5 Tips for Fundraising Email Best Practices

Nothing gets people's attention quite like an email—especially when it involves a charitable cause.

Communication is an integral part of any successful fundraising effort, and fundraising emails can be a great way to keep your donors engaged. Not only are they fast and easy to write, but they're also cost-effective and can be tailored for each donor. 

Knowing how to write a successful fundraising email can make or break your campaign. And it's an essential skill for any nonprofit or cause.

M+R's 2021 Benchmarking study highlighted some interesting insights into the donation response rate of previous donors to fundraising emails and direct mail appeals. For emails, the donation response rate was 0.29%, with an average gift of $78, while for direct mail appeals, it was between 5 and 15%, or twenty to fifty times higher depending on the time of year and donor list. Furthermore, when both direct mail and email were coordinated, improvements of up to 15% were seen.

The study showed that when it comes to nonprofit fundraising, email and direct mail should be used together in order to maximize the results. Coordinating both channels allows for greater reach and engagement with donors, resulting in larger donations and better response rates.

And if you are thinking, why is that? Then here's the answer!

When writing a direct mail appeal, it is important to remember to follow up with donors after the initial letter. This serves as a reminder of the cause they are contributing to and also allows donors who may prefer something other than writing checks to donate through another method.

Additionally, the follow-up fundraising emails should include a Donate Now button with a link to your donation page. This makes it easier and more convenient for the donor. A good rule of thumb is to send out at least two follow-up emails for each appeal.

With this strategy, you can ensure that your message has been heard and appreciated by the donor. Ultimately, this helps foster a positive relationship between your organization and the donor, further strengthening their loyalty to your cause. 

When it comes to fundraising emails, there is much debate about when is the best time to send them. While research by email fundraising agency NextAfter indicates that the afternoon may be the best time to send fundraising emails, it's important to consider your own donor base when deciding on a timeline. 

For example, if you have an older donor base that is more likely to open emails during the morning hours, then sending your emails in the morning might be the best approach. 

No matter when you send your fundraising emails, it's important to test different days and times to determine what works best for your particular donor base. This can help you maximize the visibility of your fundraising emails and thus increase donations.

When it comes to crafting a successful fundraising email, there are a few key considerations that should be taken into account, which can help to capture the donor's attention.

But what are they?

Here are our five tips for writing a successful fundraising email:

Fundraising Email Tip 1: Write an Engaging Subject Line:

First and foremost, when it comes to writing successful fundraising emails, your subject line can make all the difference.

The subject line of your nonprofit fundraising email is the key to drawing in potential donors and inspiring them to give. With a captivating headline, you will be able to capture their attention, and all the hard work you've put into your email will be well-spent.

But crafting an effective and creative subject line for fundraising emails requires careful consideration and attention. It's like painting a masterpiece.

The fundraising email subject line paints the entire picture and sets the tone for the entire piece. It's important to be creative but also clear and concise. After all, you want readers to be sure of what the email is about.

Use powerful words that grab attention, are meaningful, and evoke emotion. It's also important to use action verbs that inspire the reader to take action. Add a sense of urgency and exclusivity by including words like "now," "fast," or "limited." 

It's also important to keep in mind the context of each email. Your subject line should reflect what's inside the email and be tailored to your audience. Use personalization whenever possible – it can make a huge difference. 

Examples of Fundraising Email Subject Lines

For example, if you're sending out a fundraising email to promote your upcoming event, try something like "Don't miss the exclusive event – buy your ticket now!" Or, if you're sending out an email to encourage donations, try something like "Support our cause – donate now!" This will create a sense of urgency and inspire readers to take action. 

Fundraising Email Tip 2: Keep it short and sweet:

It's no secret that people are more likely to open and read short emails than lengthy ones. So to ensure your fundraising email gets opened, keep it brief, but make sure you include all of the necessary information about your cause and how donors can help.

Writing a successful fundraising email isn't just about having an eye-catching subject line. The key to success lies in the body of the message. You should approach the message like a story. Explain why your cause is important, how it affects people and why the reader should help make a difference.

The key here is to be concise. Stick to just the facts and avoid getting too wordy. The tone of your message should be warm, friendly, and inviting. Focus on the reader and how they can help.

And most importantly, always include a clear call to action. Make it easy for donors to contribute by including all the necessary information, such as where and how they can donate and how they can make a difference.

Fundraising Email Tip 3: Optimize Your Email For Mobile Devices:

In today's world, more people are using their smartphones and tablets to read emails. That means it's important to make sure your fundraising emails are optimized for mobile devices.

Make sure the layout and design of your email look good on both desktop and mobile devices. For example, make sure the subject line and content are visible on mobile devices and that all links are easily clickable.

Also, keep in mind that images and videos can take longer to load on mobile devices. So, try to include only a few multimedia elements in your fundraising email.

And lastly, make sure to include a link for people to donate from their mobile devices easily. This will make it easier for donors to contribute and will improve your fundraising efforts.

Fundraising Email Tip 4: Incorporate Personalization:

No one likes to read generic emails or feel like they're being treated as just another number. So it's important to make readers feel special and appreciated by personalizing your fundraising emails.

But seems like a lot of work because you always send the same email to the thousands of people on your contact list. Not anymore.

Many email marketing services offer personalization features, which allow you to add fields like first name, company name, and city to your emails. You can also use dynamic content, which allows you to create different versions of your message for different target groups – such as new donors or repeat donors.

Incorporating personalization into your fundraising emails can make readers feel like they're part of something special and more likely to act on your call to action. You don't want your message to be one size fits all—so make it feel as personal and unique as possible. Your subscribers will love you for it.

Fundraising Email Tip 5: Use Powerful Language:

It's essential to have an email that is both professional and polished yet to be more relaxed, formal, and clear. You should aim to make your readers feel as if you're addressing them in a direct and friendly way.

One of the most important ways to encourage action from your supporters is to use strong verbs like "support," "donate," and "help." These verbs make it clear what you expect of your readers and will drive them to take action.

Also, adding time-sensitive words like "now" and "today" will create a sense of urgency in your readers, so they'll be more likely to click through right away. So, remember to include these critical words in your emails.

Finally, remove any words that add nothing to your message and replace them with powerful language that will make people want to help your cause.

Final Thoughts:

Email is a highly effective, yet often overlooked, avenue for fundraising. To ensure that your emails are read and appealing, implement these five strategies, and your readers will be motivated to take action. 

Make sure to craft an eye-catching fundraising email subject line, optimize your email for mobile devices, personalize your message, use powerful language, and provide a clear call to action. With these tips, your fundraising emails will be well on their way to success. 

And most importantly, you'll be able to reach out and show your readers that their donations can make a real difference. So try them out and start seeing results today!