Beefree blog

11 Fundraising Email Best Practices with Examples

Emily Santos
Emily Santos
Oct 6, 2023
11 Fundraising Email Best Practices with Examples
11 Fundraising Email Best Practices with Examples

Fundraising is crucial for any non-profit organization, and sending emails is one of the most cost-effective ways to secure donations. In fact, nonprofits state that approximately 28% of their online revenue comes from email marketing. A substantial ROI earnings of $40 for every $1 spent on email have been reported by nonprofits, proving this channel to be a wise investment.

However, while financially it is a wise investment, email marketing takes brainpower. Due to the needed frequency of sending fundraising emails, to the reader, they can get repetitive. This can result in low open rates (and therefore donations). To be successful with email fundraising, it's critical to be strategic and create engaging content that lands in your reader's inbox and stands out. To do so, an understanding and application of best practices like segmentation, storytelling, and frequent optimization is necessary.

In this article, we’ll discuss some of these best practices on how to write engaging fundraising emails and share examples to inspire your next fundraising efforts.

1. Invest Time in the Subject Line and Preview Text

The subject line of your email is an essential tool in driving recipients to open it. An intriguing and compelling subject line can help you cut through the clutter of a crowded inbox and grab a reader's attention.

Here are some tips for crafting compelling subject lines:

  • Keep it short: Long subject lines may get cut off, especially on mobile devices. Aim for no more than 50-60 characters. 
  • Build urgency: If your email is time-sensitive, such as approaching the deadline for a fundraising campaign, let your readers know in the subject line to encourage them to open it now instead of waiting for later.
  • Ask a question: Questions like “Do you know the impact $5 can have?” can spark curiosity and encourage the recipient to open the email to find the answer.

Preview text, also known as pre-header text, is a snippet of text that is displayed next to or below the subject line in an email inbox. As a best practice, align the content of your preview text with the subject line copy, and consider adding a call-to-action to gain immediate visibility to your request.

For example, if your subject line is “Do you know the impact $5 can have?” the preview text could say “Join Feed the Hungry in our effort to feed 1 million children today.” 

2. Create Segments Within Your Database

Segmentation is a proven way to make fundraising emails more effective and drive more than half of email ROI. 

By creating different segments within your database, you can target specific groups of varying demographics, psychographics, or behaviors and tailor your emails to be more relevant and engaging for their unique interests. 

For instance, by creating a group of past donors, you can send a specific message to this audience thanking the recipient for their past donation, showing them what their donation helped with, and asking them to consider an increase to their donation next time.

To start segmenting your audience, here are some tips: 

  • Identify key criteria: Use the criteria most relevant to your efforts, including demographic information such as age or location, donor behavior, engagement levels, etc. As an example, if you were a national organization, you could include regional impact stories based on the location of your donor to increase relevancy for them.
  • Track data regularly: Updating and tracking data is crucial for effective segmentation and keeping your database current. For instance, if donors have moved, you want to update that information in your database so you don’t invite them to a future fundraising event that is not near them.

3. Build Relationships with an Email Fundraising Campaign

One-time emails might be effective for fundraising, but establishing an ongoing conversation with your contacts through email campaigns often yields better long-term results. 

Here are some tips for creating a fundraising email series:

  • Personalize Emails: Use your segmented lists to personalize the emails in your series and make your readers feel more engaged. For instance, if a donor clicks a “Learn More” button in the last email, the next email can reference that interaction – “Thank you for learning more about our cause. Would you like to subscribe to our email newsletter?”
  • Be Consistent: Maintain a consistent look and feel to reinforce your organization's branding and drive feelings of familiarity. If your emails typically include photos of children your organization supports, ensure you’re consistently including the same types of photos – don’t all of a sudden include illustrations that would be off-brand as they may disengage readers.

Email design tools, such as Beefree, allow users to send cohesive and on-brand email campaigns by allowing the integration of style settings in the platform. This means that anyone in charge of creating emails will have predefined guidelines to stay on brand. In addition to this, Beefree has a Saved and Synced Row feature that permits content creators to save content blocks to be reused on future emails.

4. Utilize Storytelling to Convey Your Message

Stories are a powerful way to build emotional connections and motivate people to act. A story builds empathy for your cause, provides context, humanizes the content, and helps donors envision the impact they could have.

Here are some tips for how to incorporate stories in your fundraising emails.

  • Use authentic content: A story about a real-life person or event will be more impactful than a hypothetical one, so when possible, use authentic content. For example, tell a story about Xavier, the boy from the local elementary school, who was able to buy school supplies with your donation and is very thankful for your support, versus speaking in general terms of “500 children who benefitted from your donation.” 
  • Include visuals: Putting a face to the story will make it more powerful and help build a stronger connection to the message. In the example above, you would include a photo of Xavier with his school supplies or a video message from him saying “thank you.” You can use clip creator tools to help create visuals to make your content more engaging.

5. Incorporate Relevant Visuals

Sometimes images can convey emotions more effectively than words, so consider using high-quality, relevant images to enhance your message. In the fundraising email template below, the designer included images of children to support educational causes. 

Use this template in Beefree!

Use this template in Beefree!

6. Highlight the Impact of Support

Communicating the impact of support can motivate people to contribute to the cause. Stories of impact drive engagement and build trust by showing the actual results donations can achieve. When highlighting stories of impact, use specifics, such as “your $50 donation will help provide meals for 100 people,” and again, use visuals to support your story. 

7. Use Only One CTA

Be direct in your ask. As a best practice, only use one CTA ask per email to maintain focus on that specific goal. A great way to make the CTA stand out is through the use of buttons, as shown in the example below.

Use this template in Beefree!

Use this template in Beefree!

Read: How to Design Bulletproof CTA Buttons in Email

8. Make the Giving Process Simple

An intuitive and straightforward donation process makes for an easy donor experience, increasing the likelihood that they may give again.

On the other hand, if the donating process is too complex and involves too many steps and different pages, donors may be discouraged from donating. We usually only have approximately eight seconds to gain a reader's attention, so making the intention of the email clear and the process simple is essential.

Here are some tips for making the giving process easy.

  • Clear CTA: As mentioned above, ensure your CTA is clear and easy to find. Consider short phrases like “Donate now,” “Join us,” or “Support the cause.”
  • Use a landing page: To keep your email clutter-free, send donors to a landing page for more instructions about the donation process and a form to complete with their information. By collecting their information, you can re-engage them later on to donate once more.

9. Align Your Fundraising Email Campaigns with Other Marketing Efforts

Create a cohesive donor experience and reinforce your organization’s message by incorporating other marketing touchpoints with your email campaign. These could include companioning social media campaigns. Aligning organization-wide campaigns can optimize your resources and increase conversion rates through multiple channels.

10. Time it Right

The timing of your emails can impact their effectiveness, as people are less distracted at certain times of day and are more likely to read emails.

Best Time to Send Fundraising Email

When planning your email campaign, research past emails to see the best time for your audience historically. If you’re new to email campaigns, late morning/early afternoon is the recommended time for the most engaged contacts.

Best Day of Week to Send Fundraising Email

In general, Tuesday, Wednesday, and Thursday are the best days of the week for emails to capture the audience's attention.

11. Optimize for Mobile

Optimizing email for mobile use will avoid alienating potential donors and seeing lower responses. Approximately 41% of emails are opened on mobile devices today, so ensure your text is readable on small screens. 

Responsive design can assist with this by adjusting the content to fit different screen sizes. As a best practice, make your CTAs prominent and easy to click for greater engagement on mobile. If your email is hard to read or interact with on a mobile device, then you may miss out on donations.

Read more: Email Design for Mobile: Best Practices to Take Your Email Marketing Up a Level

Best Fundraising Email Examples to Inspire Your Campaign

Only One CTA

In this example from Baldwin County Child Advocacy Center, the call to action is clear: DONATE. The message is kept concise, and the image of a child in a facemask shows a visual for emotional appeal.

giving tuesday email newsletter example

Show The Impact

In this email example from the St. Louis Area Foodbank, the donor’s impact is highlighted “$25 provides 100 meals.” This description strengthens the message to show the donors how the foodbank works to stretch funds to provide a more significant impact.

FoodBank fundraising email

Join Beefree’s Non-Profit Program and Take Your Fundraising Emails to The Next Level

At Beefree, we know that affordable and accessible design tools are essential to nonprofits. And as we mentioned here today, emails (fundraising emails to be specific), play a huge factor in how you make a difference. That’s why we are proud to provide nonprofits, big or small, with a $1,000 yearly credit for any plan.

Although we have a free plan that is available to everyone, we know that as your nonprofit grows, having a tool that grows with you is essential. Our nonprofit program is open to 501(c)(3) organizations in the United States, as well as international charitable organizations and NGOs. To learn more, visit beefree.io/nonprofits.

Related posts

How to Leverage Email Campaigns to Gather Sincere Product Reviews

What do customers think about your brand’s products? The best way to find out is to ask them directly, which you can do via strategic email campaigns. Keep reading to learn how!
Beefree team
Jan 22, 2025

How Beefree is Helping Email Makers Scale Their Production

2024 was a banner year for email markers everywhere. From sleek newsletters to interactive promos, you flexed your creative muscle to new heights and did it with a level of speed and efficiency that made crafting award-worthy emails look easy. Let’s dive into the numbers, trends, and stories that made this year unforgettable for email makers like you.
Beefree team
Jan 6, 2025

Design Award-Winning Emails with Beefree

A few weeks back, we kicked off the first-ever 2024 Really Good Email Awards (cue the confetti). Today, we’re taking it one step further and sharing how you can build award-winning emails in Beefree.
Emily Santos
Dec 26, 2024

How to Leverage Email Campaigns to Gather Sincere Product Reviews

What do customers think about your brand’s products? The best way to find out is to ask them directly, which you can do via strategic email campaigns. Keep reading to learn how!
Beefree team
Beefree team
22 Jan
2025

What do customers think about your brand’s products? The best way to find out is to ask them directly, which you can do via strategic email campaigns.

Email makes gathering authentic product reviews quick and easy. By collecting sincere feedback, you can build trust, increase sales, boost loyalty, and innovate product improvements. 

That said, requesting reviews via email requires precise timing, personalized messaging, and lots of engagement optimizations. But don’t worry—we’ll walk you through some key steps to create email campaigns that deliver the valuable feedback you need.

Why product reviews matter

Product reviews do more than confirm that you're meeting customers’ needs. Sincere feedback drives loyalty and sales, offers valuable customer insights, and helps you develop a strategic product development roadmap.

  • Fosters customer loyalty: Requesting and listening to feedback makes your customers feel valued and heard. It demonstrates that you prioritize customer satisfaction, which helps you build stronger, long-term relationships. Review requests also act as re-engagement emails by starting new conversations with customers.
  • Increases sales: Social proof drives sales. According to a recent survey by Power Reviews, 90% of potential customers use online reviews to make purchasing decisions. In fact, reviews have more influence over purchasing decisions than product prices. Turning product reviews into customer testimonials and encouraging reviews on third-party sites can significantly boost sales.
Image sourced from powerreviews.com
  • Builds Customer 360 insights: Customer feedback delivers insights into customer needs and sentiments, enriching Customer 360. Exactly what is Customer 360? It’s a unified, 360-degree view of customer data. It empowers you to tailor products and customer experiences to meet individual needs and preferences. 
  • Drives product improvements: Sincere customer feedback reveals what target customers like/dislike about your products. It provides key insight into their value, functionality, and usability, unlocking large-scale development opportunities.

How to create an email campaign to collect product reviews

Want to unlock the power of product reviews? Let’s explore how to create email campaigns that encourage customers to share their feedback.

Segment your audience

Like promotional emails, product review requests shouldn’t be sent to every subscriber.

If subscribers haven’t had the chance to try your product, product review requests will feel irrelevant and may trigger unsubscriptions. So, only send review email requests to customers recently trying your product.

You can do this by segmenting your email list based on where customers are in the buying cycle. Target loyal customers, recent purchasers, and first-time buyers with tailored email campaigns. This ensures that you’re sending emails to customers most likely to respond with insightful feedback.

Write a compelling email subject line

According to Superoffice, 33% of people open an email based on the subject line. 

Image sourced from superoffice.com

To get the click-through rates you want, your email subject lines should be personalized, relevant, and engaging. Here are some examples:

  • Did you love [product]? Or hate it? Let us know!
  • We value your opinion — help us improve!
  • We want YOU to help us make our product better!
  • Up for a discount? Share your feedback for 10% off! 

Learn more > Tips for writing open worthy subject lines.

Optimize for customer engagement

A successful email marketing strategy relies on customer engagement. Here are some key email elements you need to encourage interactions.

  • An attractive email design: With the right layout, color scheme, typography, and images, you ensure easy readability and promote interaction. Use these engagement-boosting email design best practices to help you create a design that boosts conversion rates.
  • Gratitude and value: Thank customers for reading the email and explaining why their feedback is so important. Also, consider including a personalized Gmail email signature with your content details to build trust and encourage customers to engage with your review request. 
  • Personalized, relevant content: Personalized email content motivates engagement. Use customer data platform (CDP) data to tailor messages to individual customers. What is a CDP? It’s a centralized platform that collects and unifies customer information, building comprehensive customer profiles. 
  • Incentives: Offering a small discount can motivate customers to leave reviews, especially first-time buyers. That said, incentives can (sometimes) generate insincere reviews, so stress the importance of honesty. 
  • A strong call-to-action (CTA): Your CTA should direct readers straight to the reviews submission page. Use clear CTAs with bold buttons and typography to make it stand out.
  • Mobile responsiveness: If your emails are slow to load or don’t display correctly on mobile devices, your bounce rate will spike. Leverage solutions that offer advanced mobile optimization features — such as Beefree— to create responsive emails every single time.

Ask specific, concise questions

Complex, drawn-out questions that are too open-ended can disengage customers. So, get straight to the point with concise, direct questions. Here are some examples:

  • What did you think of [specific product feature]?
  • How often do you use our product?
  • What are your favorite/least favorite features?
  • How likely are you to recommend this product?
  • What could we do to improve our product?

Use a mixture of closed and open-ended questions to increase your chances of receiving meaningful responses.

Make it easy to respond

The easier it is for customers to leave a review, the more responses you’ll receive. So, make the process as seamless and convenient as possible. One way to do this is with survey emails.

Email surveys have high response rates. They can be completed within the email with minimal effort, which is a big plus for busy customers. And, they can generate a wealth of quantitative data and metrics that are quick to analyze, leading to faster improvements. BeeFree has an extensive collection of email survey templates to suit every need.

For longer review requests, include a CTA that directly links to the review submission page. Review forms should use simple, clear language, be optimized for mobile, and have a progress bar. 

You could even provide your telephone contact details to allow customers to leave a review via telephone. It’s the preferred communication method for 55% of Baby Boomers according to Hubspot, so it’s worth considering. 

Leverage small business telephone services from Vonage to access call center capabilities like virtual receptionists and CRM integrations, streamlining processes.

Also consider directing customers to leave reviews on popular review sites, such as Google and Amazon.

Optimize email timings

If you send product review requests too early, there’s a chance your customers won’t have tried your product yet. But if you send them too late, your customer might have forgotten their experience. 

So, when’s the best time to request reviews? 

Aim to send review requests within 7-14 days post-purchase. This gives customers a chance to try the product a few times, leading to more sincere, meaningful reviews. Plan for seasonal surges such as Black Friday and incorporate them into your schedules.

Key takeaways

Do email campaigns work for gathering valuable product reviews that drive improvements, boost trust, and increase sales and loyalty? 

Absolutely — but they need to be strategic.

To generate sincere reviews and valuable data, ensure your marketing emails are personalized, engaging, and optimized for convenience. And, use email list segmentation and marketing automation to ensure they’re sent to the right customers at the right time.

How Beefree is Helping Email Makers Scale Their Production

2024 was a banner year for email markers everywhere. From sleek newsletters to interactive promos, you flexed your creative muscle to new heights and did it with a level of speed and efficiency that made crafting award-worthy emails look easy. Let’s dive into the numbers, trends, and stories that made this year unforgettable for email makers like you.
Beefree team
Beefree team
6 Jan
2025

2024 was a banner year for email markers everywhere. From sleek newsletters to interactive promos, you flexed your creative muscle to new heights and did it with a level of speed and efficiency that made crafting award-worthy emails look easy. 

At Beefree, we’ve had a front-row seat to all the incredible ways you scaled your email production. With templates that sped up creation and workflows that brought your team closer, you’ve redefined what it means to create emails that inspire and deliver.

Let’s dive into the numbers, trends, and stories that made this year unforgettable for email makers like you. 

Total number of emails created: 1,648,180

That’s right—over 1.6 million emails were crafted using Beefree this year, each one a testament to your creativity and efficiency. Everyone from small startups to large enterprises, and teams across the globe harnessed the power of Beefree.

The templates that powered your success

Out of the 1.6 million emails created this year, 178,199 started with a little help from our template catalog.

Our most loved categories included:

  • Templates for Gmail & Mailchimp: Whether you were crafting a campaign or a one-off blast, these platform agnostic templates made it easy to integrate design and delivery effortlessly.
  • Password-reset emails: You proved that even the most utilitarian messages deserve to be noticed.
  • Notification email templates: From order confirmations to system alerts, these templates kept your communications clear, concise, and on-brand.

These favorites highlight a vital truth: even the simplest communications can leave a lasting impression. Templates have become your secret weapon, allowing you to hit the ground running, save time, and focus on the creative flair that makes your emails stand out.

(source)

Total time saved per week: 2 hours

Time is money, and in 2024, Beefree users saved big. On average, 59% of users shaved off at least 2 hours per week on email creation, giving them more time to focus on strategy, creativity, and all the other things that make their emails shine. But that’s just the tip of the iceberg.

An impressive 81% of users reported being able to design emails at least 3x faster since implementing Beefree. What used to take hours now takes mere minutes with pre-designed templates and built-in collaboration tools. 

(source)

More time saved = more time to design

By cutting down on the nitty-gritty of email production, like formatting, coding, and repetitive edits, Beefree gave you the freedom to focus on what truly matters: design. 

With more time on your hands, you experimented with bold new layouts, fine-tuned your visual storytelling, and perfected those interactive elements that kept your audience engaged.

(source)

84% of Beefree users saw an increase in design quality after implementing our tool and 84% have increased on-brand email creation by 50% or more. 

Think about it: The less time on production meant more time to think creatively and innovate.

New height reached 

With more time on your hands and even more accessible design solutions, 2024 became the year you pushed boundaries and achieved more than ever before. And as your email production scaled, so did your ambitions. 

This surge in productivity and creativity signaled that you were ready for the next step—a plan that could grow alongside you and offer even more tailored support for your evolving needs. Recognizing this, we launched our Business Plan in May, designed specifically to meet you where you’re at. 

This plan was crafted to offer the advanced features and scalability that busy teams need, like enhanced collaboration tools and more customization options. 

Is the Beefree HTML Email Builder Right for You? >

After upgrading to a paid plan, 41% of Beefree users saw an ROI in just under a month! 58% report that Beefree has been a KEY part of scaling their email programs. 

(source)

Beautiful design matters 

A well-crafted email design does more than look good; it communicates your brand’s personality, values, and message in a way that’s instantly recognizable and engaging. It draws the reader in, guides their eyes through the content seamlessly, and encourages action, whether it’s clicking through to a website, signing up for an event, or making a purchase.

In 2024, you embraced the power of beautiful design like never before, and you were rewarded for it. Beefree users increased their CTR by an average of 25%.

The marketing ROI on the one email alone was immeasurable. Open rates increased by over 20%, engagement rates by 31%, and best of all, the subscribers fell under a healthy .1%. All are driven by the creative firepower of Beefree. 

Aimee Meester
, Founder and CEO, Madison Taylor Marketing 
Read the case study

In a digital landscape where first impressions are everything, beautiful design isn’t just nice to have—it’s a necessity. And with Beefree, creating visually appealing emails has never been easier, empowering you to continue delivering designs that captivate and convert.

We can’t wait to see what you create next.

Stay informed on all email trends

From the latest creative design strategies that inspire your next campaign to industry best practices and tech advancements, our newsletter is the go-to for all things creation.

By clicking Subscribe you're agreeing with our Privacy Policy