3 Reasons Your Donor Emails Aren’t Getting Clicked
If you’ve ever poured hours into a beautifully written donor email… only to see low open rates and even lower click-throughs, you’re not alone.
Email is still one of the most powerful marketing tools a nonprofit has—but most organizations are unknowingly sabotaging their own results with a few common missteps.
Here are three of the biggest reasons your emails aren’t performing—and how to fix them starting now:
1. You’re Talking At Your Donors Instead of With Them
Too many nonprofit emails still sound like press releases:
“We’re proud to announce our quarterly initiative was a huge success!”
That’s great news—but it doesn’t build connection. Donors want to feel seen and involved, not just informed.
Instead, try this:
- Lead with “you” language. (e.g., “Thanks to your support, 42 new wildlife habitats were restored this spring.”)
- Ask a question in your email. Engagement isn’t a one-way street.
- Use warm, conversational tone—not formal nonprofit-speak.
A good donor email should feel like it’s written by a real person, not a marketing department.
2. You’re Sending to a Cold or Unsegmented List
If your donor list hasn’t been cleaned up since last year—or if you’re sending every message to everyone—you’re going to see a drop in clicks.
That’s because not all donors are the same. And not every message is for every person.
Instead, try this:
- Segment your list by recent givers, recurring donors, or first-time supporters.
- Send tailored messages based on past behavior (i.e., event attendees get a follow-up).
- Run a re-engagement campaign for inactive contacts instead of sending regular emails to them.
The more relevant the message, the higher the chance it gets clicked.
3. There’s No Clear CTA—Or It’s Buried
How many times have you written an email with three different asks? “Donate today, share with a friend, and check out our latest blog!”
Donors need clarity. And your CTA (call to action) should stand out.
Instead, try this:
- Stick to one primary CTA per email.
- Use buttons or bolded links that are easy to spot.
- Don’t be afraid to repeat the CTA more than once in the email body.
Also: avoid passive phrases like “consider supporting.” Be direct and confident. “Give now to restore a child’s access to clean water” is more effective than “learn more about how you can help.”
Bonus Tip: It’s Not Just the Content—It’s the Subject Line
If your open rate is low, it may not matter how good the email body is. Subject lines are where the click starts.
A few subject line tricks:
- Use urgency or curiosity. (“This story changed everything for Maya…”)
- Keep it short (under 9 words).
- Personalize when possible.
Don’t overlook the preview text either—it’s your second chance to grab attention in an inbox full of noise.
Final Thoughts
Donors want to feel something when they open your emails. Not overwhelmed. Not confused. Connected.
When you shift from transactional messaging to relational storytelling—when you clean your lists, simplify your CTAs, and lead with heart—you’ll see more than just clicks. You’ll see loyalty.
