When you buy groceries, you give money and get your milk.

When you donate, you give money and get to see your impact.

Donations are a transaction. People give because they want something in return – to feel good about themselves, to make a difference, to be involved in something beautiful.

If you accept donations but don’t hand over their “purchase” by updating them on their impact, it’s almost like stealing.

That’s why you should send more non-ask emails. Nurture emails. Just to say hi, say thank you, and let them know how your org is doing.

Yes, if you send more emails people WILL unsubscribe.

But those who leave probably wouldn’t have donated anyway. And you’re doing a better job nurturing the people who stayed.

Why send nurture emails?

• Strengthens trust
• Lower risk and fewer spam complaints
• Prepares your audience for the next ask

What to send?

• Short, skimmable, real content
• Once a month, or once every other week – at minimum! (Possibly even more)
• One story/insight/behind-the-scenes moment per email
• No clear call-to-donate

Nurture emails are giving donors what they “paid” for, recognizing the good your donors do and honoring their partnership.

So send that email – just a thank you, just an update, just a return on the investment they made.

Our agency helps multi-million dollar nonprofits with marketing strategy and copywriting that touches hearts. And gets people giving. See our NPO packages

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