People ignore the ordinary. Weโre wired to notice the anomalies and quickly process the familiar. Itโs why you know something is โoffโ about your desk before you identify which object is out of place or missing. It’s also why using the same fundraising email templates over and over can make your messages less effective over time.
When your potential donors hear the same requests based on the same story theyโve heard for months, they start to tune it out. Giving stops. Not because donors donโt care about your mission anymore, but rather, they donโt feel motivated because theyโve heard it all before.
To keep your donors engaged โ and committed to your cause โ you need a variety of generosity requests plus a plan for when youโll use each one. We created five fundraising email templates that you can use at your nonprofit organization. Take some time to personalize each one for your organization and watch engagement grow.
How to Use Our Fundraising Email Templates
Before we dive into the fundraising email campaign templates, we wanted to offer a small note on the strategy of using different generosity requests. Before you schedule any donation request, consider the donorsโ journey to that point. What have they heard from you? What have you provided them? How are they feeling at this point?
Sometimes, organizations forget that donors donโt experience their work the same way. Donors donโt see every communication, so there are gaps in their knowledge. Itโs your responsibility to anticipate the gaps and fill them before you ask for more. Remember that generosity begets more generosity. So anytime you ask for something from your donors, make sure that youโre providing as well.
The value you provide can be as simple as the opportunity to feel good about their generous donation or as complex as a spot on your board. The important thing is that you know what the donor values and that youโve provided something of that nature before sending the next generosity request. As long as there is a strategy to the donorsโ journey and a variety of ways to give, you should see an increase in generosity.
Explore Our Fundraising Email Templates
- The Urgent Generosity Request
- The Specific Generosity Request
- The Follow-Up Generosity Request
- The Curious Generosity Request
- The Personal Story Generosity Request
Template #1: The Urgent Generosity Request
The urgent generosity request should be used sparingly. The purpose is to express how close you are to achieving a fundraising goal and ask for immediate action. As an organization with projections to meet, it might feel like every ask should fall under the urgent umbrella. But remember, if everything is an emergency, then nothing is an emergency.
Generally, these requests are best left for the very end of a fundraising campaign or during December. If your nonprofit provides relief efforts, they can also be used during times of crisis or disaster. Outside of that, try using another type of request.
Hereโs an urgent fundraising email template you can use for your donors.
Try This Fundraising Email Template
Subject: James, can you help us reach our goal before midnight?
Preview Text: A $50 donation from you will get us 5% closer to our goal.Hey James,
As you know, September we pushed ourselves to raise $50,000 so we could build a new school in Guatemala. Our community showed tremendous support and weโre so close.
But with 12 hours left, we need your help! Right now, weโre only $1,000 away from our goal, and weโre hoping you can help us get 5% closer to our goal.
Can we have your commitment of $50 right now?
Donate Now
If you want to learn more about where the $50,000 is going and how the extra $50 from you can help, check out our website. Everything youโd want to know about our project and our goal is right there.
Thank you for your continued generosity, James. Our team couldnโt do it without you!
The School Building Team
Why This Template Works
Notice that the email addresses the donor by name at every opportunity. It also mentions how much time the nonprofit organization has left to come up with the difference and the significant impact James will have on that difference. The language also includes urgent language like โ12 hours leftโ, โright nowโ and โDonate Nowโ to reinforce the idea that he should act immediately.
Perhaps most compelling, this approach gives the donor a target giving level and an immediate sense of how their gift will have a direct impact on the goal ($50 moves the needle by 5%).
Template #2: The Specific Generosity Request
The specific generosity request is particularly effective on donors with whom youโve built a strong relationship. You know exactly what theyโre interested in and what contributions make them feel proudest. With a network of multi-talented donors and a clear vision for how they can help you, your specific generosity requests will convert quickly.
Hereโs an example of a specific generosity request that you can use.
Try This Fundraising Email Template
Subject: Kendra, can you consult on our Q3 initiative?
Preview Text: We need your developer expertise on a landing page.Hi Kendra,
I hope youโve been well. How did your trip to Montana go?
Iโve been hard at work on our big campaign for August. Weโre trying to connect with new community members who can help us grow our impact in 2020. Part of our project is an immersive website experience. As soon as we started talking about a unique landing page, I knew youโd be the perfect person to talk to.
Do you have a 5 hours over the next 3 weeks to consult on the second phase of our landing page? Weโre hoping your knowledge of our work, plus incredible UX experience will help us build the best page possible.
If you can commit 5 hours, just let me know the best time to call you and we can chat details.
Thank you for being such a big part of our success over the last 5 years. Hope to talk to you soon.
Sincerely,
Jason
Why This Template Works
Unlike the urgent request, this personalized email comes directly from a representative of the nonprofit. Jason has built a relationship with Kendra over the last 5 years, so the request should come directly from him, someone sheโs fond of and knows appreciates her.
The request also contains details that prove to Kendra that the team was thoughtful about the request. She knows that the nonprofitโs entire email list did not get this same email because it speaks to her specific interests and expertise.
Finally, it gives enough details that she can say yes or no without needing more information. In generosity requests, you want to drive a decision. Try to include enough information so that they know their answer before they even get to the end of the email.
Template #3: The Follow-Up Generosity Request
Those first 48 hours after a donorโs first act of generosity are when they are most motivated and engaged with your nonprofit organization. They are eager to learn more about the work you do, but more importantly, how they can fit into that work. It might seem counter-intuitive, but during that time is when donors are primed to give again.
Follow up your thank you email with an ask for different kinds of generosity. If they gave money, ask them to connect with you on social media to tell their friends about the cause they support. Ask donors who volunteered if they want to purchase a shirt as a memento from their experience. Any follow-up action you can encourage will add a deeper connection to your nonprofit.
This template follows up on a volunteer event, but you can experiment with this fundraising email template to drive more generosity after other kinds of acts of generosity, too.
Try This Fundraising Email Template
Subject: It was a pleasure to have you today, Jen
Preview Text: Do you mind telling the world how you changed the world today?Jen,
You were incredible today! Because of you, we boxed over 300 meals for San Diego elementary students.
We took some pictures at the warehouse today. If you like them, please feel free to post them on your social channels! If you want to use #FeedSanDiego our team is always looking out for new ways to highlight our amazing community of change-makers.
If youโre not already, please follow us on Instagram and Facebook. We announce exclusive events and opportunities for our volunteers around the city.
We canโt wait to see you again, Jen! Thank you for spending time with us.
Cameron and the whole Feed San Diego Team
Why This Template Works
In a short email, Cameron was able to say thank you in a genuine way, plus give Jen social proof that she lives the values she talks about online. Only after she thanks Jen and provides some professional photos does Cameron make her generosity request. Notice that each ask (for Jen to use the hashtag and follow their social channels) is followed directly by a reason why.
When youโre making a follow-up request to your donors, make it clear what else theyโll get from this second action. Let them know the kind of impact that second action will make and what they can expect as a result. Never ask a donor for something just because you think they should do it. Put your donor at the center and identify what they would want most from you.
Template #4: The Curious Generosity Request
The curious generosity request might be the most unfamiliar to your team, but we think itโs one of the most important as you start to develop a relationship with your individual donors. We all understand the difficult task of securing a second donation from new donors. Nonprofits fail to get that second donation 75% of the time. The curious generosity request is a way to prevent that.
The purpose of this donation request is simply to get your donor to tell you more about their interests, ideas, and motivations. By routinely reaching out to your donors to ask about whatโs important to them (and then following up with personalized information they want), you can build a more authentic relationship and start to improve your donor retention rate.
Hereโs an example of what a generosity request might look like if you were just curious about the donorโs motivations and interests.
Try This Fundraising Email Template
Subject: What else do we have in common, Garrett?
Preview Text: Weโd love to learn more about your interests.Garrett,
Welcome! Youโre the 111th person from Denver who has committed to helping improve water quality in the United States. As number 35, I can speak on behalf of all of us and say weโre so excited to have you on our team!
As our community grows, we want to make sure we still keep personal connections to every one of our members. We already know youโre generous and action-oriented, but weโre hoping youโll tell us more,
If you have 5 minutes, we have 5 questions. Donโt worry โ theyโre all fun questions! Nothing you would fill out at the DMV. We look forward to your responses and finding ways to connect on a deeper level.
Talk to you soon!
Grace
Why This Donation Works
Even for nonprofits who work in the most dire situations, there is an appropriate time for positive, joyful engagements with your donors. You donโt want to constantly show them negativity, especially when it comes to the staff at your organization. The curious generosity request allows you to be personable while also asking for valuable information from your donors.
Notice that the message is upbeat, personalized, and driven by a single mission: to make sure Garrett feels included in the organization and connected to Grace, specifically. By giving your donors a representative with an immediate connection, you can make them feel special and important to your success. That kind of genuine connection is what drives repeat giving.
Pro tip: Be sure you track the answers to the survey in your Donor Management Software. If you took the time to gather info to build a relationship, you need to be sure that future messages reference what youโve learned, and your Donor Management Software is the place to store it.
Template #5: The Personal Story Generosity Request
Finally, we encourage all nonprofits to include personal stories from their employees as part of their fundraising efforts. Your donors are driven by the work that you do as a collective, but itโs difficult to sustain a connection to the name of an organization.
Even Nike, a brand that communicates a set of values and traits on its own, still uses the personal compelling stories of athletes to communicate those values. Without highlighting the story of Serena Williams, a potential customer would never know Nike is dedicated to perseverance and inspiring the next generation. Similarly, your nonprofit should use the stories of your employees to communicate the traits of your nonprofit to donors.
To put that personal story in the context of a generosity request, consider this fundraising email template for your next campaign.
Try This Fundraising Email Template
Subject: Will you let me share my story with you, Nathan?
Preview Text: I want to tell you the moment I knew I had to work with Our Kitchen.Hey Nathan,
Youโve shared with me how you were drawn to Our Kitchen based on your own experiences with hunger. Your generosity both in the time you spend volunteering with us and sharing your story inspired me to tell you more about my journey.
I recorded a video for you here. I think youโll enjoy the part during 2:23, where we have a similar experience during our first volunteer visit.
Iโd also like to invite you to volunteer with me next weekend. I would love to talk more about our experiences doing the thing we have in common โ getting involved with Our Kitchen!
Iโll be there Saturday from 2-5pm. Can you make it? If yes, just add your name to our list.
Canโt wait to see you and thanks for listening to my story!
Alejandra
Why This Donation Works
This is a popular generosity request because it doesnโt lead with the request. To Nathan, it looks like Alejandra simply wants to connect on what they have in common. As a bonus, he gets a personalized invitation to hang out with her while volunteering. Of course, thatโs what Alejandra was hoping for the whole time, but by reframing the ask, sheโs giving Nathan a new experience.
Your generosity requests donโt need to be long, complex messages to break up the monotony in your donorโs inbox. They simply have to be different enough that it seems new. Most importantly, they should be as personal as possible. Your donor, no matter what you ask of them, is more likely to respond if they feel like theyโre needed and not just another name on your list.
