When I started fundraising over 20 years ago, online giving was still a brand-new concept. Back then, we relied heavily on phone calls and direct mail to reach donors. Suggesting an annual fund campaign built around email instead of those tried-and-true methods would have been laughable–and in 2006, I experienced just that. 

But oh, how the times have changed.

Today, email is not just a tool; it’s the most cost-effective way to build relationships with your audience and convert them into loyal, passionate donors. It's personal, scalable, and instantaneous. But here's the catch: crafting an email that inspires action is both an art and a science. Let’s dive into what it takes to make your emails not only stand out in crowded inboxes but also motivate donors to click, give, and support your mission.

Start With a Strong Foundation: Know Your Audience

The best fundraising emails feel personal—like they’re written just for the recipient. To achieve that, you need to truly understand your audience. Segment your email list based on giving history, interests, or engagement level. This way, your emails can speak directly to their values and connection to your cause.

Pro Tip: Always address your donors by name. It seems simple, but “Dear Friend” doesn’t have the same emotional pull as “Dear Gabie.”

Hook Them With a Compelling Subject Line

Your subject line is your first (and often only) chance to grab attention in a crowded inbox. With hundreds of emails vying for your donors’ attention every day, it’s crucial to make yours stand out. Think of it as the headline to your story—it needs to spark curiosity and inspire action.

Best Practices for Writing Subject Lines:

1. Be Clear and Direct: Your subject line should give donors a clear idea of what’s inside the email. Ambiguity can lead to confusion or disengagement.

• Example: “Help 50 families find warmth this winter”

2. Tap Into Emotion: Emotionally charged subject lines drive action. Use words that convey urgency, gratitude, or hope.

• Example: “You can be a hero today for a child in need”

3. Keep It Short and Sweet: Aim for 6-10 words or 50 characters. Mobile users often see truncated subject lines, so get to the point quickly.

• Example: “Every dollar doubles your impact today”

4. Personalize When Possible: Using the donor’s name or referencing their past support can make your email feel more personal.

• Example: “Gabie, your gift made an impact last year—join us again!”

5. Create Curiosity: Pique their interest with a question or an intriguing statement.

• Example: “What’s the impact of $25? More than you think.”

Open With Emotion

Your opening sentence should immediately connect the donor to your mission. Whether it’s a heartfelt story, a shocking statistic, or a compelling question, your opening needs to grab their heartstrings and not let go.

Example Opening:
“Last week, a single mom in our shelter sat down for her first hot meal in three days, thanks to donors like you. But there are more families waiting for help—and we need your support to reach them.”

Tell a Story That Inspires Action

Donors give because they care about people, not numbers. Stories humanize your mission and make your impact tangible. Focus on one person, one family, or one community your organization has helped. Let their story illustrate the problem and how donors are the solution.

Story Structure:

1. Introduce the problem.

2. Share the human impact.

3. Show how donors make a difference.

4. End with a clear call to action.

Be Clear About What You’re Asking

Don’t leave donors guessing about what you want them to do. Be direct and specific in your ask, whether it’s making a one-time gift, signing up for monthly giving, or sharing your email with a friend.

Good Example:
“Your $25 donation today can provide 10 meals for families in need. Click here to make a difference: [Donate Now]”

Bad Example:
“We appreciate your support. Please consider donating.”

Keep It Short and Sweet

While storytelling is important, emails should be easy to skim. Limit your email to one core message and keep paragraphs short. Use bold text, bullet points, or links to draw attention to key points.

Include a Strong Call to Action (CTA)

Every fundraising email should have one clear, compelling CTA. Whether it’s “Donate Now,” “Make an Impact,” or “Join Us Today,” your CTA should stand out with a button or bold hyperlink.

CTA Best Practices:

• Use action-oriented language (e.g., “Help a child in need today”).

• Make the button color pop.

• Ensure it links directly to your donation page (don’t make donors search for it).

Show Gratitude

Even before donors give, thank them for being part of your community and for caring about your mission. Gratitude fosters goodwill and encourages long-term support.

Example:
“Thank you for believing in our vision and for standing with families who need us most. Your compassion changes lives every day.”

Optimize for Mobile

Over 50% of emails are opened on mobile devices. Make sure your email looks great on a phone:

• Use a single-column layout.

• Keep your CTA buttons large and clickable.

• Test your email on multiple devices before sending.

Test, Test, Test

Before you hit “send,” test your email! Check for typos, broken links, and formatting issues. Send a test email to yourself and a colleague to ensure everything looks and works as it should.

Measure Your Success

Once your campaign is live, monitor open rates, click-through rates, and conversion rates. Use these insights to refine your strategy for future emails. If something isn’t working, don’t be afraid to pivot.

Ready to put these tips into action? Start with one email this week and see how your donors respond. Remember, your words have the power to change lives—use them wisely.

When done well, email fundraising is one of the most effective ways to connect with donors and inspire action. It’s about more than just raising money—it’s about building relationships, sharing your mission, and making donors feel like the heroes they are.

Crafting powerful emails takes practice, but with the right approach, your words can move mountains. So as you sit down to draft your next email, think about your donors, their values, and the impact they want to make. Then, write to their hearts.

Need help creating emails that inspire and convert? Let’s chat. At Sprout Fundraising & Consulting, I specialize in helping nonprofits like yours craft messaging that drives results. Together, we can build a strategy that raises more funds and makes a bigger impact.