Let’s talk about email marketing.
Yes, I know—between fundraising, board meetings, and running your programs, it can be hard to carve out time to write emails. But here’s the thing: Email is still one of the most powerful and cost-effective ways to engage your supporters. If you do it right, it can build stronger relationships, raise more money, and keep your community in the loop.
If you’ve ever wondered whether your email strategy could use a tune-up, here’s a straightforward guide to what to do—and what to avoid.
✅ DO: Write Like a Human
If your emails sound like a press release or an instruction manual, people will hit delete. Your supporters want to hear from you, not a robot.
Keep it conversational. Picture yourself writing to one specific donor or volunteer who really believes in your work. That voice? That’s the one to use in your emails.
Instead of: “We are pleased to announce the commencement of our 2025 Annual Campaign.”
Try: “Our biggest campaign of the year is here—and we’d love for you to be part of it.”
❌ DON’T: Send Emails Without a Purpose
Every email should have a clear goal. Are you asking for a donation? Sharing an update? Inviting people to an event? If you’re just sending an email to check a box, your readers will pick up on it.
Before you hit “send,” ask yourself:
- What action do I want the reader to take?
- What’s in it for them?
- How will this strengthen their connection to our mission?
✅ DO: Segment Your Audience
Not every supporter needs to hear the same thing at the same time. Your major donors, monthly givers, volunteers, and event attendees all have different relationships with your organization—and your emails should reflect that.
Most email platforms (like Mailchimp, Constant Contact, or ActiveCampaign) let you create segments so you can tailor your message and boost engagement.
❌ DON’T: Forget to Say Thank You
This one seems obvious, but you’d be surprised how many organizations skip the “thank you” in their rush to the next ask. If someone donated, registered for an event, or volunteered—acknowledge it.
Better yet, send a follow-up story or update showing the impact of their support. That builds long-term loyalty more than any appeal ever could.
✅ DO: Make it Easy to Read (and Skim)
People are busy. They’re checking emails between meetings, during school pick-up, or while waiting in line for coffee. Make your content easy to scan:
- Use headers and bullet points
- Keep paragraphs short
- Bold key info
- Use buttons or clear links for calls to action
And please—make sure it looks good on mobile. More than half your audience is likely reading from their phone.
❌ DON’T: Bury the Call to Action
If you want someone to do something—donate, register, volunteer, click—make it obvious. Don’t make them hunt for the link. And don’t be shy about asking.
Use buttons, underlined links, or bolded text so your CTA stands out. And don’t wait until the last sentence of your email to get there—most people won’t scroll that far.
✅ DO: Track Your Results
If you’re not checking your open rates, click-throughs, or unsubscribes, you’re flying blind.
Use your data to see what’s working and what’s not:
- What subject lines get opened?
- What content gets clicks?
- Who’s not engaging anymore?
Over time, these insights will help you write better, send smarter, and get more out of every email.
❌ DON’T: Overwhelm Their Inbox
Sending three emails a week might get you unsubscribed fast. But going radio silent for months isn’t great either. The sweet spot? Consistency.
Whether it’s weekly, twice a month, or monthly—find a rhythm your team can manage and stick to it. Let your audience know what to expect, and deliver value every time.
✅ DO: Tell Stories
People give to people—not pie charts. Use your emails to spotlight the impact of your work:
- A family that received services
- A volunteer who made a difference
- A program that’s changing lives
Keep it short, real, and rooted in emotion. Storytelling builds trust, connection, and community—and that’s what email marketing is all about.
Final Thoughts
Email marketing doesn’t have to be overwhelming. With a little planning, a few good tools, and a consistent voice, it can become one of the most effective tools in your nonprofit toolkit.
Still not sure where to start—or how to improve what you’re already doing? I’d love to help you map out an email strategy that actually works for your audience (and your team’s bandwidth).
👉 Let’s schedule a call and get your email game working as hard as you do.
Here’s to emails that get opened, read, and remembered.
