Have you noticed how much busier your inbox is lately?
Your device is probably buzzing — Black Friday, holiday sales, year-end messages - with marketers trying to beat the crowd and get seen before the real rush begins.
And yet, many nonprofits will still wait until Giving Tuesday morning to hit send — hoping that one perfect email will somehow cut through the noise.
Here’s the truth: it won’t.
The organizations that stand out during the giving season are the ones that start early building up momentum — warming hearts, showing impact, and making the ask before inboxes hit peak overload.
If you’re wondering what to say in those emails, below are 10 prompts and corresponding calls-to-action that you can spread across 5-10 emails for a cohesive campaign.
BEFORE THE BIG DAY: 2–4 emails to warm hearts, share results and educate.
Email Prompt | Focus | Call-to-action |
We didn’t expect this… | Spark curiosity — reveal something hopeful or surprising. | Sponsor the next surprise |
What your generosity looks like in real life. | Share a small but vivid example of change. | Keep real change happening. |
The challenge no one talks about — but you helped solve. | Recap an impact story for an area that is often overlooked in your mission. | Let’s tackle it together. |
The number that keeps us up at night. | Reveal one data point that educates them and motivates your team to keep going. | Help us change that number |
ON THE BIG DAY: 2-3 emails (morning + evening) to ask with urgency and purpose
Email Prompt | Focus | Call-to-action |
This time last year, you made something amazing happen. | Today, every $25 today doubles to feed twice as many families.” (if you have a match) | Let’s do it again — your gift keeps hope alive. |
While others pause, we’re pushing forward. | Tie your ask directly to real-world disruption (like funding freezes) | Step in where support has paused |
We’ve come this far — but we can’t stop here. | Acknowledge progress and continued need. | Spend two minutes now to help us hit our target |
We’re racing to reach [monetary goal] by midnight. | Create urgency around the time-sensitive donation goal. | Help us close the gap — before midnight |
AFTER THE BIG DAY: 1–2 emails to express gratitude and spread the word.
Email Prompt | Focus | Call-to-action |
You showed up — when it mattered most. | A heartfelt thank-you that celebrates donors’ support and asks them to spread the word. Include social share buttons in the CTA | Invite others to join the mission |
We didn’t just meet the goal — you built the bridge. | Acknowledge their role in overcoming challenges (like a budget shortfall) to keep programs running. Include social share buttons in the CTA | Share this milestone with your friends |
These prompts can help you create emails that feel personal, not pushy — while guiding readers from emotion to impact to action.
Would you use something like this for your Giving Tuesday campaign? Hit reply and let me know.
Cheers to your impact
Carol
P.S. The Nonprofit Newsletter Blueprint has dozens of prompts like these arranged by theme, so you will always be inspired on what to say whether you are writing a regular newsletter or a fundraising email campaign. Stay tuned for the launch.