Email marketing for nonprofits: The complete guide for 2026

If you have ever tried to incorporate email marketing into your nonprofit’s communication strategy, you know that this channel is not as simple as it might appear. Many nonprofits find it difficult to even know where to begin, struggling to manage fundraising campaigns, newsletters, and impact reports with a small marketing team. On top of that, you have to keep subscribers engaged and actively interested in your emails.

In this guide, we will walk you through planning email marketing campaigns and segmenting your audience. We will explain how to effectively analyze your results, ensure your emails land in the “Inbox,” identify which tasks to automate, and build a cohesive system that works efficiently whether managed by a single person or an entire nonprofit team.

Key takeaways

1. Email generated 11% of nonprofit online revenue in 2025, while email-sourced revenue increased by 16% year over year. 
2. Welcome emails, receipts, event reminders, and re-engagement messages repeat every week, and once you set them up as automated flows, they no longer need your attention.
3. In the nonprofit sector, when calculated on a per-contact basis, smaller lists often yield better results than larger ones.
4. Open rate overstates engagement, because Apple Mail and similar privacy features load images automatically and register an open for emails nobody looked at. Judge campaigns by clicks and by what happens after them.

Why email is the highest-return channel for nonprofits

Email marketing for nonprofits lets you communicate directly with people who have already expressed interest in your organization’s mission. It’s an effective tool for boosting fundraising, attracting volunteers, promoting events, and nurturing donor relationships, all through one streamlined channel. 

Owned audience vs. social media algorithms

The platform’s ranking system decides how far a social post travels. Email goes to whoever you send it to, provided the inbox provider’s filters let it through (filters are covered in the deliverability section).

Owning the channel has practical consequences. Donors, volunteers, and members can be split by how they relate to the organization, and sends can follow your fundraising calendar instead of a feed. Giving history and stated preferences can change what each person sees. If you move to another email service provider, the permission-based list moves with you.

Strangers still discover organizations more easily on social platforms. Once they subscribe, the relationship moves to email.

What the ROI numbers really say

According to M+R Benchmarks 2026, email generated 11% of nonprofit online revenue in 2025, while email-sourced revenue increased by 16% year over year. Nonprofits raised an average of $54 for every 1,000 fundraising emails sent.

This makes email a measurable channel that helps nonprofits link supporter communication to specific outcomes, from donations and registrations to other actions that support their mission. 

How to make the case to your board

A board usually needs evidence linking email spending to organizational outcomes. Start with your own data, then use nonprofit benchmarks to add context.

A simple board-level view can include:

• the number of active subscribers and list growth;
• annual email program costs;
• donations or other actions attributed to email;
• revenue per subscriber or per 1,000 fundraising emails;
• changes compared with the previous reporting period.

For example, M+R reports that nonprofits generated an average of $2.40 in email-sourced revenue per subscriber in 2025. That benchmark becomes more useful when you compare it with your own figure and explain what drove the difference.

For campaigns without a direct revenue goal, connect email performance to the action that matters: event registrations, volunteer applications, petition signatures, or membership renewals.

Nonprofit email benchmarks and metrics

Every send produces a dashboard full of numbers, and most of them answer questions nobody asked.

The metrics that matter and how to calculate them

An appeal is judged by donations, a volunteer call is judged by applications, and a newsletter is judged by clicks through to its stories. Underneath, each of them draws on the same set of metrics:

Why open rate is broken: Apple Mail Privacy Protection

Apple Mail Privacy Protection downloads remote content in the background by default and keeps recipients’ mail activity hidden from senders. When that content loads, the tracking pixel fires and the email counts as opened, whether or not anyone read it.

Clicks, completed donations, registrations, volunteer applications, and replies all need a person on the other end, which makes them more honest measures.

Open rate is still usable for comparing a campaign with a similar one from last year, provided clicks and conversions sit next to it in the report.

Click-to-open rate as your north star metric

CTOR divides unique clicks by unique opens:

What it isolates is the body of the email. A strong open rate paired with a CTOR of 2% means the subject line did its part and the content did not; typically the story was generic, the ask was vague, or the donation button sat under three paragraphs of background.

High CTOR usually belongs to emails with a single purpose and one primary action, written for the segment that receives them, with the call to action visible without scrolling.

Clicks are not donations, however. Conversion data covers the step after the click.

Benchmarks by organization size

Neon One analyzed 37,472 nonprofit email campaigns by list size. Organizations with 250–999 contacts averaged a 45.70% open rate; those with 1,000 or more averaged 27.64%. On revenue, the gap was wider, at $6.15 per contact for the smaller group and $0.88 for the larger.

An 800-contact list sits in the first group. Lists made up of people who know the organization and who receive emails relevant to them regularly outperform lists many times their size.

External averages help with context. For planning, your own history is the better guide: over a year, follow how results move between campaigns, which segments respond, which email types lead to donations or sign-ups, and what happens to the numbers during the busiest fundraising weeks.

Building a board-ready monthly report

A monthly email report should help you understand what happened and why it’s important. Avoid presenting a long list of metrics without connecting them to nonprofit goals.

A useful board report can include:

• campaign overview: Emails sent, audience segments, and campaign purpose;
• engagement: Delivery rate, CTR, CTOR, conversions, and unsubscribe rate;
• financial impact: Donations or revenue attributed to email campaigns;
• supporter actions: Event registrations, volunteer applications, petition signatures, or other relevant outcomes;
• key insights: What performed well and what to test in future campaigns.

For example, a fundraising report can compare a campaign’s performance with previous appeals, while a volunteer campaign can focus on completed applications and event attendance.

The reporting should help you connect email activity with organizational outcomes, so your team can make informed decisions about future campaigns.

The seven emails every nonprofit should send

Understanding how nonprofits can use email marketing starts with recognizing the different roles each message can play. A nonprofit email program needs more than fundraising. Each email type supports a specific stage of the supporter journey, from the first signup to repeat donations, volunteering, and re-engagement. 

Welcome series

A welcome series introduces new subscribers to your mission while their interest is still fresh. Use it to explain what your organization does, show the impact of its work, and give subscribers a clear next step.

A simple series can include:

• a welcome message with your mission and what subscribers can expect;
• an impact-focused email with a story, result, or recent achievement;
• an invitation to donate, volunteer, attend an event, or choose communication preferences.

Fundraising appeals

Fundraising appeals should connect a specific need with a clear action. Explain what the donation supports, why the campaign matters now, and what contribution options are available.

Keep one primary donation CTA and make it easy to find. When possible, segment appeals by donor history, campaign interest, or previous engagement so the message reflects the recipient’s relationship with the organization. 

Thank-you and donor stewardship emails

Send a thank-you email soon after a donation, volunteer action, event registration, or other meaningful contribution. The message should confirm appreciation and show the supporter that their action matters.

Stewardship continues after the first thank-you. Share progress updates, impact stories, and campaign outcomes so donors can see how their support contributes to the mission.

(Source: Email from Break)

Newsletters

Newsletters help supporters stay connected between campaigns. They work well for impact updates, program news, upcoming events, volunteer opportunities, and selected stories from your organization.

Keep the content focused. A newsletter with a few clearly prioritized stories is easier to scan than a long collection of unrelated updates.

(Source: Email by Candela Foundation)

Event and volunteer emails

Event and volunteer emails should make the next step easy to understand. Include the date, time, location or format, participation requirements, and one clear registration or signup CTA.

For events, a short sequence can include an invitation, a reminder, and a final practical update. Volunteer campaigns may also need follow-up emails with schedules, preparation details, or role-specific information.

(Source: Email by Sound Off)

Donation receipts and confirmations

Donation receipts confirm that a transaction went through and provide the information donors may need for their records. Include the donation amount, date, organization details, and any tax-related information required in the relevant jurisdiction.

Keep this email functional and easy to scan. You can add a short thank-you message, but the confirmation details should remain the main focus. 

Re-engagement emails for lapsed donors

Re-engagement emails help you reconnect with donors or subscribers who have stopped interacting with your campaigns. Acknowledge the relationship, remind them of recent impact, and offer a simple reason to engage again.

You can also ask whether they still want to receive emails or whether they prefer different content. If someone remains inactive after the re-engagement sequence, consider removing them according to your list hygiene and sunset policy. 

If you want to create these and other types of emails for your campaigns without starting each one from scratch, you can use Stripo’s nonprofit email templates as a starting point. The collection includes layouts for fundraising campaigns, newsletters, event emails, thank-you messages, and other common nonprofit use cases that you can adapt to your content, branding, and CTA. 

Building and segmenting your email list

A successful email marketing strategy for nonprofits starts with a healthy email list, clear permission practices, and useful subscriber data. From there, segmentation helps you match fundraising, stewardship, and engagement messages to each supporter’s relationship with your organization. 

Permission: Implied vs. express consent

Permission rules depend on where your nonprofit and recipients are located. Express consent means a person takes a clear action to agree to receive your emails, such as selecting an opt-in box or submitting a signup form.

Some jurisdictions also recognize forms of implied consent or soft opt-in under specific conditions. Under Canada’s CASL, for example, certain existing business or non-business relationships can support implied consent for a limited period, including some donation, membership, or volunteer relationships. 

The UK introduced a charitable-purpose soft opt-in in 2026. Eligible charities can use it under defined conditions, including giving people a clear opportunity to opt out when collecting their details and in every subsequent message.

For list growth, express opt-in remains the clearest approach: tell subscribers what they will receive, keep a record of consent, and make withdrawal easy.

Where to place your signup forms

People need to have an opportunity to subscribe when their interest in your organization is highest.

Useful signup locations include:

• your homepage and key program pages;
• donation confirmation and thank-you pages;
• event registration pages;
• volunteer pages;
• articles and educational resources;
• campaign landing pages;
• the website footer.

Keep the form focused on the information you need at signup. An email address may be enough initially; preferences, interests, and other profile data can come later.

List hygiene and your sunset policy

Inactive contacts increase list size without contributing much engagement and can make it harder to evaluate campaign performance. Review inactivity regularly and define when a subscriber enters your re-engagement process.

A sunset policy sets the point at which you stop regular campaigns to contacts who remain inactive. Before removing them, send a re-engagement sequence that gives subscribers a clear opportunity to stay on the list or update their preferences.

Your policy can define:

• what counts as inactivity;
• how long a contact can remain inactive;
• when re-engagement emails begin;
• which actions return someone to the active list;
• when you suppress a contact from regular campaigns.

The five core donor segments

Donation history gives you a useful starting point for segmentation because the same fundraising message may have a very different meaning for a new donor and someone who contributes every month.

Start with these five donor groups:

1. First-time donors: People who recently made their first contribution.
2. Repeat donors: Supporters who have donated more than once.
3. Recurring donors: People with an active recurring contribution.
4. Major donors: Supporters whose giving level meets your organization’s major-gift criteria.
5. Lapsed donors: Previous donors who haven’t contributed within the timeframe your organization defines as active.

These segments can shape donation tasks, stewardship emails, impact updates, and re-engagement campaigns without requiring dozens of narrowly defined audiences.

Personalization beyond the first name

A first-name merge tag changes the greeting, but useful personalization reflects what you know about the supporter’s relationship with your nonprofit.

You can tailor content based on donation history, recurring donor status, program interests, location, volunteer activity, event participation, or lifecycle stage. For example, a recurring donor may receive an impact update tied to ongoing support, while a lapsed donor receives a re-engagement message.

 

When one email needs content variations for specific segments, Stripo’s Display Conditions let you prepare conditional content within the template. Your ESP still needs to process the conditional logic when the email goes out, so check which condition format your sending service supports.

How often to send, and when

There is no single sending schedule that works for every nonprofit. Your cadence should reflect the type of email, the supporter relationship, and periods when fundraising or engagement activity increases.

Cadence by email type

A useful starting point is to separate recurring communication from campaign-based emails. In 2025, nonprofit subscribers received an average of 50 emails, including 31 fundraising messages and 9 newsletters. This suggests that many organizations communicate throughout the year, while concentrating more sends around fundraising activity. 

A practical cadence can look like this:

• newsletters: Monthly or every few weeks, depending on how much meaningful news you have to share;
• fundraising appeals: More selectively during the year, with a higher frequency during major campaigns;
• welcome series: Several emails during the first days or weeks after signup;
• event emails: An invitation followed by one or more reminders as the event approaches;
• thank-you emails and receipts: Immediately after the relevant donation, registration, or action;
• re-engagement emails: A short sequence after a subscriber reaches your defined inactivity threshold.

Treat these as planning guidelines. Your engagement, unsubscribe, and conversion data should show whether a cadence needs adjustment.

The nonprofit year: Key dates and campaigns

Email volume usually changes across the nonprofit calendar. Year-end fundraising deserves particular attention: 37% of online nonprofit revenue in 2025 came in December, 10% in the final week of the year, and 4% on December 31 alone.

Use your annual email marketing calendar to plan the periods when supporters are most likely to hear from you:

 

The dates that matter most will depend on your mission and audience, so add sector-specific awareness days only when they connect naturally to your programs.

Frequency vs. unsubscribe rate

More emails create more engagement opportunities, but frequency can also drive list churn when subscribers don't find the messages relevant.

Over the full year, nonprofits lost 12% of subscribers through unsubscribes and another 4% through bounces. 

Use unsubscribe trends alongside campaign type and sending volume. If unsubscribes rise after a specific series or during a high-frequency period, review the audience, content, and cadence before adding more sends. Preference options can also give subscribers a way to choose the topics or frequency they want to receive.

Writing emails that get opened and clicked

Strong nonprofit emails make the next action easy to understand. Subject lines, preheaders, body copy, storytelling, and CTA structure all shape whether a subscriber continues from the inbox to the action you want them to take.

Subject lines: Length, structure, and 20 examples

A subject line should tell subscribers what the email is about while giving them a reason to open it. Keep the wording specific, place the strongest idea early, and avoid vague urgency that the email can’t support.

There is no universal character count that works for every inbox, but shorter subject lines are easier to scan on mobile devices. If the message needs context, use the preheader to carry the second part of the idea.

Useful structures include a clear benefit, a concrete update, a timely request, or a question tied to the supporter’s interests. Here are 20 examples you can adapt:

1. Your support helped fund 120 school meals.
2. Help us reach 200 families this week.
3. See what your donation made possible.
4. One week left to support our winter campaign.
5. Can you help us reach the final 15%?
6. Your March impact update is here.
7. Join us for our annual community fundraiser.
8. We need 30 volunteers this Saturday.
9. A quick update from our field team.
10. Help provide emergency supplies today.
11. You helped us reach an important milestone.
12. Meet the people behind this month’s progress.
13. Registration closes Friday.
14. Your invitation to our 2026 fundraising event.
15. Help us fund the next stage of this project.
16. What your monthly donation supports.
17. Three ways to support our work this month.
18. We would love to welcome you back.
19. Our year in review: What your support achieved.
20. Thank you for making this possible.

Avoid making the subject line carry every detail. Its job is to create enough context and interest for the subscriber to open the email.

Preheader text

The preheader extends the subject line and gives you another place to explain why the email matters. Use it to add context, clarify the request, or introduce information that would make the subject line too long.

Subject line and preheader should work as one message:

 

Avoid repeating the subject line word for word. Use the preheader to complete the thought or add a reason to keep reading.

Body length by email type

Email length should follow the purpose of the message. A receipt needs quick confirmation, while an impact newsletter can support several short sections:

 

If the reader has to scroll through several sections before understanding the email’s purpose, tighten the copy or move supporting information to a landing page.

Storytelling structure for fundraising appeals

Fundraising stories work best when the reader can quickly understand the situation, the need, and what their contribution can support.

A simple fundraising story can follow five steps:

1. Person or situation: Introduce one concrete person, community, or problem.
2. Challenge: Explain what needs attention and why it matters now.
3. Response: Show what your organization is doing.
4. Supporter role: Explain how a donation contributes to that work.
5. CTA: Ask for one clear action.

For example:

Keep the story specific and avoid claims that imply one donation alone will solve a complex problem.

The one-CTA rule

Each campaign should have one primary action. A fundraising appeal may link to the donation page several times, but each button should support the same goal.

Multiple competing CTAs can make the next step harder to identify. If a message asks subscribers to donate, register for an event, read three articles, volunteer, and follow social accounts at the same time, the main purpose becomes harder to scan.

Choose the CTA that matches the campaign goal, then make supporting links secondary:

• fundraising appeal: Donate now;
• event email: Register for the event;
• volunteer campaign: Sign up to volunteer;
• advocacy email: Take action;
• re-engagement email: Update your preferences.

This keeps the email focused and gives subscribers a clear next step.

Designing and building your emails

Nonprofit emails need a clear structure that makes the message easy to scan and the main action easy to find. A reusable design system also helps keep campaigns consistent when several chapters, affiliates, or staff members create emails.

Anatomy of a nonprofit email

Most nonprofit emails can follow the same basic structure while changing the content for each campaign.

A practical email structure includes:

1. Header: Organization logo and a simple navigation menu with links to key pages.
2. Opening: A headline, short introduction, and relevant hero image.
3. Main content: A clearly titled section divided into several short content blocks highlighting a key point, initiative, or way to get involved.
4. Primary CTA: An action button that encourages recipients to take the next step toward the campaign goal.
5. Supporting content: An additional section that provides more context about the organization’s activities, ongoing efforts, or impact.
6. Footer: Social media links, contact information, legal details, email preferences, and an unsubscribe link.

(Source: Email by Neopeds Academy)

The order can change depending on the email type. A donation receipt should lead with transaction details, while a fundraising appeal may begin with a story or urgent need. 

For example, an event invitation should usually place the date, location, and registration CTA near the top. At the same time, a newsletter can start with the most important update or impact story before moving to additional sections. 

Modular templates: Build once, reuse everywhere

A modular template lets you save approved sections and reuse them across future emails. In Stripo email builder, you can save containers, structures, or stripes as Modules and add them to other emails when needed.

This works especially well for recurring elements such as:

• headers;
• donation blocks;
• impact statistics;
• event details;
• sponsor sections;
• legal footers.

Keep the reusable structure stable, then update campaign-specific copy, images, and CTAs.

Brand consistency across chapters and affiliates

When several chapters or affiliates create their own emails, small changes in fonts, colors, buttons, logos, and spacing can make the communication feel inconsistent.

Start with a shared set of email-specific rules: approved colors, typography, button styles, logo use, image treatment, and footer structure. These rules should be detailed enough that someone can create a new campaign without guessing how the brand should appear in email.

 

Images: Format, weight, and alt text

Images can support a fundraising story or show the impact of your work, but large files can slow loading and make emails harder to read on mobile connections.

For each image, ensure these four things:

• use JPG for photographs and PNG when transparency or sharper graphic elements are needed;
• compress files before adding them to the email;
• resize images close to the dimensions needed in the layout;
• add descriptive alt text when the image communicates information.

Alt text should explain the image’s relevant content or purpose. Decorative images can use empty alt attributes so screen readers can skip them.

Avoid placing important copy only inside an image. If the image fails to load or a subscriber uses a screen reader, that information may become unavailable.

(Source: Email from Break)

In Stripo builder, you can use the image settings panel to add descriptive alt text and keep important copy, headlines, and CTAs as editable text elements instead of placing them inside images. 

Mobile-first layout rules

A nonprofit email should remain easy to read and act on from a smaller screen. Prioritize a simple content hierarchy and avoid layouts that depend on several narrow columns.

Use these rules as a starting point:

• keep the most important content near the top;
• use a single-column layout for key sections when possible;
• make body copy readable without zooming;
• give buttons enough space for comfortable tapping;
• keep CTA labels short and specific;
• check how images, headings, and columns resize on mobile.

Stripo’s email builder allows you to adjust your email design for mobile devices directly in the editor. You can also preview how your campaign will appear on smaller screens and make the necessary changes before sending it to your audience.

Eight design mistakes: Before and after

Small design choices can make a nonprofit email harder to scan or act on. Here are eight common problems and a clearer alternative for each one:

1. Before: Several competing CTAs above the fold
   A fundraising email that highlights donation, event registration, social media, and newsletter links at the same level can make the main action unclear.
   
   After: One primary CTA tied to the campaign goal
   A focused CTA helps subscribers understand the expected next step, while secondary links can remain available without competing for attention.
2. Before: A long opening paragraph before the main message
   Long introductions can delay the main point and make subscribers spend more time searching for the email.
   
   After: A short headline and introduction that explain the purpose quickly
   A clear opening helps subscribers understand the message faster and decide whether to keep reading.
3. Before: Three or four narrow content columns
   Multiple columns can become difficult to scan on mobile screens and may create spacing issues across email clients.
   
   After: A simpler layout that remains readable on mobile
   A cleaner structure gives content more space and helps maintain readability across devices.
4. Before: Important text embedded inside a hero image
   If images do not load, subscribers may miss key information such as the campaign message, event details, or CTA.
   
   After: HTML text that remains readable when images do not load
   Text-based content stays accessible and allows subscribers to understand the main message even without images.
5. Before: Large, uncompressed photographs
   Heavy image files can slow loading times and create a poor experience for subscribers with slower connections.
   
   After: Resized and compressed images appropriate for the layout
   Optimized images keep the email lighter while preserving the visual quality needed for the campaign.
6. Before: Generic button copy such as “Learn more”
   A vague CTA does not tell subscribers what action they will take or why it matters.
   
   After: A specific CTA such as “Donate to the campaign” or “Register for the event”
   Specific wording sets clear expectations and connects the button with the campaign goal.
7. Before: Colors and button styles change between campaigns
   Inconsistent visual elements can make emails from the same organization feel disconnected.
   
   After: Shared brand styles for typography, colors, buttons, and recurring elements
   Consistent design helps subscribers recognize your organization across different campaigns.
8. Before: The desktop version is approved without checking mobile
   An email that looks correct on desktop may have layout, spacing, or readability issues on smaller screens.
   
   After: Desktop and mobile layouts are reviewed before the email moves to final testing
   Checking both versions helps identify display issues before subscribers receive the message.

Accessibility, dark mode, and email rendering

Nonprofit emails reach people on different devices, in different email clients, with different visual abilities, and with different accessibility needs. Designing with these factors in mind helps more supporters read your messages, understand your content, and complete the intended action.

Why accessibility matters more for nonprofits

Accessibility matters especially for nonprofits because their audiences often include diverse communities, including people with disabilities, older supporters, and users of assistive technologies.

An accessible email removes unnecessary barriers between your message and the people you want to reach. It also supports better communication practices by making content easier to scan, understand, and interact with.

Accessible email design should consider:

• readable text structure with clear headings;
• sufficient color contrast between text and backgrounds;
• descriptive alt text for meaningful images;
• buttons and links that clearly explain the action;
• layouts that remain understandable without relying only on visual elements.

Following accessibility standards such as WCAG 2.2 can help you create emails that are easier to use for a wider audience. 

Alt text, contrast, and font sizing

Images, colors, and typography affect how easily subscribers can understand your email. Small design choices can create problems for people using a screen reader, viewing an email in poor lighting, or opening it on a small screen.

Focus on these elements:

• alt text: Describe the purpose of meaningful images so subscribers using screen readers can understand the content. Decorative images can use empty alt text;
• color contrast: Make sure text remains readable against the background. WCAG 2.2 recommends a contrast ratio of at least 4.5:1 for normal text and 3:1 for large text; 
• font sizing: Use text sizes that remain comfortable to read on different screens. Avoid making important information smaller just to fit more content.

Avoid placing key information only in images. If a subscriber can’t access the image, the main message and CTA should still be available as text.

You can also use Stripo’s accessibility checker to review your email design and identify potential accessibility issues before sending. The tool helps check elements such as alt text, color contrast, and other factors that improve email readability. 

Dark mode: What breaks and how to fix it

Dark mode can change how colors, images, and text appear in different email clients. A design that looks balanced in light mode may lose contrast or become hard to see after automatic color adjustments.

Common dark mode issues include:

• dark logos disappearing on dark backgrounds;
• brand colors becoming harder to read;
• transparent images showing unexpected backgrounds;
• buttons losing contrast;
• text becoming difficult to distinguish from the background.

To prepare your emails for dark mode:

• use logos with appropriate contrast or provide versions for different backgrounds;
• test images with transparent backgrounds;
• avoid relying only on color to communicate information;
• check buttons, links, and text visibility in dark mode previews.

Stripo’s email builder includes a dark mode preview that helps you review how your design may appear in dark mode while creating the email. In addition, the new Custom dark mode feature lets marketers adjust key display settings, specify colors, and swap images for dark-mode-optimized versions, creating a dedicated email version rather than relying solely on the email client’s automatic color inversion.

 

Your pre-send testing checklist

Before sending a nonprofit email campaign, review both the content and technical elements that affect the subscriber experience.

Use this checklist before launch:

• verify sender name, subject line, and preheader text;
• check links and buttons;
• confirm images load correctly and include appropriate alt text;
• review desktop and mobile versions;
• test the email in major email clients;
• check dark mode appearance;
• confirm personalization fields work correctly;
• review unsubscribe links and required footer information.

Stripo’s email client testing can help you preview how an email renders across 90+ email clients and devices before sending. This helps identify layout issues that may appear after export. 

A final review before sending can help you catch design and rendering issues while there is still time to fix them.

Automating your donor lifecycle

Automation helps nonprofits maintain consistent communication after key supporter actions. Instead of creating every follow-up manually, you can prepare workflows that respond to moments such as a new subscription, donation, or period of inactivity.

The five automations every nonprofit needs

A practical nonprofit automation setup usually includes these workflows:

1. Welcome series: Introduces new subscribers to your mission and helps them understand how they can stay involved.
2. Donation confirmation flow: Confirms the contribution, provides receipt details, and starts the stewardship process.
3. Donor stewardship flow: Shares impact updates and keeps supporters connected after their contribution.
4. Event and volunteer flow: Sends registration confirmations, reminders, and follow-ups.
5. Lapsed donor re-engagement flow: Reconnects with previous supporters who have become inactive.

The exact automation setup depends on your goals, supporter journey, and communication capacity. Start with workflows that respond to the most important interactions your organization already receives.

The four-email welcome series

A welcome series helps you build the first relationship after someone joins your email list. The goal is to introduce your organization, set expectations, and guide the subscriber toward a relevant next step.

A simple four-email structure can look like this:

Email 1: Welcome and introduction

Thank the subscriber for joining → Explain what your organization does → Tell them what type of emails they will receive. 

Email 2: Mission and impact story

Share a specific example of your work → Show the people or communities your organization supports → Explain why the mission matters.

Email 3: Ways to get involved

Introduce donation options, volunteering, events, or advocacy actions → Give subscribers a choice based on their interests.

Email 4: First conversion opportunity

Invite subscribers to take a meaningful action → use a CTA that matches their current relationship with your organization.

The timing depends on your audience, but spreading these emails over the first days or weeks gives subscribers time to learn about your work.

Thank-you and receipt flow

Donation-related emails should combine confirmation with relationship building. The receipt provides important transaction details, while the thank-you message reinforces the supporter’s connection with your mission.

A simple flow can look like this:

Donation completed → Confirmation and receipt email → Thank-you message → Impact update → Long-term donor communication.

For recurring donors, continue communication beyond the initial donation. Share progress updates and stories that show the ongoing value of their contribution.

Lapsed donor re-engagement flow

A re-engagement flow helps you reconnect with donors who haven’t interacted with your organization for a defined period. The goal is to understand whether they want to stay connected and give them a clear reason to return.

A simple flow can look like this:

Donor becomes inactive → Re-engagement email with recent impact → Follow-up message with a new reason to engage → Preference update option → Remove from regular campaigns if inactivity continues.

Avoid sending the same message to every inactive donor. A previous monthly donor, a one-time contributor, and a volunteer may need different reasons to re-engage.

Deliverability and legal compliance

Nonprofit emails must reach subscribers while meeting technical and legal requirements across regions. Domain authentication, sender requirements, and clear compliance practices help create a more reliable email program.

 

How to set up SPF, DKIM, and DMARC

Email authentication helps mailbox providers verify that messages are authorized to come from your domain. The three main authentication mechanisms are SPF, DKIM, and DMARC.

Each mechanism solves a different part of the authentication process:

• SPF: specifies which servers can send emails on behalf of your domain;
• DKIM: adds a digital signature that helps receiving servers verify the message source;
• DMARC: defines how receiving servers should handle messages that fail SPF or DKIM checks and provides reporting about authentication results.

For a nonprofit, start by identifying which services send email from your domain, including your email service provider, donation system, CRM, and other connected tools. Each legitimate sender should be included in your authentication setup.

Google and Yahoo bulk sender requirements

Large email providers have introduced stricter requirements for organizations sending high volumes of messages. Gmail requires bulk senders to authenticate emails with SPF, DKIM, and DMARC, while also following unsubscribe and spam rate requirements.

Key requirements include:

• authenticate your sending domain with SPF, DKIM, and DMARC;
• use a valid From address connected to your organization’s domain;
• provide an easy way for subscribers to unsubscribe from marketing emails;
• keep spam complaint rates low.

Yahoo applies similar requirements for bulk senders, so nonprofits sending regular fundraising campaigns should review their authentication and unsubscribe setup even if they are not sending at the highest volume levels.

Why your emails land in spam, and how to fix it

An email can land in spam for several reasons. Authentication problems are one part of the issue, but mailbox providers also consider sender reputation, subscriber engagement, and sending practices.

 

Common reasons nonprofit emails may face delivery issues include:

• missing or incorrect authentication records;
• sending to outdated or inactive addresses;
• high spam complaint rates;
• sudden increases in sending volume;
• unclear permission practices;
• emails that do not provide an easy unsubscribe option.

To improve deliverability, focus on these areas:

• maintain a permission-based email list;
• remove invalid addresses and review inactive subscribers;
• send content that matches subscriber expectations;
• monitor engagement and complaint trends;
• authenticate every service that sends emails from your domain.

Deliverability is an ongoing process. Technical setup helps mailbox providers verify your messages, while consistent sending practices help maintain a positive sender reputation.

CAN-SPAM, CASL and GDPR compared

Email regulations depend on where your organization and subscribers are located. While the details differ, these laws generally focus on permission, transparency, and the ability to stop receiving messages.

 

For nonprofits, the correct approach depends on factors such as the subscriber’s location, the type of communication, and your organization’s relationship with that person.

Compliance outside the US and EU

Nonprofits often communicate with supporters across multiple countries, so compliance may involve more than one set of rules.

Before sending campaigns internationally, review:

• where your subscribers are located;
• what type of consent you collected;
• how you store and manage subscriber information;
• what unsubscribe requirements apply in each region.

Countries such as Canada, Australia, the UK, and others have their own rules for electronic communications. Use official regulatory guidance for the regions where your organization operates and where your subscribers live.

A copy-ready compliant email footer

A compliant footer helps subscribers understand who sent the email and how they can manage their communication preferences.

A nonprofit email footer usually includes:

• organization name;
• physical mailing address where required;
• contact information;
• unsubscribe link;
• preference management option if available;
• legal or registration details where applicable.

For example:

If you create recurring nonprofit campaigns, you can save approved footer sections and reuse them across emails. In Stripo email builder, you can save reusable sections as Modules, which helps keep elements such as footers consistent across future campaigns. 

A consistent footer structure helps reduce mistakes when preparing new campaigns, especially when multiple people create emails.

Choosing an email platform for your nonprofit

The right email platform depends on your organization’s communication needs, budget, and technical resources. A small nonprofit sending monthly newsletters may need a different setup than an organization managing fundraising campaigns, automation, and multiple supporter segments.

Features a nonprofit actually needs

A nonprofit email platform should support the workflows behind your communication strategy, from collecting subscribers to sending targeted campaigns and measuring results. Choosing the right email solution for nonprofits means looking at features that support your current communication process and future needs. 

Key features to evaluate include:

• email builder and templates: Helps create consistent campaigns without designing every email from scratch;
• segmentation: Allows you to organize subscribers by donation history, interests, engagement, or other relevant criteria;
• automation: Supports workflows such as welcome series, donation follow-ups, and re-engagement campaigns;
• analytics: Provides data on clicks, conversions, revenue, and other campaign outcomes;
• integrations: Connects your email platform with donation systems, CRM tools, event platforms, and websites;
• deliverability tools: Supports authentication settings and helps monitor sending performance;
• access controls: Allows organizations with multiple contributors to manage who can create, review, or send campaigns.

Platforms compared

Different email platforms focus on different use cases. Compare them based on the workflows your nonprofit needs most.

 

The best choice depends on your existing tools and goals. Some nonprofits use a dedicated email platform for sending, while others combine an email builder with their existing email service provider.

Nonprofit discounts and where free tiers break

Many email platforms offer nonprofit pricing, free plans, or limited versions. These options can help smaller organizations start, but restrictions often appear as the list grows.

Review these limits before choosing a platform:

• subscriber or sending limits;
• access to automation features;
• available templates and customization options;
• reporting depth;
• team permissions;
• integrations with donation and CRM systems.

A free plan may work for a small newsletter, but growing nonprofits often need more advanced segmentation, automation, and reporting to manage supporter communication effectively.

When comparing nonprofit discounts, check the official pricing pages because eligibility rules and available benefits can change.

How to migrate without losing your list

Moving to a new email platform requires more than exporting contacts. A careful migration helps protect subscriber data, sender reputation, and ongoing communication.

A simple migration process looks like this:

Before migration, save information that affects personalization and segmentation, such as:

• consent records;
• subscriber preferences;
• engagement history;
• donation-related data where applicable;
• tags and segments.

After moving, monitor delivery rates, clicks, and unsubscribe trends. A gradual transition gives mailbox providers time to recognize your new sending setup and helps identify technical issues before they affect larger campaigns.

Templates and checklists

Templates and checklists help you move from planning to execution faster. Use them as starting points, then adjust the message, structure, and CTA based on your campaign goal and audience.

Four fundraising appeal bodies under 50 words

A fundraising appeal explains the need, shows the impact, and makes the next action clear. These examples focus on different campaign angles:

1. Emergency support

Recent flooding has affected hundreds of families in our community. Your donation can provide food, essential supplies, and temporary support to people who need help right now. Together, we can help families recover and rebuild.

2. Program funding

Every child deserves access to learning opportunities. Your donation helps us provide educational resources, mentorship, and support programs for students in underserved communities. Help us continue creating opportunities for children throughout the year.

3. Impact update

Because of your support, we helped 500 families access essential services last year. With your continued support, we can expand these programs and reach more people who need our help.

4. Year-end appeal

Before the year ends, help us continue supporting communities through our programs and services. Your contribution allows us to plan and provide meaningful support where it is needed most.

Two donor thank-you variants

A thank-you email should acknowledge the contribution and show supporters the value of their action.

Variant 1: After a first donation

Subject: Thank you for supporting our mission

Thank you for making your first donation to [Organization Name]. Your support helps us continue providing [service/program] to the people who need it most. We will keep you updated on the progress your contribution helps make possible.

Variant 2: For recurring donors

Subject: Your continued support makes an impact

Thank you for your ongoing support of [Organization Name]. Your recurring donation helps us plan and continue delivering [program/service] throughout the year. We appreciate being part of your giving journey.

A four-email welcome series

A welcome series helps new subscribers understand your organization and find a meaningful way to participate.

A simple welcome flow:

Sign-up → Welcome and introduction → Mission and impact story → Ways to get involved → First engagement opportunity.

Email 1: Welcome and expectations
Introduce your organization, explain what subscribers will receive, and thank them for joining.

Email 2: Mission and impact
Share a story, result, or example that shows the work your nonprofit supports.

Email 3: Ways to participate
Explain different options, such as donating, volunteering, attending events, or sharing your mission.

Email 4: First action
Invite subscribers to take a relevant next step based on their interests.

Pre-send QA checklist and annual email calendar

A pre-send review helps catch content, design, and technical issues before a campaign reaches subscribers.

Pre-send QA checklist:

• confirm sender name and email address;
• review subject line and preheader;
• check all links and buttons;
• verify images and alt text;
• review desktop and mobile versions;
• test personalization fields;
• check unsubscribe link and footer details;
• test email rendering across major clients.

Annual email calendar planning:

Plan key dates → Prepare campaign content → Schedule sends → Review results → Update future campaigns.

Include important moments such as:

• fundraising campaigns;
• Giving Tuesday;
• year-end appeals;
• volunteer recruitment periods;
• annual reports;
• community events;
• seasonal campaigns.

A calendar helps you balance fundraising messages with updates, stewardship emails, and community-focused communication throughout the year.

Wrapping up

Email marketing gives nonprofits a direct way to maintain relationships with supporters, but successful campaigns take more than regular updates. A strong program combines clear goals, relevant segmentation, useful content, accessible design, and reliable delivery practices.

Start with the emails that support your most important supporter interactions, then improve your approach based on engagement data and organizational priorities. As your audience grows, reusable templates, automation, and a structured email workflow can help you create consistent communication without adding unnecessary complexity.

By treating email as an ongoing supporter-communication channel, nonprofits can create campaigns that inform, engage, and encourage meaningful action throughout the year.

FAQ

1. What is the best email marketing platform for nonprofits?

Nonprofits often consider Mailchimp, Brevo, and HubSpot Marketing Hub, depending on their needs. The best choice depends on your organization’s goals, audience size, budget, and current workflow. Focus on features such as email creation, segmentation, automation, analytics, integrations, and deliverability tools before making a decision.

2. What is the 33% rule for nonprofits?

The 33% rule suggests that nonprofits should avoid making every email a direct fundraising request. A balanced communication mix can include fundraising messages, educational content, impact updates, volunteer information, and other supporter-focused emails.

The exact ratio depends on your audience and goals, so use engagement and conversion data to understand which content mix works for your organization.

3. What is the 80/20 rule in email marketing?

The 80/20 rule suggests that around 80% of your content should provide value to subscribers, while around 20% can focus on promotional or fundraising requests.

4. What is a good open rate for a nonprofit?

A good nonprofit email open rate is around 28.6% on average. However, treat open rates as a reference point because privacy features such as Apple Mail Privacy Protection can affect how this metric is measured.

5. How often should we email our donors?

Your cadence should depend on the email type, supporter expectations, and your organization’s communication goals.

Many nonprofits send newsletters regularly, use welcome sequences after signup, send fundraising appeals during key campaigns, and send transactional emails immediately after donations or registrations.

6. Does CAN-SPAM apply to nonprofits?

CAN-SPAM applies to commercial email messages, and some nonprofit communications may fall outside its scope depending on their purpose. However, nonprofits should still follow good email practices, including clear sender identification, accurate information, and an easy unsubscribe process.

7. How do I grow my list without buying contacts?

Grow your list through permission-based methods, such as website signup forms, donation pages, event registrations, volunteer pages, and campaign landing pages.

Avoid purchased lists because they may include people who did not agree to receive your emails, which can affect engagement and deliverability.

8. Do we need to design our emails for dark mode?

Yes, it’s worth checking how your emails appear in dark mode. Different email clients apply their own rendering rules, which can affect colors, images, buttons, and text visibility. Test important elements such as logos, CTA buttons, and contrast to make sure the email remains readable across different viewing conditions.