The Nonprofit Email Report Data-Backed Insights for Better Engagement

III. Creating Effective Emails

Browse The Report

  1. Introduction
    1. A Note from Neon One
    2. Who’s Represented In This Report?
    3. Why Is Email So Important?
    4. Anatomy of an Email
  2. Nonprofit Email Deliverability & Engagement Benchmarks
    1. Introduction
    2. Nonprofit List Sizes
    3. Ask The Expert: Is List Segmentation Really That Important?
    4. Nonprofit Email Bounce Rates
    5. Nonprofit Email Open Rates
    6. Nonprofit Email Unsubscribe Rates
    7. Nonprofit Email Click-Through Rates
    8. Nonprofit Email Fundraising Performance
    9. Nonprofit Email Performance by Date & Time
    10. Email Sender Superlatives
  3. A Data-Driven Approach to Subject Lines & Preview Text
    1. Introduction
    2. Convey Positive Emotions in Subject Lines
    3. Ask the Expert: How Did You Use AI for Subject Line Sentiment Analysis?
    4. Words to Include (or Avoid) in Your Subject Lines
    5. Experiment with Emojis in Subject Lines
    6. Write Compelling Preview Text
    7. Words to Include (or Avoid) in Your Preview Text
    8. Put It All Together — Performance Benchmarks & Word Usage
  4. Creating Effective Emails
    1. Introduction
    2. Ask the Expert: What Should I Keep In Mind When Creating Compelling Emails?
    3. Tip #1 — Include Imagery in Your Emails
    4. Tip #2 — Pay Attention to Salutations
    5. Ask The Expert: Do Salutations Really Make a Difference?
    6. Tip #3 — Use the Word "You"
    7. Tip #4 — Make Your Message Scannable
    8. Ask The Expert: How Do I Create a Great Call to Action?
    9. Tip #5 — Include Great Calls to Action
    10. Put It All Together - Build Clear, Compelling Emails
  5. Lessons from the Most Engaging Email of 2022
    1. Introduction
    2. Top Engagement Email Dissection
    3. Go Build More Engaging Emails
  6. Data-Backed Insights for GivingTuesday and Year-End
    1. Introduction
    2. Who’s Included In This Data?
    3. GivingTuesday Fundraising Totals
    4. GivingTuesday Email Data
    5. End of Year Fundraising Totals
    6. End-of-Year Email Data
    7. Use These Data-Backed Best Practices to Nail Your GivingTuesday and Year-End Goals
    8. Now Get Out There And Write Some Emails
  7. Methodology & Appendix
    1. Methodology
    2. The Dataset
    3. Terminology and Definitions
    4. Metrics Definitions
    5. Analysis by Mission & Organization Income
    6. Analysis by Time & Date Sent
    7. Analysis by Content Sentiment
    8. Data Privacy & Security
  8. About Neon One
    1. Learn more about Neon One

Ask The Expert: Do Salutations Really Make a Difference?

The power of your name is undeniable. Even hearing it faintly in a crowd can instantly capture your attention and draw you in. This is because your brain is designed to filter through the massive amount of information it receives every day to focus on what’s relevant to you.

In the same way, when a donor reads something from you, their brain is working to determine if it’s relevant to them. The more personalized your communication, the more likely you’ll keep their attention. You’ll also create a meaningful connection. And, thanks to Philanthropic Psychology, we know that when you meet a donor’s need for connection, you can improve their well-being—and your organization’s fundraising response rates.

To make your donor communications as personal and engaging as possible, use their name in the salutation. Saying “Hi [Donor’s Name]” is a simple yet effective way to build connection. It shows you’re taking the time to get to know the person behind the donation. As Dale Carnegie famously said, “A person’s name is to that person the sweetest and most important sound in any language.” So why not make it a centerpiece of your donor communications … and start building a strong relationship today!

Portrait of Julie Cooper, a fundraising copywriter for JB Cooper LLC.Julie Cooper Fundraising Copywriter, JB Cooper LLC