How to Write a Donation Email (With 7 Proven Templates)

Quick Answer: How to Write a Donation Email

Start with a compelling subject line (under 50 characters)
Open with a personal story or urgent need
Explain the specific impact of their gift
Include ONE clear call-to-action button
Make it easy to donate (one-click link)
Thank them in advance
Keep it under 200 words

What is the 60/40 Rule in Email Marketing?

The 60/40 rule states that your email should be 60% about the donor and their impact, and only 40% about your organization and its needs.

Wrong (Organization-Focused)

We need $50,000 to keep our doors open. Our programs are at risk. We have been serving the community for 20 years. Please donate today.

Right (Donor-Focused)

Your $100 gift will feed a family of four for an entire month. Last year, donors like you helped 500 families. Will you help one more family today?

The 5 Cs of Effective Donation Emails

Clear

One ask, one link, one action. No confusion about what you want them to do.

Concise

Under 200 words. People skim emails. Get to the point fast.

Compelling

Tell a story. Use emotion. Make them feel something before asking.

Credible

Include specific numbers, real names, and measurable outcomes.

Call-to-Action

Big button. Action verb. Make it impossible to miss.

7 Proven Donation Email Templates

1. The Urgent Need Email

Best for: Crisis

Subject: We need 50 donors by midnight

Hi Sarah,

Our food pantry is empty. Tomorrow morning, 30 families will arrive expecting help.

Your $50 gift right now will stock the shelves and feed a family for a week.

Will you be one of the 50 donors we need by midnight?

DONATE $50 NOW

Thank you for always showing up when it matters most.

Why it works: Creates urgency, specific number, clear impact, easy action.

2. The Impact Story Email

Best for: Regular donors

Subject: Meet Maria (you changed her life)

Hi John,

Last year, you donated $100 to our job training program.

Because of you, Maria learned coding and just got hired at a tech company making $65,000/year.

She sent you this message: Thank you for believing in me when no one else did.

Will you help one more person like Maria this year?

GIVE $100 AGAIN

Why it works: Shows direct impact, personal story, donor is the hero.

3. The Matching Gift Email

Best for: Year-end

Subject: Your gift DOUBLES today only

Hi Lisa,

A generous donor just pledged to match every gift dollar-for-dollar until midnight.

Your $50 becomes $100. Your $100 becomes $200.

Double your impact before the match expires in 6 hours.

DOUBLE MY GIFT

Match expires: Tonight at 11:59 PM

Why it works: Urgency + increased value = higher conversion.

4. The Lapsed Donor Email

Best for: Re-engagement

Subject: We miss you, David

Hi David,

It has been 18 months since your last gift. We noticed.

Your past support helped us serve 200 kids last year. This year, we want to reach 300.

Will you come back and help us get there?

GIVE AGAIN

P.S. If you meant to unsubscribe, click here. No hard feelings.

Why it works: Acknowledges absence, shows impact, easy opt-out.

5. The Monthly Giving Email

Best for: Recurring

Subject: $25/month = 300 meals/year

Hi Rachel,

One-time gifts are great. Monthly gifts are life-changing.

Just $25/month provides 300 meals to hungry kids over a year.

Become a monthly hero today?

START MONTHLY GIVING

Cancel anytime. No commitment required.

Why it works: Shows annual impact, low barrier, easy cancellation.

6. The Thank You + Ask Email

Best for: Recent donors

Subject: Thank you + one more favor?

Hi Tom,

Your $50 gift last week just provided school supplies for 5 kids. Thank you!

Quick favor: Do you know anyone else who cares about education?

Forward this email to 3 friends who might want to help.

SHARE WITH FRIENDS

Why it works: Thanks first, small ask, easy to share.

7. The Birthday Email

Best for: Personal touch

Subject: Happy Birthday, Jennifer!

Hi Jennifer,

Happy Birthday! 🎉

To celebrate YOU, we are matching any gift you make today 2X.

Give yourself the gift of impact on your special day?

MAKE A BIRTHDAY GIFT

P.S. No pressure. Just wanted to say we appreciate you!

Why it works: Personal, celebratory, low-pressure ask.

How to Politely Ask for Donations

1. Start with gratitude

Thank you for being part of our community...

2. Explain the need (not your need, their impact)

Your gift will help a family stay warm this winter...

3. Make it optional

If you are able to give, we would be grateful...

4. Offer alternatives

Cannot donate? Share this with someone who can...

How Much is a 1,000 Email List Worth?

For nonprofits, a 1,000-person email list is worth approximately $1,000 to $5,000 per year in donations, depending on engagement and average gift size.

Email List Value Calculator

1,000 subscribers × 25% open rate = 250 people see your email

250 opens × 5% click rate = 12 people visit donation page

12 visitors × 10% conversion = 1-2 donations per email

1-2 donations × $50 average gift = $50-$100 per email

Send 2 emails/month = $1,200-$2,400/year

5 Donation Email Mistakes to Avoid

Asking for money in the subject line. Subject: Donate now = instant delete.
Writing a novel. Keep it under 200 words. People skim.
Multiple asks. One email = one ask. Do not confuse them.
No mobile optimization. 67% of emails are opened on phones.
Forgetting to thank them. Always end with gratitude, even if they do not give.

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Frequently Asked Questions

What is the best time to send donation emails?

Tuesday-Thursday between 10 AM - 2 PM gets the highest open rates. Avoid Mondays (inbox overload) and weekends (people are offline).

How often should I send donation emails?

2-4 times per month for most nonprofits. More during year-end (November-December). Less is more - quality over quantity.

Should I buy email lists?

Never. Bought lists have 0.01% conversion rates, damage your sender reputation, and violate anti-spam laws. Build your list organically.

What is a good donation email conversion rate?

1-3% is average. 5%+ is excellent. If you are below 1%, your email needs work (better subject line, clearer ask, or stronger story).