A first name address is a must. If a contact doesn't trust you enough to share their name, you likely need to build the relationship more before going in with a donation ask.
Using the recipient’s name will catch their attention and make your message stand out from generic marketing emails.
You could even personalize the introduction further by referencing the contact's connection to your nonprofit. For example, if they are a regular or previous donor, say so. This gives the sense that the message is written for them, not a mass of faceless supporters.
Most email marketing tools let you insert contact details like first name into your email text. For example, Brevo’s personalization feature pulls data you’ve gathered on contacts to show content unique to them.
You can even use this in your email subject line, like iceland telephone number data the example below:
2. Introduce the problem
Start your fundraising email with the issue you’re addressing. Tell the recipient why you’re writing to them in the first place.
Is there an urgent crisis? A current problem going unaddressed? Hook the reader from the first line by showing the need for their support.
Don’t skirt around the topic — get your ask in early. Your email is a donation request, so make that clear from the start.
3. Add some context
Once the reader knows the most important information — what you need and why — bring in details to support your ask. Often this comes in the form of a beneficiary story that shows both the issue and the difference support can make.
4. Give the solution
You’ve got your reader’s attention with the issue. Next, tell them what they can do about it.
Give examples of what support looks like and the impact it has. Then follow with another donation ask.
5. End with a human thank you and sign-off
Finish your fundraising email by thanking supporters. Then sign it off from a real person (rather than your organization).
A P.S. is a good way to slot in a final donation request. Readers often skip to the end of an email so this will make sure you still get across your key message.
