If you're working at a nonprofit, you know how tough it can be to keep your donors in the loop and excited about your mission. Newsletters are one of the easiest ways to stay connected. They help people remember who you are and why your work matters, without needing to ask for a donation every time.
But here's the thing: not all newsletters work. Some get deleted without even being opened. Others feel more like a school report than something donors actually want to read. That’s where a little strategy can make a big difference.
When done right, a donor newsletter can turn one-time supporters into long-term friends. It can help you share wins, highlight stories, and remind people that their support makes a real difference.
Why a donor newsletter is a great way to connect with your supporters
Donors want to feel like they’re part of something real. A newsletter helps you keep them in the loop in a way that feels personal. It’s not just about updates, it’s about reminding people that they’re part of your mission, and their support really matters.
Think of it like this: your newsletter is your handshake, your high-five, and your thank-you note all rolled into one. It keeps your cause top of mind without asking for money every time. When done right, it can lead to more gifts, stronger relationships, and donors who stick around longer.
And the best part? You don’t need a huge team or a fancy strategy to make it work. Just share valuable content, stories, wins, upcoming events, or behind-the-scenes looks. Make it simple. Make it real. That’s what sticks.
How to create a nonprofit email newsletter that gets opened
Creating a good donor newsletter isn’t just about what you say, it’s how you say it. If no one opens your emails, they’ll never see all the great stuff you’re doing. Here’s how to make sure your newsletter actually gets read.
Craft compelling subject lines that drive open rates
Your subject line is like the front door. If it’s boring or confusing, people won’t walk in. Make it short, clear, and interesting. Use real language, not jargon. Try something like, “Look what you made possible this month” instead of “March Newsletter Update.”
One tip we’ve learned: questions and numbers usually do well. And if you’re not sure what works best? Test a couple of options and see which gets more opens.
Design for readability and engagement
Nobody wants to read a wall of text. Break things up with short paragraphs, bold headers, and maybe a photo or two. Most people are reading on their phones, so keep it clean and easy to scroll.
A good rule: if it looks hard to read, it probably won’t get read. And don’t forget to include a button or link for people to take action, donate, register, or learn more.
Segment your audience for better results
Not every donor wants the same thing. Some care about events, some love stats, and some just want the big-picture wins. If you can, split your list so people get the content they care about most.
Even something simple, like a different message for new donors vs. longtime supporters, can make your emails feel more personal. And when emails feel personal, they get opened more often.
15 donor newsletter content ideas to inspire your next send
If you’re ever stuck wondering what to put in your next newsletter, you’re not alone. We’ve worked with so many nonprofits that get caught up on this. The good news? You don’t need to reinvent the wheel. Here are 15 ideas that are simple, easy to use, and actually work.
1. Highlight a powerful beneficiary or donor story
A short story about someone who’s been helped, or someone who gave, makes your mission feel real. Stories stick. They remind people that their support makes an actual difference.
2. Announce and recap upcoming events
Got something coming up? Tell your donors! And after the event, share how it went. Photos, results, or a thank-you note make people feel like they were part of it, even if they couldn’t make it.
3. Share success stories and milestones
Hit a goal? Celebrate it. Donors love seeing the impact of their support. A simple chart or quote can go a long way.
4. Introduce team members and behind-the-scenes moments
People give to people. Let donors meet the folks doing the work. A quick intro or photo helps put a face to your mission.
5. Tease new or updated blog posts
Got fresh content on your site? Drop a link with a short preview. You drive traffic and give donors more to explore.
6. Feature a volunteer spotlight
Show off someone who’s giving their time. It makes your work feel community-driven and might even inspire others to get involved.
7. Include a note from leadership
A short message from your director or founder helps add voice and trust. Keep it warm, not formal.
8. Add a compelling call to action for donations or event participation
Don’t just update, invite them to take action. Whether it’s donating, signing up, or spreading the word, be clear about what you need.
9. Curate and share relevant articles or news from the sector
Help your donors stay informed. Link to a story that connects to your cause. It positions you as a helpful resource, not just a fundraiser.
10. Recommend a book, podcast, or resource
Share what your team is learning or loving. It adds personality and shows you’re always growing.
11. Add impact stats with brief storytelling
Combine numbers and narrative. “This year, we helped 82 families. One of them was the Johnsons...” Numbers grab attention, stories hold it.
12. Share community partnerships or local features
Shout out another group doing good or a partner that helps you. It’s a great way to build goodwill, and community.
13. Include quotes or testimonials from supporters
Let your donors hear from others like them. A quick quote from another supporter builds trust and makes others feel like they’re part of something.
14. Offer a "Did you know?" fact about your mission or history
This is a fun way to teach donors something new. Just a sentence or two can make your newsletter more interesting.
15. Promote social media content or encourage social sharing
Ask readers to follow, like, or share your latest post. It helps spread your message without costing a dime.
Keep your donor email newsletter valuable and consistent
The best newsletters aren’t the fanciest ones. They’re the ones that show up regularly, share real stories, and make it easy for people to get involved. Here are some tips we’ve learned after helping lots of nonprofits do this well.
Keep it short and focused
Your donors are busy. If your email looks long or overwhelming, there’s a good chance it won’t get read. Stick to one main topic or message per email, and keep your writing tight. Think of your newsletter like a quick coffee chat, not a full report.
Always include a clear, compelling call to action
Even if you’re not asking for money, give people something to do. That might be reading more, signing up for an event, or watching a short video. Whatever it is, be clear about the next step, and make it easy to take.
Stay on schedule without over-sending
You don’t need to send something every week to stay top of mind. Once a month is a good place to start. Just be consistent. That way, your supporters know when to expect you, and it builds trust over time.
Use analytics to track performance and improve
Most email tools show you which emails are getting opened and clicked. Watch those numbers. If one email does really well, try to figure out why. Then do more of that. If something flops, it’s okay, just adjust and try again.
How to make your email newsletter part of a larger donor engagement strategy
Your newsletter isn’t just a one-off email, it’s part of the bigger picture. When you connect it with the rest of your communication plan, everything works better together. Your message gets stronger, and donors feel more involved.
Start by thinking of your newsletter as the hub. Then link out to other things you’re doing, like blog posts, social media, or upcoming events. For example, if you’ve got a campaign running, use the newsletter to tell the story, invite people to join, and show the impact as it happens.
Also, newsletters are a great place to reuse content. If you shared a photo on Instagram or got great feedback on a donor story, bring that into your next email. This saves time and keeps your messaging consistent across channels.
If you have tools like Harness, you can automate parts of this too. Connect your email to your CRM. Set up automatic welcome emails. Use donor data to personalize content. When it all works together, your communication feels smoother and more thoughtful, and your donors notice.
Before you hit send
At the end of the day, your newsletter is more than just an update, it’s your chance to build real relationships with the people who care about your work. When you show up with helpful, honest, and interesting content, donors stick around. They give more, share more, and feel more connected to your mission.
You don’t have to be perfect. Just be consistent, be real, and make your donors feel like part of the team. That’s what builds trust. And that’s what leads to long-term support.
Need help creating a newsletter that actually works? With Harness, you don’t have to do it all alone. We’ve helped nonprofits raise more, grow faster, and keep donors engaged, all with simple, smart tools.
