How to Use Email Marketing to Help Your Charity

Email marketing is a form of online marketing that allows you to send messages to people who have signed up to receive them. Think of all the emails you have gotten over the years that are similar to this:

“Hey, would you like to receive special offers and updates from XYZ company? If so, please enter your email address below:

You will receive weekly emails from us with all the latest news, special offers and events. You can unsubscribe at any time by clicking the opt-out link at the bottom of each email or you can contact us at if you’d like to opt-out in a different way.

Why Should You Try Email Marketing for Your Charity?

As a charity, your main goals are to raise money for your organization and to gain support from as many people as possible. Your strategy should revolve around these two goals, and you may decide that email marketing is a tool that you can use to help you reach them.

Here are some of the ways that you can use email marketing to help your charity:


One of the best things about email marketing is that you can start a campaign specifically for fundraising. When someone clicks the “donate” button on your email, they will be taken to a page containing all the information they need to make a secure donation. If your fundraising goal is met, you can thank your donors by giving them special recognition in your newsletter or on your website.

Spread the Word

If you believe that your charity’s cause is important to a lot of people, you can start a social media campaign to “educate” your followers about what your charity is trying to accomplish. For example, if you are working to end animal cruelty, you can start a Twitter account, and use the #CRUPCareAware to raise awareness about animal cruelty. You can also use your Twitter account to give special thanks to those who have supported your cause.

Get Funding

If you have reached your fundraising goal but you need money to keep going, you can start a GoFundMe page to ask for donations. When someone clicks the “donate” button on your GoFundMe page, they will be taken to a page containing all the information they need to make a secure donation.

This is a simple yet effective way of raising funds, as people are more likely to click the “donate” button when presented with a good cause. You can also use your GoFundMe page to ask for volunteer opportunities or to get involved in a way that will benefit your charity. For example, you can ask people to review your organization on or to translate your organization’s website into other languages.

Create Brand Awareness

If you don’t already have a brand, it’s time to create one. At the very least, you should try to make sure that your name is recognizable. This will help you when it comes time to fundraise and get support from businesses, as well as when people think about your charity, they will automatically think of your brand. There are a variety of tactics you can use to get people to think of your brand when they are considering donating or volunteering for your organization. For example, you can create an incentive for potential volunteers or donors by including a promotional code in the subject line of your email. Or, you could hold a bake sale and invite people to come and support your cause. Social media could also be used to gain brand awareness, with branded content or advertisements being shown on YouTube or other websites. Finally, you could create a viral marketing campaign to get the word out about your organization, using platforms like TikTok, which can reach a huge potential audience. The key to all of this is to make sure that your brand is recognizable enough for people to remember it when it comes time to support a cause.

Gain Support

If you want to gain support from businesses, you can start a company-wide fundraising campaign to get every employee to contribute. Your employees will have a role in raising money for your charity, so it’s important that they understand what is going on. You should also consider setting up some sort of team fundraising event, such as a bake sale, a garage sale, or a carnival-style food contest. These sorts of events will engage your employees, as well as potential donors, and will allow you to showcase the impact your charity has on the community. You can also ask your community to get involved and help support your cause. For example, you can set up an animal cruelty challenge on social media, where users can get involved by sharing videos of themselves performing random acts of kindness for animals. Finally, you can ask people to donate via text messaging by setting up a donation page on your website and getting the phone number of people who visit it to text message fundraising to the number listed on the donation page.

Use email marketing to track response rates and learn from past campaigns

It’s important to use the data that you collect to learn from previous campaigns and to improve future efforts. You should look at the performance of previous email marketing campaigns to get an idea of what works and what doesn’t work. Do you need to adjust your template, your subject line, or the way you communicate your message? Using tools like Google Analytics can help you learn what is and isn’t working with your current campaign so that you can make any necessary adjustments. In addition to analyzing current data, you should also look at the success of previous campaigns to get ideas on how to approach this year’s fundraising efforts.

Use different email marketing tools to target specific individuals or groups of people

If you are unable to access an email client, you should look into the different web-based tools that can be used to manage email marketing campaigns. There are a variety of apps, online services, and websites that can be used to target specific individuals or groups of people based on several different criteria. For example, you could target people who bought a certain product or service from your company in the past, people who donated to a certain cause, or people who are interested in a certain hobby. By using these tools, you will be able to send targeted emails to individuals or groups of people who have an interest in your subject matter. The key is to find the right tool for the job, as this will help you manage your email marketing campaigns more efficiently.

Make it easy for people to get involved

If you decide to use email marketing to raise awareness about your charity, the last thing you want is for potential volunteers or donors to have a hard time getting involved. For example, if your GoFundMe page asks for a personal donation, you want to make sure that it is easy for people to contribute. Make sure that the amount is understandable, as well as, that it is easy for people to find the right button to click.


As a charity, you are always concerned about wasting as much as possible. To that end, you should consider using free tools like Campaign Monitor to run your email marketing campaigns. Not only will these tools make your life easier, but they will save you money. Consider all of the fees that you have to pay each month to run your own campaigns, versus the cost of a tool that you can use for free – not to mention the amount of time that you can save by using these tools instead of doing everything manually. You should also look into the different plans that these tools offer, as some of them include free monthly credits that you can use to test the service without risk of incurring fees. Finally, using a tool like Campaign Monitor will allow you to scale your efforts depending on how much money you need to raise. While you may start out small, you can use their tools to grow your campaign as quickly as possible until you reach your fundraising goal.


If you are looking for a way to raise funds for your charity and don’t want to go the traditional route of yard signs and pamphlets, you can start an email marketing campaign. While these tools may not seem like a luxury, they can often times be more cost-effective than other fundraising methods. If you decide to use email marketing to raise awareness about your charity, you will have an idea of what costs and what doesn’t. Knowing this, you will be able to plan your fundraising efforts more effectively.

Creating an efficient email marketing plan takes some time and thought, but it is certainly well worth it. Not only will you be able to use the data that you collect to better understand your audience and what is working and not working with your campaign, but you will also be able to save money and be more effective in your fundraising efforts. With email marketing, you may not see an instantaneous result, but over time, you will certainly see a positive impact from your efforts.

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