When it comes to email marketing for nonprofits, the subject line predetermines the email experience. It’s the first text a person sees and it determines whether or not they read the email. This is particularly true for nonprofit organizations, as establishing the connection with volunteers and donors for fundraising is vital for them.
A thought-out subject line intrigues the reader and encourages them to open the email, increasing engagement and donations for your fundraising. In contrast, ill-made subject lines can make a possible donor to delete or disregard the email.
Most importantly, fitting fundraising email subject lines really make your message stand out and make it through the inbox clutter which could be crucial in the age where we are dealing with tons of information on a daily basis.
There could be various potential subjects for a nonprofit email, depending on the goals and audience of the organization. Some common types might be:
In crafting a subject for an email, any nonprofit should consider the needs and interests of its followers. A clear and honest subject line that leads into the content increases the chances that the email will get readers’ attention and success of the future campaigns.
How can you compose effective subject lines for your fundraising emails? We have 7 tips to keep in mind:
Certain words and expressions can trigger spam filters or turn off readers. Writing for your nonprofit fundraising campaigns, avoid words like “need”, “free” or all caps in the subject lines. Instead, opt for a clear and precise choice of words.
Highlight the organization’s mission with words like “future”, “tomorrow”, “change”. Use uplifting language with “inspire” or “generosity”. You can also create a sense of unity with your subscribers by using “we”, “ours”, or “together”.
Subject lines for fundraising emails should be short and to the point — this one is a general digital marketing rule. Most email clients will only display the first few words of a subject line, so make sure your message is clear and concise. Aim for around 50 characters or less.
Numbers especially can tell a lot. For example, writing “85%” is more impactful than “almost done”. Indicating the amount of money raised is also a good idea.
When action verbs are the first ones of your subject line, it shows how the situation is urgent and encourages readers to do something immediately. Some examples of action verbs include “act now”, “donate”, “sign up”, or “register.”
Adding a sense of urgency into your subject lines can encourage readers to take action. Use words like “last chance,” “limited time,” or “today only” to create a sense that the email is urgent. Don’t be too emotional though; being straightforward and honest about it is the key for fundraising.
Intriguing or mysterious subject lines in the fundraising campaigns pique the reader’s curiosity and encourage them to open the email. However, try not to be too vague in your subject lines, as this can lead to frustration or mistrust. And negative emotions like these can interfere with future fundraisings.
This subject line from Unicef grabs subscribers’ attention and makes them want to read the message. And when they click on it, this is what they see:
Asking a question in your subject lines captivates donors and encourages them to open the email. Just be sure to keep it connected to your nonprofit’s mission and fundraising goals.
Using personalization in your subject lines, such as changing the recipient’s name or location, can make the email feel more relevant and increase the chances of it being opened. Imagine what your readers take close to heart, to make fundraising more successful.
Now that we’ve discussed some basic tips for writing good nonprofit email subject lines, let’s examine specific types of emails and examples of persuasive fundraising subject lines.
As a nonprofit, email is an essential means of communication with your supporters, volunteers, and donors. But with so much competition for attention in people’s inboxes, make sure your emails stand out. One way to do this is by crafting compelling and attention-grabbing subject lines that will push people to open your emails and participate in the fundraisings.
So here are some examples of subject lines for every occasion:
Let’s look at how these principles are working in practice. The American Red Cross provides support to people affected by disasters of various natures. According to Milled’s data, in 2022 the organization sent 11 emails. Most of them were dedicated to event promotions with subject lines like:
Notably, these are concise and informative. Two of the examples above use action verbs. Exclamation points at the end show how significant these events are.
The only call to participate by working and contributing to the cause is straightforward. The subject line is:
There are two fundraising emails with these subject lines:
The first one follows all the best practices. The second one is longer than recommended yet it creates interest and motivates readers to click on the email. Here’s what the email about people affected by Hurricane Ian looks like:
The American Red Cross’s overall approach to subject lines is very restrained. To make sure everything is appropriate for the cause and context, the organization uses neutral language and refrains from emojis, for example.
Let’s examine another example. Charity: Water provides drinking water to people without resources. The charity sent close to 50 emails in 2022: that’s several messages each month. Notably, this nonprofit uses holidays and other occasions to remind people to contribute.
The other particularity of Charity: Water’s subject line writing style is the positive approach:
The copywriters at this charity also know how to entice their subscribers with just one sentence:
The playful tone and emojis, however, go together with more serious topics:
The charity also cleverly draws attention to time-sensitive matters:
Overall Charity: Water has a complex and diverse subject line strategy. Combining the appeal to different emotions for maximum impact is the essence of their success.
The email design of this charity is minimalistic, with a focus on bright and expressive images:
Crafting the perfect subject line for your nonprofit emails can be a challenge, but it ensures that your emails get opened. By following the best practices, you can increase the chances of your emails getting subscribers’ attention and ultimately, achieve your fundraising goals more effectively. Remember:
