Imagine you’re a new nonprofit looking to establish a loyal donor base. You likely want to reach as many potential donors as possible, but casting a wide net can be challenging—in pursuing unqualified leads, you might waste time you could’ve otherwise spent on furthering your mission. 

That’s where email comes into play. It allows you to have the best of both worlds: As a digital communication tool that just keeps growing (nonprofits sent 12% more fundraising emails in 2023 than the year before), you can use it to conduct widespread outreach while being able to target your messages to different audiences. 

This can be a delicate balance to strike, but in this guide, we’ll help you prepare and secure the right tools to make your emails irresistible. In particular, we’ll cover:

Nonprofit Fundraising Emails FAQs

Example Fundraising Email Templates for Different Audiences

Nonprofit Fundraising Email Best Practices

As we answer frequently asked questions and review these templates, keep in mind that the most effective fundraising emails are custom-made for your specific goals, mission, and target audience. These templates should just inspire your approach. Let’s get started!

Nonprofit Fundraising Emails FAQs

Why are nonprofit fundraising emails important?

Fundraising via email is the new normal in the nonprofit world—in fact, some organizations have moved fully to digital fundraising communications, and for good reason. By using email to fundraise, you can:

• Reach donors faster. Email empowers you to act with urgency by reaching your audience within seconds, no matter where they’re located. 
• Communicate efficiently. Personalizing fundraising materials for each and every donor can be resource- and time-intensive, but you can create email templates that you can instantly send out to donors with shared characteristics. 
• Make communications more engaging. You can give your emails the dimension that direct mail lacks with multimedia elements like video and clickable fundraising calls to action. 
• Instantly collect data. Marketing improvement is built on how you use your engagement data. You can access in-depth insights via email, such as open rate and click-through rate, that direct mail doesn’t offer.

What are some nonprofit fundraising email challenges?

While email should absolutely be a part of your strategy, there are some pitfalls you might encounter if you don’t follow best practices. Here are some challenges some email marketers run into:

• Spam filters can prevent deliverability, making your email’s quality important.
• Fully personalizing each communication takes time, which is why it’s crucial to use segmentation and other tools.
• Donors receive hundreds of emails, making it harder to be noticed.
• Crafting resonant messaging can be challenging through a screen, which is why you need compelling multimedia elements to bring your messages to life.

However, you can surmount all of these barriers and nurture an effective email campaign by following the best practices in a later section. 

What are the benefits of drafting fundraising email templates?

If you’ve never used fundraising email templates before, it might just seem like another task to add to your plate. However, you’ll be glad you did! Here are some key benefits of using fundraising email templates: 

• Efficiency. Perfecting your fundraising templates right at the beginning of a campaign saves you more time down the line, as you won’t have to create entirely new content for each email.   
• Consistent branding. Human error is inevitable when constantly creating new messages. Using a branded template as a source of truth helps you keep every email looking and sounding consistent. 
• Scalability. If you have a major uptick in donors between one campaign and the next, using a template can help you adapt without spending too much time or resources. 
• Personalization. By using Mail Merge and other tools, you can mass-produce and send your templates without compromising on the personal elements that keep donors engaged.
• Improved planning. Creating and organizing your templates as part of your marketing plan helps avoid chaos while writing and sending emails later on. 

Example Fundraising Email Templates for Different Audiences

Now that you know more about nonprofit fundraising emails, let’s explore some example templates. Remember that your templates should be highly personalized to your campaign and audience, so you should only use these as examples to inspire your own messaging. 

Fundraising Email Template #1: Prospective Donors

Fundraising Email Template #2: Upgrading Existing Donor to Monthly

Subject: Transform Lives Every Month

Body:

Dear [Name],

We can’t express our gratitude enough for you joining our donor community. Your support of [organization or fund] helped us achieve [specific impact, i.e. providing 10 families with permanent shelter]. 

If you’ve ever wanted to level up your support, there’s never been a better time to become a monthly contributor. By generously pledging your support monthly, you empower us to plan our initiatives and provide us with an invaluable source of steady financial support. 

Ultimately, monthly giving allows us to focus more on what really matters—our mission. 

Plus, when you donate monthly, you can join a community of fellow monthly contributors. As a token of our appreciation, we provide our Monthly Giving Circle with [benefits such as exclusive impact updates and events]. We don’t take a set-it-and-forget-it mindset—we’re committed to showing you the real-time impacts of your contributions. 

Thank you for your consideration and we truly appreciate your belief in our mission and organization. 

Warmly,

[Major Gift Officer]

Fundraising Email Template #3: Retaining Last Year’s Year-End Donors

Subject: Thank You for Your Support

Body:

Dear [Name],

It’s truly empowering and inspiring to see familiar names like yours continuing to engage with our cause. As we faced and conquered new challenges this year, your unwavering support fueled [include specific details about the year’s wins]. 

Whether it’s [mission-critical initiative 1] or [mission-critical initiative 2], we’re committed to putting your generous donations to work for [our beneficiaries]. As we near the end of the year, we’re steadfastly focused on what comes next, and we would love you to be a part of our [next year]. 

Thank you for your consideration and we hope you have a wonderful holiday season.

Warmly,

[Major Gift Officer]

Fundraising Email Template #4: Planned Giving Prospects

Subject: Secure Your Legacy with [organization name]

Body:

Dear [Name],

At [organization name], we work today to ensure our beneficiaries a brighter tomorrow. As a loyal donor, we wanted to let you know about a unique opportunity for you to make your mark on our cause beyond your lifetime. 

By including us in your estate, you join our exclusive Legacy Circle. As an esteemed Legacy Contributor, you’ll directly shape our future initiatives, allow us to support growth, and empower us to adapt to our beneficiaries’ needs. Plus, you’ll also receive [explain the perks of joining the Legacy Circle]. 

We understand that planned giving can feel overwhelming, but our team is here to help. We offer a variety of planned giving options, such as [examples of planned giving, such as bequests, charitable gift annuities, and trusts]. You can learn more about these programs at your leisure with our planned giving resources [link to planned giving page]. We work closely with our Legacy Contributors to help you find opportunities that align with your philanthropic goals, preferences, and financial planning needs.

Ultimately, by joining the Legacy Circle, you can ensure your legacy is as enduring as your passion for our mission. 

Thank you for your time and consideration, 

Warmly,

[Major Gift Officer]

Fundraising Email Template #5: Lapsed Donors

Subject: We Miss You at [organization name]

Body:

Hello [Name],

It’s been a while since we last heard from you, so we wanted to reconnect. We feel your absence and miss your generous support for our cause. With your previous donation of [insert donation amount] to [fund], you helped us achieve [positive outcome of campaign]. 

As we move forward, we thought you would be interested in renewing your support for [upcoming campaign that’s related to their past support]. There’s no better time to reengage with our mission and beneficiaries than now! 

Whether you decide to donate, volunteer, or simply spread awareness of our cause, we depend on the support of advocates like you. Your support means the world to us and our beneficiaries, and we look forward to making an even greater impact together.

Thank you for your time and consideration.

Warmly,

[Major Gift Officer]

Fundraising Email Template #6: Matching Gift Appeal

Subject: Double Your Impact with Matching Gifts

Body:

Dear [Name],

We’re so grateful for your admirable support for our mission. As a loyal donor, we wanted to present you with an exciting opportunity to expand your impact on our beneficiaries.

We noticed that you work for [employer], who offers a matching gift program. This means that if you donate at least [minimum match-eligible amount] to our nonprofit, you’ll be able to instantly multiply your impact through your employer. Just follow these simple steps:

[include the steps for submitting a matching gift request for this employer]

By leveraging corporate giving programs like matching gifts, you can use your employment benefits for good and fuel [upcoming initiatives or events]. Don’t forget to take your impact even further by spreading the word about matching gifts to your colleagues, family, and friends. To learn more about matching gifts and corporate philanthropy, visit [link to matching gift educational resource].

Thank you for your time and consideration.

Warmly,

[Major Gift Officer]

Fundraising Email Template #7: Event Attendees

Subject: Join Us on [event date]!

Body:

Hello [Name],

At [organization name], hosting fundraising events is one of our favorite ways to connect with supporters like you while securing support for our beneficiaries. That’s why we’re thrilled to invite you to [event name] on [event date]!

[event name] promises to be a [adjective describing event, i.e. exciting, family-friendly, exclusive, action-packed, classy] [time of day, i.e. morning, afternoon, or evening], and we would love for you to be a part of the fun.

Join our beneficiaries, staff, volunteers, and donors to enjoy [event activities, i.e. meals, guest speakers, or entertainment] while coming together for a great cause. With all of these activities, spots are sure to fly, so be sure to reserve your spot today [link to event microsite]!

We hope to see you on [event date] and please feel free to reach out with any questions. Thank you for your time and consideration.

Warmly,

[Major Gift Officer or Event Coordinator]

Fundraising Email Template #8: Potential Sponsors

Subject: Partner with Us! 

Body:

Hello [Company or Point of Contact Name],

It was a pleasure to [means of how you and the business met, i.e. speak at a conference, chat at a community event]. We’re hosting [event or campaign] in the coming months and we thought you would be a great fit as a partner. Our [commonalities, i.e. industry or shared mission] makes us ideal collaborators and a partnership would help us achieve our mutual goals of [examples of goals].

As a sponsor, you would [detail sponsor benefits]. This opportunity has helped our previous sponsors [testimonials and results from past sponsors]. Plus, through our partnership, you can demonstrate your commitment to social responsibility and [detail general benefits of corporate social responsibility].

Let’s discuss how we can tailor the sponsorship experience so we can both reach our goals. Please feel free to contact [point of contact] to set up a time to meet.

Thank you for your time and consideration, and we hope to hear from you soon.

Warmly,

[Major Gift Officer]

Fundraising Email Template #9: Peer-to-Peer Fundraisers

• Note: This is an email that your nonprofit can write for peer-to-peer fundraisers to send on your behalf.

Subject: Help Me in the Fight for [mission-related term]

Body:

Dear [Name],

I hope you’ve been well. I’m reaching out because I have exciting news—I’m fundraising for [organization name], a nonprofit that [explain mission]. I’m deeply passionate about this cause, and I know that with your help, we can make a real difference together. 

I’ve been involved with [nonprofit name] for [time involved with nonprofit] doing [details about time spent with nonprofit]. During this time, I’ve helped [specific impact numbers] and I have learned [takeaways from time spent with nonprofit]. I’m proud to be a part of this community, and to take my involvement to the next level, I’ve set a fundraising goal of [$] for [upcoming campaign]. 

You can make a donation by visiting my personal fundraising page here [link to fundraising page]. I would be extremely grateful if you decided to join me in the fight for [mission-related term], as I can’t do it without your help! 

Thank you for your time and consideration,

[Fundraiser Name]

Fundraising Email Template #10: Board Members

Subject: An Important Request to our Board

Body:

Dear [Name],

Your status as a member of [organization name]’s board of directors is invaluable to the long-term success of our nonprofit. That’s why we wanted to let you know about a new [type of initiative, i.e. fundraising, awareness, donor engagement] opportunity that your involvement could help us greatly with.

You can support our [initiative] in numerous impactful ways. For example, an additional gift would help us kickstart our efforts and your significant network would be a valuable asset in spreading awareness. Your support and endorsement as a board member are incredibly useful for inspiring others and will help set us up for success.

As always, we’re extremely grateful for your support and we look forward to seeing you at our next meeting. Thank you for your time and consideration.

Warmly,

[Major Gift Officer]

Nonprofit Fundraising Email Best Practices

Now that you know what your templates might look like, you might be eager to get started. Keep these best practices for writing nonprofit fundraising emails in mind as you dive in:

Create donor personas. 

Stepping into your email recipient’s headspace is important for learning what content or approaches resonate with them the most. Create detailed donor personas with information such as:

• Occupation
• Income
• Demographics
• Location
• Family
• Interests
• Motivations
• Challenges
• How your nonprofit can appeal to them 

Use segmentation

Segmentation is the process of identifying target audiences with shared characteristics and sending them tailored messages. Segmentation saves your nonprofit time, preserves personalization, and allows you to hone outreach based on campaign goals and audience preferences. You can segment communications by leveraging a CRM or other marketing platform with automated capabilities.

Craft a strong subject line. 

Your subject line is the first thing your reader sees, so it needs to make a great impression immediately. Create an effective subject line by stressing the urgency of your request, using statistics, incorporating personal information, and keeping it direct and impact-focused. You can see which types of subject lines work best for your audiences by conducting A/B tests.

Optimize for mobile devices

It’s estimated that over 50% of all email opens come from mobile devices, meaning that if your emails aren’t mobile-friendly, you could lose out on a lot of fundraising revenue. Make sure your emails have responsive design, use large fonts, and include sufficient color contrast so recipients can view your messages from any screen.  

Use social proof. 

Social proof is the idea that your recipients will be more likely to support your cause if they see someone they respect also supporting it. Feature fellow nonprofit donor, beneficiary, or volunteer testimonials, depending on the email’s goal, to relate with potential donors and to make the email more personable.

Include compelling visuals.

One of the main differences between email and traditional media is the ability to integrate visuals to bring your story to life. Embed elements like your nonprofit’s logo, photos of fundraisers, and videos. Also, use visual elements to break up big chunks of text and improve readability.

Understand important key performance indicators (KPIs).

Establish exactly what success looks like for your email campaign with specific KPIs. You might track metrics like Open Rate (the percentage of recipients who opened your email), Click-Through Rate (the percentage of recipients who clicked on one or more links), and Conversion Rate (the measurement of how many recipients performed a desired action).

Wrapping Up

As you start drafting your own fundraising email templates, remember that it takes time to find the strategy that works best for your audience and consistently produces messages that continually resonate with each recipient.

To make the process more efficient, consider working with a nonprofit marketing agency like Fifty & Fifty. These experts can help you create stunning marketing collateral that gets potential donors intrigued by your mission. To start elevating your digital marketing materials (like email) with Fifty & Fifty, click the banner below.

Check out these additional resources:

• Digital Agency for Nonprofits & Social Brands. Fifty & Fifty’s mission is to tell your story. Learn how we structure marketing campaigns for reputable nonprofits and social impact brands.
• How a Nonprofit Marketing Plan Can Enhance Your Outreach. Learn how to craft a master marketing plan that empowers you to achieve all of your goals. 
• Branding Agency for Nonprofits and Mission-Driven Organizations. Want to hone your nonprofit’s brand identity? Fifty & Fifty can help. Click through to learn more.
• Donation Request Letter Templates That Actually Work. Our sister organization Donately crafted a similar set of tips and templates for donation request letters you can start using today.