Why Email Marketing Matters for Nonprofits
$36
ROI per $1 spent on email
28%
of online donations come from email
3x
Higher donation value from email vs social
For nonprofits, email is not just a marketing channel — it is a lifeline. It is how you acquire new donors, nurture relationships with existing ones, promote events, share impact stories, and drive recurring donations. Email generates 28% of all online donations and produces 3x higher donation values than social media.
Unlike social media (where algorithms control your reach and only 2-5% of followers see your posts), email gives you direct access to supporters' inboxes. Your email list is an owned asset that no platform can take away.
Pro tip: Many email platforms offer free or discounted plans for nonprofits. GetResponse offers a 50% nonprofit discount and a free plan for up to 500 contacts.
Best Email Marketing Tools for Nonprofits (with Discounts)
| Tool | Nonprofit Discount | Free Plan | Best For |
|---|---|---|---|
| GetResponse | 50% off | 500 contacts | All-in-one with webinars |
| Mailchimp | 15% off | 500 contacts | Beginners, easy templates |
| MailerLite | 30% off | 1K subs / 12K emails | Budget-conscious, most features free |
| Brevo | No discount | Unlimited contacts | Large lists, SMS + email |
| Kit | No discount | 10K subscribers | Storytelling, content-driven |
GetResponse — Best Overall for Nonprofits
GetResponse offers a 50% nonprofit discount on all paid plans, plus a free plan for 500 contacts. It includes automation (welcome series for new donors, donation reminders), landing pages for donation campaigns, AI email builder, and built-in webinar hosting for virtual fundraising events.
Try GetResponse free →MailerLite — Best Free Plan for Nonprofits
MailerLite offers 30% off paid plans and a generous free plan: 1,000 subscribers with 12,000 emails/month. A/B testing and automations are included on the free plan — perfect for nonprofits testing email marketing with zero budget.
How to Grow Your Nonprofit Email List
1. Website Signup Forms
Add signup forms in your website header, footer, and on donation pages. Offer a compelling reason to join: "Get impact updates and stories from the field" or "Join 10,000+ supporters making a difference."
2. Donation Page Opt-In
Add a checkbox on your donation form: "Send me updates about [cause]." This captures donors who already showed intent. 60-80% of donors opt in when given the choice.
3. Events and Petitions
Collect emails at in-person events, volunteer signups, and petition campaigns. Each interaction is an opportunity to add a supporter to your list. Use QR codes at events that link directly to your signup form.
4. Lead Magnets
Offer a free resource: impact report, volunteer guide, educational content about your cause, or a "how to help" checklist. Lead magnets convert 30-50% of visitors vs 2-5% for generic signup forms.
5. Social Media and Paid Ads
Promote your email list on social media with compelling stories and impact data. Use Facebook Lead Ads to collect emails directly from ads (average cost: $2-5 per email for nonprofit audiences). Google Ad Grants provides $10K/month in free ads for eligible nonprofits.
Donor Email Strategy: Segmentation Is Key
Not all donors are the same. Segmenting your email list allows you to send the right message to the right supporter at the right time. Segmented campaigns generate 760% more revenue than generic blasts.
| Donor Segment | Criteria | Email Strategy |
|---|---|---|
| First-Time Donors | 1 donation only | Welcome series + impact stories + recurring gift ask |
| Recurring Donors | Monthly/quarterly giving | Impact updates + exclusive content + appreciation |
| Major Donors | $1,000+ total given | Personalized updates + invitation to events + 1:1 contact |
| Lapsed Donors | No donation in 12+ months | Re-engagement + impact since last gift + soft ask |
| Non-Donor Subscribers | On email list, never donated | Educational content + impact stories + first donation ask |
| Event Attendees | Attended event, no donation | Thank you + event recap + soft donation ask |
6 Essential Nonprofit Email Campaigns
1. New Donor Welcome Series (3-4 emails)
Email 1 (immediate): Thank you + donation confirmation + impact statement. Email 2 (Day 3): Welcome to the community + story of someone you helped. Email 3 (Day 7): How your donation is being used + invitation to follow on social. Email 4 (Day 14): Soft ask for recurring monthly giving.
2. Monthly Impact Newsletter
Send once per month to all subscribers. Include: impact numbers (e.g., "This month, we fed 5,000 families"), a beneficiary story, upcoming events, and a soft donation CTA. Keep it visual with photos and infographics.
3. Year-End Giving Campaign (5-6 emails)
30% of all annual donations happen in December. Send: Email 1 (Dec 1): Campaign launch + goal. Email 2 (Dec 10): Progress update + impact story. Email 3 (Dec 20): Urgency — "We're 60% to our goal." Email 4 (Dec 28): Last week to give. Email 5 (Dec 31): Final hours. Email 6 (Jan 5): Thank you + total raised + impact.
4. Recurring Giving Promotion
Send to one-time donors 30-60 days after their first gift. Frame recurring giving as "becoming a monthly sustainer" or "joining our inner circle." Show the cumulative impact of monthly giving: "$25/month feeds a family for a year." This converts 10-15% of one-time donors to recurring.
5. Event Promotion Series
Send 4-5 emails leading up to events: Save the date (8 weeks out), invitation with details (6 weeks), speaker/program announcement (4 weeks), early bird deadline (3 weeks), last chance to register (1 week). Post-event: thank you + recap + photos + donation ask.
6. Lapsed Donor Re-Engagement
Email 1: "We miss you" + impact since their last gift. Email 2 (2 weeks later): Story of someone who benefited from donors like them. Email 3 (2 weeks later): "Your support is needed now more than ever" + specific urgent need + donation CTA.
Email Templates for Nonprofits
Template: New Donor Thank You
Subject:
"Thank you, [First Name] — you just changed a life"
Template: Monthly Impact Newsletter
Subject:
"This month at [Organization]: [Key achievement]"
Template: Recurring Giving Ask
Subject:
"Become a monthly sustainer, [First Name]"
Event Promotion via Email
Email is the most effective channel for promoting nonprofit events — galas, fun runs, volunteer days, webinars, and auctions. Here is the optimal email sequence for event promotion:
8 weeks out: Save the date announcement. Subject: "Save the date: [Event Name] — [Date]"
6 weeks out: Official invitation with full details, speakers, and registration link. Subject: "You're invited: [Event Name]"
4 weeks out: Speaker/program announcement to build excitement. Subject: "Meet our [Event Name] speakers"
2 weeks out: Early bird deadline or limited spots reminder. Subject: "Only [X] spots left for [Event Name]"
1 week out: Last chance to register. Subject: "Last chance to join us at [Event Name]"
1 day after: Thank you + recap + photos + donation ask for those who could not attend. Subject: "Thank you for making [Event Name] a success!"
Pro tip: Use GetResponse's built-in webinar hosting for virtual fundraising events — up to 1,000 live attendees included. No need for a separate Zoom or Webex subscription.
Compliance & Best Practices for Nonprofits
CAN-SPAM Compliance
- - Include unsubscribe link in every email
- - Process opt-outs within 10 business days
- - Include your organization's physical address
- - Do not use deceptive subject lines
GDPR Compliance
- - Require explicit opt-in (no pre-checked boxes)
- - Store proof of consent
- - One-click unsubscribe
- - Include privacy policy link
Nonprofit-specific: If you send fundraising emails, some states require specific language (e.g., "Your donation may be tax-deductible"). Check your state's charitable solicitation registration requirements. Most email platforms handle CAN-SPAM and GDPR compliance automatically.
FAQ
Do nonprofits get free email marketing tools?+
Yes. Several platforms offer free or discounted plans for nonprofits: GetResponse offers 50% off paid plans plus a free plan for 500 contacts. MailerLite offers 30% off and a free plan for 1,000 subscribers. Mailchimp offers 15% off. Kit offers a free plan for 10,000 subscribers. Brevo offers unlimited contacts on its free plan. For most small nonprofits, these free plans are sufficient to get started.
How often should a nonprofit send emails?+
For most nonprofits, 2-4 emails per month is the sweet spot. This includes: 1 monthly impact newsletter, 1-2 campaign emails (event promotion, year-end giving, urgent needs), and 1-2 automated emails (welcome series, donation thank yous). Sending more than once per week risks list fatigue and unsubscribes. Sending less than once per month risks supporters forgetting who you are.
What is the best email tool for a small nonprofit?+
For small nonprofits with under 1,000 contacts: MailerLite (free to 1,000 subscribers with A/B testing and automations) or Kit (free to 10,000 subscribers). For nonprofits that want an all-in-one platform with webinars for virtual events: GetResponse with its 50% nonprofit discount. For nonprofits with large lists but small budgets: Brevo (unlimited contacts, pay per send).