How to Write Emails That Turn Supporters into Donors
Email is one of the most powerful tools in your fundraising arsenal.
Email is one of the most powerful tools in your fundraising arsenal. Yet for many nonprofits, it’s treated like an afterthought, an occasional newsletter, a generic donation request, or a last-minute event reminder.
Here’s the problem: in a crowded inbox, “just okay” emails don’t get opened, don’t get read, and definitely don’t inspire action.
The good news? When you know how to write an email that feels personal, relevant, and urgent, in all the right ways, you can turn casual supporters into loyal, recurring donors. You can transform “I like what they do” into “I want to help make it happen.”
This isn’t about writing fluff. It’s about connecting with people on a human level, delivering value, and showing them exactly how their contribution will make a difference. And when you do it right, you won’t have to chase donors, they’ll come to you.
Let’s break it down into a step-by-step approach you can start using today.
Step 1: Start with a Subject Line They Can’t Ignore
The subject line is the gatekeeper. If it doesn’t grab their attention, your brilliant email will never be read. Forget the vague “Monthly Newsletter” or “Fall Fundraising Update.” Those belong in the digital graveyard of unopened messages. Instead, focus on making your subject line specific, intriguing, and emotionally resonant.
For example: “This little boy just got his first wheelchair”, “Your $25 could feed a family tonight” or, “One week left to make twice the impact”
Notice the difference? These subject lines spark curiosity and promise a clear benefit or emotional connection.
Pro Tip: Keep subject lines under 50 characters so they display fully on mobile devices, where most people read their emails.
Step 2: Open with a Hook That Pulls Them In
The first sentence of your email should make the reader want to keep going. This isn’t the place for a long-winded intro or a recap of your last event. Instead, open with a story, a striking fact, or a question that makes them pause.
Example: “Last winter, 43 families in our community went without heat. Thanks to our supporters, we were able to help every single one. But this year, the need is even greater…”
This opening does three things: it paints a vivid picture, it gives credit to the reader (“our supporters”), and it sets up the urgency for why they should keep reading.
Step 3: Make It About Them, Not You
Too many nonprofit emails are a running list of what we did: “We held an event. We reached our goal. We expanded our programs.” While that’s great, donors want to know what they did, or could do. The magic happens when you position the donor as the hero of the story.
Swap: “We distributed 500 backpacks to students this fall.”
For: “Because of your generosity, 500 students started the school year with the supplies they needed to succeed.”
Same achievement, different focus. One sounds like a report. The other makes the reader feel personally responsible for the impact.
Step 4: Use Storytelling to Show Impact
Facts tell, stories sell. Data is important, but without a human face, it’s forgettable. Choose one powerful story that represents the larger impact of your work, and tell it vividly. Name the person (with permission), describe their situation, and walk the reader through the transformation their support made possible.
Example: “When Maria’s home was destroyed in a fire, she had nothing but the clothes she was wearing. Today, she’s rebuilding, thanks to donors like you who made sure she had a safe place to stay, food to eat, and the support to start over.”
Stories like this tap into emotion, and emotion drives giving.
Step 5: Ask Clearly and Directly
If you’ve ever written an email with the vague hope that “people will know we need donations,” here’s a tough truth: they won’t. Your call to action should be crystal clear: what you want, why you want it, and why now.
Bad example: “We hope you’ll consider giving to our cause.”
Strong example: “Give $50 today to provide three nights of shelter for a family in crisis.”
The difference? The second tells them exactly what their gift will do and creates urgency.
Pro Tip: Repeat your ask at least twice in the email, once in the body and once as a clickable button or link at the end.
Step 6: Keep It Scannable but Engaging
People rarely read every word of an email. They skim. That means your formatting needs to make it easy to catch the key points.
Short paragraphs (2–4 sentences)
Bolded key phrases
Bullet points (sparingly) for quick impact statements
Clear buttons for your call to action
But here’s the thing, don’t sacrifice warmth for brevity. Even if they skim, your tone should make them feel like you’re talking directly to them, not blasting a faceless message to thousands.
Step 7: Test, Measure, Refine
Great email fundraising isn’t “set it and forget it.” Use your email platform’s analytics to see what’s working:
Which subject lines get the highest opens?
Which calls to action get the most clicks?
Which types of stories get the strongest response?
Then do more of what works and less of what doesn’t.
Step 8: Build the Relationship, Not Just the Gift
The biggest mistake nonprofits make is only emailing when they need money. That’s like a friend who only calls when they want a favor. Mix in thank-you messages, behind-the-scenes updates, and impact reports. Make your supporters feel like valued insiders, not just donors. When you build trust and connection year-round, your fundraising emails will land with much greater impact.
The Alora Advantage
Because strategy should be your greatest asset.
At Alora, we help nonprofits craft donor communications that actually work, from subject lines that get opened to calls-to-action that get clicks. Our team can help you design an email strategy that keeps your supporters engaged, inspired, and ready to give, without adding more work to your plate.
If you’re ready to turn casual readers into lifelong donors, let’s talk.
