How to build an effective fundraising email campaign: A data-driven guide

In over 25 years of nonprofit leadership and fundraising, I’ve witnessed how a well-crafted email campaign can transform an organization’s impact. Yet, many development professionals struggle to create emails that truly connect with donors and inspire action. Today, I’m sharing a proven framework for building effective fundraising email campaigns, backed by behavioral science and real-world results.

Why fundraising emails matter more than ever

Donors’ inboxes are more crowded than ever. Research indicates that the average attention span has decreased significantly in recent years, from two and a half minutes in 2004 to about 40 seconds, highlighting the need for concise and compelling storytelling. According to M+R’s 2023 Benchmarks Study, nonprofit email lists grew by 7% in 2022, demonstrating the continuing importance of email as a fundraising channel.

Furthermore, email fundraising revenue accounted for 16% in 2023, raising $76 per 1,000 emails sent. These statistics underscore why mastering email fundraising is crucial for nonprofit success in today’s digital landscape. Keep reading to understand a science-backed framework for effective fundraising emails.

Plan with donor motivations in mind

Before writing your fundraising email, understand your donors’ motivations. Successful emails answer these questions:

• What specific impact will the donor’s gift create?
• Why is this the right moment to give?
• How will the donor feel after contributing?

Research by Small, Loewenstein, and Slovic (2007) demonstrates that individuals are more inclined to donate when they can relate to a specific beneficiary’s story, highlighting the importance of personal narratives in fundraising. This phenomenon, known as the “identifiable victim effect,” shows that donors are more likely to give when they can connect with an individual story rather than general statistics. Somewhat unbelievably, more people suffering does not actually convince donors of more of a need; it desensitizes them to the harm. 

Craft your structure based on an email template

It can be helpful to understand the structure of a great email through the use of a template. Having this solid base allows you to customize your outreach, knowing you are starting with something strong already. Here’s a tested template for fundraising emails that convert:

While variations in structure are always appropriate, especially as you build tests to assess performance, some key elements of the email remain consistent: 

• Short emails perform better than long emails. While this debate is much more nuanced with direct mail, emails are often read on mobile devices, so shorter content has much higher engagement. 
• Tell emotional, compelling stories. Facts and figures reinforce existing decisions and rarely create convincing appeals. A story of someone, whether it is a donor or volunteer for social proof or a person served by your organization makes your organization’s impact tangible. 
• Sequence is more important than structure. The first email someone receives from your organization should not be an appeal. If you are asking for a financial commitment in the first communication, your response rate will be low, especially via email. Consider a warming sequence of your prospective audience. 

Donor segmentation 

The consistent research in donor science reveals that people are more likely to support causes when presented with personalized stories. Segmentation and personalization go hand in hand. Smaller email lists have much higher open rates and engagement rates, presumably because these are tailored appeals. For example, if an organization serves dogs and cats, sending a dog-related story to the entire list may not resonate with those who care deeply about cats. The research demonstrates that emotional responses are stronger when donors can connect with specific stories. 

Key elements to maximize the impact of a fundraising email

There are a few key elements that a successful email must have in order to be effective. Based on analysis of thousands of fundraising emails that I conducted in 2023 in collaboration with NeonOne, key elements that drive results include:

Subject lines that work:

• Keep it under 50 characters (Campaign Monitor also reports that subject lines between 41-50 characters have the highest open rates)
• Include the donor’s name when possible (personalized subject lines can increase open rates by 26%, also according to Campaign Monitor)
• Use action-oriented, emotional language
• Create urgency without being alarmist

Our research investigates factors influencing recipients’ decisions to click through and donate through emails. The study identifies key variables that affect email opening rates, providing insights into effective digital storytelling and what to avoid. Emails that don’t include an emotional hook in the subject line and pre-header text are easily ignorable. 

Email length and timing:

While many debate the ideal length, successful fundraising emails typically fall between 300-500 words. I often suggest that one scroll on a mobile device is a good marker for how long your email should be. This length allows you to tell a compelling story while maintaining engagement. According to MailChimp’s analysis of billions of emails, the best time to send emails is:

• Weekdays perform better than weekends
• Tuesday through Thursday show the highest engagement
• 10 AM – 2 PM in the recipient’s time zone yields optimal results

Technical best practices

It’s important to remember the things you can do from a technical perspective, that will make your emails that much easier for readers to digest. From experience leading digital transformation initiatives, these technical elements matter most:

Optimize for email:

• 62% of emails are opened on mobile devices (Litmus Email Analytics, 2023)
• Mobile-responsive design is essential for engagement
• Buttons should be at least 44×44 pixels for easy tapping
• Single-column layouts work best on mobile

Test your emails:

• A/B test subject lines with 10-15% of your list
• Test email rendering across multiple devices and clients
• Verify all links and tracking parameters
• Check loading speeds of images and content

Incorporate technical requirements:

• Include both HTML and plain text versions
• Optimize images for quick loading
• Ensure accessibility for screen readers
• Implement SPF, DKIM, and DMARC records

Building effective follow-up sequences

The donor journey doesn’t end with the first email. There are many other opportunities to make a connection with your donors. Research from the Fundraising Effectiveness Project shows that donor retention rates average less than 45%. To improve this:

1. Send an immediate thank-you email
2. Follow up within 48 hours with impact details
3. Provide monthly updates on project progress
4. Share beneficiary stories and testimonials
5. Invite donor feedback and engagement

Common mistakes to avoid

Now that we have covered all the “do’s”, it’s important to acknowledge the “don’t do’s. Make sure to avoid these common mistakes to ensure your message gets across in the way you intend. Based on an analysis of underperforming campaigns, these are the most critical pitfalls:

1. Organization-centric content: Focus on donor impact instead of organizational needs
2. Complex language: Keep content at an 8th-grade reading level
3. Buried calls-to-action: Place your primary ask within the first viewport
4. Lack of urgency: Include clear deadlines and reasons to act now
5. Poor mobile experience: Test thoroughly on multiple devices

Building your fundraising email campaign calendar

Success isn’t just about individual emails—it’s about creating a coordinated campaign. It’s called a donor journey for a reason! There are multiple stops along the way. Here’s a recommended structure for a 30-day fundraising campaign:

1. Day 1: Campaign announcement with clear goals
2. Day 7: Impact story featuring beneficiary
3. Day 14: Progress update with social proof
4. Day 21: Donor testimonial and matching gift opportunity
5. Day 28: Urgent deadline reminder
6. Day 30: Final call + deadline

Measuring success

How will you know if you have executed a campaign properly? Of course, the measure of success can vary based on your specific organization and where you fit in the sector, but there are some common things to look at to understand if you’ve effectively reached your audience. Key metrics to track, based on M+R’s 2023 Benchmarks are:

• Open Rate: Aim for 25% or higher 
• Click-Through Rate: Aim for 2.5% or higher
• Conversion Rate: Aim for 1% or higher 
• Average Gift Size: Track against your historical data
• Donor Retention Rate: Compared to the sector average of less than 45%

Looking ahead: the future of fundraising emails

The fundraising landscape is evolving rapidly. While these fundamentals remain crucial, innovations in personalization, automation, and artificial intelligence are revolutionizing donor engagement. According to NonProfit PRO’s 2023 Trends Report, key emerging trends include:

• AI-powered personalization
• Automated donor journeys
• Interactive email content
• Enhanced data analytics
• Integrated multi-channel campaigns

Effective fundraising emails aren’t just about raising money—they’re about building relationships and creating meaningful impact. By following these guidelines and continuously testing and optimizing your approach, you’ll be well on your way to creating campaigns that resonate with donors and drive real results.

Remember: every email is an opportunity to strengthen donor relationships and advance your mission. Focus on creating value for your donors, and the results will follow.

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Cherian Koshy

Cherian Koshy is a Certified Fund Raising Executive (CFRE), Chartered Advisor in Philanthropy (CAP), and an AFP Master Trainer. As a recognized leader in the social impact sector, he brings over 25 years of experience in revolutionizing fundraising and organizational strategies.