Nonprofit organisations use effective nonprofit email strategies to engage supporters, drive donations, and raise awareness for their cause.

In this article, we will show the importance of email marketing for nonprofit organisations and provide statistics to support the effectiveness of email campaigns in the nonprofit sector. With the right strategy, nonprofit organisations can reach their goals and impact their communities. 

Importance of Email Marketing for Nonprofits

Nonprofit Email Marketing Statistics

Email marketing is essential for nonprofits as it provides a cost-effective way to reach donors, volunteers, and supporters. It allows organisations to share their mission, fundraising campaigns, events, and other important updates with a large audience in a timely and personalised manner. By building and maintaining an email list, nonprofits can cultivate relationships with their supporters, keep them engaged and informed, and ultimately drive donations and support for their cause.

Additionally, email marketing allows nonprofits to track and analyse their campaigns, measure their effectiveness, and make data-driven decisions to improve their outreach efforts. 

Key Metrics to Track in Nonprofit Email Campaigns

Nonprofits must pay close attention to some key metrics to determine the effectiveness of their email campaigns. These metrics offer valuable insights into donor engagement levels, campaign performance, and areas for improvement. 

Nonprofit Email Marketing Statistics
  • Open rates show the number of recipients who opened the email, giving nonprofits a sense of how engaging their subject lines and content are. A high open rate suggests that recipients found the email subject line compelling and were interested in the content. On the other hand, a low open rate may indicate that the subject line was not engaging or that the email content did not resonate with recipients.
  • Click-through rates determine the number of recipients who clicked on links within the email, demonstrating engagement with the content and a willingness to take action. Nonprofits can use click-through rates to gauge the effectiveness of their calls to action and determine which content resonates most with donors. Tracking which links are clicked can provide insights into donor interests and preferences.
  • Bounce rates indicate the number of emails not successfully delivered to recipients because of invalid email addresses or technical issues. High bounce rates can negatively impact nonprofit email deliverability and suggest that the organisation needs to clean up its email list or improve email hygiene practices.

By regularly monitoring these key metrics, nonprofits can test the performance of their email campaigns and make data-driven decisions to optimise future campaigns. They can test different subject lines, content formats, and calls to action to improve engagement and drive donations and support for their cause. 

2024 Benchmarks for Nonprofit Email Marketing

  1. Increased open rates: Aim for a minimum open rate of 20% for nonprofit emails to increase this to 25% or higher.
  2. Improved click-through rates: Strive for a click-through rate of at least 2% for nonprofit emails to reach 3% or higher.
  3. Higher donation conversion rates: Aim for a donation conversion rate of 1% for nonprofit emails to increase this to 1.5% or more.
  4. Growing email list size: Aim to grow your nonprofit email list by 10% each year through strategies such as website sign-up forms, events, and social media campaigns.
  5. Increased engagement metrics: Track metrics such as forwards, shares, and responses to measure engagement with your nonprofit emails to increase these metrics over time.
  6. Improved email deliverability: Aim for a deliverability rate of at least 95% for nonprofit emails by regularly cleaning your email list and following best practices for email authentication and sender reputation.
  7. Enhanced segmentation and personalisation: Implement segmentation and personalisation strategies to tailor your nonprofit emails to different donor segments to increase donor engagement and conversion rates.
  8. Stronger email performance over time: Use A/B testing and analytics to monitor the effect of your nonprofit emails over time and make data-driven adjustments to improve results. 

How can Nonprofits Enhance their Email Marketing Performance?

  1. Segment their email list: Nonprofits should segment their email list based on donors, volunteers, and supporters to send more targeted and personalised messages. This can help enhance engagement and conversion rates.
  2. Use compelling subject lines: Nonprofits should invest time in crafting compelling subject lines that grab readers’ attention and entice them to open the email. A strong subject line can greatly enhance open rates.
  3. Personalise emails: Nonprofits should use the recipient’s name and other related details to make the message more relevant and engaging. Personalisation can also strengthen the connection with supporters.
  4. Use visual content: Incorporating images, infographics, and videos in emails can help grab the reader’s attention and convey information more effectively. Visual content can also make emails more engaging and shareable.
  5. Include a clear call to action: Nonprofits should include a clear call to action in their emails to guide recipients to the desired action, such as donating, signing up for an event, or volunteering. A solid call to action can improve conversion rates.
  6. Test and optimise: Nonprofits should regularly test their email campaigns, including various subject lines, content, and timing, to see what matches best with their audience. By analysing the results and optimising their campaigns, nonprofits can improve their email marketing performance.
  7. Provide value: Nonprofits should focus on providing value to their email recipients by sharing relevant and meaningful content, updates on their work, success stories, and ways for supporters to get involved. By offering value, nonprofits can build trust and loyalty with their audience.
  8. Segment their email list: Nonprofits should segment their email list based on donors, volunteers, and supporters to send more targeted and personalised messages. This can help enhance engagement and conversion rates.
  9. Use analytics: Nonprofits should track and analyse key metrics to identify the effectiveness of their email campaigns. Using analytics, nonprofits can determine areas for enhancements and make data-driven decisions to make their email marketing performance better. 

How can Nonprofits Adapt to Changing Email Marketing Trends in 2024?

Nonprofit Email Marketing Statistics
  1. Personalisation: Nonprofits should personalise their email marketing campaigns by segmenting their audience and tailoring their messaging to each group, which results in higher engagement and conversion rates.
  2. Mobile optimisation: With more people accessing emails on their mobile devices, nonprofits should ensure their emails are optimised for mobile viewing. This includes using responsive design, concise messaging, and clear call-to-action buttons.
  3. Incorporating video content: Video content is becoming increasingly popular in email marketing. Nonprofits can create engaging videos that showcase their impact and mission to connect with their audience on a deeper level.
  4. Automation: Nonprofits can streamline email marketing efforts by implementing automation tools. This can help save time and resources while providing a more personalised experience for recipients.
  5. A/B testing: Nonprofits should regularly test different elements of their email campaigns, such as subject lines, images, and call-to-action buttons, to see what resonates best with their audience. This data-driven approach can help optimise their campaigns for better results.
  6. Focus on storytelling: Nonprofits can use storytelling to create emotional engagement with their audience and inspire action. They can build trust and reliability among their supporters by sharing compelling stories of impact and success.
  7. Building solid relationships: Nonprofits should build long-term relationships with their donors and supporters through consistent communication and engagement. This can help foster loyalty and increase donor retention rates.

By staying current on the latest email marketing trends and incorporating these methods into their campaigns, nonprofits can modify to the changing landscape and effectively reach and engage their audience in 2024. 

Technological Advancements in Nonprofit Email Marketing

  1. AI and Machine Learning: Nonprofit organisations use AI and machine learning algorithms to examine data, segment audiences, and personalise email content. This helps improve engagement and conversion rates.
  2. Automation: Nonprofits are increasingly using email marketing automation tools to streamline their campaigns, trigger responses based on user actions, and send personalised content at the right time.
  3. Personalisation: Nonprofits use advanced personalisation techniques, such as dynamic content and behavioural targeting, to create more relevant and engaging emails for their subscribers.
  4. Mobile Optimisation: With most emails opened on mobile devices, nonprofits focus on creating responsive email designs that look and function well on smartphones and tablets.
  5. Data Analytics: Nonprofits leverage data analytics tools to track and analyse email performance metrics, optimise campaigns, and make informed decisions.
  6. Integration with CRM Systems: Nonprofits integrate email marketing platforms with customer relationship management systems to capture and leverage valuable donor data for more targeted and successful campaigns.

Nonprofit Email Statistics Important to Know

  • Open rates: The average open rate for nonprofit emails is around 25%.
  • Click-through rates: The average click-through rate for nonprofit emails is around 3%.
  • Conversion rates: This measures the number of recipients who completed a desired action, such as donating or signing up for an event, after clicking a link in your email. The average conversion rate for nonprofit emails is around 1%.
  • Unsubscribe rates: This measures the amount of recipients who are blocked from receiving future emails from your organisation. The average unsubscribe rate for nonprofit emails is around 0.1%.
  • Mobile responsiveness: With more people accessing emails on their mobile devices, ensuring your email templates are responsive and look good on all screen sizes is important. The average mobile open rate for nonprofit emails is around 45%.
  • Engagement by time of day: Understanding when your audience will most likely communicate with your emails can help you optimise send times for better results. The best time to send nonprofit emails is typically mid-week, between 1 and 3 PM.
  • Segmentation: Segmenting your email list based on donor status, interests, or location can help you send more tailored and relevant content to your recipients. Segmenting emails can lead to a 14.31% higher open rate and a 100.95% higher click-through rate than non-segmented emails. 


An effective email marketing strategy can significantly benefit nonprofit organisations by increasing their audience’s engagement, donations, and support. Using personalised and targeted content and integrating data-driven insights can help organisations connect with their supporters more meaningfully. The statistics presented in this article demonstrate the power of email marketing in driving positive outcomes for nonprofits.

By utilising these strategies and staying informed on industry trends, nonprofit organisations can continue to thrive and make a noticeable impact in their communities. 

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