How to Ask Donors For Money: Email Fundraising Examples

A mistake I see far too often in the nonprofit world: not asking for gifts. I hear it all the time: 

We don’t want to sound salesy…

We don’t want to be pushy…

We don’t want to annoy donors…

But here’s the thing: They’re on your email list because they want to hear from you. They’ve donated to your cause because they care about it, and they want to hear about the work you’re doing. And they won’t donate unless you ask. Most importantly, they want to know that their donation was put to good use… because they’ll likely donate again. To keep donor relations positive, keep the humanness in the ask. 

How do you ask for donations without being pushy? Let’s explore some email fundraising examples you can use in 1:1 emails or in your email list segments. 

Make Sure Donors are the Hero of Your Story

When you send an email fundraising campaign, you don’t want to just talk about how amazing you are and all the great work you do. While humblebrags are necessary – because your team is basically superhuman –  you don’t want the bragging (in other cases, pity parties) to go too far. 

Remember what makes your work possible in the first place – your donors! Keep the narrative centered around your donors and how they make this work possible by partnering with you. Frame it as if they are the superheroes coming to save the day, and you’re just the sidekick. (Donald Miller breaks down this concept in his book, StoryBrand.) 

What to Say When Asking for Funding

Asking also isn’t just about the ask itself… It’s about how the ask is framed. The language used when asking a donor or potential donor for a gift is just as important as how you talk about your beneficiaries. Make sure you are using language that builds up your beneficiaries and honors their story. They’re not emotional clickbait or pity gifts – they’re real people who deserve respect. 

That said, you want to be direct without sounding rude or demanding. Remember that your donor is also a person, and they want to be a part of your mission because they want to belong to something. They want to feel like they have a purpose and that they are leaving the world better than they found it. Keep your asks heart-centered.

Be Specific With Your Ask

Ask for specific donation amounts. Don’t beat around the bush and say something like, “If you’re interested in donating…” Instead, create a personal connection with the donor (yes, even on your email list), and frame the ask as something like this: 

First-time donors: [First Name], you’re here because you want to [what your mission accomplishes/problem you solve]. Would you partner with us in [work you do] by donating $50 per month? This provides [need].

Returning donors: Your generosity has helped us provide [outcome], [First Name]. Would you partner with us further by giving a one-time donation of $25 today? Your gift is matched until [deadline]. Thank you for helping us [outcome/project funds will be used for]!

Craft an Intriguing Subject Line

Nothing kills curiosity faster than a generic-ass subject line. We prefer clarity over catchiness, but we also value curiosity over blandness. Best practices for crafting email subject lines that increase fundraising campaign open rates include an emotional appeal that conveys genuine urgency, indicated by an action verb. This highlights the need for partners and shows them why they should donate now. Keep it clear and concise, with donors at the center. Adding personalization, like the recipient’s first name, to email subject lines can boost donor engagement. This creates a more conversational tone and helps them see themselves as a bigger part of your story. 

Neon One has some great statistics to reference regarding certain words used in subject lines. Here are some good examples of high-performing fundraising email subject lines used by nonprofits:

• How Many Children Will You Save Today? (UNICEF)

• Here’s Where We Used Your Donations… (Human Needs Development)

• [First Name], help get 4 more kids to camp! ⛺(Ten Oaks Project)

Incorporate Storytelling in Fundraising

Storytelling in emails will forever hold the number 1 spot for me as far as creating impactful emails. One of the best examples of successful fundraising stories that boosted donations is CharityWater’s September Campaign. But you don’t need a big team and a fancy camera to tell stories that connect with donors and drive donations – you can do that in your fundraising emails! 

When incorporating ethical storytelling in fundraising emails, reference transformation stories from beneficiaries or a testimonial from a donor or volunteer. Use emotional storytelling to increase donor engagement by focusing on one person. For example, you can highlight the details of a challenge your beneficiary faced, and then paint the transformation they experienced through your services or resources. Then, invite the reader to become part of that story. This inspires them to take action (donate) while picturing themselves as part of a greater purpose. The power of storytelling in fundraising should not be underestimated – humans connect to and remember stories. Use them with purpose and good intention.

Show Gratitude

Always remember to thank your donors. No matter how much or how little they gave, they want to feel appreciated. Don’t leave them hanging! Let them know that they are valued characters in your story, and that your work isn’t possible without them. Because it’s true! Donors of all sizes move your mission forward. But don’t leave it as a mass email thank you – double up by also sending direct thank-yous. Whether that’s by phone, direct mail, or in-person, I’m a firm believer that it’s better to pile on the gratitude. 

Ready for Effective Fundraising Emails?

Use these tips for any fundraising campaign throughout the year. I know this can be a lot to add to your already full plate, which is why I created the Friendraiser Circle. This is a campaign-specific service where I write and strategize an email fundraiser for you, equipped with 3 email sequences, donation page copy, and 3 months of me strategizing and implementing alongside you. 

Using my Email Giver framework, I’ll write a campaign that’s built to move supporters from awareness to alignment to allyship, keeping donor relations top-priority. No matter what stage of the donor journey they are in, we can turn them into ambitious ambassadors for your mission. Schedule and chat with me to get started!