5 Outstanding Fundraising Email Examples

Are your fundraising emails getting the response you hoped for? Crafting the perfect message can feel like a puzzle only solvable with the right examples. 

In this post, we’ll showcase five outstanding fundraising email examples that have successfully inspired donors. 

Each example comes with a lesson to help inspire your nonprofit’s next fundraising email. Let’s turn those unopened emails into engaged supporters and donations.

Wildlife Conservation Society

An engaging subject line

The subject line can make or break the email for nonprofits, especially in fundraising efforts. 

In fact, 47% of email recipients open an email based solely on the subject line.

Let’s dive into how the Wildlife Conservation Society (WCS) enticed donors to open their fundraising email with their ingenious subject line “Let it Snow.”

‘Let it Snow’ Subject Line – Why does this subject line work?

In a world flooded with emails, it stands out because it’s short, intriguing, and relevant.

At just three words, it sparks curiosity, leaving recipients wondering: 

What exactly is letting it snow? Is this about the weather? Snow leopards perhaps?

1. Relevance and emotion: The subject line cleverly ties into their mission of wildlife conservation by hinting at their work with snow leopards. It evokes an emotional response connected to winter, urging readers to think about the majestic big cats and their ecosystems.
2. Curiosity and engagement: Playing with a familiar phrase, “Let it Snow” piques interest. It encourages people to open the email to uncover what lies behind this playful wording. It’s a simple strategy to boost open rates, drawing readers in who might otherwise scroll past.
3. Simplicity: In an age where attention spans are shrinking, simple yet effective subject lines can capture attention swiftly. 

So next time you’re crafting that email, ask yourself: Is my subject line a door left ajar, inviting curiosity and engagement?

Humane Society of Memphis and Shelby County 

The power of emotional storytelling

In the crowded landscape of nonprofit fundraising, standing out isn’t just about having a good cause. It’s about connecting with your audience on a human level. 

One of the most powerful ways to do this is through emotional storytelling. 

Studies show that donors often give twice as much when presented with a compelling story about an affected individual compared to when they receive straightforward statistics or data.

The Humane Society of Memphis and Shelby County has mastered the art of emotion, using heartfelt narratives to evoke empathy and inspire action. 

Let’s explore how they achieve this impact through the compelling fundraising email example below.

The story of an injured dog

In this fundraising email example, the Humane Society tells the story of an injured dog, bringing their cause to life by focusing on one relatable, personal story instead of overwhelming statistics.

Here’s how they do it:

• Personalization: The email paints a vivid picture of a specific injured dog, making the story relatable. By giving the dog a name and detailing its journey, readers feel a personal connection.
• Visual imagery: Pictures accompany the text, showing the dog’s condition when found and its progress in recovery. Visuals make the narrative more real and urgent.
• Empathy and action: The story is more than just sad; it highlights hope and the potential for change. It calls on readers to be part of a happy ending, inspiring them to donate.
• Clear call to action: After sharing the dog’s story, the email focuses on what the reader can do. A clear, singular call to action directs the audience to donate, explaining how their contribution will make a tangible difference in the dog’s life.

By sharing a heart-wrenching and hopeful story, the Humane Society not only raises funds but also builds a community of supporters who are emotionally invested in their mission.

Fundraising email examples like this underline the importance of storytelling, which not only informs but also moves people to act.

David Brower Center: One clear call to action

Boosting donation rates can be as simple as clicking a button—literally. 

The David Brower Center demonstrates this with a streamlined approach to fundraising emails, focusing on a singular message and one clear call to action. 

The focused donate button

The magic lies in simplicity. 

By centering their fundraising email around a direct and visible donate button, they ensure that their call to action is crystal clear. 

According to research, emails with a single call-to-action (CTA) increased clicks by 371% over those with multiple CTAs.

How does this work?

1. Straightforward design: Clutter-free emails harmonize with the simplicity of one concise call to action. There’s no need to sift through multiple messages; your attention is directed to the core task—clicking that donate button.
2. Visual focus: The donate button is prominently displayed, standing out in a bold color that aligns with the Center’s branding. This visual emphasis guides your eyes naturally, just like a signpost on an empty street.
3. Single path decision-making: Removing distractions helps to reduce decision fatigue. Donors appreciate knowing exactly what is expected of them without having to navigate complex options.

The effectiveness of this approach comes down to basic psychology—the less you make people think, the more likely they are to act. 

One decision, one action. 

Consider stripping down your next email to the fundamentals: a single idea, a single action, and a single purpose.

Lan Su Chinese Garden: Impactful visuals

Embracing the serene beauty of nature, Lan Su Chinese Garden transforms its fundraising email by focusing on the power of imagery. 

Emails can be plain and uninviting, but not when your visuals speak more than words. 

By capturing tranquility through stunning photos, Lan Su paints a vivid picture that invites donors to step into their world.

Use of a tranquil garden image

Such images create a serene atmosphere, sparking curiosity and prompting readers to imagine the soothing escape a donation could support.

• Aesthetic appeal: The garden’s photo is not just decorative. It pulls the reader into a peaceful moment, much like a gentle breeze sways leaves. This visual appeal fosters a deeper emotional connection, incentivizing readers to reflect on their own experiences and values.
• Visual storytelling: The image tells a story. Imagine a koi pond reflecting sun-dappled tree branches—such visuals are evocative, prompting recipients to pause and consider the sanctuary they are helping to preserve.
• Encourages donations: Images like this inspire readers to support the garden, motivating them to contribute so everyone can enjoy its beauty.

Does your nonprofit make use of visuals like Lan Su does in this fundraising email example? 

If you do, you can have up to a 42% higher click-through rate.

St. Louis Area Foodbank: Demonstrating donor impact

How do you show donors that their money is making a real difference? 

In this fundraising email example, the St. Louis Area Foodbank does this by detailing exactly what a contribution can do.

“$25 Provides 100 Meals”

When it comes to fundraising, clarity is key, and the St. Louis Area Foodbank nails this with the simple message: “$25 provides 100 meals.” 

But why is this effective?

• Simplicity: The message is short and easy to grasp. Anyone can understand what their donation will achieve without needing to dig for details. No complex terms, no confusion—just a straightforward promise.
• Visualization: Readers can picture what their donation will achieve. Instead of an abstract idea, there’s a concrete outcome. Imagine handing out 100 meals to those in need; it provides a vivid image of generosity in action.
• Trust building: By making the impact of donations clear, the Foodbank builds trust. Donors feel assured that their money is working as intended. This transparency fosters a strong bond between the organization and its supporters.

Incorporating clear giving levels transforms a regular email into a compelling call for action. 

This approach encourages more participation by showing exactly what donors’ money can do. 

When crafting your next fundraising email, take a page out of the St. Louis Area Foodbank’s playbook. Focus on clarity and the specific impact each donation will have. Invite your readers to be part of the solution, and watch as your funding goals come within reach.

Bonus tip – Make sure your donation page offers the same giving levels as those outlined in your fundraising email. Then the donor can choose the exact levels outlined in the fundraising pitch.

Next steps

These fundraising email examples illustrate how powerful subject lines and emotional narratives can capture attention and drive contributions. 

Apply these techniques in your next fundraising email and measure their success. Keep iterating until you find the perfect message that drives donations from your fundraising emails.