Fundraising Campaign Email Best Practices

One of the primary ways donors will be directed to your campaign page will be through email. Here are several best practices for delivering quality content and engaging email subscribers.

  • Email Regularly: Keep donors connected to the campaign, while not overwhelming their inboxes. In general, aim to send an email a week for the duration of the campaign. Be sure to also add links to the campaign in any other emails going out (such as newsletters or staff updates).
  • Keep the Call-To-Action Front-and-Center: Every email should include a specific ask and a link to the campaign page. It should be clear what the reader is being asked to do.
  • Segment When Possible: While most emails can be sent to an entire database, segmenting emails allows for nuance that catch the donors attention. For example, send an email to lapsed donors that invites them back. Segmenting by gift amount allows the email to include a specific and appropriate donation request.

Make the call to action clear! Don’t make readers dig to figure out the point of the email.

Not sure how to segment your list? There’s a Gladitood tool for that! Check out our How to Segment Your Audience video in the resource library. 

  • Find the Right Day: Generally the best days for sending emails are Tuesday, Wednesday or Thursday. However, you know your audience best. Consider what might be the best time before hitting send.

Pro-Tip! Look back at previous emails and open rates to better understand your audience. Take it a step further by testing different days and see how people respond.

  • Get Clever with Subject Lines: Pique interest with clever questions and teasers. Give recipients a reason to want to open the email. Of course, this takes balance – don’t get too salesy or emails will just get deleted.
  • Vary the Formatting: While pretty emails are fun to send, emails with no formatting at all are very impactful. When an email looks like it was sent from an individual, the recipient feels more pressure to respond. During a campaign, incorporate a couple unformatted emails that look like they’re sent from a key person at the organization.
  • Don’t Just Ask for Money: Ask readers to support your campaign in non-monetary ways as well. For example, send an email asking them to forward the campaign to friends or sharing easy instructions for sharing the campaign on social media. Give donors a reason (fun, interesting, personal) to take an action. For example, don’t just ask them to email the campaign to five people, ask them to email the campaign to five people who would connect with the campaign (“Email this campaign to five people who know the joy of rescuing a dog!” “Share this campaign with five people who are impacted by Multiple Sclerosis!” “Post the campaign and tag former schoolmates – and ask them to invest in quality education!”

Ready to get started writing your campaign emails? We’ve got a template for you! Gladitood customers can find the Campaign Email Template in the Resource Library.