Writing Email Campaigns That Actually Get Opened (And Drive Donations)

A practical guide to fundraising emails that don't end up in spam or the trash

Let me guess: You spent two hours crafting the perfect fundraising email. You poured your heart into the story. You carefully explained the need. You hit send to your entire list feeling proud of what you created.

And then... nothing. A 12% open rate. Three clicks. Zero donations.

Meanwhile, you've seen other organizations send what looks like a quick, simple email that raises thousands of dollars. How?

Here's the truth: Most fundraising emails fail not because the cause isn't compelling—they fail because they violate basic principles of how humans actually read and respond to email.

The good news? Email is still one of the most effective fundraising channels available. According to current data, nonprofits raise an average of $90 for every 1,000 fundraising emails sent, with some campaigns generating $5,000-$6,000 per send. And email is