How to write a high-converting fundraising email template

The good news? With the right structure and a few smart strategies, your emails can turn casual readers into loyal supporters. Whether you’re reaching out to past donors, inviting people to an event, or making an urgent appeal, a well-crafted email can make all the difference.

In this guide, we’ll walk you through everything you need to know—from writing subject lines that get clicks to structuring emails that inspire action. Plus, we’ll share tried-and-true fundraising email templates you can use right away.

And remember: even the best email strategy works better when you’re not doing it alone. Having the right fundraising partner in your corner—one that understands donor behavior and helps you streamline outreach—can amplify your efforts and free you up to focus on what matters most: your mission.

The fundamentals of a high-impact fundraising email

What makes a great fundraising email?

A fundraising email isn’t just a request for money—it’s a chance to connect with people who care about your mission. The best emails don’t feel like a sales pitch; they feel personal, engaging, and full of purpose.

So, what sets a great fundraising email apart? It comes down to a few key things:

• A clear purpose – Every email should have one goal: getting people to donate, sign up, or take action.
• A strong subject line – If no one opens your email, it won’t matter how great the message is.
• A compelling story – People give when they feel something. Your email should show why their support matters.
• A simple, direct ask – Don’t beat around the bush. Tell them exactly how they can help.
• A powerful call to action (CTA) – Make it easy for them to donate with a clear, clickable button.

When you get these elements right, your email won’t just be another message in their inbox—it’ll be something they want to read and act on.

Optimizing your email subject line for higher open rates

Your subject line is the first impression of your fundraising email—and if it doesn’t grab attention, the rest of your message won’t matter. The goal is to make people curious enough to open your email without feeling tricked.

Here’s what works:

• Keep it short and clear – Aim for 6-10 words or around 50 characters so it doesn’t get cut off.
• Create urgency – Phrases like “Last chance to double your impact!” or “We’re so close to our goal!” can encourage action.
• Make it personal – Adding the recipient’s name or referencing past support makes a big difference.
• Use numbers – “Help us reach $10,000 by midnight!” is more eye-catching than a vague request.
• Ask a question – “Will you help feed 10 families today?” invites engagement.

What to avoid: Clickbait, all caps, and excessive punctuation (!!!). These can make your email look like spam.

A/B testing different subject lines is also a great way to see what resonates with your audience. If one version gets more open than another, you’ll know what style works best for your supporters.

Creating a compelling nonprofit donation email template

Structuring your fundraising email for maximum engagement

People don’t have time to read long, dense emails. A good fundraising email gets to the point quickly while making an emotional connection.

Here’s a simple structure that works:

1. Start with a personal greeting – Use the recipient’s name if possible. “Hi Sarah,” feels much more engaging than “Dear supporter.”
2. Hook them in the first sentence – Grab attention with a powerful stat, a short success story, or a thought-provoking question. Example: “Did you know that just $10 can provide a week’s worth of meals for a family in need?”
3. Tell a short, compelling story – People give to people, not organizations. Share a real example of how donations make an impact.
4. Clearly ask for support – Be direct and specific. Instead of “Please consider donating,” try “A gift of $25 today will provide school supplies for a child in need.”
5. Make donating easy – Include a bold, clickable button like “Donate Now” that takes them straight to the donation page.
6. End with gratitude and a personal touch – Thank them for their time, support, and belief in your mission.

The best emails feel personal and heartfelt, not robotic or overly polished. Imagine you’re writing to a friend who wants to help—because, in reality, they do.

Using a call to action that converts potential donors

Your call to action (CTA) is the most important part of your fundraising email. It’s what turns a reader into a donor. If your CTA isn’t clear, compelling, and easy to follow, you risk losing potential donations.

Here’s what makes a strong CTA:

• Be specific – Instead of a vague “Support us,” try “Donate $25 to feed a family today.”
• Make it stand out – Use a bold button rather than a plain text link.
• Create urgency – “Give now to double your impact—only 24 hours left!” gives people a reason to act immediately.
• Keep it simple – Avoid multiple CTAs in one email. One clear action works best.

What to avoid: Weak, passive language like “Consider donating if you can.” Instead, confidently say, “Your support today will change lives.”

Your CTA should be impossible to miss and make donating as easy as one click.

Tailoring your email campaign to different audiences

Engaging local businesses for sponsorships and donations

Local businesses can be powerful fundraising partners—they want to give back to the community, and your nonprofit gives them a way to do it. But getting them to say “yes” starts with the right email.

Here’s how to make your message stand out:

• Personalize it – Mention the business by name and, if possible, reference something specific about them (e.g., “We love how [Business Name] supports education in our city!”).
• Highlight mutual benefits – Show them how their support will not only help your cause but also give them visibility and goodwill in the community.
• Offer partnership options – Some businesses may prefer a one-time donation, while others might want a sponsorship or matching gift opportunity.
• Make the ask clear – Instead of saying, “Would you like to help?” be specific: “We’re looking for local partners to sponsor meals for 100 families. A $500 sponsorship covers 25 meals. Would [Business Name] be able to help?”
• Keep it short and professional – Business owners and managers are busy, so get to the point quickly.

Including a deadline or event date can also create urgency and increase responses. The goal is to make it easy for them to say “yes” by showing exactly how their support will make an impact.

Reactivating past donors and strengthening your donor base

Lapsed donors—those who have given before but haven’t donated recently—are one of your best opportunities for increasing fundraising. They already believe in your cause, they just need a reason to give again.

Here’s how to bring them back:

• Acknowledge their past support – Start with gratitude: “Sarah, your generosity helped us provide school supplies to 100 kids last year. Thank you!”
• Show the impact – Remind them how their previous gift made a difference. People like to see that their support mattered.
• Create urgency – Give them a reason to act now: “We’re just $2,000 away from funding this year’s program. Will you help us cross the finish line?”
• Offer an easy way to give – Include a one-click donation button to make the process seamless.

What to avoid: Making them feel guilty for not donating. Instead of “We haven’t heard from you in a while,” try “We miss you! Here’s what your support can do today.”

A well-crafted email can turn one-time donors into lifelong supporters—and sometimes, all it takes is a simple reminder of why they gave in the first place.

Enhancing fundraising efforts with email automation and social media

Automating your fundraising email sequence for better results

Manually sending every fundraising email isn’t just time-consuming—it also makes it harder to follow up and stay consistent. Email automation solves this problem by ensuring the right messages reach the right people at the right time.

Here’s how to use automation to improve your fundraising:

• Welcome new donors immediately – Set up an automatic email that thanks them and shows how their gift is making an impact.
• Send a follow-up reminder – If someone clicked your donation link but didn’t give, an automated nudge can encourage them to complete their gift.
• Re-engage lapsed donors – Schedule a series of emails that gradually remind past donors why their support matters.
• Segment your audience – Customize emails for different groups (e.g., first-time donors, recurring supporters, or event attendees).

By automating your email campaign, you’ll spend less time sending emails and more time building relationships with donors—all while increasing donations.

Amplifying your reach by integrating email and social media

Email and social media work best when used together. Some supporters may check emails often, while others engage more with social platforms like Facebook, Instagram, or LinkedIn. Combining both ensures your message reaches more people.

Here’s how to maximize your impact:

• Cross-promote your emails on social media – Share snippets from your fundraising email as a post and encourage followers to check their inboxes.
• Add social sharing buttons in emails – Let supporters share your donation page with one click.
• Go live for urgent campaigns – A live video update about your fundraising progress can drive more engagement and donations.
• Use social proof – Highlight real donors and their stories in emails and social posts to inspire others to give.
• Create a challenge or campaign hashtag – Encourage donors to share why they gave, creating a ripple effect of visibility.

The goal is to meet donors where they are—whether that’s their inbox or their favorite social feed—so your message has the biggest impact.

Measuring and optimizing your email campaign performance

Tracking open rates, click-through rates, and conversions

A great fundraising email isn’t just about what you say—it’s also about how well it performs. Tracking key metrics helps you see what’s working and what needs improvement.

Here are the most important email metrics to monitor:

• Open rate – The percentage of people who open your email. A low open rate means you may need stronger subject lines.
• Click-through rate (CTR) – The percentage of readers who click a link in your email. If CTR is low, your CTA might not be clear or compelling enough.
• Conversion rate – The percentage of people who complete a donation after clicking. This tells you how effective your landing page is.
• Unsubscribe rate – If too many people opt out, you may be sending emails too often or not providing enough value.

The key is to track trends over time. If open rates drop, try testing new subject lines. If donations are low, tweak your CTA. Small changes can lead to big improvements.

A/B testing different fundraising email templates

Even small tweaks to your email can make a big difference in how people respond. That’s where A/B testing comes in. It’s a simple way to test different elements of your email to see what works best.

Here’s how to run an A/B test:

1. Choose one element to test – This could be the subject line, CTA, email length, or even the images you use.
2. Create two versions – Keep everything the same except for the one thing you’re testing.
3. Send each version to a small portion of your email list – Half of your audience gets Version A, the other half gets Version B.
4. Analyze the results – Look at open rates, click-through rates, and donation conversions to see which version performed better.
5. Apply what you learn – Use the winning version for the rest of your campaign and for future emails.

For example, if one subject line gets 20% more opens than another, that’s valuable insight you can use in every email moving forward. Testing helps you make data-driven decisions that improve results over time.

Fundraising email templates for different occasions

General donation request email

Subject line: Join us in making a difference today!

Email body:

Hi [First Name],

I’m reaching out because we need your help. Right now, [briefly describe the cause—e.g., "families in our community are struggling to afford meals, and we’re working to change that"].

Your support makes a real impact. Just $25 can provide a week’s worth of food for a family in need. Every dollar helps us get closer to our goal.

Will you be part of this effort? Click below to make a difference today.

[Donate Now]

Thank you for being part of our community. Together, we can change lives.

With gratitude,
[Your Name]
[Your Organization]

Urgent fundraising appeal with a sense of urgency

Subject line: We’re running out of time—your help is needed now!

Email body:

Hi [First Name],

This is urgent. We’re just [X hours/days] away from our deadline, and we’re still [amount] short of our goal to [specific impact—e.g., "fund life-saving medical care for 50 children"].

We can’t do this without you. Your gift of $[amount] right now will help us close the gap and make sure no one is left behind.

Please don’t wait—every second counts.

[Donate Now]

Thank you for acting quickly. Your support means everything.

With appreciation,
[Your Name]
[Your Organization]

Matching gift fundraising email

Subject line: Double your impact—your gift will be matched!

Email body:

Hi [First Name],

Exciting news! Right now, every dollar you give will be doubled thanks to a generous matching gift from [donor/company name]. That means your $25 donation becomes $50, helping us [specific impact—e.g., "feed twice as many families in need"].

But there’s a catch—we only have until [deadline] to take advantage of this incredible opportunity.

Will you help us maximize this match and make twice the impact? Click below to give before time runs out.

[Double My Gift Now]

Thank you for your kindness and generosity!

With appreciation,
[Your Name]
[Your Organization]

Fundraising event invitation email

Subject line: You’re invited! Join us for [event name] on [date]

Email body:

Hi [First Name],

We’re thrilled to invite you to [event name], a special gathering to support [your cause]! Join us on [date] at [location/virtual link] for an evening of [mention key highlights—e.g., "inspiring stories, live entertainment, and an opportunity to make a difference"].

Here’s what you can expect:

• [Highlight 1 – e.g., "Meet the people your donations have helped"]
• [Highlight 2 – e.g., "Enjoy live music and refreshments"]
• [Highlight 3 – e.g., "Take part in an exclusive auction benefiting our cause"]

Your presence will help us reach our fundraising goal of [amount] and make a lasting impact.

Spots are limited, so RSVP today!

[Reserve My Spot]

We can’t wait to see you there!

With excitement,
[Your Name]
[Your Organization]

Make every email count—and convert.

A well-crafted fundraising email can be the difference between getting ignored and sparking real action. With the right subject line, compelling storytelling, clear calls to action, and strategic timing, your emails can become one of your most powerful fundraising tools.

The key? Keep it simple, personal, and direct—like you’re writing to a friend who believes in your mission. Great emails don’t just ask for donations; they build trust, deepen relationships, and make supporters feel like they’re part of something bigger.

Harness helps nonprofits like yours create powerful, relationship-driven campaigns with smart automation, beautifully branded templates, and expert guidance every step of the way. Whether you’re launching your first appeal or optimizing a complex email series, we’ve got the tools—and the team—to help you grow your impact.

Frequently asked questions

How often should nonprofits send fundraising emails?

It depends on your audience, but a good rule of thumb is once or twice a month for general fundraising emails. You can send more frequently during urgent campaigns or giving seasons, like year-end fundraising.

What’s the best subject line for a fundraising email?

The best subject lines are short, clear, and emotionally compelling. Try to keep them under 50 characters and include urgency, personalization, or a powerful hook. 

How can I increase my fundraising email’s open rate?

Use engaging subject lines, personalize the email with the recipient’s name, and send from a real person’s email address instead of a generic one. A/B testing different subject lines can also help you see what works best.

What’s the ideal length for a nonprofit donation email template?

Keep it short and focused—ideally 150-250 words. Supporters should be able to read it quickly and know exactly what you’re asking them to do.

Should I personalize my fundraising emails for different donor segments?

Absolutely! Sending targeted emails based on donor history (first-time donors, recurring donors, lapsed donors) leads to higher engagement and more donations. Personalization makes supporters feel valued and connected to your cause.

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