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2020 has been an unconventional year for the global economy. As a result, hundreds of nonprofits face dramatic changes in their fundraising efforts. Now, more than ever, charitable organizations are relying on philanthropic opportunities to help raise awareness and reach their financial goals.

Luckily, organizations have over four months to prepare for Giving Tuesday. Nonprofits should maximize this potential by developing an online marketing campaign that broadens reach while increasing donations.

Not sure how to create a strategic email campaign as you plan for Giving Tuesday? Campaign Monitor can help.

What is Giving Tuesday?

Giving Tuesday is an international day of contribution. It occurs the Tuesday after Thanksgiving to offset the commercialism of Black Friday and Cyber Monday. For 24 hours, the public is urged to give, collaborate, and celebrate generosity. What began as a call for simple acts of kindness has evolved into a worldwide movement. The event has raised more than $1 billion for charitable organizations.

Giving Tuesday is successful because of its visibility and a growing desire among communities to help those in need. Social media and the internet provide an expansive platform to share missions and request donations across several networks. This creates a combination of societal pressure, public demonstrations of generosity, and feel-good support.

Nonprofits simply register online for a free donation page to participate. They create a campaign, promote their organization, and accept tax-deductible contributions on Giving Tuesday. Donations received during that time may be eligible for matching gifts. There are no fees associated with the Giving Tuesday campaigns. As a result, any money a nonprofit raises during Giving Tuesday is theirs to keep.

How Giving Tuesday benefits nonprofits

Giving Tuesday is the most philanthropic day of the year. As such, it offers several benefits to nonprofits. Organizations can reach a global audience and raise awareness about their cause. On social media alone, #GivingTuesday received 20 billion impressions last year. As people search for and post about ways to participate in Giving Tuesday, many of them will likely see your organization’s name. Giving Tuesday also promotes the collaboration of ideas between groups. This helps foster creativity, generates success, and exponentially broadens reach.

Additionally, Giving Tuesday provides a terrific opportunity to collect donor data. This is important because an average of 45% of donors make another gift to the same nonprofit the following year. Giving Tuesday helps make initial introductions. Once you’ve collected donor information, you’re able to reach out to those people for future asks. With a clever strategy, nonprofits can capitalize on this event to generate leads and maximize donations.

Impact of email on nonprofit Giving Tuesday marketing strategy

There are many ways to promote your Giving Tuesday campaign. One of the most effective tactics is a strategic personalized email marketing campaign. It’s a great way to spread the word about your mission, reach potential donors, and help achieve your goals.

A strategic email campaign can help you develop a loyal donor base. It expands your reach and drives more donations to your organization. Seventy-eight percent of online users said personalized emails increased their monetary intent. When faced with a personal appeal, people are more inclined to feel a sense of responsibility. This leads them to act.

Use your email campaign to establish a genuine connection with your audience. Donors are more likely to contribute to familiar and trustworthy organizations. Share a story or an image that elicits an emotional response. Show your constituents about why they should care about your cause. Including a clear CTA button in your messages can yield a 25% increase in click-through rates. All of these elements can lead to an increase in readership and a rise in donations.

4 nonprofit email campaigns for Giving Tuesday

Every day, there are nearly 306 billion emails sent and received worldwide. With careful planning, email can be a highly effective way to communicate with your audience. The following examples portray the four major steps to adhere to when planning a successful Giving Tuesday email campaign. 

1. Introductory email

Raise awareness and build excitement with an introductory email leading up to the event. This first send should have a catchy subject line to grab readers’ attention. Content should explain Giving Tuesday and announce your organization’s participation in the movement. Show examples of how constituents’ contributions can help the communities you benefit. By contacting readers in advance, you prepare them to donate the day of the event.

In this effective announcement, Charity: Water does a terrific job of concisely explaining their cause. This is followed by an update on their achievements to date. They set a clear goal for their Giving Tuesday campaign and then they close with a teaser promising more details to come. An eye-catching image at the top of the email draws readers in. A clear CTA link directs people to their website to learn more about their efforts. With this email, Charity: Water has successfully introduced its organization and Giving Tuesday to its viewers.

Giving Tuesday announcement nonprofit email example

Source: Really Good Emails

2. Reminder email

It’s likely your audience will be inundated with emails announcing Giving Tuesday campaigns. Stand apart from other nonprofits by sending reminder messages to help keep your message top of mind. Reminder emails can arrive in the days leading up to Giving Tuesday. They could also be used throughout the day of the event. 

Countdown clocks and real-time updates let your supporters know how the campaign is going. These urgent reminders can increase a person’s willingness to share your news with their own contact list. The more people who see your message, the higher the chance you’ll meet your goals.

North Shore Animal League (NSAL) used this tactic for their Giving Tuesday campaign. On the day of the event, they distributed emails that included a countdown clock to show how much time donors had left to act. These emails also included a donation meter to track progress toward their goal throughout the day. 

NSAL used several effective techniques in this campaign. They opened with a large photo of adorable puppies looking for a home. They continue with powerful, emotional wording like “save” and “before the clock runs out.” This creates a sense of urgency for donors to act. Additionally, NSAL includes multiple CTA buttons to encourage readers to donate. However, instead of “Donate here,” the wording focuses on their matching gift option.

Giving Tuesday same-day reminder nonprofit email example

Source: Campaign Monitor

3. Letter from a leader

People give to an organization because they have a personal, vested interest in its mission. For that reason, consider sending a Giving Tuesday email from someone personally involved with the charity. Studies show that donors enjoy hearing from a specific person at the organization. Send a testimonial or heartfelt plea from an employee or volunteer. For even greater impact, send an email from a leader in your organization.

By sharing personal stories about your nonprofit’s impact, you’re building a relationship with your audience. You’re no longer an entity asking for money; rather, you’re a group of people with similar passions and interests working together for a greater good.

The Red Cross sent an email on Giving Tuesday from their VP of Humanitarian Services. At the top of the email, she shares a personal note to the recipient. This seems as though she’s forwarding information she thought the reader would particularly enjoy. This section also includes a photo of her with a beneficiary of the Red Cross’s services. This, coupled with her plea for help, has an emotional impact. She’s clearly passionate about the mission of the Red Cross and feels the reader should be too.

Giving Tuesday leadership nonprofit email example

Source: Campaign Monitor

4. Thank you email

As a nonprofit, one of your goals is donor retention. It costs 50% to 100% more to obtain new donors than the money you’ll get from them. One of the easiest ways to keep your donors is to show them appreciation.

The final step in your Giving Tuesday email campaign is a thank you email. Once the event has ended, send a message with totals and updates regarding your goals from the campaign. Let people know what they were able to help you achieve. Encourage them to continue to donate to your cause. Include a CTA that directs readers back to your website. Add a personal touch by sending this email from the head of your organization. 

Autism Speaks followed up with their Giving Tuesday donors with this message of appreciation. The organization’s president and CEO sent a heartfelt thanks that complimented their supporters. She reminded everyone that their donations went even further with a matching gift opportunity. The email also offers a CTA button and a link, both of which direct readers to a donation page. With this message, donors feel that their contributions are valued, and the nonprofit extends the possibility for more gifts.

nonprofit Giving Tuesday thank you email example

Source: Campaign Monitor

Wrap up

As nonprofits seek philanthropic opportunities, they should begin planning for Giving Tuesday. An effective email campaign strategy can help raise awareness and increase donations. These nonprofit email campaign examples depict the four significant steps to a successful Giving Tuesday campaign: 

  • Introductory email to announce the campaign and prepare donors to participate
  • Reminder email to increase awareness and create a sense of urgency
  • Letter from a leader in the organization to foster relationships and drive passion
  • Appreciation email to thank all who gave and update them on how their contributions helped you to achieve your goal

With careful planning, a creative strategy, and an effective email campaign, Giving Tuesday can be an extremely beneficial event for nonprofit organizations.

For more information about how we can help your nonprofit prepare a Giving Tuesday email campaign, contact our sales team today.

As COVID-19 impacts a variety of industries worldwide, nonprofit organizations are among the most heavily affected. The human and economic toll of this pandemic is immeasurable.

With business closures and company layoffs, businesses and community members have less money to contribute to philanthropy.

Social distancing policies and stay-at-home mandates mean in-person events like fundraiser galas and walks/runs are canceled. Nonprofits rely on these sources of contributions to keep their organizations running.

How can nonprofits drive donations during times of economic uncertainty? Campaign Monitor can help.

Communicating with donors

Nonprofits know the importance of fostering strong relationships with their donors. Economic uncertainty is the time to strengthen those ties and lean on donors for support. As you begin to re-evaluate your marketing plan to navigate these hard economic times, you’ll want to determine how your donors prefer to receive messages from you. This is a crucial time for effective communication.

According to a recent study, 41.6% of donors prefer email as their primary form of contact with nonprofits. Additionally, 17% said they want to receive an email from an organization representative.

How donors prefer to hear from nonprofits

Source: Campaign Monitor

Clearly, email is an effective marketing tool for nonprofits and should be used in your communications strategy. It’s a trusted and secure avenue, widely used across all demographics. Its combination of images and text provide an effective tool for telling a story. Whether that story focuses on your charity or the needs you’re meeting with donor funds, these emails help you connect with your audience on a personal level. That kind of connection can lead to more support for your organization.

Your emails can tell a story

Source: Campaign Monitor

Effective email messaging

Now that you know how to reach your audience, the next step is to determine the approach to your messaging. Your organization may indeed be suffering from the economic downturn caused by COVID-19. But reaching out with emergency solicitations may not only keep donors from responding; it may turn them off from making future contributions.

Donors view their contributions as investments, and nobody wants to invest in an organization on the brink of financial ruin. They want to feel that their money is being used wisely to help toward long-term success. Here are ways email communications can strengthen your relationship with donors and drive donations during economic uncertainty.

Be transparent.

While you shouldn’t emphasize the ways your organization is suffering, it’s essential to be open about the challenges your nonprofit is facing. Explain to donors why your services are important, especially now, when times are hard for so many. Address strategies you have for moving forward. Outline ways their support can alleviate the vital need created by COVID-19. Thoughtfully explain the urgency involved while informing, inspiring, and finding ways to collaborate as you work toward a solution. Remind them that their funds not only help your organization but help the community you serve.

Be grateful.

Appreciation goes a long way. Research shows that the primary reason donors stopped giving to a charity was that they no longer felt connected to the organization. No matter their level of contribution, all donors need to feel that their generosity is appreciated. There are any number of other ways people could be using their money. When they choose your organization, especially in a time of financial uncertainty, they deserve to be acknowledged.

Personal thank you emails can be achieved in several ways. Highlight a specific example of how donor funds have benefited others. Consider including a brief video portraying ways the donor’s gifts are making a difference. Take a celebratory approach. Rather than simply thanking them, congratulate them for their role in helping to achieve a goal. These kinds of communications help donors feel connected to your organization and increase the likelihood that they’ll contribute in the future.

Personalize congratulatory thank-you emails

Source: Campaign Monitor

Be specific.

Studies show that 68.8% of donors are more likely to give a donation when faced with a specific, compelling need. The economic toll of today’s pandemic may indeed be impacting your organization in several ways. Assess your needs and ask for funds that could be targeted for specific uses. People seem to be more generous when they see how their donations can solve a particular issue.

Asking for a large, seemingly arbitrary amount of money can be overwhelming and off-putting to donors. Those who can’t afford such an amount may disregard the gift entirely, assuming someone with more resources will cover that cost. By assigning a specific amount of money to a certain need, donors see the donation as financially manageable. They’ll understand how far their gift will go and how it’ll help. This can lead to an increase in contributions.

Ask for donors to fill a specific need

Source: Campaign Monitor

Components of an effective email

Email messaging is extremely important. But features that entice contributors to open emails, digest them, and take action are even more important. A compelling story doesn’t do any good if it winds up in people’s trash bins. Consider these components to build a successful email campaign to drive donations to your organization.

Enticing subject lines

Email subject lines with seven words tend to lead to higher click-through rates. With such a small number, you’ll want to choose your words carefully. Replace “donate” with “helping” and “fundraising,” as these resonate better with potential donors. Emphasize importance with words like “now” and “urgent” and reference timelines such as “tomorrow” and “midnight.” These not only give a sense of urgency, but they appeal to a reader who doesn’t want to miss out on an opportunity.

Use the subject line to ask a question. Get people thinking and considering their role and whether they’ll take action to help. Add a personal touch to your message by tailoring the subject line with a reader’s first name. Examples of effective subject lines for nonprofit emails include:

  • You can be a hero for $25
  • We can’t solve {problem} without you, {first name}
  • {First name}, will you help us reach our goal?
  • Donate by midnight to help save lives
  • Your last chance to support {cause}

Manageable content

While it’s important to share your story, people are only willing to invest so much money and time. Convey the need for donor assistance in short paragraphs that are easy to read. Overwhelming text isn’t compelling and can actually serve as a detriment to your cause. Make it personal, appealing, and concise.

Example of concise, manageable content

Source: Really Good Emails

Clear CTA

A CTA is one of the most important elements of your email, as this directs people to make a move. Use direct, simple messaging, so it’s clear what you’re asking of your readers. Appeal to your audience by evoking emotion. Give them a sense of the importance of their contribution and urge them to become involved. Call for an action that relates specifically to your cause. Take the guesswork out of donations and use a CTA that clearly defines the donor’s role. Lastly, the CTA should be prominent and easy to find in your email. Examples of effective CTA for your emails include:

  • Sign up to volunteer
  • Inspire change
  • Support a child
  • Volunteer to plant a rose garden
  • Donate $20

Example of a specific call to action

Source: Eisemann Center for Performing Arts

More ways to succeed

An effective email marketing strategy isn’t the only way to drive donations during COVID-19. Seek assistance beyond financial support. In an economic crisis, there are several ways people can help without spending any money. Ask donors for their advice and help in creating a strategy and inquire whether they can make introductions to other prospects. See how supporters can prepare matching gifts to help drive more donations and determine the strategic plans foundational donors employ when resources are limited. See what advice they can offer to help you position your cause as a priority to others.

It’s a great time to build your online presence. The internet offers a variety of benefits to nonprofits, allowing you to reach a younger target audience and provide followers with more ways to participate in your efforts. By building a social media following and creating compelling content, you’ll engage followers and increase support for your cause. Think about using online video conferencing tools to connect with your audience on a more personal level.

Wrap up

The economic impact of COVID-19 is far reaching and potentially long lasting. As a result, charitable organizations should focus on an effective email campaign to appeal to donors and connect them with your mission. Nonprofits can drive donations during times of economic uncertainty by taking the following actions:

  • Connect with donors through transparent messaging
  • Show gratitude for the offerings of your constituents
  • Be specific in your asks
  • Create emails with strong subject lines, concise content, and a compelling CTA
  • Ask for help from and collaborate with experienced individuals
  • Build an online presence

Reassess your goals, continue to foster relationships with your constituents, and stay the course. Your donors want you to succeed and, with a thoughtfully planned email campaign, they’ll help you survive an economic downturn.

For more information about how we can help your nonprofit with email marketing after COVID-19, contact our sales team today.

This post was originally published November 2015, updated May 2020.

The season for holiday shopping, family feasts, and gift giving: The last few months of the year are a busy time for everyone—especially nonprofits.

While retailers are busy with glitzy sales events featuring the year’s must-have items, nonprofits are also working hard to capitalize on the season of giving.

But whether it’s clutch time for nonprofits, or you’re looking to improve your strategy throughout the course of the year, there are certain methods of fundraising that email can always facilitate. Before getting into those emails, lets cover the basics of donation solication.

How to inspire donations

About 50% of nonprofit organizations receive the majority of their donations between October and December, according to a GuideStar survey. In 2015, the average U.S. donation was $137, with over 698,961 donors and a total of $358.4 billion according to Giving USA.

With so much riding on the last few months of the year, it’s important to use email marketing as a donation vehicle.

How do nonprofits fundraise?

Fundraising opens the door for nonprofits to not only raise money, but also raise awareness. One of the best parts of fundraising is the fact that there are quite literally hundreds of different ways to go about it. A few samples of popular fundraising ideas for nonprofits include:

  • Crowdfunding
  • Peer-to-peer fundraising
  • Walks or races
  • Trivia nights or charity auctions
  • Online donations
  • Email fundraising
  • Donation kiosks

How do you solicit donations?

Donors are a critical piece of the puzzle when it comes to nonprofits reaching goals and remaining open. That means that nonprofits must employ marketing tactics to fundraise—but how does one do that without coming off as money-hungry?

The best way to market to donors is to have a clear story and tell it in as many ways as possible. You have a cause that impacts people—so turn that into a story and market it to the your audience.

When we say “make it into a story,” that doesn’t mean make up a story. This is where personal experiences and testimonials play a significant part in the nonprofit fundraising cycle.

plain text donation email that highlights a testimonial with photo

Source: Hope Abounds

People are touched by personal testimonials, like this one by Julie. Taking this story and sharing it in your email marketing is a great way to generate new donations as readers can see that their money is going to a worthwhile cause.

How often should nonprofits send emails?

While many marketing teams may want a direct answer as to how often they should be sending out their emails asking for donations, there’s no one right answer. It all comes down to the nonprofit and their audience.

The best way to determine how often you should send out emails is to run A/B tests and monitor key performance indicators to see how often your readers interact with the emails you send. Imagine you begin sending emails once a month and want to increase it to bi-weekly. Try it out for a few months and see what the open and click-through rates look like, as well as your unsubscribe rates. This will give you an idea of how often your readers want to hear from you.

Setting up a preference center is another great way to determine just how often your subscribers want to receive your content.

Nonprofit fundraising emails to help inspire donations

Wether sending in peak #GivingTuesday season or during a big campaign push, there are specific emails that may attract and inspire your audience more than others. Gather ideas from these examples, then test with your own audience to see what they respond to.

1. Gift guide email

During the holiday season, people need a little help in the gift department. To provide inspiration, businesses create gift guides to showcase must-have presents.

Why not try creating a gift guide for your nonprofit? The Red Cross does. Rather than simply asking for a specific monetary donation, this nonprofit and Campaign Monitor customer shows its subscribers what gifts can be bought with those donations.

Red Cross gift guide example - nonprofit marketing emails

For example, $25 buys five blankets for a displaced family, or a donation of $100 provides meals for 10 people.

This handy gift guide turns donations into tangible gifts. By showing subscribers what their donation can do, it makes an emotional connection that encourages more subscribers to act.

It’s a great alternative to the standard “please give money this holiday season” email.

Tips for creating a gift guide:

  • Set a variety of donation amounts. From $5 to $500, every donation counts so make sure your holiday guide includes amounts that fit every budget.
  • Be visual. Show subscribers what “gifts” their donations provide with great images. To help subscribers make a connection, use images of real people whenever possible.
  • Include a call to action. Make sure the gift guide provides a clear call to action that directs subscribers to a shopping or donation page.
  • Include a shareable link. Ask your subscribers to share the gift guide with others by including a link that allows them to share it.

2. Story email

There’s power in storytelling. If your organization helps those in need, share stories with subscribers to help them understand how important their donation is.

Sure, you could explain that a $10 donation feeds a homeless person for one night, but you can go further than a simple explanation. Don’t just tell donors how their gifts help—show them.

Ask a few people that your organization helps to share their story. You’ll be surprised at the number of people who are willing to share their story as a way to thank your organization for the services provided.

Once you have a few willing volunteers, interview each person, learn about his or her situation and tell their story to your subscribers.

You can create a short article and include it along with a call to action to donate in an email. Here’s an example from UNICEF:

UNICEF nonprofit email example - nonprofit marketing emails

In this example, the brief story of a thirteen-year-old girl, Fatima, helps describe the need for people to act. In this case, UNICEF is asking subscribers to sign a petition.

Storytelling tips:

  • Tell a story, not a promotion. The story should focus on a person, not how your organization saved the day. Mention how you help, but make sure the story is fueled by the details and emotion of the person in need.
  • Include a picture. Make sure you share a picture of the person; it brings the story to life.
  • Make a connection to the holiday season. After telling the story, mention your need for holiday donations (if you’re sending during the holidays). Or if you can tell a story about someone in need during the holidays that’s even better.
  • Consider including a video. Creating a video has never been easier. Consider telling a story through video and sharing a link to it via email and on your social sites.

Use an email template for quick, professional sends.

Having a well-designed email can make or break a donor’s conversion. Try out Campaign Monitor’s donation template to make your fundraising email count.

Try out the donation template. Customize and edit one of our mobile-ready email templates.

3. Refresher email

The holiday season is a good time to remind donors what your organization is all about.

Create an email that outlines your organization’s mission and the good it does. Consider adding a bulleted list that outlines the number of people helped, and next year’s goals. Or, create a short video that looks back at this year’s accomplishments, explains new initiatives for the year to come or reminds donors about the year-round need.

Check out this example from St. Jude:

Donation email from St Jude's

The purpose of this email is to inform and solicit donations. Remember, you need to send a diverse variety of emails (even during the holiday season). If you send too many “please donate” emails, you may burn out some donors. Remember, they may be, and probably are, getting many requests for donations this time of year.

A refresher email is the type of email that builds trusts between you and your donors while offering a crash course in why your organization is worth donating to.

Tips to create a refresher email:

  • Keep it short. Everyone is busy, but even more so during the holiday season, so keep it brief.
  • Consider creating a video. Emails with video have a 53% higher click to open rate than those without. It’s worth taking a little time to create a short (1-2 minute) video this season.
  • Help donors learn more. Provide links to your website and social channels in the email to help donors continue their learning process.

4. Event email

A lot of nonprofits host holiday events. Whether you’re hosting your annual gala, coat drive, food collection, or charity auction, use email to invite guests.

Be sure to explain what the event is and tell donors what to expect. Encourage guests to come by explaining what’s in it for them.

nonprofit event email by amnesty international

Once you send out your initial email, you can use marketing automation to send reminder emails as the event gets closer.

Tips to create and send an event email:

  • Double check the details. Run through your email and make sure all of the information is correct. You don’t want to send an invitation with the wrong date or address.
  • Offer perks to those who RSVP early. Give early bird RSVPers something special like a free t-shirt, a chance to win a giveaway or a VIP tour of your facility.
  • Create an event on Facebook. To cross-promote your event, create a Facebook event and let people RSVP. Facebook explains how to set up an event in five easy steps.
  • Provide additional information in reminder emails. When you remind people about your event via email, offer additional information like parking suggestions or a list of speakers featured at the event.

5. Thank you email

When a donation is made, you should follow up with a thank you. It’s important to show gratitude to donors, no matter how big or small a donation is.

The Red Cross takes the thank you email one step further by explaining exactly where the donation went.

Red Cross thank you email example - nonprofit marketing emails

The email thanks the donor for his donation of blood and explains that the donation is headed to a specific hospital. It also encourages the donor to share his good deed on social media. It even uses a specific hashtag, #RedCrossOnTheWay, that the donor can use.

This follow-up email accomplishes a lot. It says thanks, follows up on the donation and encourages the subscriber to share some social love on Facebook and Twitter.

Tips to create and send a thank you email:

  • Say thanks. A simple message of gratitude should be the first item in the email.
  • Reinforce the decision. Remind the subscriber why their decision to donate to your organization was a great one.
  • Cross-promote. The Red Cross uses a thank you email to promote a social campaign. It’s a great example of cross-promotion—one that could drum up more support during the holidays.

6. Bonus: a personal email

Another excellent example of a nonprofit email fundraising example is the personal email. The personal email does more than just address the reader directly. It can either provide a personal story that’ll resonate with the reader or it can be a one-on-one style email from someone higher up in the company.

Take this example by Politician Bernie Sanders:

a long email from Bernie Sanders that helps raise money for his campaign year round

In this email, which clearly is written by Bernie’s marketing staff, the person speaking to the reader (AKA “Bernie”) is giving the reader directions to take action and doing it as if they’re having a one-on-one conversation. This gives the reader incentive to participate.

Another example of a personal email is telling a story of someone whose life will be impacted by giving to your nonprofit. This example by charity : water does an excellent job of sharing a personal story to readers in order to encourage donations.

Nonprofit email from charity : water that focuses on a personal story

Source: Really Good Emails

In this email, we meet Srey from Cambodia. She’s from a village that doesn’t have quality water to help them survive day to day. This email tells readers that, with their donation, they’re providing Srey with the necessary means to get that clean water to help her and her village survive.

Tips for creating a personal email to potential donors:

  • Tell a real story. Tell a story about someone or something impacted by the donation of the reader. This makes the mission tangible,
  • Get detailed. Spare no detail with how the donation is going to help.
  • Provide perspective. Addressing the reader from the point of view of someone higher up in the nonprofit makes the reader feel as if they’re important enough to the organization that the leader needs to reach out to them.

Wrap up

As your peak fundraising season approaches, you don’t have to scramble to find email inspiration for your next donation drive—it’s all right here for you. Use these five examples to create effective emails that collect the donations your nonprofit needs to succeed.

Looking for a more comprehensive guide on email marketing for nonprofits? Check out our Ultimate Guide to Email Marketing for Nonprofits today.

This is a guest post from Adam Weinger at Double the Donation.

If you’re a nonprofit professional, you likely know that it’s more practical and cost-effective to bring back repeat donors than to be on the search for new ones.

This means that boosting your donor retention rate, or the yearly change in the number of returning donors over the previous year, is the key to running a successful and sustainable organization.

But what happens if you’re having a difficult time engaging with your supporters or noticing an increasing level of lapsed donors? How can you re-capture the hearts and gifts of your generous supporters?

Bringing your fundraising campaigns to the digital sphere is one of the most effective ways to both maintain your current donor network and expand outward. More specifically, using appropriate digital resources can provide actionable insights to start improving donor retention at your nonprofit.

So what’s the key? All fruitful donor relations boil down to effective communication processes. Strengthen your donor retention practices with these 5 digital communication strategies:

  1. Build out your email list.
  2. Grab attention from the start.
  3. Take advantage of effective templates.
  4. Implement A/B testing.
  5. Maximize your media presence.

As we walk through this helpful guide to retaining and attracting new donors with boosted donor retention skills, you’ll receive a combination of top tips and key insights that’ll bring your organization to the next level through a solid growing donor base.

Find out what donors and nonprofits said in our nonprofit survey.

1. Build out your email list.

One of the most basic foundations of a solid communication and donor relations strategy is a strong email marketing plan. Of course, the contents of a well-crafted email are essential to the success of the campaign, but the first step is always to start with building a sufficient email network.

Whether you’re building your email list from scratch or starting with a basic group of supporters, you can give a few of these network-building tactics a try. Be sure to gather donor contact information through all available avenues, including:

  • Appealing CTAs: make your CTAs clear and specific, so that users know what’s being asked of them (in this case, just an email address).
  • Event signups: when supporters register for or sign in at a fundraising event hosted by your organization, make sure to add them to your email network.
  • Donation forms: collect contact information from donation forms when a donor makes a gift, then add them to your email list for ongoing communication.
  • Downloadable resources: offer a practical resource, newsletter, report, or guide that’s made available after a user submits an email address.

Once you’ve established a solid band of email contacts, you’re ready to get started with the outreach portion of your campaign.

However, it’s important to note that you should never stop growing your network. Keep adding new contacts at every opportunity to create a dynamic base of supporters.

Explore the email benchmarks for nonprofits here.

2. Grab attention from the start.

The first few emails you send are the key to ensuring a successful email campaign. If your messages are too dry or generic, you run the risk of new supporters clicking that unsubscribe button right from the get-go.

Avoid losing followers with these tips for writing more engaging emails:

  • Send a welcome/introductory message. Don’t ask for donations in your first email. Maybe the recipient has just given recently, or maybe they’re still figuring out who you are. Either way, it’s good practice to send out a “get to know you” message to further engage supporters without soliciting a donation. Share your nonprofit’s background and current goals so supporters can get better acquainted with the organization.
  • Offer unique ways to get involved. Encourage donors to get involved in a unique way that can grab attention right from their inbox. One great way to do this is through promoting matching gift programs. Try using an intriguing subject line like, “Do you want to make your gift go twice as far?” Donors love the idea of making a bigger impact without a greater cost to them. This way, you can garner attention and increase your open rate and, ultimately, donations.
  • Don’t forget to say thank you. One of the greatest cited reasons for donor lapse is the lack of appreciation by the nonprofit. If a donor doesn’t see the impact of their gift or feel valued by the organization, they’re less than likely to ever give again. Be sure to send out a personalized thank you message to your supporters for every donation made.
  • Keep supporters up to date. On a similar note, donors want to know how their money is being used. Keep your supporters in the loop when it comes to updates on projects and programs being established with the help of donor funding. Include photos to most clearly demonstrate the impact that donors make as well.

With these donor relations tips in mind, you’ll be on the right track to growing and maintaining your donor base through a solid email network in no time. The key, of course, is making sure that your supporters understand your appreciation.

3. Take advantage of effective templates.

When crafting your well-thought-out emails, be sure to see what types of resources are available to streamline basic processes. For example, customizable templates can be one of your greatest tools out there.

Download hundreds of tried-and-true email templates from Fundraising Letters and see which ones best fit your organization’s specific fundraising needs.

These email templates include categories such as:

  • Thank you letters: again, don’t forget to thank your supporters. Include the donor’s name, gift, and date as a way to show that you recognize and value each individual donation.Donation request letters: this may be the most traditional example of a fundraising letter. These templates include suggestions on how to leverage an emotional appeal and use storytelling strategies to gather donations.
  • Sponsorship letters: sponsorships are great opportunities to boost your relationships with local businesses within your community by providing good publicity in response to a gift to your organization. Use these letter templates to bargain with potential new partners.
  • Matching gift requests: use these templates to inform donors about the potential for their gift to be matched by their employer and to encourage them to take the next step to find out.

If you find the perfect template, be sure to personalize your message before you send it out. You’ll want to address the recipient by name and cater to their own relationship with your organization. For example, thanking a donor for their specific gift is more meaningful than a blanket thank-you message.

4. Implement A/B testing.

As you begin crafting and sending emails to your valued donors, how can you find out which strategies are working and which aren’t? How do you decide which email marketing tactic is producing the greatest results? Test multiple options and track the results!

This strategy is known as A/B testing and is one of the most effective marketing tactics you can use. A/B testing is almost like a miniature science experiment, but it’s easier than it sounds. With the right tools, you can easily send one variation of a message to one group of supporters, and another variation to a different group.

This way, you can record and analyze email metrics such as open rates, click-through rates, and conversion rates to clearly see which variation of a message resonated better with its audience.

For example, maybe you decide to test for the most effective subject line. You can send out two identical emails that vary only by subject. Whichever email has the higher open rate, you can assume has a more effective subject line.

As you collect this data, be sure to recognize effective practices to implement in additional messages as you move forward.

5. Maximize your media presence.

In addition to personalized communication, you can boost donor retention rates with an overall increase in your media presence. Media, both digital and traditional, is essential to getting the word out about your organization and its fundraising efforts on a larger scale.

All media platforms can be divided among the categories of paid, owned, and earned media, although the lines between the three have become increasingly blurred. Be sure to leverage a combination of these mediums for the most successful relations strategies:

  • Paid media involves payment to execute, such as digital advertisements, magazine spreads, billboards, and sponsored social media posts. Because the organization pays to get their specific message out, these are often deemed the least trustworthy.
  • Owned media is the platforms that your organization runs for yourself, such as your social media pages, email campaigns, and your website.
  • Earned media is often deemed the most reliable by audience standards, as they’re the least controlled by the organization in question. This includes word of mouth, public relations efforts, and free publicity.

As you work to make the most of your media platforms, be sure that you have a well-thought-out plan to follow to ensure the greatest results. Click here for a comprehensive guide to crafting an effective nonprofit digital strategy.

Wrap up

Boosting donor retention can be a difficult task, but one that’s so important to running an effective and long-lasting nonprofit organization. Donor retention in the modern age is a heavily digital task, so be sure that you have the right tools for the job to get the best results.

With a solid email network, attention-grabbing messaging tactics, templates, and tools, you’ll be seeing steady growth in your donor network in no time.


Adam Weinger is the President of Double the Donation, the leading provider of matching gift tools to nonprofit organizations and educational institutions. Adam created Double the Donation in order to help nonprofits increase their annual revenue through corporate matching gift and volunteer grant programs. Connect with Adam via LinkedIn.

This guest post is written by Abby Jarvis from Qgiv.

For-profit businesses everywhere are stocking up for Black Friday, but nonprofits are preparing for a different day of spending: Giving Tuesday.

If you work for a nonprofit, you know just how important Giving Tuesday can be, and just how many donations it can generate. In fact, Giving Tuesday hit the billion dollar mark just last year.

This generosity-based holiday falls on December 3rd this year, meaning the time to prepare your nonprofit’s messaging and marketing materials is coming to a close.

Is your organization ready for Giving Tuesday?

If not, you can easily begin informing your donors and followers of your Giving Tuesday plans through email. While this generous holiday may seem top-of-mind for nonprofit employees and volunteers, many members of the general public are still somewhat uninformed.

In fact, significantly less people know about Giving Tuesday when compared to those who are familiar with Black Friday.

That’s why we’re going over four steps you can take to improve your current Giving Tuesday campaign (or plan it last-minute).

Read on to learn how you can give more to Giving Tuesday.

Get ready for Giving Tuesday with these four steps.

1. Introduce donors to your upcoming Giving Tuesday campaign.

If you have an upcoming goal, why not tell your subscribers about it? The more knowledge you equip your donors with regarding your Giving Tuesday campaign, the more likely they are to donate.

In a recent study, we teamed up with Campaign Monitor and surveyed 1,000+ donors; this survey found that a specific, urgent goal with a personal touch can inspire donors to give.

In other words, give your subscribers all the information they need:

  • Tell them about Giving Tuesday: what it is and why it matters
  • Send an urgent campaign with a Giving Tuesday deadline
  • Make it personal by sending from a specific person and telling donors where the money is going

How do you make it urgent, though? Send emails at a consistent (but not annoying) cadence, reminding donors of your upcoming campaign.

Additionally, consider adding a countdown timer or a donation meter to your emails to track the campaign, like North Shore Animal League America does in the email below.

Be ready for Giving Tuesday like North Shore Animal League America.

And don’t forget to use urgent language paired with a compelling CTA.

2. Tell a story donors will care about.

Donors often contribute, either financially or through in-kind donations, without seeing anything in return. This process can be difficult for donors if they don’t know where their money is going.

Because of this, it’s important to make your Giving Tuesday campaign as personal as possible. Not only can you do this through segmenting emails on the backend, but you can also achieve personal campaigns by sharing the story of someone your organization has helped.

When we teamed up with Campaign Monitor and surveyed donors, over 61% wanted to receive stories about how their chosen nonprofits affected real people for the better.

You can see how Amazon Frontlines does this in the email below, showing images of real people and information about how donations are used.

This is a Giving Tuesday email example from Amazon Frontlines. This is part of the Nonprofit email benchmarks guide from Campaign Monitor.

Here are a few ways you can make it personal:

  • Show photos and videos of the people your nonprofit impacted (video increases open rates by up to 13% and conversions by 21%).
  • Share their names, creating an even deeper connection.
  • Tell their stories: where they were before and where they are thanks to donations.
  • If possible, share how your subscribers’ donations specifically impacted the people in the email.

3. Communicate through real members of your organization.

To collect donations on Giving Tuesday, consider sending a letter from nonprofit employees or volunteers. Even better, consider sending a communication directly from the director of the organization.

Our study found donors enjoy hearing from someone specific at the organization, so send a heartfelt plea from a real person. This encourages connection among your subscribers and nonprofit members.

By reaching out through an individual, your nonprofit is no longer an organization looking for donations, but it instead becomes a collection of real people trying to make a real difference.

Notice how the Red Cross email below is sent from Lauri, a real Red Cross advocate who cares deeply about the organization’s mission.

American Red Cross email showing an example of a Giving Tuesday letter from someone important

Here are some ideas of how you might reach out:

  • Include a personalized from name, like “Sam at Nonprofit Today.”
  • Introduce the person and what they do within the first few lines of copy.
  • Explain why the nonprofit is important to them.
  • Include a personal signoff.

4. Show gratitude and include updates.

As with any transaction, send a thank you email immediately to anyone who donated. Additionally, send another email thanking everyone who donated once Giving Tuesday ends.

But that’s not all. Your email should do more than thank donors: It should also explain how much money was raised and what the proceeds will accomplish. If possible, consider including how much money will go to specific steps in the nonprofit project.

Here are the steps you can follow to show gratitude:

  • Send a triggered thank you email any time someone donates.
  • Send a Giving Tuesday gratitude email to all donors once the holiday ends.
  • Tell donors how much money was raised and where the proceeds are going.

Giving Tuesday tips (bonus round)

Want to make this Giving Tuesday a success no matter what? If so, there are a few things you can do.

First, create a marketing calendar that includes each email, social post, webinar, and any other piece of promotional content you plan to publish in preparation for Giving Tuesday.

Qgiv’s 2019 #GivingTuesday Ultimate Guide has a calendar and templates you can use to make Giving Tuesday communication and scheduling a breeze.

Secondly, combine all your content efforts to create a cohesive campaign. This includes social media posts, newsletters, emails, and blog posts. Make sure all your content is working in tandem.

Finally, make sure you’re sending the best emails you can at the right time. To send emails that are best suited to each of your subscribers, make sure you’re personalizing your content, segmenting your campaigns, maintaining healthy list hygiene, and utilizing automation.

To send emails at the right time, familiarize yourself with the best days to send emails. This changes depending on whether you’re looking for high opens, click-throughs, or click-to-open rates.

Learn about nonprofit benchmarks by reading Campaign Monitor’s guide here.

Wrap up

Giving Tuesday is more than just a day for giving: It’s a day of driving awareness, promoting generosity, and uniting behind a singular cause.

If you haven’t started getting ready for Giving Tuesday, it’s not too late. There are plenty of urgent efforts that need your nonprofit and your subscribers.

So, tell your donors about Giving Tuesday and the specific cause you want to support with their help. Get personal, share life-changing stories, and show gratitude every step of the way.

Want to know the secret to getting donations from donors who care? Sign up for the Campaign Monitor + Qgiv webinar here.


Abby Jarvis is the Nonprofit Education Manager at Qgiv, an online fundraising service provider. When she’s not working at Qgiv, Abby can usually be found writing for local magazines, catching up on her favorite blogs, or binge-watching sci-fi shows on Netflix.

If you’re in the nonprofit industry, you’ll likely agree that engagement rates for nonprofit emails aren’t as great as you’d like them to be. And that’s particularly true for donation request emails.

Unlike other industries that offer products and services in exchange for cash, nonprofit organizations have nothing to give in exchange for the donations that come in.

Because of this, raising the funding you need to remain operational and succeed in fulfilling your mission can seem like an uphill task.

So how can you improve the situation?

It’s all in the ask.

When asking for donations, wording matters—especially if you’re doing it via email. Read on to discover how you can improve your donation request emails to help ensure financial support continues to come in for your nonprofit.

Asking for donations—wording matters for 3 reasons

One important element of every fundraising campaign is the donation message. Craft it well, and you’re bound to garner enough support to fulfill your noble cause—and more.

So why does wording matter when creating your donation request email?

1. Giving is an emotional act.

One of the biggest reasons words matter in donation request emails is that giving is an emotional act. When soliciting for donations, you need to craft your email in such a way that it elicits the desired emotional response from your target audience. It’s this emotional aspect of giving that makes storytelling so powerful.

 Asking for donations – wording a touching story.

By using stories and thoughtful language in your messaging like the email above, you connect your readers to your cause.

2. Donors want clarity.

Another reason your choice of wording matters? Donors want to understand your vision clearly before parting with their hard-earned money.

Using words that are ambiguous or confusing will only turn readers off, resulting in you not getting the funding you desperately need.

However, by using language that’s easy to understand, your donors will quickly grasp your message and rally to your cause.

3. Engagement is crucial.

Using the right words in your email ensures that your readers remain engaged. On the other hand, using bland wording in your email will reduce engagement rates and participation.

How can you increase engagement? Personalization, segmentation, and automation are all important steps you can take to improve your email metrics.

This involves sending authentic messaging to your donors and separating them by distinguishing factors, like donation amount and age. Once you have the proper messaging, you can use automation to send campaigns automatically.

Find out more by reading our nonprofit benchmarks guide.

Asking for donations—wording tips to supercharge your fundraising campaign

Now that you’ve seen the power of words in your messaging, consider these tips to improve your donation request message.

1. Know your audience.

Knowing your audience is the first step to crafting a donation request email that moves your donors into action. To pull this off, you’ll need to conduct a bit of audience research.

Audience research simply means getting as much data as you can about your target audience. This includes their interests, habits, and the causes they’re passionate about.

Why does audience research matter? Here are two main reasons why:

  • Helps you improve your communication
  • Gives valuable insight into what your audience wants from you

Getting all this information isn’t as daunting as it seems. One easy way to get it is to send out a survey email to your email list.

If there’s one thing that helps marketers craft the perfect donation request email, it’s data, so be sure to gather as much of it as you can.

2. Segment and personalize.

As we mentioned earlier, one of the first things you need to do to craft the perfect donation request email is to segment your email list.

Doing so ensures that you group donors with similar demographics together. Segmenting your email list enables you to craft personalized messages, and your emails will feel more thoughtful and more personal.

List segmentation is super easy, especially if you’re using an email marketing service like Campaign Monitor, which has more advanced segmentation capabilities than going it alone.

3. Choose your words wisely.

Word choice is a crucial component of driving engagement and donations. Always remember that soliciting for donations is never about convincing your readers that your cause is worthy to support.

It’s all about communicating in a way that’s authentic and moves people into action.

When it comes to soliciting for donations, the way you ask is more important than what you’re asking for. Wording your email poorly can negatively impact your response rates, while using the right words can result in a successful fundraising campaign.

Asking for donations – wording and the right words to use.

Source: Really Good Emails

Consider the following words you might include in your donation request emails.

  • Small. “A small donation of…” has more impact than “a donation of….” Adding the word “small” to your donation request, especially if you’re asking for a specific amount, has the psychological effect of making the donation look manageable.
  • Expert. Using the word “expert,” particularly when referencing your staff, is a great way to build trust. Trust is a big factor when it comes to driving donations. Using the word “expert” in describing your staff will show donors that your organization is run by professionals, which will foster a relationship of trust and increase donations.
  • Help. People, by nature, want to be useful. Using the word “help” in your donation request email is a great way to make your donors know that they’re being useful. Driving donations is all about pushing the right emotional triggers, and the word “help” does just that.
  • Now. To ensure your email elicits a speedy (and positive) response from your readers, use action words. One good example is the word “now.” Words like this one spur people into action, as they show the urgency of the situation. A good example of how you can use this word in your email might be, “Pete needs your help now, if he’s to get his life-saving operation.”
  • Together. Particularly in the digital age we’re living in, people can feel disconnected. The word “together” makes your readers feel like they belong to a community of like-minded people.
  • You. One of the most important words you can never use too many times in your emails is the word “you.” Using it in your donation messages not only adds to your personalization but, more importantly, it helps donors know that they’re part of your team. It helps them own the vision.

Asking for donations using the word “you.”

Source: Campaign Monitor

Using the right words in your donation request email can’t be stressed enough. Words have the power to move people into action when used well, so do your best to harness the power they carry.

4. Be clear about your ask.

One thing you can’t escape is asking people for help. While it’s never the easiest thing to do, it must be done, and done right. Make sure your readers know exactly what you need from them. Not only that, but let them know what they need to do.

You need to craft your ask to be as clear as possible and ensure that there’s an easy-to-understand CTA button to direct them to the next step.

Asking for donations – wording the CTA.

Source: Really Good Emails

People are willing to help. They just need you to be clear about what you want them to help you with and what next steps they need to take to help.

Wrap up

When asking for donations, wording really does matter because:

  • Giving is an emotional act
  • A clear ask drives more donations
  • The right words increase engagement and participation

Employing the above tips and strategies will help you improve your email marketing campaign results, and you’ll enjoy improved participation from your donor base.

Need more information on how to run an email marketing campaign for nonprofits? Check out our guide on how to impress and retain donors using email marketing.