Isn’t it frustrating that you’ve stayed consistent with your newsletter, done the work to define your audience, and still aren’t seeing the results you expected?
Maybe you write the most compelling email—one that you know has the power to drive real donations - but it doesn't even get opened.
And even when it is opened, your call-to-action doesn’t carry that message forward or give someone a clear, meaningful reason to act… so they don't act.
“SIGH”
I have been there too and here are three things that were wrong and how fixed them to start seeing results for myself and my clients.
1. The subject lines are too long.
Most nonprofit subject lines are long, polite… and ignored.
If you can say it in 15 words, force yourself to say it in 10 without losing the hook that reels in your readers.
Instead of this | Try this |
“Supporting Our Community Through Critical Programs This Year-End Giving Season” This is descriptive. It’s accurate. It also gives readers zero reason to open. | “We almost had to turn them away” Now there’s tension. Curiosity. A reason to click. Less words—but more focused. |
2. Writing like an organization, not a human.
Your audience isn’t a boardroom. It’s a person.
Right now, your tone likely sounds like a formal report:
Capitalized Words
Perfectly structured sentences
Emotion filtered out
That’s not how people talk 1 on 1. And it’s not how people connect.
Write like you’re emailing one person:
A donor who already cares
A volunteer who showed up last month
A supporter who wants to feel involved
In tone: Use the language you’d naturally use with them.
In grammar: Drop the stiffness. Write like you speak. It’s okay to start sentences with “And.” It’s okay to be a little imperfect.
Because connection beats perfection every time.
Instead of this | Try this |
“We are currently seeking dedicated volunteers to assist with our upcoming community outreach initiatives.” | “We could really use a few extra hands this Saturday. Want to join us?” |
3. The Calls-to-action are outdated.
“Donate.”
“Volunteer.”
These aren’t really calls to action—they’re more like direction signs. They point people where to go, but they don’t give them a reason to move.
And if your newsletter hasn’t deeply engaged them, these generic asks will fall flat.
Your CTA should carry the emotional weight of your message forward.
Instead of this | Try this |
“Donate now” | “Help us make sure no one gets turned away this week” |
See the difference? One asks. The other pulls. A strong CTA:
Reinforces what they just read
Makes the impact tangible
Creates urgency (or even a little FOMO)
It’s not always about working harder on one piece. It’s about making sure every part—subject line, message, and CTA—works together to move someone from interest to action.
The Nonprofit Email Newsletter Content Vault includes a database of best performing subject lines and clear calls to action to ensure that your emails get opened and drive action.
Cheers to your impact
Carol
PS: Never wonder what to email donors
If you are ready for donor emails that increase engagement and drive more donations—but without the stress of figuring out what to write each month,
I put together a Nonprofit Email Newsletter Content Vault with story prompts, subject lines and clear calls to action, and a simple story collection form so you’ll never start with a blank screen again. CLICK HERE to access it.