Tips to Properly Write A Fundraising Email that Will Convert

fundraising email

Fundraising emails are super important for charities to connect with donors and get donations. But how do you make sure your email grabs attention and gets people to donate? There are ways to write fundraising emails that convert.

Is email a good medium to use for fundraising?

Here’s why email is great for fundraising:

  • Cheap: Email is a low-cost way for nonprofits to reach lots of people.
  • Easy to Reach Everyone: With email, nonprofits can talk to a large audience quickly, no matter where they are.
  • Quick Communication: Unlike regular mail, email gets there right away, so nonprofits can share important news quickly.
  • Personalized Messages: Nonprofits can customize emails for each donor, making them feel special.
  • See What Works: Email tools show nonprofits how donors act, like if they open emails or donate. This helps nonprofits know what’s going well and what needs work.
  • Save Time: Nonprofits can use email tools to send messages automatically, saving time.
  • Works with Other Stuff: Email plays nicely with other fundraising tools like social media and websites.
  • Better for Earth: Email is eco-friendly, cutting down on waste from paper mail.

In short, email helps nonprofits talk to donors, raise money, and help causes faster and easier!

How do you ensure your email won’t be ignored?

To make a fundraising email that gets people to give, follow these seven tips:

  1. Powerful Subject Lines: Your subject line is like the door to your email. Make it catchy and urgent to grab attention. For example, use lines like “Help Us Change Lives Today!” or “Urgent: Every Dollar Counts!” A good subject line makes people want to open your email.
  2. Tell a Compelling Story: People love stories. Share real-life stories that show the impact of donations. Tell about individuals whose lives changed because of your organization. This connects donors to your cause and makes them want to help.
  3. Use Simple Language: Keep your email easy to understand. Avoid complicated words or terms that might confuse people. Write like you’re talking to a friend. Make your message clear and to the point.
  4. Offer Specific Examples: Show donors how their money makes a difference. Use examples like “Just $10 can feed a family for a month” or “Your donation can help save a child’s life.” Specific examples make it easier for people to see how they can help.
  5. Highlight Relatable Individuals: Share stories about the people your organization helps. Talk about their challenges and successes. This makes your cause more relatable and encourages people to get involved.
  6. Use Visuals: Add pictures or videos to your email to make it more interesting. Show donors the people they’re helping and the impact of their donations. Visuals grab attention and make your message stick in people’s minds.
  7. Close with a Strong Call-to-Action (CTA): End your email with a clear call-to-action. Tell people what you want them to do next, like donating money or sharing your message on social media. Make it easy for people to take action and support your cause.

Additional tips when crafting fundraising emails

Here are some extra tips to make your fundraising emails even better:

  1. Personalize Your Emails: Make each donor feel special by personalizing your messages. Use their name and talk about things they care about. For example, mention their past donations or interests. Customizing emails makes donors feel valued and increases the chances of them getting involved with your mission.
  2. Test and Improve: Don’t be afraid to try new things with your emails. Test different subject lines, content, and designs to see what works best. Use A/B testing to compare different options and improve your emails over time. Experimenting and learning what resonates with your audience can make your emails more effective and get better results.
  3. Segment Your Audience: Every donor is unique, so it’s important to address them accordingly. Split your email list into categories based on factors like donation history, interests, and location. Then, customize messages for each group, addressing their individual needs and interests. Segmenting your audience allows you to craft emails that are more pertinent and captivating.
  4. Follow-up: Occasionally, individuals require gentle encouragement to act. If someone doesn’t react to your initial email, don’t lose hope. Send subsequent emails as reminders about your cause, motivating them to contribute. Timing is important, so choose the right moment to send your follow-ups. Customize your communications and express gratitude for their backing to enhance the likelihood of achieving your goals.

What to avoid

Here are things to avoid when crafting your fundraising emails: 

  1. Using Complicated Language: Don’t use fancy words or industry terms that might confuse donors. Keep it simple and easy to understand so everyone gets your message.
  2. Sending Generic Messages: Don’t send the same email to everyone. Personalize your emails based on what donors like and what they’ve done before. This makes your message more meaningful to them.
  3. Being Unclear: Don’t leave donors guessing what you want them to do. Communicate your fundraising objective and explain how donors’ contributions can make a difference. Employ a compelling call-to-action to guide them on the specific actions to take next.
  4. Giving Too Much Information: Don’t overload donors with too much information. Keep your emails short and sweet, with clear headings and bullet points. Focus on the important stuff and tell a story to keep donors engaged.
  5. Forgetting Mobile Users: Don’t forget about people who read emails on their phones. Ensure that your emails are visually appealing and user-friendly when viewed on mobile devices, with easy readability and clickable elements.
  6. Ignoring Testing and Analytics: Don’t skip testing your emails or analyzing how they perform. Try different things and see what works best. Look at metrics like open rates and clicks to learn more about what donors like.
  7. Not Personalizing or Segmenting: Don’t treat all donors the same. Personalize your emails based on what donors like and who they are. Split your donor list into smaller groups and send them targeted messages. This makes donors feel special and more likely to donate again.

Know how to send fundraising emails that deliver

Creating great fundraising emails is key for nonprofits. Keep testing and improving your emails to make them even better. With the correct strategy, email fundraising has the potential to assist your nonprofit in achieving its objectives and having an impact.

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