Email marketing, social media, online messaging services, websites - these are some of the powerful nonprofit marketing tools to reach potential donors.
While email marketing may look like an outdated tool when compared to social media marketing, the fact is that email has 4.25 billion users worldwide, and the open rate for nonprofit emails is four times higher than typical marketing emails.
But relying on statistics won’t help. You have to ensure that your email doesn’t get lost in the sea of promotions on the recipient’s email list. Your fundraising email has to be impactful to get noticed, opened and clicked.
Do you need ideas on how to craft the perfect fundraising email? We’ve got you covered. In this blog, we give you 5 examples of fundraising emails for your nonprofit, including tips on how to craft one. Let’s begin.
1. Welcome email
A welcome email for a nonprofit is the first communication that new members, volunteers, or supporters receive after joining your organization. It serves as a warm introduction, setting the tone for their engagement and involvement with your nonprofit.
Around 74% of new subscribers expect a welcome email, and these have an open rate of 202% when compared to the usual emails.
This email is an opportunity to express gratitude, provide essential information, and make the recipient feel valued and excited about being part of your community.
Here are some key points to consider when crafting a welcome email.
- Convey gratitude: Express gratitude first. Let them know that their support is crucial and appreciated.
- Nonprofit mission: Briefly explain your nonprofit’s mission in one simple and impactful sentence. You can add links to help them learn more.
- Involvement: Outline the different ways the recipient can get involved. This could include volunteering, attending events, fundraising, or advocacy. You can add links for interested recipients to learn more.
- Engage the recipients: Encourage recipients to attend any upcoming events or initiatives by mentioning them briefly and adding relevant links.
- Social media links: Provide links to your nonprofit's social media profiles and encourage the recipient to follow and engage with your organization online.
- Contact information: Include clear contact information, such as an email address and phone number, where recipients can reach out if they have questions or need assistance.
- Call to action: Encourage the recipient to take a specific action through a clear call to action to drive immediate engagement.
Your welcome email should set a positive tone by expressing gratitude. At the same time, it has to provide examples of what subscribers can expect from the nonprofit.
2. Update email
An update email is a must for every nonprofit. It is a communication sent to supporters, donors, volunteers, and other stakeholders, providing them with the latest news, developments, and achievements related to your nonprofit’s activities and initiatives.
The main intent of such an email is to constantly engage your supporters and keep them connected to your nonprofit.
Here are some important points you need to consider while crafting an update email for your nonprofit.
- Subject line: It has to succinctly convey the purpose of the email.
- Introduction: Begin with a warm and personalized greeting acknowledging the recipient’s support.
- Highlight achievements: Share recent accomplishments, milestones, and outcomes achieved by your nonprofit. Use specific examples and data to showcase the impact of your work.
- Project updates: Provide detailed updates on ongoing projects, campaigns, or initiatives. Be transparent about how the funds are being utilized and the impact they’ve had.
- Important links: Provide your contact information and social media links to increase engagement opportunities.
- Call-to-Actions (CTAs): It isn’t mandatory to provide a donation CTA for every email. You can skip adding it, or even if you want to include it, add a CTA for attending an event or sharing updates with the recipient’s network. This will suffice.
Your update email should be informative and engaging. The focus is on building a sense of community. It should inspire the recipient to continue supporting your mission.
3. Storytelling email
A storytelling email is a communication that uses a compelling and emotionally resonant narrative to convey your nonprofit’s cause or mission. The primary aim of this email is to engage supporters on an emotional level, evoke sympathy, and inspire them to take action or contribute to your cause.
Here are a few tips to craft a compelling storytelling email for your nonprofit.
- Authenticity: Make sure you write genuine, relatable stories that reflect real-life experiences. Authentic stories build trust.
- Central character: Introduce a protagonist who is a part of your nonprofit’s cause or has been positively affected by your nonprofit’s efforts. Personalizing the story keeps it real.
- Engaging opening: Start with a captivating hook that instantly draws the reader in and sets the tone for the narrative.
- Conflict and resolution: As is the universal standard in any form of storytelling, present a challenge faced by the central character, and then highlight how your nonprofit’s intervention brought about a positive resolution.
- Emotional appeal: Use descriptive language to paint a clear picture of the situation. Create a sensory experience to evoke empathy, hope, and inspiration.
- Visual elements: Incorporate a video or photo of the central character to enhance the impact of the story.
- Call to action: This isn’t a necessity. You can urge readers to help but in subtle ways, such as by adding social links or contact information. Adding a “Donate Now” button to each email makes the reader think that you are only interested in soliciting donations from them. Skip adding this CTA, but give them hints on how they can help the cause.
Crafting a storytelling email requires a balance of emotional impact and meaningful engagement. Keep the narrative simple and relatable. Your story will do the rest of the work.
4. Fundraiser email