Email Marketing for Nonprofits
Using email to start and grow relationships is easy for nonprofits. It is an inexpensive way to reach out to supporters on a regular basis with informative and inspiring messages. Doing this can help your organization build an engaged community that helps to promote your mission, fundraising, and special events.
Sample Emails
Subject: Help Us Make History | Pony Up for Kids
[Salutation],
Have you dreamed of making history? Of course, we all have. And now we have a chance to be a part of your community's day of giving - an opportunity to unite our community around causes in which we truly believe and help nonprofit organizations connect to the larger community.
We need your help! Please join our campaign and help us reach our goal of $xxxx and xxx donors! We need you to tell your friends and family members about the important work we do and ask them to join us in helping to make a difference.
Get ready to give! On October 11 and 12, visit ponyupforkids.org and make a donation. All giving will end at 11:59PM on October 12th, so make sure to get your gift in on time!
Questions? If you have any questions or would like more information, let us know. [Add your contact information]. Thank you in advance for your generosity to our organization!
Subject: Ready to Lend a Helping Hand? | Pony Up for Kids
[Salutation],
We’re counting down the days to October 11 and 12 and Pony Up for Kids. We need your help to make our campaign a success, and we’ve included a few easy ways that you can support us.
Share and share alike. Online days of giving are successful because of our own networks. Help us grow our network by sending this email to your network and ask your friends to do the same.
Be socially (media) active. Use your social media networks: post on Facebook and share your love for the Stillwater Area School District and education. Ask others to do the same.
Thank you in advance for your support!
Subject: Today’s the Day | Put Your Giving Shoes On
[Salutation],
Pony Up for Kids is TODAY, and we are asking you to join us in our efforts to make this the most awesome day of giving your community has ever seen!
We are writing to ask you to take five minutes to give to [name of organization - make hyperlink to your Pony Up for Kids page].
Your donation of any amount will help [give specific examples, or insert a sliding scale of what $25, $50, $100 etc can do].
Here’s how you can make a HUGE difference today:
- Make a donation (link to your Pony Up for Kids page!)
- Spread the word. Text a friend. Forward this email. Post on Facebook and Instagram using the hashtag ponyupforkids. Oh, and you can also just tell someone in person – that works, too.
Subject: You’ve helped us get closer to our goal for Pony Up for Kids!
[Salutation],
Thanks to your generous donation, we are [$ amount] closer to reaching our goal of [$ amount] raised for [Giving Day Name]! To help us cross the finish line, please share the attached ‘I Gave’ graphic across your social media accounts directing your peers to our campaign page [Link to Campaign].
We appreciate your support, and look forward to providing updates on all the great things we’ll be able to accomplish thanks to your generosity.
Subject: We can’t thank you enough for your generosity!
[Salutation],
We are still in awe of the generosity shown to [Organization Name] during Pony Up for Kids.
Because of donors like you, we were able to raise [Dollars Raised] to further the mission of [Organization’s Mission]. Each gift made today will play a critical role in allowing us to serve our community and create a larger impact.
Your relationship with [Organization Name] is important to us and we want to share news and updates with you.
Stay connected by [subscribing to our newsletter], and following us on our social media channels.
Facebook -
Instagram -
Linkedin -
We look forward to engaging with you throughout the year and offering ways for you to stay involved with our cause.
“[Include a quote from a leader at your organization about your experience taking part in Pony Up for Kids]"
With Gratitude,
[Name]
P.S. Your gift receipt was automatically sent to your email from notifications@givegab.com. If you need a copy of your receipt please reach out to [Insert your organization’s support email] for assistance.
Communications Timeline
Major Milestones
Month 1
The Pony Up for Kids Team will:
- Encourage nonprofits to sign up for Pony Up for Kids
- Network with and recruit local community nonprofit leaders to expand and amplify Pony Up for Kids’s message to nonprofits, donors, and other general supporters
You should:
- Sign up for Pony Up for Kids and customize your profile
- Assemble your Pony Up for Kids team and involve them in planning how your Pony Up for Kids campaign will complement your annual fundraising strategy
- Attend a webinar to learn about Pony Up for Kids, how to promote your Pony Up for Kids campaign, and how to recruit and utilize peer-to-peer fundraisers
- Discover all the resources available for you to use in your nonprofit toolkit (email marketing, social media posts, graphics, planning guide, and more!)
Month 2
The Pony Up for Kids Team will:
- Work with local newspapers, radio stations, and other media outlets to continue spreading the word to a wider audience about Pony Up for Kids
- Continue offering trainings to nonprofits participating in Pony Up for Kids, and those interested in the opportunity, on giving day best practices.
- Develop content for nonprofits participating in Pony Up for Kids to use, and for use on ponyupforkids social media pages, Facebook and Twitter.
You should:
- Craft your campaign story. How are you celebrating Pony Up for Kids? How will you use the funds raised during Pony Up for Kids? Why should donors give to you on Pony Up for Kids? Watch our Storytelling Training Video to learn more!
- Recruit fundraising champions for your campaign. You can use your Board, volunteers, or staff!
- Let your volunteers know you’re participating in Pony Up for Kids and you need their help in extra special ways! Give them meaningful assignments to fully engage them.
- Develop your messaging plan for the next 2 months to ensure your donors know you are participating in Pony Up for Kids on October 11 and 12. Download the email and social media timelines in the Nonprofit Toolkit to get a head start!
Month 3
The Pony Up for Kids Team will:
- Provide more resources to local community nonprofit leaders to expand and amplify Pony Up for Kids’s message to nonprofits, donors, and other general supporters
- Continue promoting Pony Up for Kids to nonprofits across the region
You should:
- Send out a save the date email and social media post to all of your supporters! Download the Pony Up for Kids “Save the Date” graphic from the Nonprofit Toolkit to make sure your messages stand out!
- Host a fundraising champion kick-off party to teach your fundraising champions best practices on fundraising!
Month 4
The Pony Up for Kids Team will:
- Heavily promote Pony Up for Kids to all media outlets across the region
- Finalize partnerships with local businesses to benefit every nonprofit participating in Pony Up for Kids
You should:
- Post on social media regularly about Pony Up for Kids, using the hashtag ponyupforkids
- Email your supporters with additional details about Pony Up for Kids. How do they give? Why should they give? When should they give?
- Ensure your campaign story and messaging are ready to go. Make a test donation to make sure you understand the process.
Day of
The Pony Up for Kids Team will:
- Heavily promote Pony Up for Kids to all media outlets across the region
- Provide 24-hour support to all nonprofits and their supporters
You should:
- Post on social media regularly about Pony Up for Kids, using the hashtag ponyupforkids
- Email your supporters with updates and how they can help your Pony Up for Kids campaign
- Thank your supporters in real-time on social media, in emails, or give them a call!
- Celebrate!
Beyond
The Pony Up for Kids Team will:
- Share statistics from Pony Up for Kids, including nonprofit success stories, and describe the powerful change that will happen as a result of the generous donations to local nonprofits.
You should:
- Share the results from your Pony Up for Kids participation and what those results mean.
- Thank your donors and let them know exactly what their donations mean for your program.
- Send handwritten notes to your fundraising champions and your Board for their assistance.
- Send periodic updates on how the donations you received are being used. Keep your donors engaged by letting them know how their money is benefiting your organization and your cause.
- Engage with your donors on GiveGab after Pony Up for Kids by posting volunteer opportunities, fundraising, and hosting events!