Is your nonprofit’s newsletter actually working for you — or just taking up space in people’s inboxes?

Email is still one of the most powerful tools mission-driven organizations have. It gives you direct access to your audience without having to fight social media algorithms. But to make the most of it, your content has to be intentional, engaging, and worth the open.

Here are 6 essentials every email newsletter should include:

Start with a strong subject line.

It should be clear, compelling, and spark curiosity. Subject lines like “You made this possible” or “Here’s what your support did this month” work because they speak directly to the reader and tease value right away.

Lead with impact.

Don’t save the good stuff for the bottom. Start with a powerful quote, stat, or story that connects back to your mission. The more personal and specific to your work, the better. Think about sharing how one person’s life was changed because of your supporters.

Include one clear call to action.

Whether you want people to donate, sign up, or share your work, keep it simple and focused. Avoid overwhelming your readers with too many options — one strong CTA is all you need.

Use real photos.

While stock images have their place, real photos from your team, programs, volunteers, or events add authenticity and trust. They help supporters feel more connected to your work.

Write like a human.

Skip the formal language. Speak like you’re talking to a supporter over coffee. A warm, conversational tone goes a long way in building relationships and driving engagement.

And most importantly — stay consistent.

If your audience only hears from you once a year, they’re less likely to stay connected or take action. Show up regularly with value, and your emails will work harder for your mission.

Looking for a partner that understands the nuances of nonprofit email marketing? Let’s chat!