Fundraising Email: 5 Creative Tips and Best Practices

Getting someone's attention with an email becomes even more impactful when it’s tied to supporting a meaningful cause. Emails remain one of the most cost-efficient and effective tools for engaging donors and inspiring action. With the right approach, your fundraising email can make a substantial difference in your campaign’s success.

Email marketing for nonprofits is powerful, but it requires strategy. Knowing how to write an email that connects with your audience and drives results is a critical skill for any nonprofit.

According to M+R's 2021 Benchmarking Study, the donation response rate for fundraising emails was 0.29%, with an average gift of $78. When email campaigns are aligned with direct mail appeals, results can improve by up to 15%. This combination highlights the importance of using multiple communication channels to strengthen donor outreach.

When used strategically, fundraising emails can be the driving force behind an effective campaign. They provide a direct way to connect with donors, share your mission, and highlight the impact of their contributions. To help nonprofits get the most out of their email campaigns, I’ve outlined five actionable tips and included a fundraising email template to guide you.

5 Tips for Improving Your Fundraising Emails

1. Write a Strong Fundraising Email Subject Line

Your subject line plays a pivotal role in whether your email gets opened. A great fundraising email subject line grabs attention, sparks curiosity, and encourages action. It’s your first opportunity to connect with the reader and set the tone for the message inside.

Keep it clear, concise, and emotionally engaging. Use action-oriented words like “donate,” “support,” or “help.” Adding urgency with terms like “today” or “now” can also motivate readers to act quickly. Personalization — such as including the recipient’s name — can increase open rates as well. Always aim to reflect the content of your email, so readers know exactly why it’s worth their time.

Fundraising Email Subject Line Examples:

•  “You Can Make a Difference Today – Donate Now”

•  “Join Us in Making Change Happen”

•  “Help [Cause or Specific Goal] Before It’s Too Late”

2. Keep Your Message Simple and Focused

People are more likely to engage with emails that are clear and to the point. Long-winded emails risk losing the reader's attention. Instead, stick to the essentials: what your cause is about, why it matters, and how the recipient can help.

Structure your message like a story. Start by highlighting the problem or need, introduce the solution (your organization’s mission), and close with a clear call to action. Keep the tone warm, conversational, and inviting. 

Always include a clear “Donate Now” button or link, and make it easy for supporters to take the next step.

3. Optimize Your Email for Mobile Devices

With so many people reading emails on their smartphones, ensuring your fundraising emails look great on mobile devices is non-negotiable. Use a responsive design that adjusts automatically to different screen sizes. Keep paragraphs short, use larger fonts, and ensure buttons are easy to tap.

Images and videos can help tell your story, but keep file sizes small so they load quickly on mobile devices. Most importantly, make sure your “Donate” link or button is prominently visible and functional across all devices.

4. Add a Personal Touch

Generic emails feel impersonal and can turn donors off. Addressing recipients by name or referencing their previous support can make your email stand out. Many email marketing tools allow you to personalize messages based on your nonprofit email list. Use this to your advantage by tailoring your emails to specific groups, such as first-time donors, recurring supporters, or event attendees.

Personalization doesn’t stop at names. Customize the tone and content based on the donor's history with your organization.

For example, a returning donor might appreciate an update on how their past contributions made an impact, while a new prospect might need a compelling introduction to your mission.

5. Use Compelling and Actionable Language

The words you choose can inspire action or fall flat. Strong, direct language like “support,” “give,” and “change” encourages readers to engage. Pair these with time-sensitive phrases like “today” or “before [specific deadline]” to create urgency.

Avoid filler words or lengthy explanations. Every sentence should serve a purpose — whether it’s to build an emotional connection, clarify your mission, or guide readers toward your call to action. The clearer your ask, the easier it is for donors to respond.

A Fundraising Email Template for Nonprofits

Here’s an example template of how to structure your next fundraising email to your list:

Subject Line: “You Can Change Lives Today – Here’s How”

Header: “Be the Hope Someone Needs Right Now”

Hi [First Name],

Every day, [insert problem your nonprofit addresses]. But with your help, we can [insert solution or mission].

Right now, we’re working to [specific project or goal], and we need your support to make it happen. Your contribution of just $[X amount] could [specific impact]. Together, we can [summary of goal].

Please don’t wait—[time-sensitive reason]. Click the button below to make your gift today. Every donation, no matter the size, brings us closer to [goal].

[Donate Now Button]

Thank you for believing in this mission and for being a part of the [nonprofit name] family. Your support means everything.

Warm regards,

[Your Name]

[Your Title]

[Nonprofit Name]

Final Thoughts

Fundraising emails are a cornerstone of nonprofit email marketing best practices. From writing an irresistible fundraising email subject line to crafting a message that resonates, every detail matters. By following these tips and experimenting with your approach, you can increase engagement and inspire donations.

Make sure your emails are concise, personal, and mobile-friendly. Use powerful language that evokes emotion and emphasizes the donor’s role in creating change. And don’t forget to test what works best for your nonprofit email list — whether it’s the timing, tone, or structure.

If you want to see your fundraising emails create real impact, start applying these strategies today. A thoughtful, well-written email can be the difference between being overlooked and inspiring someone to make a lasting difference.

People meeting smiling and discussing fundraising emails.