Quick Summary
- 48% of donors say email is the most effective method to inspire repeat donations
- Consistent email communication increases revenue by 41.5%
- Only 27% of first-time donors give again—email helps change that
- Email drives ~28% of all online nonprofit revenue
1. Why Email Marketing Matters for Nonprofits
Email isn't just another communication channel—it's the backbone of donor retention. While social media gets the headlines, email drives approximately 28% of all online nonprofit revenue. For every 1,000 fundraising emails sent, nonprofits raise an average of $90.
Here's the challenge: only 27% of first-time donors give to the same organization again. That means nearly three-quarters of your hard-won donors disappear after their first gift. Email is your best tool to change that.
of donors say email is most effective for inspiring repeat donations
revenue increase from consistent email communication
higher engagement from automated email sequences
The Real Value of Email
Unlike social media where algorithms control who sees your content, email gives you direct access to your supporters' inboxes. You own your email list—you don't own your social media followers.
2. Email Benchmarks: What Good Looks Like
Nonprofits consistently outperform other industries in email engagement. Here's what you should be aiming for:
| Metric | Nonprofit Average | All Industries |
|---|---|---|
| Open Rate | 25-37% | 21% |
| Click-Through Rate (CTR) | 2.4-3.3% | 2.0% |
| Click-to-Open Rate (CTOR) | 10.2% | 8-9% |
| Unsubscribe Rate | 0.19% | 0.26% |
Important: Open Rates Are Less Reliable Now
Apple's Mail Privacy Protection (introduced in 2021) artificially inflates open rates by pre-loading email content. Since Apple Mail accounts for 46% of email clients, focus on click-through rate and click-to-open rate as your primary engagement metrics.
3. The Donor Welcome Series
A welcome series is a sequence of automated emails sent to new donors over their first 30-90 days. It's your best opportunity to convert one-time donors into repeat supporters. Welcome series emails see 50%+ open rates—far higher than regular emails.
Research shows that first-time donors who receive multiple thank-yous and personalized engagement within the first 30 days are far more likely to give again.
Recommended 4-Email Welcome Series
Immediate Thank You (Send within 24 hours)
Your most important email. Express genuine gratitude and confirm their gift was received.
- • Thank them by name
- • Confirm donation amount and what it will support
- • Brief reminder of your mission
- • No additional asks
Impact Story (Send 3-5 days later)
Show them exactly what donations like theirs accomplish with a specific story.
- • Feature a real beneficiary story (with permission)
- • Include photos or video if possible
- • Connect their gift to tangible outcomes
- • Small ask: follow on social media
Behind the Scenes (Send 7-10 days later)
Make them feel like an insider by sharing how your organization works.
- • Introduce key team members or volunteers
- • Share your approach and what makes you different
- • Include a short survey to learn their interests
- • Set expectations for future communications
The Next Step (Send 14-21 days later)
Now you can make another ask—ideally for recurring giving.
- • Thank them again for joining your community
- • Present the opportunity to become a monthly donor
- • Explain the benefits of recurring giving (for them and you)
- • Offer alternative engagement: volunteer, advocate, share
Pro Tip: Don't Wait to Ask Again
Many nonprofits are afraid to ask for a second gift too soon. But research shows that the sooner you can secure a second gift, the more likely that donor becomes a long-term supporter. The welcome series is the perfect time.
4. Segmentation: Right Message, Right Person
A generic email doesn't make supporters feel valued—but a personalized email does. Segmented email campaigns have a 100% higher click-through rate than generic blasts.
Essential Segments to Create
By Giving History
- • First-time donors: Need education, impact stories, relationship building
- • Repeat donors: Want insider updates, recognition, deeper engagement
- • Monthly donors: Your VIPs—exclusive content, special access
- • Major donors: Personalized communication, phone calls, events
- • Lapsed donors: Re-engagement campaigns, "we miss you" messaging
By Engagement Type
- • Donors only: Financial supporters who haven't volunteered
- • Volunteers only: Time givers who haven't donated
- • Event attendees: People who show up in person
- • Newsletter subscribers: Interested but haven't taken action yet
By Interest/Program Area
- • Supporters who donated to specific campaigns
- • People interested in particular programs
- • Geographic location (for local events/opportunities)
Start Small
Don't try to create 20 segments at once. Start with 3-4 key segments (like first-time donors vs. repeat donors) and expand as you build capacity.
5. Essential Email Types Every Nonprofit Needs
Thank-You Emails
Expressing gratitude after donors give is one of the most effective ways to increase retention. Send within 24 hours—ideally immediately.
Best Practice: Nonprofits often don't thank donors enough. Consider sending multiple thank-yous through different channels (email, direct mail, phone call for larger gifts).
Impact Updates
Regular updates showing what donations accomplish. Include specific numbers, beneficiary stories, and photos.
Best Practice: Send quarterly impact reports at minimum. Monthly is even better for engaged donors.
Fundraising Appeals
Direct asks for donations. Most effective when tied to specific campaigns, matching gift opportunities, or urgent needs.
Weak CTA:
"Consider donating to support our work."
Strong CTA:
"Donate $50 now to provide a week of meals for a family."
Regular Newsletter
Consistent communication that keeps supporters engaged between appeals. Mix of updates, stories, events, and calls to action.
Best Practice: Follow the 80/20 rule—80% valuable content, 20% direct asks.
Event Invitations & Reminders
Invitations to galas, volunteer days, webinars, and community events. Include clear details and easy registration.
Best Practice: Send invitation, reminder 1 week before, reminder 1 day before, and post-event thank you.
6. Winning Back Lapsed Donors
Lapsed donors are supporters who gave in the past but have stopped. Most organizations define "lapsed" as 18-36 months without a donation. While average recapture rates are below 5%, reactivating lapsed donors costs far less than acquiring new ones.
The Math on Reactivation
Retaining an existing donor costs roughly $0.20 for every $1 given. Acquiring a new donor can cost the entire first donation or more. Even a 5% reactivation rate is often more cost-effective than new donor acquisition.
Lapsed Donor Reactivation Strategy
Understand Why They Lapsed
Before diving into a win-back campaign, try to understand why donors stopped giving. Send a brief survey or simply ask. Common reasons: financial changes, felt unappreciated, lost connection to the cause, or moved on to other organizations.
Personalize Your Outreach
Reference their past support specifically. "Your $100 gift in 2023 helped us provide 200 meals..." feels very different from "Dear Supporter."
Share What's Changed
Update them on your impact since they last gave. New programs, expanded reach, success stories—show them what they're missing.
Use Multiple Channels
Email alone may not be enough. Combine with direct mail, phone calls (for higher-value donors), and social media. A handwritten note can be surprisingly effective.
Offer Non-Financial Re-engagement
Not everyone can give financially right now. Invite them to volunteer, attend an event, or simply stay connected. Keep the relationship alive.
Prevention Is Better Than Reactivation
Set up alerts in your CRM when donors approach the 12-month mark without giving. Reach out before they officially lapse—it's much easier to retain than reactivate.
7. Email Automation That Saves Time
Automated email sequences save hours every week while boosting engagement by up to 250%. Set them up once, and they work for you continuously.
Essential Automations to Set Up
Welcome Series
High PriorityTrigger: New donor or subscriber. 3-5 emails over 30-90 days introducing your organization and building the relationship.
Thank-You Sequence
High PriorityTrigger: Donation received. Immediate thank you, followed by impact update 2-3 weeks later.
Recurring Donor Anniversary
Medium PriorityTrigger: 1-year anniversary of becoming a monthly donor. Celebrate their commitment and share cumulative impact.
Lapsed Donor Re-engagement
Medium PriorityTrigger: No donation in 12+ months. Series of 3-4 emails reconnecting and inviting them back.
Birthday/Holiday Greetings
Nice to HaveTrigger: Donor birthday (if collected) or major holidays. Personal touch that builds connection without asking for money.
Critical: Set Up Exit Triggers
Make sure your automations stop when someone takes the desired action. You don't want to send "please donate again" emails to someone who just gave.
8. Writing Emails That Get Opened and Clicked
Subject Lines That Get Opened
- Keep it short: 40 characters or less performs best on mobile
- Use personalization: Include their name or reference past involvement
- Create curiosity: Hint at the content without giving everything away
- Avoid spam triggers: ALL CAPS, excessive punctuation!!!, "free," "urgent"
Email Content Best Practices
- One clear call-to-action: Don't give readers too many choices
- Write like a human: Conversational tone, not corporate speak
- Use short paragraphs: 2-3 sentences max for easy scanning
- Mobile-first design: 40%+ of emails are opened on phones
- Include images: Photos of real people and impact (not stock photos)
Timing & Frequency
- Recommended frequency: 1-2 emails per month for general communications
- Best days: Tuesday, Wednesday, Thursday generally perform best
- Best times: 10am or 2pm in your audience's time zone
- Consistency matters: Pick a schedule and stick to it
9. Common Mistakes to Avoid
Only Emailing When You Need Money
If donors only hear from you during fundraising appeals, they'll tune out. Follow the 80/20 rule: 80% value-adding content, 20% asks.
Not Thanking Donors Enough
One automated receipt isn't enough. Send a genuine thank-you within 24 hours, followed by impact updates. For major gifts, add a phone call or handwritten note.
Sending the Same Email to Everyone
A first-time donor needs different content than a 10-year supporter. Segment your list and personalize your messaging.
Ignoring Mobile Users
Over 40% of emails are opened on phones. If your emails aren't mobile-responsive, you're losing nearly half your audience.
No Clear Call-to-Action
Every email should have one clear action you want readers to take. Multiple competing CTAs confuse readers and reduce clicks.
Inconsistent Sending Schedule
Going silent for months, then bombarding with emails during a campaign damages trust. Maintain consistent communication year-round.
Ready to Transform Your Email Strategy?
Email marketing is one of the most cost-effective tools for building lasting donor relationships. Start with a welcome series, set up basic segmentation, and commit to consistent communication. Your donors—and your retention rates—will thank you.