Email marketing isn’t dead.

In fact, it might be your charity’s most underutilized digital asset. Whether you're sending monthly newsletters, donor updates, or event invites, email remains one of the most reliable ways to reach the people who care about your cause.

This nonprofit email marketing guide will walk you through best practices that are proven to boost open rates, improve engagement, and turn passive readers into active supporters.

Why Email Marketing Still Works for Nonprofits

If you’re wondering, “Are newsletters effective for nonprofits?” — the data says yes:

Email has a $36 return for every $1 spent (Litmus)

99% of users check their inbox daily, some up to 20x/day (PorchGroupMedia)

64% of nonprofit emails are opened because of the subject line alone (MailModo)
Email still outperforms social media for driving donations, especially with returning donors (M+R Benchmarks)

The bottom line: email is still the MVP of digital outreach — when done right.

Our 3-Step Email Marketing Framework for Nonprofits

1. Grab Attention

Your first job is to get past the gatekeeper — the subject line. The average nonprofit email open rate hovers around 28%, which means most of your list never reads your message.

Best Practices for Nonprofit Email Subject Lines:

Use curiosity, clarity, or urgency (e.g. “What You Made Possible This Month”)

Avoid spammy clichés or overused words like “FREE!”

A/B test subject lines regularly

Add preview text that complements and builds on the subject line

Try personalizing the subject with a first name: “Sarah, we thought of you when we saw this…”

Use tools like Mailchimp or Constant Contact to A/B test different subject lines and sender names to learn what resonates. This will also prevent issues that arise when sending mass emails from a personal account.

2. Deliver Value

Once your email is opened, your goal is to keep your audience reading — and eventually acting.

How to Write a Charity Fundraising Email That Connects:

Focus on one clear story — avoid cluttered, catch-all newsletters

Include one primary CTA (e.g. Donate, Read More, Register)

Make it mobile-friendly and scannable

Use compelling visuals that support the story

Match your tone and layout to your audience (younger readers may prefer more informal, image-driven layouts)

Structure your email like a mini story — hook with a problem, show how your organization is the guide, and call the reader to action.

3. Build Trust

Your audience signed up because they care — but they won’t stay engaged without consistency.

How Often Should Nonprofits Send Newsletters?

The sweet spot: 2x per month is enough to stay on their radar without overwhelming

Weekly is great — if you have the content and capacity

How Long Should Nonprofit Newsletters Be?

Keep it short: 250–400 words max

Think in sections, not essays: headline + image + short paragraph + CTA

Use Analytics to Build Trust and Improve:

Low open rates? Adjust your subject lines.

Low click-through rates? Tighten your message and clarify your CTA.

High unsubscribe rates? Re-evaluate content relevance and list health.

Real-Life Results: A Case Study

One of our clients, Cornerstone Magazine, consistently sees open rates above 60% — more than double the industry average.

What worked?

Regular A/B testing of subject lines

Cleaner, more compelling layouts

Monthly reporting and a willingness to pivot when needed

Catering to their specific demographic, i.e. 40-65+, desktop users

Final Thoughts: Start Small, Stay Strategic

You don’t need a fancy template or daily emails to succeed. But you do need:

A clear plan

A consistent rhythm

A commitment to learning from your audience

Let your email list become what it was always meant to be — a bridge between your mission and the people who care about it.

Need Help? We Offer Email Marketing Services for Nonprofits

Whether you need strategy support or want someone to manage your nonprofit's email marketing from start to finish, we can help.

✅ Strategic planning ✅ Subject line optimization ✅ Done-for-you writing and design ✅ Reporting and analytics

👉 Book a free consultation or Learn more about our services

The Ultimate Nonprofit Email Marketing Guide: Best Practices That Actually Work