Two of the most common concerns I hear from nonprofits like yours when it comes to email marketing is:
“We don’t want to overwhelm supporters.” or “We don’t want to risk increased unsubscribes.”
It’s a valid concern—but the data from top-performing organizations tells a different story.
It tells us that sending more emails does not impact you negatively in the long run.
Leading nonprofits like St. Jude send weekly emails as part of their regular communication cadence, in addition to major fundraising campaigns. This isn’t an exception—it’s a pattern. Across the top 100 nonprofits in the U.S., consistent, frequent email communication is the norm, not the risk.
Don't believe me? See for yourself.
This screenshot shows the volume and consistency of emails sent by St. Jude.
Even with billions in funding, they continue to prioritize email fundraising.
While we don’t know exactly how much revenue comes from email, it’s clearly valuable—organizations at this level don’t invest in channels that don’t deliver.
Here’s why this works:
Engaged supporters expect to hear from you.
People who care about your mission don’t unsubscribe because you emailed “too much.” They unsubscribe when emails feel irrelevant, transactional, or disconnected from impact.More emails create more opportunities—not pressure.
Every email is a chance to remind supporters why they gave, what progress is being made, and how they can help. Naturally, more opportunities lead to more funds raised—not because donors are pushed, but because your mission stays top of mind.Unsubscribes are not a failure signal.
A small increase in unsubscribes is normal—and healthy. It simply means your list is becoming more aligned with people who want to stay connected. What remains is a stronger, more responsive donor base.
The most successful nonprofits don’t email less to protect their lists. They communicate better and more consistently—and they don’t wait until a fundraising need arises to reach out, which often feels transactional.
That’s exactly why an Automated Email Fundraising System matters. It allows you to:
Send the right message at the right time
Segment supporters based on interest and behavior
Maintain consistency without overwhelming staff
The result isn’t “more noise” that leads to unsubscribes. It’s more relevance, more engagement, and more funds raised.
Cheers to your impact
Carol
PS: If you need to diversify your funding sources with email fundraising in 2026, I have a limited number of implementation slots available to set up your Automated Email Fundraising System. Apply the 20% savings code: DIVERSIFY26 at checkout. This opportunity ends when slots are filled or on December 31—whichever comes first. Click here to sign up.