How to Write a Fundraising Email That Actually Inspires People to Give
Writing a Fundraising Email That Works
If you’ve ever stared at a blank screen wondering how to write a fundraising email that doesn’t feel stiff or robotic, you’re not alone. Asking someone for money—especially over email—can feel awkward. But with a little strategy, it becomes easier.
In this post, let’s walk through how to write a fundraising email that feels personal and actually inspires people to give. Whether you’re with a small nonprofit or a larger team, this guide will help you build a message that moves donors from reading to clicking “donate.”
We’ll cover how to:
- Grab your reader’s attention right away
- Use storytelling to create emotional connection
- Make a direct, thoughtful ask
- Keep your tone warm and personal
- Avoid common pitfalls that get emails ignored
Check off each section to make sure your next email has the strategy it needs to succeed.
Start Strong with Your Subject Line and Preview Text
Your subject line is the hook. It’s the reason someone decides to open—or not.
Great subject lines:
- Spark curiosity
- Create urgency
- Feel like they’re coming from a real person, not an organization
Think about how you’d text a friend. That’s often the right tone.
Your preview text is the second chance to grab attention. Use it to:
- Add context to your subject line
- Offer a reason to keep reading
- Set the emotional tone for your message
Make It Personal from the First Line
The opening line should feel like the start of a real conversation.
Avoid leading with a mission statement or statistic. Instead:
- Thank your reader
- Mention a recent action they took
- Lead with why you’re writing today
This sets the tone and helps your reader feel seen.
Use Real Stories to Create Connection
Data is important. But emotion is what moves people to act.
The best fundraising emails start with a story. Something short, true, and human.
Try this:
- Introduce one person who’s been helped
- Share a quick, specific detail that makes it feel real
- Tie it back to the donor’s impact
When you make it personal, people pay attention. And they remember.
Be Clear and Direct With Your Ask
Once you’ve shared the need, don’t shy away from the ask.
Make it:
- Specific (what the gift will do)
- Timely (why now matters)
- Simple (one ask, one button to click)
For example, “Will you give $25 today to help another family like Maria’s?” is much stronger than, “Please consider supporting our work.”
If there’s a match, a deadline, or a goal, say so. The more clarity, the better.
Want more guidance? GoFundMePro’s fundraising email templates are a great visual resource for inspiration.
Keep the Tone Conversational and Human
People give to people—not institutions.
That means:
- Write the way you talk
- Use short sentences
- Avoid jargon or generic phrases like “your generous contribution”
Imagine you’re writing to one person, not a list of thousands.
Still not sure what tone to aim for? Here’s a deeper dive on improving email engagement that can help.
End Strong—And Don’t Skip the P.S.
Many people skim emails. A strong ending reinforces your message.
Try this:
- Repeat your ask in the final paragraph
- Use a P.S. to summarize the story or create urgency
- Include one clear button or link
Also, test your email on mobile. Most people read on their phones, and long blocks of text get skipped. Keep paragraphs short and easy to scan.
A Final Note on Testing and Optimization
No email is perfect. That’s okay.
Even a small tweak can make a big difference. Consider:
- Testing different subject lines
- Trying a new call to action
- Switching up your opening story
Our fundraising email A/B testing guide breaks it all down, with simple examples you can try without adding more to your team’s plate.
Closing Thoughts
Fundraising emails don’t need to be perfect. They just need to be honest.
If you write with heart, show the impact, and ask clearly, donors will feel it. And when they do, they’ll act—not because you pressured them, but because you invited them into something meaningful.
