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Helpful Fundraising Email Best Practices

A laptop sitting on a desk with an email inbox on the screen. Colored email alert icons are scattered across the screen.


In the digital age, where information is plentiful and capturing attention is key, fundraising professionals face the challenge of cutting through the noise. Email campaigns remain a crucial tool in the arsenal of those looking to raise funds for important causes. Yet, crafting emails that capture attention and encourage action requires more than good intentions; it requires strategic finesse. Continue reading for some helpful fundraising email best practices.

Subject Lines

A strong subject line is an essential component of an effective email. It’s the first hurdle in engaging potential donors, acting as the gateway to the content of your email. To craft a subject line that entices readers to open your email, think about what moves them. It should hint at the value they’ll receive by reading more, whether it’s insight into the impact of their donations or an enticing event invitation. Yet, it must be concise—subject lines with fewer than 50 characters often have higher open rates because they’re easily digestible at a glance.

Audience Segmentation

In the world of fundraising, one size does not fit all. Emails that resonate on a personal level are far more likely to prompt a response. By segmenting your audience based on past donation history, interests, or demographics, you can tailor your messaging to reflect the specifics of each group. Consider mentioning previous contributions and their outcomes to establish a connection. True personalization means crafting an email that resonates with each person, making them feel like an essential member of your community’s mission.

Call to Action

Your email may be informative and engaging, but without a clear call to action (CTA), your efforts may not lead to the desired outcome. Your CTA should be unmistakable and compelling, driving the reader to take the next step, whether it’s donating, registering for an event, or simply learning more about your cause. The language you use should instill a sense of urgency and importance around your fundraising efforts. Ensure that the CTA stands out visually in your email design, perhaps through the use of buttons or distinct color schemes, to catch the reader’s eye.

Mobile Optimization

In today’s mobile-first world, optimizing emails for mobile devices is non-negotiable. A significant portion of people open their emails on smartphones, and if your content isn’t easily viewable on these devices, you risk losing engagement. Simple design choices, such as single-column layouts and large, clickable buttons, can greatly increase the effectiveness of your email. When it comes to mobile optimization, testing your emails on various devices before sending them out is crucial to ensure a seamless viewing experience.

The Art of Email Fundraising

Mastering the art of email fundraising is a continuous process of learning and adaptation. By focusing on these helpful fundraising email best practices, you can significantly improve the effectiveness of your donation efforts.

At Vertical Raise, we utilize our custom online donation platform to help you raise more money in less time. We have experience working with a wide range of groups and can help you devise effective email campaigns to support your cause. Whether you’re looking for dance fundraisers ideas or support for any other event, we’ve got you covered. Contact us today to learn more.