Nonprofits Can Get More Donations by Having an Active Newsletter

If your nonprofit isn't sending regular newsletters to your supporters, you're missing one of the most powerful fundraising tools available. Research consistently shows that organizations with active email communication programs raise significantly more money than those that don't. Here's how an active newsletter strategy can transform your donation revenue and strengthen relationships with your supporters.

Why Newsletters Drive Donations

Email newsletters work for nonprofits because they solve a fundamental problem: out of sight, out of mind. According to research from M+R Benchmarks, email revenue for nonprofits increased by 19% in recent years, and organizations that send regular newsletters see higher donor retention rates. Newsletters help you:

Stay top-of-mind with donors between donation requests
Demonstrate impact and show donors their contributions are making a difference
Build emotional connections through stories and updates
Create multiple touchpoints that increase the likelihood of future donations
Segment your audience and send targeted messages to different supporter groups
Recruit new donors by encouraging subscribers to share your content
Increase donor lifetime value through consistent engagement

Impact Question

Q: How much can newsletters actually increase donations?

A: The impact is significant. Studies from Classy show that nonprofits sending monthly newsletters see 40-60% higher donor retention rates compared to those that don't. Email campaigns typically have ROI of $42 for every $1 spent, according to Direct Marketing Association research. Regular newsletters keep your organization visible, which means when you do make donation asks, your supporters are already engaged and more likely to give. The key is consistency and providing value in every email, not just asking for money.

What Makes a Newsletter Effective for Fundraising

Not all newsletters are created equal. Effective nonprofit newsletters share these characteristics:

Regular Schedule: Consistency builds trust and expectations. Monthly is the minimum, bi-weekly or weekly can be even better
Value-First Content: Share stories, impact updates, and educational content before making donation asks
Clear Calls-to-Action: Every newsletter should include a way to take action, even if it's not always asking for money
Mobile-Optimized Design: Most people read emails on phones. Ensure your newsletters look great on mobile devices
Personalization: Use subscriber names and segment your list to send relevant content to different groups
Compelling Subject Lines: Your subject line determines whether your email gets opened. Make it intriguing and clear
Visual Storytelling: Include photos, videos, or graphics that bring your impact to life

Content Ideas for Nonprofit Newsletters

Great newsletter content balances information, inspiration, and invitations to act. Here are proven content types that engage supporters:

Impact Stories

Show donors the difference their contributions make:

Profiles of people or communities you've helped
Before and after stories with photos
Specific examples of how donations were used
Testimonials from program participants or beneficiaries
Success stories that highlight your mission in action

Impact Metrics and Updates

Share concrete numbers that demonstrate progress:

Program statistics and milestones reached
Number of people served this month or quarter
Progress toward campaign or annual goals
Infographics or visual representations of impact
Year-over-year comparisons showing growth

Behind-the-Scenes Content

Help supporters feel connected to your organization:

Staff spotlights and team member introductions
Day-in-the-life stories from program delivery
Office or program site tours via video or photos
Updates on organizational growth or changes
Challenges you're facing and how you're addressing them

Educational Content

Position your organization as an expert in your field:

Articles about issues related to your mission
Tips and resources relevant to your cause
Links to relevant news articles or research
Expert interviews or guest content
How-to guides related to your programs

Calls-to-Action Beyond Donations

Not every newsletter should ask for money. Include other ways to engage:

Volunteer opportunities and sign-up links
Requests to share content on social media
Invitations to events, webinars, or workshops
Petition signatures or advocacy actions
Surveys or feedback requests

Content Strategy

Q: How often should I ask for donations in my newsletter?

A: The best approach is the "rule of thirds": one-third impact stories, one-third updates and educational content, and one-third calls-to-action (which includes but isn't limited to donation asks). According to Network for Good's research, newsletters that provide value before asking see better response rates. You might include a soft donation ask in most newsletters (a button or link) and make every 3-4 newsletters more donation-focused. The key is maintaining engagement so when you do ask, supporters are primed and ready to give. Creating this balance requires thoughtful content planning and understanding your audience's needs.

Newsletter Frequency: How Often Should You Send?

Frequency matters, but there's no one-size-fits-all answer. Research from M+R Benchmarks shows that nonprofits sending emails more frequently (weekly or bi-weekly) see higher engagement, but only if the content is valuable:

Monthly: Good starting point for new programs. Ensures you maintain contact without overwhelming subscribers
Bi-Weekly: Ideal for most nonprofits. Provides regular touchpoints while allowing time to create quality content
Weekly: Works well if you have active programs and lots of content. Requires more resources but can drive higher engagement
As Needed: Send special announcements for urgent needs, major events, or time-sensitive campaigns

The key is consistency. It's better to send monthly consistently than to promise weekly and miss deadlines. Let subscribers know your frequency when they sign up, and stick to your schedule.

Email Marketing Platforms for Nonprofits

Several email platforms offer nonprofit discounts and specialized features. According to TechSoup, these are popular choices:

Mailchimp

Free plan available for eligible nonprofits (up to 500 contacts)
Easy-to-use drag-and-drop email builder
Good automation features for welcome sequences and segmentation
Integration with many nonprofit tools and donation platforms
Helpful analytics and reporting

Constant Contact

Discounted rates for nonprofits through TechSoup
Nonprofit-specific email templates
Strong customer support and training resources
Event management features integrated with email
Good for organizations new to email marketing

Campaign Monitor

Beautiful, modern email designs and templates
Advanced segmentation capabilities
Strong automation features
Good analytics and engagement tracking

Platform Selection

Q: Can I manage my newsletter myself, or should I work with professionals?

A: Many nonprofits successfully manage newsletters in-house using platforms like Mailchimp or Constant Contact, especially when starting. However, professional email marketers bring expertise in strategy, design optimization, segmentation, deliverability, and conversion optimization. They understand best practices for subject lines, send times, content balance, and technical aspects like email authentication that ensure your emails reach inboxes.

Working with professionals like us who specialize in nonprofit email marketing can help you maximize engagement, improve open and click rates, and ultimately drive more donations. We take care of it all—the time-consuming aspects like design, scheduling, analysis, and optimization—allowing you to focus entirely on your mission while we handle your newsletter strategy and execution.

Building Your Email List

Your newsletter is only as good as your list. Here are effective ways to grow your subscriber base:

Website Signup Forms: Place email capture forms prominently on your homepage and throughout your site. If you need help creating an effective website that captures email signups, check out our guide on how to make a website for a new nonprofit
Donation Pages: Include an opt-in checkbox during the donation process (always pre-checked with clear explanation)
Events: Collect emails at every event, workshop, or volunteer activity
Social Media: Promote your newsletter on social platforms with links to signup
Lead Magnets: Offer valuable resources (impact reports, guides, toolkits) in exchange for email addresses
Referral Programs: Encourage current subscribers to share your newsletter with friends
In-Person Opportunities: Always have a signup sheet at tabling events, presentations, or community gatherings

Best Practices for Newsletter Success

Follow these proven strategies to maximize your newsletter's impact:

Segment Your List: Send different content to donors, volunteers, event attendees, and general supporters. Mailchimp research shows segmented campaigns get 14% more opens and 100% more clicks
Optimize Send Times: Test different days and times. Tuesday through Thursday mornings often perform well, but your audience may vary
Mobile-First Design: Over 60% of emails are opened on mobile. Ensure your newsletters are readable and clickable on phones
Clear, Compelling Subject Lines: Keep them under 50 characters, create curiosity, and avoid spam trigger words
Include Social Sharing: Make it easy for subscribers to share your content on social media
Track Metrics: Monitor open rates, click rates, and conversion rates to improve over time
Personalization: Use subscriber names and reference past engagement (e.g., "Thanks for your donation last month")
Test and Iterate: Try different subject lines, content formats, and send times to see what works best

Measuring Newsletter Success

Track these key metrics to understand your newsletter's performance:

Open Rate: Percentage of recipients who open your email. Nonprofit average is around 25%, but 30%+ is excellent
Click-Through Rate: Percentage who click links. Industry average is 2-3%, 5%+ is strong
Conversion Rate: Percentage who take the desired action (donate, volunteer, etc.)
Revenue Per Email: Total donations generated divided by emails sent
List Growth Rate: How quickly your subscriber list is growing
Unsubscribe Rate: Should stay under 0.5% per email. Higher rates indicate content or frequency issues
Engagement Over Time: Track how subscriber engagement changes as your program matures

Common Newsletter Mistakes to Avoid

Avoid these pitfalls that hurt newsletter effectiveness:

Sending only when you need money (ignoring supporters between asks)
Making every email a donation request without providing value
Irregular sending schedules that confuse subscribers
Poor mobile design that makes emails hard to read on phones
Not segmenting your list and sending the same content to everyone
Generic, impersonal content that doesn't tell stories or show impact
Ignoring analytics and not improving based on data
Making it difficult to unsubscribe (this hurts deliverability and trust)

Getting Started: Your Newsletter Launch Checklist

Ready to launch or improve your newsletter? Follow these steps:

Step 1: Choose an email platform that fits your needs and budget
Step 2: Design a newsletter template that's mobile-friendly and reflects your brand
Step 3: Set up email collection on your website and at events
Step 4: Create a content calendar with topics for the next 3-6 months
Step 5: Write your first newsletter focusing on impact stories and value
Step 6: Set up segmentation to organize your list by donor type, engagement level, etc.
Step 7: Schedule your newsletters in advance to maintain consistency
Step 8: Test your first newsletter across different email clients and devices
Step 9: Launch and monitor performance metrics
Step 10: Refine your strategy based on what you learn from analytics

Implementation Timeline

Q: How long does it take to see results from a newsletter program?

A: You can see immediate benefits from your first newsletter in terms of engagement and some donations, but the real power of newsletters is cumulative. Most nonprofits see meaningful increases in donor retention and recurring donations after 3-6 months of consistent sending. The key is building trust and staying visible so that when supporters are ready to give again, your organization is top-of-mind. Organizations that invest in professional newsletter strategy and execution often see faster results because they're implementing best practices from the start, optimizing deliverability, and creating content that converts from day one.

Additional Resources

For more information on nonprofit email marketing and newsletters:

M+R Benchmarks - Annual research on nonprofit digital marketing performance
Classy Blog - Email marketing best practices for nonprofits
Network for Good - Resources and guides for nonprofit email marketing
TechSoup - Discounted email marketing platforms for nonprofits
Mailchimp Resources - Guides and best practices for email marketing

Conclusion

An active newsletter program is one of the most effective tools nonprofits can use to increase donations and build stronger relationships with supporters. The data is clear: organizations that communicate regularly through email see higher donor retention, more donations, and stronger engagement than those that don't.

The key to success is consistency and value. Send newsletters regularly on a schedule you can maintain. Focus on telling compelling stories, demonstrating impact, and providing useful information. Balance your content so you're not always asking for donations, but include clear calls-to-action when appropriate.

Whether you manage your newsletter program in-house or work with us to handle it all, the important thing is getting started and staying consistent. Your supporters want to hear from you, and regular communication through newsletters helps ensure that when you do make a donation ask, they're engaged, informed, and ready to give. When you work with professionals, we take care of the entire newsletter process so you can focus on what matters most: your mission.