Sending out regular emails to (potential) donors is a good idea – but what are you writing in those emails?

With each email you sit down to write, choose between the two: nurture vs. donate emails.

Nurture emails are stories, updates and behind-the-scenes moments. Nurture emails CAN have a donate request, but that’s not the point.

• Lyrical, storytelling energy.
• CTA is there, but not made front and center.
• Main “takeaway” is how inspiring the work is – and how much donors are the ones making that happen. They should finish the email feeling touched by the mission and proud to be a part of it.

Donation requests are explicitly asking people for tzedakah. The CTA is strong – with the majority of the email based purely around that ask.

• Clear, easy-to-find donate button.
• Request is clear within the first few lines – people should see what you’re asking without having to scroll.
• Short and direct often do best.

As a general rule, 70% of the emails you send should be nurture emails. (Again, they can have a CTA, but it’s soft and subtle.)

And if you want to send a donation email, make sure it’s well-supported with a few nurture emails first, so donors don’t feel like you only remember them when you need something.

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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