Hey Reader,

“I just don’t see email as a major revenue stream,” my client said at a recent meeting.

“We use it to communicate with our donors occasionally, but mainly for appeals in the spring.”

When I worked with Jason last year, we met a few times to discuss the next steps in their fundraising project.

We were talking through his fundraising plans when it hit me:

He still sees email as a box to check.

A few updates. Some reminders.

A monthly newsletter, if time were on his side.

But not a driver.

Certainly not a way to build relationships with donors, or a serious part of the revenue conversation.

So I reminded him: “You can’t afford to treat email like an afterthought. It is one of the strongest fundraising tools.”

Not flashy. No algorithm.

But it landed.

When you show up in someone’s inbox with a story that reflects your mission and helps them feel the stakes, you’re not only raising awareness, you're generating revenue.

A few days later, Jason called me.

“Would you be willing to share that with our Executive Director?”

He wanted his team to think bigger.

Email = Connection

That’s what happens when you stop treating email like background noise and start using it to build genuine relationships.

If you want to use email to drive year-end giving, you'll need a plan and a little more than good intentions.

That might mean dusting off your current email platform (or setting up a new one that fits your team’s needs) and ensuring that supporters have a clear and simple way to subscribe.

Increasing your send frequency is a significant part of the strategy. Sending one newsletter monthly? Increase it to two. Currently biweekly? Aim for weekly.

Sending more doesn’t equal annoying. It means staying top of mind for your supporters.

No email list yet? No worries.

Add a newsletter signup form to your website, and make it easy to find—top right corner, footer, pop-up.

Next, give people a reason to sign up. A simple lead magnet works wonders: a helpful resource, your annual report, or a quick-start guide. Something useful they can download in exchange for their email address.

Now you’re building a list and delivering value.

Already have an email list? Great. Now focus on growing it strategically.

Here are 12 email marketing rules to help you connect with more supporters, each one sharing a simple way to get started this week:

12 Rules of Email Marketing for Nonprofits (Especially for Year-End Giving)

1. Connect supporters to the mission

Show real impact, share relevant trends, and remind people why your cause matters. Local stories about how your team does the work are perfect starting points.

Share one story showing your organization's impact this month and why it matters now.

2. Email is not an ATM: Build trust first

Build trust by offering more than donation appeals. Share impact stories and spotlight how donors made that impact possible.

Look at your last 5 emails. Were four of them pure asks? If so, swap one for a story or thank-you.

3. Create a welcome series

Introduce new subscribers to your story, values, and impact, and ask how they found you.

Create an email welcome sequence: your mission, your impact, and a simple question: “What brought you here?” Continue to include a link to your donation page.

4. Repurpose your best content

Share your best social posts via email to keep subscribers informed and engaged, especially those who aren't on social media.

Take your most-liked post this month and turn it into a short email with a photo or quote.

5. Show campaign progress and ways to take action

Share campaign updates, valuable resources, and specific ways readers can get involved.

Add a “campaign snapshot” or “you helped us do this” section to the next email, and include one clear next step.

6. Share the human side

Feature staff, volunteers, or behind-the-scenes moments to deepen connection and build trust.

Snap a quick photo of a team member or volunteer and ask them one question: “What’s your favourite part of working here?”

7. Track what matters

Monitor open rates, clicks, conversions, and unsubscribes. The data collected tells you what’s working (and what’s not).

Review your last three campaigns. Which email had the highest open rate? What made it different? Create more emails like that. (Your email marketing platform shares this info.)

8. Keep your list clean

Remove inactive subscribers to keep your list fresh. Ensure that those who unsubscribe may still receive necessary information, such as receipts and event invitations.

Schedule quarterly list cleanups and tag subscribers who haven’t opened in 90+ days. Tip: Get help from your email marketing tech support team.

9. Segment and personalize

You know I’m all about personalization. When you send the right message to the right people, it drives engagement and increases giving.

Segment your list into three groups: first-time donors, monthly donors, and non-donors; then craft a custom message for each.

10. Stay on-brand, every time

Use consistent colours, fonts, voice, and tone. Familiarity builds credibility, especially at year-end.

Create a simple brand template in your email platform, and use it consistently through December.

11. Test and learn

Subject lines, send times, and even call-to-action placement make a big difference in performance.

Try an A/B test on your next campaign. Test two subject lines and see which one gets more opens.

12. One email, one goal

Avoid crowding your message with too many asks or updates. Clarity drives action.

Before you hit send, ask: “What’s the one thing I want the reader to do?” Make that crystal clear.

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That one conversation sparked a shift, not only in how Jason viewed email, but in what he believed was possible. I see this same shift waiting for countless teams.

Email isn't just a communication tool, it’s a connection tool. And when you ask, connection drives giving.

What does that look like for your organization? If you’re ready to treat email like a true revenue driver, I want to help you get started.

Link 💜

It can be overwhelming when searching for the best product in email marketing software. I can't say enough about Kit. This one automates your tasks while you take more time to support your donors. (affiliate link)

Need any spooky pics or ghosts and goblins for a Halloween appeal? Bring your creative ideas to life using one of my favourite sites for design: Creative Market.

Finding grant deadlines every month is a massive time suck. If you're wearing too many hats and you've been asked to scour the internet for new grants, Grant Circle is the place to keep track of it all.

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