Recipient],
You’ve already done so much for [Nonprofit Name], but what if you could do even more?
By increasing your monthly gift, you can help us expand our reach, boost our programs and tackle new challenges head-on.
Here’s What Your Increased Gift Can Do:
- Upgrade from $25 to $50/month: Provide [specific new impact].
- Upgrade from $50 to $75/month: Support [an even larger impact or additional program].
- Go All-In with $100/month: Become part of our Leadership Circle with exclusive updates and recognition.
Are You Ready to Upgrade? [Donation Link]
Thank you for being such a dedicated part of our mission. Let’s take this next step together!
Gratefully,
[Your Name]
[Your Position]
[Nonprofit Name]
Renewal Email for Membership-Based Nonprofits
Subject line: Your Membership Makes Magic Happen—Let’s Keep It Going!
Email preview text: Renew today and keep being a part of something incredible.
Dear [Recipient],
Your membership means so much more than dues—it’s a commitment to [Nonprofit’s Mission]. You’ve been at the heart of our successes, from [specific achievements] to [community impact].
Now, it’s time to renew and keep the magic going!
Why Renew? Because You’re Part of Something Special:
- Exclusive Benefits: Stay in the loop with members-only events, resources and updates.
- Continued Impact: Your support directly fuels [specific program or benefit], driving real change in [community or cause].
- Be Part of the Change: Let’s take on new challenges and seize opportunities together in the coming year.
Renew Today and Keep the Momentum Going! [Renewal Link]
We’ve got big plans—and we don’t want you to miss out. Your renewal keeps our community strong and moving forward.
Thank you for being such an important part of our family!
With gratitude,
[Your Name]
[Your Position]
[Nonprofit Name]
Capital Campaign Fundraising Email
Subject line: Be Part of Our Most Ambitious Project Ever!
Email preview text: A bold new vision and we want you to be a part of it from the start.
Dear [Recipient],
Imagine this: A groundbreaking initiative that changes everything. We’re embarking on the most ambitious project in our history: [Capital Campaign Project Name].
And we want YOU to be part of it from day one.
Why This Project Matters:
- A Bold Vision: Picture a [describe the purpose and impact of the project, e.g., state-of-the-art community center] that transforms lives.
- Key Goals: From [increased capacity] to [improved services], every goal brings us closer to making a real difference.
- Your Legacy, Your Way: Your support will be recognized through [naming opportunities, plaques, donor wall, etc.], ensuring your impact is celebrated for years.
How You Can Make a Big Impact:
- Visionary Circle ($50,000+): Recognition on our major donor wall and exclusive project updates.
- Builder’s Club ($25,000): Special acknowledgment in the new facility and invitations to exclusive events.
- Community Champion ($10,000): Recognition in our campaign materials and on our website.
Join us now as a founding partner! [Donation Link]
Together, we can bring this vision to life. Your support will help create a lasting legacy for [community/cause].
Thank you for considering this remarkable opportunity.
With appreciation,
[Your Name]
[Your Position]
[Nonprofit Name]
Templates for Fundraising Thank-You Emails
Looking for sample donation thank you letters for nonprofit organizations? Look no further. Here’s a complete list of ready to use templates that can inspire your next email!
Major Gift Solicitation Thank You
Monthly Giving Program Thank You
Emergency or Crisis Appeal Thank You
Matching Gift Campaign Thank You
Lapsed Donor Re-Engagement Thank You
Peer-to-Peer Fundraising Thank You
Campaign-Specific Appeal Thank You
Tribute and Memorial Giving Thank You
Grant Funding Request Thank You
Sponsorship Solicitation Thank You
Legacy or Planned Giving Thank You
Volunteer to Donor Conversion Thank You
Program-Specific Impact Appeal Thank You
In-Kind Donation Request Thank You
Sustaining Donor Upgrade Thank You
Renewal for Membership-Based Nonprofits Thank You
Capital Campaign Fundraising Thank You
Thank You for Annual Appeal Email
Subject line: Your Generosity Made This Year Unforgettable!
Email preview text: You made an incredible impact this year. Here’s a glimpse of what you’ve achieved.
Dear [Recipient],
What a year it’s been—because of YOU!
Your generosity wasn’t just a donation; it was a spark that ignited so much good. Because of you, we’ve achieved incredible things: [specific achievements], [key milestones] and countless lives touched.
Here’s a Peek at What You’ve Made Possible:
- [Impact Story 1]: Thanks to you, [specific impact].
- [Impact Story 2]: Your support led directly to [another key result].
We’re on the cusp of even more exciting opportunities next year and we want you to know that you are truly the heartbeat of our mission.
Thank you for believing in what we do and for being the change you want to see in the world.
With gratitude and excitement,
[Your Name]
[Your Position]
[Nonprofit Name]
Thank You for Major Gift Solicitation
Subject line: You’re the Catalyst for Change!
Email preview text: Your decision has sparked a movement. Here’s what’s next.
Dear [Recipient],
Wow—just wow! Your decision to step up and lead with your major gift means the world to us.
Because of you, we’re on the verge of something groundbreaking. Your generosity is the driving force behind [specific project or need]. It’s not just a donation; it’s a legacy, a vision, a future.
What Your Gift Is Making Possible:
- [Specific Achievement]: You’ve made [specific impact].
- Recognition That Resonates: We’re excited to tailor a recognition plan that truly reflects your commitment to change.
- Visible Results: You’ll see your impact unfold in real time, from [specific achievements] to [key milestones].
Thank you for being the catalyst that makes it all happen.
Can’t wait to share the next steps with you!
To your vision,
[Your Name]
[Your Position]
[Nonprofit Name]
Thank You for Monthly Giving Program
Subject line: Your Monthly Gift is Changing Lives Every Day!
Email preview text: Thank you for being part of something bigger—every single month.
Dear [Recipient],
Consistency is powerful. And your monthly gift is proof of that!
Because of your steady, reliable support, we’re able to plan, grow and impact more lives than ever. Your commitment means that month after month, we’re reaching more people, providing more services and making more change.
Here’s What You’re Making Happen:
- $25/Month: Provides [specific benefit] month after month.
- $50/Month: Supports [impact of a slightly larger monthly contribution].
- $100/Month: Covers the cost of [a critical need] every single month.
Your gift isn’t just helping—it’s driving a movement. Thank you for being a rock-solid part of our mission.
Looking forward to sharing even more great updates with you soon!
With deep appreciation,
[Your Name]
[Your Position]
[Nonprofit Name]
Thank You for Emergency or Crisis Appeal
Subject line: Your Support Made the Difference When It Mattered Most!
Email preview text: You stepped up in a crisis. Here’s what your gift has accomplished.
Dear [Recipient],
When we reached out with an urgent call for help, you answered immediately. And thanks to you, we were able to keep our doors open and continue our critical work.
Because of You:
- Crisis Overview Solved: [Describe how your gift helped resolve the crisis].
- Immediate Needs Met: Your support ensured we could [specific immediate actions taken].
Every dollar was put to immediate use and because of your swift action, we turned a crisis into a moment of hope.
Thank you for standing by us in this critical moment. We truly couldn’t have done it without you.
To Your Generosity,
[Your Name]
[Your Position]
[Nonprofit Name]
Thank You for Matching Gift Campaign
Subject line: Your Gift Was Doubled—and So Was the Impact!
Email preview text: Your generosity just went twice as far! Here’s how you made it happen.
Dear [Recipient],
You saw the opportunity and you seized it. Because of your quick response, your gift was doubled—and so was its impact!
Here’s What Your Matched Gift Achieved:
- [Impact Detail 1]: Your $50 gift turned into $100, providing [specific benefit].
- [Impact Detail 2]: With every dollar matched, you helped us reach [specific milestone].
You didn’t just give—you amplified your impact in the most powerful way possible. Thank you for stepping up and making the most of this incredible opportunity.
Can’t wait to share even more good news with you soon!
Warmly,
[Your Name]
[Your Position]
[Nonprofit Name]
Thank You for New Donor Welcome
Subject line: Welcome to the family — you’re making a difference already!
Email preview text: Your first gift is already changing lives! Here’s what you’ve made possible.
Dear [Recipient],
Welcome aboard! We’re absolutely thrilled to have you join the [Nonprofit Name] family.
And we’ve got some exciting news—your first donation is already making waves!
Here’s What Your Gift Is Doing:
- [Impact example 1]: Because of you, [specific immediate impact].
- [Impact example 2]: Your generosity is helping us achieve [another key result].
But this is just the beginning. There are so many ways you can continue to be part of this incredible journey with us — volunteer, attend events or simply stay connected!
Thank you for jumping in and making a difference right from the start!
Excited for what’s next,
[Your Name]
[Your Position]
[Nonprofit Name]
Thank You for Lapsed Donor Re-Engagement
Subject line: So glad to have you back!
Email preview text: Your renewed support means everything to us. Here’s what’s next.
Dear [Recipient],
Welcome back! We’ve missed having you as part of our community and we couldn’t be happier to see you re-engage with our mission.
What’s Happening Because of You:
- New Projects: Thanks to your renewed support, we’re tackling [new initiative] to address [issue].
- Your Impact: Your gift means we can do even more for [specific group or cause].
You’ve made an incredible difference by coming back and we can’t wait to achieve even more together.
Thank you for saying yes again to our mission!
Best,
[Your Name]
[Your Position]
[Nonprofit Name]
Thank You for Peer-to-Peer Fundraising
Subject line: You joined the team — and we’re grateful!
Email preview text: Your support means everything. Here’s what we’ve accomplished together!
Dear [Recipient],
You didn’t just join the team—you’re helping us win!
Whether you donated, shared the campaign or cheered us on, you made a huge difference and here’s the proof:
What Your Support Has Made Possible:
- Personal Impact: [Brief story of a specific impact your support has made].
- Broader Reach: We’re closer than ever to achieving [specific campaign goal]—thanks to you!
Thank you for being a key player in this journey. We couldn’t have done it without you!
Onward and upward!
[Your Name]
[Your Position]
[Nonprofit Name]
Thank You for Campaign-Specific Appeal
Subject line: Your support just launched something amazing!
Email preview text: Your contribution is fueling our exciting new project — see what’s next!
Dear [Recipient],
You did it. Your support has set us in motion!
Thanks to your generous contribution to [Campaign Name], we’re on our way to achieving [specific project goal]. This campaign is already making strides toward [specific impact or outcome] and it’s all because of people like you.
Here’s What Your Gift is Making Possible:
- Direct Action: Your contribution directly funds [specific aspect of the campaign].
- Immediate Impact: With your help, we’re already [specific action or result].
Thank you for believing in our vision and for being an essential part of something big. We’re so excited for what’s to come!
With gratitude,
[Your Name]
[Your Position]
[Nonprofit Name]
Thank You for Tribute and Memorial Giving
Subject line: Honoring their memory with every step
Email preview text: Your tribute gift is making a lasting impact. Here’s how.
Dear [Recipient],
Your gift in honor of [Name] isn’t just a donation — it’s a beautiful tribute that carries their spirit forward.
Here’s How Your Tribute is Making a Difference:
- [Impact Example]: Because of your generosity, [specific cause or program] is thriving.
- Personalized Acknowledgment: [Details on how the tribute was acknowledged].
Your kindness ensures that their legacy continues to touch lives and bring hope to those in need. Thank you for choosing to remember someone special in such a meaningful way.
We’re grateful to be part of this journey with you.
With heartfelt thanks,
[Your Name]
[Your Position]
[Nonprofit Name]
Thank You for Grant Funding Request
Subject line: Thank you for believing in our vision
Email preview text: Your support is fueling a transformative initiative. Here’s what’s next!
Dear [Foundation/Corporation Name],
Thank you for partnering with us to bring [Project Name] to life! Your support means we can now address [specific need] with a focused, strategic approach.
What Your Grant is Achieving:
- Problem Solving in Action: Because of your generosity, we’re tackling [issue] head-on with [specific strategy or activity].
- Measurable Outcomes: We’re on track to achieve [specific, measurable results].
Your belief in our vision and mission is what makes change possible. We’re excited to move forward together and keep you updated on our progress.
Looking forward to the impact we’ll create together!
With appreciation,
[Your Name]
[Your Position]
[Nonprofit Name]
Thank You for End-of-Year Giving
Subject line: Your year-end gift = big impact!
Email preview text: You wrapped up 2024 with a bang—here’s what you made happen!
Dear [Recipient],
Wow! What a way to end the year—your year-end gift has put us in a fantastic position to start 2025 strong!
Because of You:
- Immediate Impact: Your donation helped us tackle [specific challenge].
- Kick-Start for the New Year: We’re ready to take on [new initiative] thanks to your generosity.
Thank you for choosing to make your year-end giving count with us. We’re thrilled to have you by our side as we head into a new year filled with promise and potential.
To an incredible 2025 together!
Cheers,
[Your Name]
[Your Position]
[Nonprofit Name]
Thank You for Sponsorship Solicitation
Subject line: Your sponsorship is creating impact!
Email preview text: Your partnership is already making a difference. Here’s how!
Dear [Recipient],
Your decision to sponsor [Event/Program] wasn’t just a good move—it was a great one!
What Your Sponsorship is Doing:
- Maximizing Brand Visibility: Your brand is now front and center in our promotions, materials and on-site signage.
- Driving Engagement: You’re connecting with a passionate audience eager to support businesses that give back.
- Impact Recognition: You’re now recognized as a key partner in our mission to [specific mission impact].
Thank you for choosing to partner with us. Together, we’re making a huge difference!
To your continued success,
[Your Name]
[Your Position]
[Nonprofit Name]
Thank You for Legacy or Planned Giving
Subject line: Your legacy gift means the world to us
Email preview text: Your planned gift is creating a future filled with hope. Here’s what it means.
Dear [Recipient],
Your decision to include [Nonprofit Name] in your estate planning is truly extraordinary. It’s more than a gift; it’s a statement of your values and a promise to future generations.
How Your Gift Will Make a Lasting Impact:
- Securing Our Future: Your planned gift helps ensure that we can continue our mission for years to come.
- Honoring Your Values: Your generosity speaks to who you are and what you stand for.
Thank you for believing in our work and for choosing to make your legacy a part of ours. We’re honored to have your trust.
With deep appreciation,
[Your Name]
[Your Position]
[Nonprofit Name]
Thank You for Volunteer to Donor Conversion
Subject line: You’ve gone above and beyond!
Email preview text: You’re not just a volunteer — you’re a vital part of our mission!
Dear [Recipient],
You’ve already shown us your dedication with your time and now with your donation, you’ve taken it to a whole new level!
Why This Matters:
- Double Impact: Your donation amplifies the amazing work you’re already doing as a volunteer.
- New Opportunities: We can now tackle even more challenges and seize more opportunities.
Thank you for choosing to support us in every way possible. We couldn’t be more grateful!
Let’s keep making magic happen together!
With gratitude,
[Your Name]
[Your Position]
[Nonprofit Name]
Thank You for Program-Specific Impact Appeal
Subject line: You’re keeping [program name] thriving!
Email preview text: Your gift is making a difference every day. Here’s how!
Dear [Recipient],
Your support means everything to us, especially when it comes to [Program Name]. Because of you, we’re able to keep providing [specific service or support] that’s changing lives.
Here’s What You’re Making Possible:
- [Success Story 1]: You’ve helped us achieve [specific result].
- [Success Story 2]: Your gift directly supports [specific goal].
Thank you for believing in the power of this program. We’re so grateful to have you with us!
With heartfelt thanks,
[Your Name]
[Your Position]
[Nonprofit Name]
Thank You for In-Kind Donation Request
Subject line: Your in-kind donation is making an impact!
Email preview text: You gave what we needed most — and it’s already making a difference!
Dear [Recipient],
Your in-kind donation wasn’t just helpful — it was exactly what we needed!
Here’s What Your Gift Did:
- [Specific Impact]: Because of your donation of [specific items or services], we were able to [achieve specific outcome].
- Stretching Our Budget: Your contribution helped us do more with our resources, allowing us to focus on what matters most.
Thank you for stepping up in such a generous, practical way. Your support is invaluable!
Warm regards,
[Your Name]
[Your Position]
[Nonprofit Name]
Thank You for Sustaining Donor Upgrade
Subject line: You took it to the next level!
Email preview text: Your increased support is making a huge impact. Thank you!
Dear [Recipient],
Wow! By increasing your monthly gift, you’ve just amplified your impact in a major way.
What Your Upgraded Support is Achieving:
- More Reach: We’re able to expand our programs further than ever to help more people.
- Greater Impact: Your increased donation means more services, more support and more change.
Thank you for believing in our mission and for being such a dedicated supporter. We’re excited about what we’ll accomplish together next!
With deep gratitude,
[Your Name]
[Your Position]
[Nonprofit Name]
Thank You for Renewal Letter for Membership-Based Nonprofits
Subject line: Thank you for renewing your membership!
Email preview text: Your renewal keeps the magic going. Here’s what’s next!
Dear [Recipient],
We’re fired up to have you renew your membership! Your commitment to [Nonprofit’s Mission] isn’t just appreciated — it’s celebrated!
What Your Renewal Means:
- Exclusive Access: More members-only events, resources and updates coming your way!
- Continued Impact: You’re fueling the next wave of our progress.
Thank you for sticking with us. We can’t wait to take on new challenges together!
To another great year!
[Your Name]
[Your Position]
[Nonprofit Name]
Thank You for Capital Campaign Fundraising
Subject line: You’re building the future — one brick at a time!
Email preview text: Your support is laying the foundation for something incredible.
Dear [Recipient],
Your decision to support [Capital Campaign Project Name] is nothing short of amazing!
Because of you, we’re closer than ever to making our bold vision a reality — a [describe project goal, e.g., state-of-the-art community center] that will serve countless people for years to come.
What Your Gift is Building:
- [Specific Impact]: Your contribution is laying the foundation for [specific project goal].
- Recognition and Legacy: Your name will be forever etched in our story through [naming opportunities, plaques, etc.].
Thank you for being a founding partner in this incredible journey. We’re honored to have your support!
With deepest appreciation,
[Your Name]
[Your Position]
[Nonprofit Name]
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Understanding Donor Psychology and Segmentation
Effective fundraising emails are created with donor psychology in mind. To do this, nonprofits must segment recipients based on demographics to ensure they connect with their target audiences. Here are some concepts to keep in mind.
The Science Behind Donor Engagement
Conduct research to determine what motivates donors to give, such as:
- Sense of belonging: Donors may give to feel like they are part of a community. You can foster this by staying in contact with donors. Invite them to fundraising events and encourage them to volunteer so they can connect with others.
- Peers are donating: Some donors may donate because their peers are donating. Motivate existing donors to bring friends and family on board to build community. Offer gifts and recognition for these efforts.
- Belief in the organization’s mission: Nonprofits can use fundraising emails to foster a belief in their missions by communicating the hardships their communities are facing and explaining how donations have helped.
- Rewarding experience: Donors often give because it’s a rewarding experience. Send fundraising thank-you emails to let them know you appreciate their donations. Consider sending high-level donors invitations to events, recognition plaques and merchandise.
- Tax breaks: No one wants to believe that donors give for tax breaks alone, but nonprofits that mention this benefit in their fundraising campaign emails draw more donors.
Email Segmentation Strategies for Fundraising
Emails to use for fundraising should follow a segmentation strategy. Consider segmenting donors according to:
- Demographics: Key demographics include gender, education, ethnicity, religion and nationality.
- Donation history: Find out how often donors give and the last time they donated. Use this information to curate emails that bring back donors who haven’t donated in a while.
- Where they are in the funnel: You may also target donors based on their engagement with your organization. For example, if they have checked out your website but haven’t donated, send them follow-up emails to encourage donations. Send informative emails so they can learn more about your company to bring them closer to donating.
Personalizing Fundraising Emails for Maximum Impact
Marketers should create emails following group segmentation strategies. For example, if they are targeting donors in a specific age group, they may consider what that group cares about. They can use that focus as an angle to engage audiences and inspire them to donate.
Similarly, marketing teams targeting donors in specific locations should consider how their locations will impact their willingness to donate and the best times to reach them. Education, ethnicity and religion may also affect your approach. Consider that some donors speak different languages – translate emails to ensure your message is clear.
Names also make a difference. Include people’s names in your emails for a more personalized approach.
Fundraising Email Best Practices
If you’re wondering how to write fundraising emails, consider these best practices.
Writing Effective Subject Lines
Your subject line draws readers in and motivates them to open your email. It must be impactful.
Personalized emails get the highest open rates. According to Klenty.com, emails with subject lines that are not personalized have an open rate of only 16.67%, while personalized subject lines have an open rate of 35.69%. Think about your demographic and use your subject line to give them a personal reason to open your email.
Here are some other subject line strategies that promote open rate optimization:
- Keep subject lines short: 30 to 50 characters are ideal to ensure they don’t get cut off.
- Be clear: Tell the reader what the email is about.
- Create urgency: Motivate the user to open the email by using language like “don’t miss out.”
- Ask a question: Questions pique readers' interest and entice them to open emails.
- Think beyond words: Add numbers, symbols or emojis to make your email stand out.
Storytelling Techniques to Inspire Donations
Storytelling fundraising emails help increase donations. They draw readers in, boosting engagement and getting them interested in your cause.
Fortunately, nonprofits have great stories to tell. They can tell readers about recent success stories for specific causes, people or regions. Organizations can also explain why they are passionate about their causes.
Use emotion to connect to readers and make your stories come to life. Images and videos also help tell your story.
A Strong Call to Action: Driving Donors to Act
A call to action (CTA) in fundraising emails is a strong marketing strategy. Emails should conclude with a CTA that tells readers what you want them to do after reading the email. You may ask them to sign up for your newsletter, browse your website to learn more about your cause or donate.
Your CTA should also include a link that takes them to a page where they can carry out the desired action. Place the link in a highlighted button to ensure visibility.
Design and Formatting Tips
According to Sixth City Marketing, 41.9% of emails are opened on mobile devices, compared to 39% opened on desktops. Organizations must create emails that are well-formatted on mobile devices to ensure they reach their audiences.
Here are some tips to ensure optimal mobile formatting:
- Use a single-column layout that will fit easily on a mobile screen.
- Use large fonts that are visible on smaller screens.
- Resize images so they fit well within your text.
- Include CTA buttons that are easy to tap with your fingers.
- Keep content concise and to the point to ensure you reach readers on-the-go.
Optimal Timing and Frequency
Nonprofit organizations should consider the best time to reach charity supporters. If you research optimal email times, you may find results vary, so it may be better to use a trial-and-error approach. Send emails at different times of the day to determine when you get the most engagement.
The frequency of your emails also matters. You want to remain visible to donors, but if you overdo it, they may become annoyed with your organization.
The Campaign Monitor article cited previously shows:
- 32% of organizations send emails daily
- 41% send emails weekly
- 13% send emails every other week
- 13% send emails monthly
- 2% send emails less than once a month
Again, you must find the cadence that’s right for you. Consider metrics like open rate, click-through rate, unsubscribe rate and delivery rate to determine the best email schedule for your organization.
A/B Testing for Continuous Improvement
A/B testing can help your organization determine which email strategies work best. Send emails with slight variances in content, subject lines, images and other components to determine which are most effective in connecting with your audience.
Here are some A/B testing tips to consider:
- Set testing goals.
- Isolate test variables. For example, change only your subject line or only a section of content so you can identify why readers are engaging.
- Segment your list. Send A/B testing to different groups to determine how they resonate with each demographic.
- Analyze results and draw conclusions.
Compliance with Email Marketing Laws
Several laws are in place to increase cybersecurity and reduce fraud risks. Nonprofits must comply with these laws to build a sense of trust and transparency and avoid fines and penalties. Relevant laws include:
- CAN-SPAM Act: The US Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003 regulates commercial emails and protects consumers and businesses from unwanted emails. It requires commercial emails to identify themselves as advertisements, include methods for recipients to opt out, be free of deceptive subject lines and include the sender’s actual email address.
- GDPR: The EU General Data Protection Regulation is the toughest privacy and security law in the world. It contains hundreds of pages outlining online security guidelines. Although the law pertains to Europe, it is useful for any organization that sends emails internationally.
Leveraging Email Marketing Platforms
Most nonprofits use email marketing platforms to take advantage of automation, easy segmentation and fundraising email templates. Recommended services include:
- Moosend: A popular choice for nonprofits because it is affordable and user-friendly
- Constant Contact: Ideal for event management, helping nonprofits achieve stress-free event organization
- Mailchimp: An automated platform that improves efficiency
- Drip: Various customizable templates and an automated system for single and multiple emails
- DotDigital: Designed especially for charities ensuring a customized approach
Enhancing Donor Relationships Through Follow-Up
Email campaigns require follow-up to motivate donors to contribute once and continue donating. These strategies will keep donations coming.
The Power of Fundraising Thank-You Emails
Thank-you emails let donors know you appreciate their donations. They make donors feel rewarded for their good deeds.
Fundraise.org reveals that 13% of donor attrition happens because donors don’t get thanked. You can prevent this from happening by thanking donors via phone and handwritten notes, but emails are a minimally time-consuming method that’s preferred by many donors.
Strategies for Donor Engagement and Retention
Thank-you notes are only one way to boost donor engagement and retention. Other strategies include:
- Follow-up emails: Follow up with donors who haven’t donated in a while and visitors who have checked out your site but have not donated. Remind them of the importance of your cause.
- Updates: Send past donors updates on new developments. Let them know what you are working on, your goals and new offerings such as swag, etc.
- Impact stories: Donors want to know you are putting their funds to good use. Send impact stories for positive reinforcement and to inspire them to continue donating.
Automating Follow-Up Communications
Automation saves time and allows organizations to focus on the big picture. Many nonprofits automate emails to boost efficiency. However, it’s important to create an automation strategy based on timing and segmentation.
- Determine a schedule for how often you want to send emails.
- Create emails that are personalized for various demographics.
- Set your system to ensure emails are delivered to the right people at the right time.
Measuring Success and Adjusting Strategies
Email campaigns are not set-it-and-forget-it solutions. You must continue measuring your success and adjusting your strategies. Key metrics will provide the insights you need to refine your campaigns.
Key Metrics to Track
Track these metrics to ensure fundraising success:
- Open rates: How many users are opening your emails?
- Click-through rates: How many users who open emails click through to your website?
- Conversion rates: How many users who open emails and click through to your website donate?
Many email programs provide analytics that provide this information.
Analyzing Data for Insights
Nonprofits should use data insights to refine their campaigns.
- Consider the fundraising email templates, content and subject lines that drive the most open rates, click-throughs and conversions.
- Continue to implement strategies that work and eliminate those that don’t.
Adjusting Strategies Based on Performance
Today’s organizations find greater success with data-driven decisions. The data you glean from your metrics will help you determine the best email strategies in terms of content, cadence, timing and other factors. These will help you in your efforts to drive more online donations. Measure your results regularly to ensure success in connecting with your target audience.
Fundraising Emails FAQs
What makes a good fundraising email?
A good fundraising email should contain a compelling subject line and engaging copy. It should feature a CTA message and button. Images and videos can make emails more appealing.
How many words should a fundraising email be?
Ideally, fundraising emails should be between 100 and 200 words. You may exceed this limit if you are telling a story or conveying a specific message. However, it’s best to keep emails brief to appeal to internet users’ short attention spans.
What’s the best time to send fundraising emails?
There are various opinions on the best times to send fundraising emails. Do some research, and you will find different advice on the best time of day and best day of the week to email. Determine when your audience is engaged to build a schedule that works for you.
How can you incorporate email design trends within your brand?
Email trends for fundraising include clear CTAs, compelling subject lines, segmentation and personalization, thank-you emails and welcome emails. Consider these when creating your email campaign.
How big should your donate button be?
There are no specific guidelines regarding how big your donate button should be.
- It should be large enough to fit within the text with some padding.
- It should be sizable, but it should not dominate the page.
- Place the button where people can see it.
- Make it a contrasting color so it stands out against the background.
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