How to Draft and Pitch an Outstanding Fundraising Email:

Millions of people across the globe contribute to noble causes; the celebrities and big-shots are always ready to lend a supporting hand to the needy. But the only concern for them is to get a trustworthy organization with a fund manager so that their donation does not go in vain.

No doubt, how noble your intention is or how much effort you are putting into your NGOs, but if you cannot allure a potential donor, your primary efforts go in for a toss. The first step to attracting a potential donor is pitching in an impressive email.

So, before we dig deep into details, let us find out how to draft and pitch an impressive fundraising email.


 Write an outstanding subject line:

Subject lines of fundraising emails count a lot as any fund donors or potential clients open up the email solely based on the subject line. It is advised to keep the subject line short, crisp, and informative. Again, the lengthy subject line appears haphazardly managed and less provoking on small devices.

Secondly, Pique the interest of donors who are curious about knowing more but don’t sound spammy. Avoid using unnecessary punctuation.

Learn to create a sense of urgency inspiring and provoking donors to take swift action.

Learn to personalize messages: 

Don’t just blindly send one drafted mail to all your targeted donors. But know your audience and accordingly customize the emails. Learn to customize your emails according to demographics, urgency, lending factors, and much more. Writing personalized emails to donors has seen an increase in the frequency of email-piece being opened rather than lying in the junk mail. Doing simple things like adding the recipient’s name in the email head has also likely seen a boost in the email letter being opened. It symbolizes you really care and value the recipient.

Keep it crisp and sweet: 

Brevity in email writing ensures a success rate of being read rather than landing as a spam file. Writing too much makes the recipients overwhelmed, and they may ignore it or want to read it later. Sometimes the potential donor also may lose interest, thereby lowering the weightage of the email.

Key pointers:

Break up those clumsy large paragraphs into simple ones to avoid losing potential donors. Keep the lines short but pump it up with powerful and inspiring words! It is advised to use max to max four short paragraphs.

Use sub-headings to give a break to lengthy paragraphs and make the email readable. Also, add bolded text to sentences.

Do not forget to add impressive photographs related to the cause you want to serve. Quite often, pictures speak more than words.

Clearly state the Impact:

Clearly explain to the prospective donor in the email how the funds are going to be used and the potential beneficiaries who will be benefitted. Again, give all the information in crisp sentences and keep them in the first few lines of your email.

Also, explain and bring it to the forefront regarding how every contribution matters. It will attract more donors, both big as well as small. The small donors will also be encouraged and will not have the negative feeling of embarrassment as their contribution is negligible. Even $5 or $10 will help serve a purpose.

Add powerful visual content: 

It is ideal for adding a high-quality image or video to your email as it will attract more people to support your cause. We all know eye-catchy visual contents like photos and videos easily stay in the brain and connect with the heart. Make impressive video content and add it up to the email. But do not add unwanted things like logos, brand image, or something not related to the cause. As doing so, will make the donor hesitant and may think it to be your own personal agenda or propaganda.

Tips and Tricks:

Use your own personal flair or style to connect more with the people.

Add an emotional touch to the email: Displaying an emotional touch to the email will help you connect better with the donors. Donors basically want to get the right information about where their funds will land up and, therefore, would love to connect with the NGOs. Hence, a customized email pitching and drafting approach before sending to each donor is an excellent idea.


Donations serve many critical problems in uplifting the lives of the needy and are a workshop that earns bread and butter for numerous caregivers and fieldworkers. Every donation initiated matters and nurtures the lesser privileged or vulnerable. In addition, there are many mentally challenged or specially-abled people who need support.

So, now that you have learned how to draft and pitch an essential fundraising email, put your best efforts into attracting potential donors and donations.