Nonprofit email lists: 7 easy steps to grow your supporter base

A strong email list is one of the most valuable assets a nonprofit can have. It helps you raise more funds, reduce donor turnover, and strengthen relationships with supporters. Without one, you’re missing out on a powerful way to connect with and retain donors.

In this guide, we’ll walk you through seven actionable steps to build an email list that fuels your fundraising success.

The benefits of nonprofit email marketing 

Nonprofit email marketing is a powerful, cost-effective way to engage donors, strengthen relationships, and drive fundraising success.

The stats speak for themselves:

→ 30% of donors give because of email 📧 

→ 48% stay engaged and donate again thanks to regular emails 🔄 

→ 55% prefer email thank-yous over other forms of acknowledgment 💌

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With the right strategy, email helps you:

→ Cut costs with efficient, targeted outreach

→ Build a loyal, high-converting donor base

→ Strengthen donor relationships

→ Raise more funds for your cause

How to build a nonprofit email list in 7 key steps

Now that you understand the importance of building an email list, here are seven essential steps to help you create your own:

1. Define your target donor 👤

When it comes to building an email list for your nonprofit, size isn't everything! What’s important is that you are targeting your ideal donor—individuals, businesses, and foundations willing to support your cause. 

Start by developing an ideal donor profile for your marketing team. A donor profile stores key information about your supporters, including donors, volunteers, sponsors, and partners. 

Here's how to do it:

→ Identify common traits 🔍 Analyze your current donor base and look for patterns among your most loyal donors.

→ Get donor feedback 🗣️ Talk with your top supporters about the challenges they face when giving and how your nonprofit enhances their giving experience.

→ Outline key details 🗂️ Map out a list with spaces for contact information, engagement timeline, giving history, and user segments.

By taking these steps, you'll be able to define your ideal donor and create a well-targeted list.

2.  Host free virtual events and create a freebie magnet 🧲 

Grow your email list by offering value first! Instead of buying contacts or auto-subscribing people without their consent, attract supporters through engaging events and useful freebies.

Here's how to do it:

→ Host engaging virtual events 🎥 Host online events that align with your mission, such as workshops, webinars, or fundraisers. These provide immediate value while strengthening your community.

→ Offer downloadable freebies 📚 Create guides, checklists, or toolkits related to your mission available through a dedicated landing page.

→ Simplify registration 📝 Keep registration simple with forms that only collect email addresses and other essential information.

3. Optimize your signup form 🌐

To build a strong nonprofit email list, you need to make it easy for potential donors or supporters to sign up. A well-optimized signup form creates a user-friendly experience and increases the likelihood that visitors will join your email list.

Here's how to do it:

→ Simplify your form ✨ Keep it short and easy to complete, asking only for essential details. 

→ Capture emails early 📧 Add an email field early in the process—before donors complete a donation. 

→ Use compelling calls to action (CTA) 💡 A strong and clear CTA (like "Join our community" or "Get the latest updates") gives visitors an incentive to sign up. 

4. Spread the word on social media 📢

Your email sign-up form is ready—now it’s time to get it in front of more people! Social media is a powerful tool for driving traffic to your website and increasing sign-ups. In fact, 53% of nonprofits invest in social media to boost engagement and visibility.

Here's how to do it :

→ Select your preferred social channels 📱 Ask yourself: “Which 1-2 social media platforms might bring us the most traction?”

→ Promote your newsletter 📬 Create content highlighting why supporters should sign up.

→ Share sign-up forms 🌍 Add your email sign-up form to your social media bio and in posts.

→ Mobilize your team 💼 Have employees share your organization's post to expand reach.

→ Involve your supporters 🔄 Encourage current donors to share your content with their network.

5. Segment your list ⚡ 

Your email list is ready, and you’re excited to start sending emails—but first, take time to segment your leads. Proper segmentation streamlines your email marketing strategy and ensures you’re sending the right message to the right audience.

Here's how to do it:

→ Use filters for smooth segmentation 🧑‍💻 Create donor segments based on contact details, campaign activity, payment history, giving frequency, and more to improve your targeting.

→ Personalize your emails ✉️ No one likes a generic “Dear friend” message. Include supporters’ first names in your greeting—it means a lot. 

→ Match your message to your audience 👋 With your list segmented, make sure to tailor your messages to be relevant for each group of recipients. 

6. Use the right nonprofit email marketing tool 🛠️

Your list is ready—now it’s time to choose the right email marketing tool. If your current tool isn’t comprehensive enough, consider upgrading to one that better meets your needs.

A powerful email marketing platform connects the dots by tracking key metrics like open rates, click-through rates, and conversions. These insights help you boost engagement and better understand your audience.

Here's how to do it:

Marketing software helps with email list management for nonprofits. It offers all the tools you need to create, schedule, and send emails, along with analytics that can help you improve your email campaigns.

Look for key features like:

→ Design templates 📑

→ Automated workflows 🔄

→ Customized reporting 📊

→ Nonprofit discounts 💸

Givebutter is an all-in-one fundraising platform that offers free text and email marketing tools, which nonprofits can use to build donor relationships, encourage event attendance, solicit gifts, and more.

More to explore

6 best nonprofit CRM bulk email tools of 2025 →

7. Send valuable emails 📨 

As you grow your email list, focus on creating content that resonates with your audience. Every email should feel personal, engaging, and valuable—like a real conversation, not just another digital message.

Here's how to do it:

→ Start with a welcome email series 🤗 Introduce new supporters to your mission, values, and impact. This sets the tone for future engagement.

→ Choose a frequency that works for you ⏰ Send a nonprofit email newsletter regularly—whether it's weekly, monthly, bi-monthly, or quarterly. Consistency is key.

→ Always personalize your emails 😍 We said it before and we’ll say it again: Make sure to address supporters by name and tailor content based on their interests or donation history to boost engagement.

Download your free nonprofit welcome email template 🆓 

Want to make sure your nonprofit’s first impression is unforgettable? Download our free welcome email series template to connect with supporters and set the tone for lasting relationships.

Freebie alert!

Start off on the right foot with a welcome email series template ->

6 best practices for building a nonprofit email list

As you grow your email list, follow these best practices to maximize engagement and effectiveness:

→ Maintain list hygiene 🧼 Regularly clean your email list by removing inactive subscribers and bounced addresses to increase deliverability rates.

→ Segment donor base ⚡ Continue to hone your email list based on giving history, interests, and engagement levels. It helps you deliver personalized content that resonates with each group.

→ Optimize for mobile users 🤳 Design mobile-responsive email templates and ensure content is easily readable on all devices, as many donors check emails on smartphones.

→ Track meaningful metrics ✨ Monitor key performance indicators such as open rates, click-through rates, and conversion rates to understand which content drives the most engagement. 

→ Create an email content calendar 🗓️ Develop a strategic content calendar that balances fundraising appeals with impact stories, updates, and other valuable information.

More to explore

Discover 8 fundraising email best practices to boost engagement →

Supercharge your nonprofit mailing list with Givebutter 

Building an email list is about creating a closely knit community of committed supporters who believe in your mission. Keep your list active and engaged with consistent, valuable content.

Looking for a tool to help you succeed? Givebutter offers powerful nonprofit email marketing tools, including an advanced drag-and-drop email editor with 300+ nonprofit templates, new email automation, workflows, and more—all available through Givebutter Plus.

Set up your free account today to see how Givebutter's email tools can help drive donor engagement and raise more for your mission.