How to Write The Perfect Fundraising Email [TEMPLATES]

5 min
Ellie Burke
Ellie Burke

The truth is there’s no universal formula you can follow to get the “perfect” fundraising email every time. There are best practices though, and following them can help you make your message as effective as possible.

To help you write an effective email, no matter what the situation, we put together this two-part round-up with our most popular email resources and templates.

The first section focuses on how to nail the many different types of emails your organization might send to your community, while the second half has the information you need to equip your peer-to-peer fundraisers to write emails to appeal to their networks.

Fundraising Email Templates and Resources

Email is a large part of how nonprofits communicate. The following email resources will equip you with the tools you need for the many different types of messages that make up an effective engagement strategy.

The Comprehensive Guide to Nonprofit Welcome Emails

Guide to welcome fundraising emails

The first emails you send a new community member set the tone for your entire relationship. Whether someone supports your cause as a first-time donor, event attendee, or third-party donor, you can send them a sequence of emails that introduces your organization in a personable way. Use these introductory email templates to write a welcome email series that resonates with your supporters and meaningfully develops your relationship.

Read Now

Beginner’s Guide to Emails

Guide to fundraising email appeals

In this guide, we review tips for crafting a wide array of email appeals. From peer-to-peer fundraising, to recurring giving, to year-end campaigns, get the best practices and real examples you need to whip up your own asks.

Email 101

Templates to Engage Donors Year Round

fundraising letter samples in guide

It’s important to communicate with donors in ways beyond hard asks and campaign promotions. Use these templates to develop a well-rounded communications plan that balances the right mix of touchpoints.

Go Steady

Donor Retention Email Templates

Donor retention fundraising email templates

To retain donors over time and further your individual relationships, it’s important to balance your messaging. From messages of thanks, storytelling, and impact, these templates will not only help you to send informative messages—they’ll also remind you to take the time to send messages with the sole purpose of delighting your community.

Bring ‘Em Back

Check out the image below for a look at what’s inside.

Fundraising email sampleGiving Tuesday Email Templates

Guide of Giving Tuesday fundraising email templates

Prepare for the days leading up to Giving Tuesday (and the day of) with templates specific to this monumental giving day. These ten email samples will help you rally support no matter what type of fundraising campaign you’re running for the big day.

Get Ready

Peer-to-Peer Fundraising Templates and Resources

For peer-to-peer fundraising campaigns, the need for great emails is twofold. First, you need to have a well-developed email engagement plan to nurture and support the success of your fundraisers. Second, those fundraisers need an effective email engagement plan of their own to rally their personal networks to give.

To help you get a plan in place for both sides of the peer-to-peer fundraising coin, we’ve compiled resources below. One is a guide that will help you send emails to your peer-to-peer fundraisers, and the other is a section packed with tips and tricks on how to create email templates to share with your fundraisers that they can leverage to reach their individual fundraising goals.

A Guide to Peer-to-Peer Fundraising Emails

Peer-to-peer fundraising email guide

When you provide your fundraisers with the tips and tools they need, their ability to raise serious results is all the more likely. This guide provides the information you need to keep fundraisers informed, motivated, and moving toward their goals.

Ready, Set, Mobilize

You’ll also get email samples like the one below. These fundraising email examples are supplemented with design callouts and helpful tips in the margins to ensure we cover all the bases. Download this free read to prepare for your next peer-to-peer fundraising campaign.

Sneak Peak: Peer-to-Peer Fundraising Email Example

Fundraising letter sample

Creating Your Own Peer-to-Peer Fundraising Templates

Once you’ve developed a communications plan to educate your peer-to-peer fundraisers, you’ll next want to create fundraising letter samples to supplement the experience.

When your fundraisers have less writing to do, you eliminate a barrier to fundraise and allow them to send quick appeals on your behalf. Not to mention, there are certain aspects of a great fundraising appeal—like mission details and calls to action—that your nonprofit is in a better position to write. It’s critical that you take care of those ahead of time so supporters don’t have to do unnecessary research.

Read Next: How to Save Time With Fundraising Email Templates

Below are a few quick tips and helpful resources to help  your peer-to-peer fundraisers start reeling in contributions.

1. Establish the Arc

At a fundamental level, you want to make sure you are introducing the problem that needs to be solved, demonstrating that there is a solution to that problem, and ending with a strong call-to-action that invites potential supporters to become a part of the solution.

2. Make it Emotionally Relevant

If you can get readers to imagine themselves as being personally affected, it makes it easier for them to empathize with the people your organization is trying help. Another good approach is to highlight a real-life example of someone who has been affected by the cause.

3. Tangible Impact and Clear Call to Action

When you present a solution to a problem and a call-to-action, it’s important to make sure you highlight how supporters will make a tangible impact. Correlate your campaign’s default fundraising goal with a specific programmatic outcome. For example, if the default goal is $250, then the text for your peer-to-peer fundraisers might read something like: “$250 will fund a full year’s education for five children in the developing world. Join me in making this happen by making a donation to my page!”

Pro Tip
Encourage supporters to add a personal connection to their email templates. A personal note accomplishes two things. One, it further legitimizes the message in the eyes of the reader and two, it helps the reader to empathize with the beneficiaries of the fundraising effort.

For more tips on how to help your peer-to-peer fundraisers reach their goals and maximize their impact, read 8 Quick Actions That Improve Peer-to-Peer Fundraising Results next.

No matter what type of email you’re writing, there’s no need to start from scratch. To learn more about topics like this and the latest marketing trends, join us in Boston at the 2019 Collaborative.


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