Why one email isn’t enough
The first time someone sees your fundraising email, they might be interested but not ready to give.
They may not know enough yet. They may get distracted, or they just might need more time.
That’s why a short email sequence (not just one message) is so important. It gives you the chance to build trust, answer questions, and help your supporters feel confident about giving.
Also, it’s not about sending five “Donate now!” emails. It’s about crafting a clear, thoughtful journey that helps the reader go from “curious” to “ready to give”.
Your first few emails shouldn’t be about the donation form. They should build the case before asking by answering three key questions donors are likely to have.
Let’s break it down.
Email #1: What’s the problem?
I’ve learned that not everyone has the same level of knowledge about issues in the community.
So the first email your chance to help potential supporters understand the issue your organization is tackling. Be specific and show the human side of the problem.
Subject line: "This shouldn’t still be happening in 2025…"
Body example:
Right now, more than 300 families in our city are struggling to keep their lights on. One parent told us, “We had to choose between rent and food last month.”
It doesn’t have to be this way. We’re on a mission to make sure families have access to emergency support when they need it most.
This email sets the stage. It includes a brief anecdote from someone close to the problem. You’re not asking for donations just yet. You’re helping readers feel why this matters.
Email #2: Why give to YOUR organization?
This email builds trust and credibility. Show that your nonprofit is already doing the work and why you’re uniquely positioned to create real impact.
Subject line: "Here’s what we’re doing about it"
Body example:
Last year, thanks to community support, we helped 127 families avoid eviction. Our volunteers showed up at doorsteps with grocery boxes. Our team stayed on the phone with utility companies to keep the heat on. We’re a small but mighty crew, and we’re committed to doing even more this year.
This is the time to highlight your track record, your team’s dedication, and your community-driven approach.
Email #3: What will the donation do?
Answer the questions people are probably already thinking: Where does the money go? How much impact does a gift make? Why will your method succeed?
Subject line: "What $25 can really do"
Body example:
Every $25 donation helps a household access our emergency fund for rent and utility support. That’s one family staying housed. One child is getting to sleep in their own bed.
We’re not just offering a quick fix. We’re building pathways to long-term stability.
This email should paint a clear picture of what the donor’s gift will make possible, without overwhelming them with too many stats.
Email #4: The Ask (after trust is built)
Now that you’ve clearly shared the problem, why your organization is equipped to solve it, and how donations will help, your final email is where you invite your audience to take action.
Subject line: "Will you help one more family tonight?"
Body example:
You’ve heard about the crisis. You’ve seen what’s possible. And now, I want to invite you to be part of the solution.
Every gift makes a difference. With your generous gift of $25, $50, or any amount, you’ll help more families find the support they need.
👉 [Give now to keep families housed this winter]
Every donation brings someone closer to stability and lets them know they’re not alone. Thank you for being a part of this.
This final email is warm, clear, and actionable. It’s not pushy, it’s a continuation of the story you’ve been telling.
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Take 15 minutes to outline your first 3–4 fundraising emails. Start with a simple note about the problem you’re solving, why your org is the one to do it, and how you’ll build to the ask.
Don't stress - It doesn’t need to be perfect! Just getting it down on paper will make your campaign feel more intentional and less overwhelming.
Hit reply ✉️
What’s something you’ve found helpful when planning your nonprofit's fundraising emails, or something you’re stuck on? Just hit reply and share your thoughts!
