10 things to make your fundraising email stronger

From the Hubspot Marketing Blog, How to Write a Marketing Email: 10 Tips for Writing Strong Email Copy:

  1. Subject Line: Use actionable language. Make it about doing something.
  2. Subject Line: Personalize when possible. This increases open rates, click-throughs, and response.
  3. Subject Line: Prioritize clarity, and only then think about “catchiness.” If it’s clever but unclear, it’s a loser.
  4. Align your subject line copy and email copyWhatever your email subject line promises, the email message should deliver.
  5. Establish relevancy. Make it completely clear throughout what this message has to do with the recipient.
  6. Write in the second-person. Or rather, talk to the recipient, about what the recipient wants and what they’ll do.
  7. Talk about benefits, not features. Donors don’t give to the details about your work. They give to make the promised outcome happen. Focus on the outcome and its meaning.
  8. Be brief. Though some very long emails can work well too.
  9. Be lovable. Easy to read, relevant, and a good experience.
  10. Use actionable language in your call-to-action. The whole reason for sending the email is to get people to do something. Make it clear, actionable, and don’t be afraid to repeat that key point.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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About the blogger

Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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