Email Marketing for Nonprofits: The Complete Guide (2025)
If social media is where your supporters meet you, email is where they remember you.
Despite the hype around TikTok and Instagram, email still delivers the highest ROI of any digital channel. For nonprofits, it’s not just about sending newsletters—it’s about building donor trust, nurturing long-term relationships, and driving repeat giving.
In this guide, we’ll break down exactly how to use email marketing for your nonprofit—covering strategies, content ideas, tools, and examples from organizations doing it well.
Why Email Marketing Matters for Nonprofits
High ROI: For every $1 spent on email marketing, nonprofits see an average return of $36 (Litmus).
Direct connection: No algorithms—your message goes straight to your supporters’ inboxes.
Donor retention: Retaining a donor is cheaper than acquiring a new one. Consistent email keeps donors engaged.
Step 1: Define Your Email Goals
Ask: What do I want email to achieve for my nonprofit?
Common goals:
Drive one-time donations.
Grow monthly giving programs.
Recruit volunteers.
Share updates and impact stories.
Strengthen relationships with existing donors.
Tip: Choose 2–3 goals and build your campaigns around them.
Step 2: Build & Segment Your Email List
Don’t buy email lists. Build your own, slowly and ethically.
How to grow your list:
Add sign-up forms on your website and blog.
Offer free downloads (checklists, templates, reports).
Collect emails at events (digital or in-person).
Encourage social followers to subscribe for “exclusive updates.”
Segmentation examples:
Donors vs Volunteers → Different needs, different messages.
One-time vs Recurring donors → Tailor asks and gratitude.
Event attendees → Send targeted follow-up campaigns.
Segmented campaigns can increase revenue by up to 760% (Campaign Monitor).
Step 3: Craft Emails That Actually Get Opened
Subject Lines Matter
Keep it short (40–50 characters).
Use action words: “Help a family tonight” vs “December Newsletter.”
Test curiosity-driven lines: “I have something important to share.”
Content Structure
Hook: Grab attention (photo, story, or bold stat).
Value: Share impact or relevance.
Call-to-Action: Be clear—donate, volunteer, or share.
Design Tips
Mobile first: 46% of email opens happen on phones.
Add alt text to images (important for accessibility).
Keep paragraphs short, scannable, and clear.
Step 4: Types of Nonprofit Emails to Send
Welcome Series: Thank new subscribers, share your mission, invite first action.
Impact Updates: Show donors how their gift made a difference.
Fundraising Appeals: Tie asks to stories + urgency.
Event Invites & Reminders: Increase attendance and engagement.
Thank-You Emails: Personalized appreciation boosts retention.
Example: World Wildlife Fund sends powerful thank-you emails with images of animals supported by donations.
Step 5: Automate for Consistency
Email automation saves time and nurtures relationships even when you’re busy.
Popular automations:
Welcome series (triggered by sign-up).
Donation thank-you (triggered by giving).
Lapsed donor re-engagement (triggered by 6–12 months inactivity).
Tools like Mailchimp, ConvertKit, and Constant Contact make automation beginner-friendly.
Step 6: Measure & Improve
Track the metrics that matter:
Open rate: Are subject lines working?
Click-through rate: Is your content engaging?
Conversion rate: Are people donating or signing up?
Unsubscribe rate: Are you overwhelming your audience?
Benchmark: Average nonprofit email open rate = 26.6% (Campaign Monitor).
Case Studies
Charity: Water – Sends beautifully designed impact updates with photos and stats that keep donors emotionally invested.
Charity: Water’s pipeline updates show every step of a donor’s gift in action—turning transparency into loyalty.
Feeding America – Uses segmented campaigns to target corporate partners differently from individual donors.
Common Mistakes to Avoid
Sending only asks, never value.
Not segmenting your list.
Overloading with text-heavy newsletters.
Inconsistent sending (once a year doesn’t cut it).
From 10 years in marketing, I’ve seen email transform donor relationships. Here’s my advice:
Start with one simple goal (e.g., drive donations, or grow monthly giving).
Don’t overcomplicate. Even a plain-text story with a clear CTA can outperform fancy templates.
Always connect email back to your website and donation page—you own that data.
Email marketing remains the most cost-effective way for nonprofits to engage supporters and drive donations. By focusing on storytelling, segmentation, and consistency, you can turn casual subscribers into lifelong advocates.
Your donors check their inbox daily—make sure your nonprofit is in it.
At Socials Runway, we help nonprofits create email marketing strategies that save time and raise more funds. If you’re on the look for the best email marketing tool for your nonprofit, check this out.
