You’re probably sitting on a list of a few thousand people.
And if you’re honest, you barely email them.
Not because you don’t care or because you don’t believe in your mission.
But because you’re not sure what to say, how often to say it, or whether email fundraising even works for an organization like yours.
If this is you, here’s a simple roadmap to revamp your email fundraising this year—without overwhelm.
Step 1: Don’t think “fundraising” yet. Start with communication.
Right now, email feels heavy because you’re jumping straight to:
“Should I ask?”
“How much?”
“What if no one gives?”
Instead, your first goal is simpler:
Reintroduce yourself.
Your subscribers opted in at some point. They wanted to hear from you. Start by reminding them:
who you are
who you serve
why your work matters
No ask. Just presence.
Step 2: Commit to consistency before campaigns
Email fundraising doesn’t fail because people don’t give.
It fails because you only show up during emergencies.
Consistency matters, but you don’t need to email every week to start. Instead:
Start with one email every two or three weeks.
The goal isn’t frequency—it’s rebuilding a relationship with your list. As you see engagement (opens, replies, clicks), you can naturally increase your pace.
Even sending one thoughtful email a month is better than sending nothing at all.
Remember, consistency does the warming. Campaigns do the asking.
Step 3: Use a simple weekly structure
You don’t need new ideas every week. Determine the information buckets you want to share and rotate through them:
a short story from the field
an update on impact
a lesson learned
a behind-the-scenes moment
End each email the same way e.g.:
“Thanks for being part of this mission.”
Predictability builds safety. Safety builds engagement.
Step 4: Read the signals before you ask
After a few weeks, look at:
replies
clicks
unsubscribes
You’re not chasing perfection. You’re asking:
“Are people paying attention?”
If yes, you can consider a soft ask.
If not, that’s okay—keep sending helpful, human emails. Every touch builds trust, and the right moment to ask will come naturally.
Step 5: Start small—and stay human
Your first fundraising email doesn’t need a big goal.
It needs honesty.
Tell them:
what you’re trying to do
why it matters
how they can help
That’s how email fundraising begins—not with pressure, but with trust.
You don’t need more subscribers.
You need to start talking to the ones who already raised their hand.
And yes—email can absolutely become a meaningful fundraising channel for your nonprofit.
But only if you begin.
Cheers to your impact
Carol
P.S. If emailing your supporters feels overwhelming or you’re not seeing results, an Automated Email Fundraising System can help you nurture your list, build engagement, and encourage fundraising. January enrollment to implement the system is now closed, but you can secure a February spot at this link.