4 Tips for Successful Email Campaigns

Posted by Ayanna Rutherford on 10.2.2022

Email Campaigns

4 Tips for Successful Email Campaigns

Email is a fantastic way to engage donors and solicit donations. According to Qgiv.com, “email has the highest return on investment of any marketing channel” with an ROI of “$40 for every dollar spent.” In a world where so many things are done online and through email communication, a solid email campaign can be a game-changer for fundraising. If you have sent emails without much success, here are three tips to help you elevate your email campaign fundraising game.

The squeaky wheel gets the oil

A common mistake made with email fundraising campaigns is not asking enough. Organizations will send one email asking for support and expect the dollars to come rolling in. The old adage “the squeaky wheel gets the oil” applies to fundraising which translates to asking often. One of the key reasons that nonprofits fail is because of a lack of funding.

One of the easiest ways to get funding is through individual donors but if you do not ask, donors do not know what you need. Asking and asking frequently is key. According to Next Page, nonprofits “can ask 21 times a year, even more,” and “there’s proof out there that the more you ask in email, the more money you’re going to raise.”          

Create a catchy subject line

You never get a second chance to make a first impression and for email campaigns, those first impressions begin at the subject line. Subject lines are a significant factor in whether a person opens an email or not. In fact, 35% of email recipients open emails based on the subject line alone, according to HubSpot.

Boring subject lines that do not capture donors’ attention are bound to fall into the email abyss. With email being one the most used forms of communication, it is important to create compelling subject lines. Subject lines that include words and statements like “we need your help!”, “thank you”, “it’s not too late”, or “we are so close” are great ways to grab donors’ attention.  

Make giving easy breezy

Giving should be easy for donors. If the process is too difficult, your organization can lose dollars. Ensuring that your organization is equipped to accept various forms of payment positions you for fundraising success. According to the Global Trends in Giving Report by Fundraising.org, 54% of donors worldwide prefer to give via credit or debit card, 11% via direct mail/post, 10% via bank/wire transfer, 9% via PayPal (Stripe), 4% via mobile app/wallet, and 1% via text message.

Stocks and bonds are another way that donors like to give. In recent years other payment forms like cryptocurrency and NFTs have become more popular methods of giving. In fact, crypto donations increased 16 times in 2021, and NFT projects donated $12.3 million to nonprofits in the same year, according to Bit Degree.

Regardless of how your donors contribute, it is important to set up accounts and work with platforms that make it easy for them to give in any form and format.


Photo Credit: #GoOpenVA


Topics: Donor Relationships, Donor Retention, Donations, Fundraising