5 Outstanding Fundraising Email Examples

Are your fundraising emails getting the response you hoped for?

Creating the perfect, well-crafted email message can often feel like trying to put together a 1000-piece puzzle with no example picture on the box.

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

Each real-world example comes with a lesson to help inspire and optimize your nonprofit’s next email marketing campaign.

And you’ll also notice that each of these examples below contain a few fundraising email best practices:

1. They have a specific goal that’s clear in their messaging, along with a strong call-to-action to solicit a specific outcome
2. They use smart email marketing strategies or storytelling practices to capture the reader’s attention quickly
3. They have an organized, simplified structure and design to increase readability on mobile devices
4. They use reader-centric language that drives audience and donor engagement long-term by using personalization and statements like, “Your gift can save lives.”

Let’s turn those unopened emails and digital donation requests into engaged supporters and donations, shall we?

🌟 Transform your fundraising with 4aGoodCause: Customize fundraising pages and simplify monthly giving programs like never before—for you and your donors. Schedule a demo today!

Email Example 1: Wildlife Conservation Society

Crafting a great subject line is an art—whether you work in donor relations and fundraising campaigns or traditional marketing efforts—and the Wildlife Conservation Society nailed it with their clever and engaging approach.

An engaging email subject line is a must-have

Your subject line can make or break your email success, especially in your fundraising efforts.

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

It’s the stuff of first impressions (again and again), even if your email communication has been received for years already by long-time donors, potential donors, and your volunteer base.

Let’s dive into how the Wildlife Conservation Society (WCS) enticed their email audience to open this fundraising email with their simple-but-ingenious subject line “Let It Snow.”

“Let It Snow” subject line: Why does this subject line work?

In a world flooded with email outreach, 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: This 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 the familiar phrase of “Let It Snow” piques interest. It encourages people to open the email to uncover what lies behind the 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… then, let your thoughtfully-crafted email content do the rest.

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

Your email subject line should do just that!

💡Pro-tip: Your email marketing software, like Mailchimp or Hubspot, should allow opportunities for you to do simple A/B tests of subject lines. And bonus: 4aGoodCause integrates easily with Mailchimp.

Speaking of email, if you sign up for our email list below, you won’t miss helpful tips and actionable advice for nonprofit teams… Here’s your chance!

Email Example 2: Humane Society of Memphis and Shelby County 

In this example, the Humane Society of Memphis and Shelby County proves that emotional storytelling can transform a fundraising email into a powerful call to action.

By focusing on one dog’s journey of rescue and recovery, they connect with donors on a deeply human level, inspiring empathy and generosity.

📚 Keep learning: 10 tricks for more email engagement from donors

The power of emotional storytelling in email campaigns

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.

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, according to a study published by the Journal of Business Research.

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

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 data and 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.
• Visuals: Pictures accompany the text, showing the dog’s condition when found and its progress in recovery. Imagery makes the narrative more real and urgent. (Just make sure to keep a streamlined, clean design and formatting for ease of scrolling and mobile use!)
• 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. If you’re using this practice in your own fundraising emails, this is also a great way to communicate a sense of urgency.
• 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 to meet those ever-important fundraising goals, 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. (This is also a great practice for your social media efforts, too!)

📚 Keep learning: The best email marketing platforms for nonprofits

Email Example 3: David Brower Center

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

The David Brower Center demonstrates this with a streamlined approach to effective fundraising emails, focusing on a singular message and one clear call to action… one that gives your fundraising pages much-needed visibility.

The focused donate button as one clear call to action

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 to bring your email engagement—and your financial support—to the next level?

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 now” 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.

🤯 Did you know? 4aGoodCause makes setting up custom fundraising pages and campaigns a breeze and makes monthly recurring giving easier than ever—for you and your donors both. Book a demo to learn more.

If you have one email being sent that contains information about your next fundraising event, year-end impact updates and metrics, peer fundraising and matching gift opportunities, along with a donate button… well, to be honest?

It’s too much.

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

📚 Keep learning: 5 successful email marketing ideas to retain donors

Email Example 4: Lan Su Chinese Garden

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.

Impactful visuals make a difference

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 in the hectic overwhelm that is often our email inbox. This visual appeal fosters a deeper emotional connection, incentivizing readers to reflect on their own experiences and values.
• Visual storytelling: Imagine a koi pond reflecting sun-dappled tree branches—such visuals are evocative, prompting recipients to pause and consider the sanctuary their donations 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. (And if this imagery is sent on Giving Tuesday or a New Year campaign, it’s a warm reminder of spring.)

Does your nonprofit organization 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.

Email Example 5: St. Louis Area Foodbank

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.

Clearly demonstrate donor impact: $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 contribute to 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 used in your fundraising email templates. Then the donor can choose the exact levels outlined in the fundraising pitch.

Final tips to optimize your fundraising emails

• Pay close attention to key email performance metrics. Keep an eye on your email open, click-through, and conversion rates to ensure your emails are resonating with your audience.
• Don’t hesitate to send follow-up emails (within reason!). Your email marketing software should let you configure a resend or follow up for people who didn’t open the email on the first send.
• Ensure your fundraising tools integrate with your email marketing software and CRM to manage donor information efficiently and securely. Check out How to use your CRM to create effective donor retention systems to learn more.

Have any other great fundraising email examples to add to this list? We want to see them!

Email our team or find me on LinkedIn to make a suggestion.

Turn your email list into monthly recurring donors with 4aGoodCause

Raising funds doesn’t have to be like pulling teeth.

In fact, 4aGoodCause makes your work easier than ever before, by providing you with an easy-to-use fundraising CRM built for growing your recurring monthly donors.

With built-in templates that are easily incorporated into your fundraising strategy and email motions, creating custom campaigns that are simple to track is incredibly intuitive.

Your donors deserve an easy giving experience. (And you deserve to have someone in your corner who lightens the workload.)

Book a demo today!