What it is
An email fundraising campaign is a set of messages sent over days or weeks to people who have chosen to hear from your group. Each message usually shares a story, a clear goal and a simple way to give, often through an online fundraising platform.
Most campaigns have a few parts: a list of supporters, a reason for the appeal, a series of emails, and a page where people can donate. Many also include thank-you notes and updates, so supporters see what their gifts helped accomplish.
Campaigns can be small or large. A local range safety program, a community charity shoot or a fund for a first-responder family might each use email in a different way, depending on its audience, its goal and its timeline.
How it’s traditionally been approached
Traditionally, groups built an email list from event sign-ups, memberships, newsletters and word of mouth. They then wrote appeals by hand and sent them to the whole list at once, often around an event or a season of giving.
Many groups have relied on volunteers or a single board member to write and send messages. Others have worked with consultants, agencies or staff who handle writing, design and scheduling. Each approach has trade-offs in time, cost and consistency.
Groups have also varied in how they follow up. Some send a single appeal, while others plan a series that includes a kickoff, reminders, a progress update and a thank-you. Rules about collecting donations differ from place to place, so many groups also check their state's requirements.
How the right organizer may help
The right organizer may help you turn a loose idea into a clear plan. That can include defining who you are writing to, choosing a goal that fits your cause, and mapping out a sequence of messages that feels honest and welcoming rather than pushy.
A first conversation is generally a chance to share your mission, your audience and your timeline. Expect questions about your current supporter list, how people have given before, and who will respond to replies and thank supporters. An organizer may also help you think through how donations and updates will be tracked.
Useful questions to ask include: What experience do you have with groups like mine? How do you handle list permissions and unsubscribe requests? What will I be responsible for? How will we review messages before they go out? What are your fees and terms in writing? Also ask how they approach state registration and raffle or gaming rules, and encourage them to point you to a qualified professional for those questions.
The bigger picture
Fundraising can carry real weight. Asking people for support can feel uncomfortable, and worrying about deadlines, goals or whether anyone will respond can drain energy. A calm, well-organized plan may bring some peace of mind and let you focus on the people and purpose behind your cause.
It also helps to think about your own capacity and finances. Choose an approach that fits your time and budget, and give yourself room to learn as you go. If stress becomes heavy, looking after your wellbeing matters too, and Providers.plus can be one place to find supportive resources.
Keep in mind
- This page is educational only and is not legal, tax or financial advice.
- Donations are not automatically tax-deductible. Only gifts to IRS-registered charities may be, so check a group's status with the IRS Tax Exempt Organization Search.
- Charitable-solicitation registration, raffle and gaming rules, and legal-defense-fund rules vary by state, so check your state's rules and speak with a qualified professional.
- On this platform, the terms are a 6% platform fee per donation, payouts on the 15th for the prior calendar month, and plans of Free, Grow at $99 per month, and Done-for-you outreach at $1,500 per month.
Not sure where to start? Answer a few gentle questions and choose who you’d like to hear from.
Frequently asked questions
What is an email fundraising campaign?
An email fundraising campaign is a planned series of emails that invites supporters to give to a specific cause. It usually includes a clear goal, a story, a donation link and follow-up messages. Results are never guaranteed and depend on your audience and message.
How do I start an email fundraising campaign?
Start by defining your goal, your audience and your timeline. Then gather a list of people who have agreed to hear from you, draft a short series of messages, and set up an online fundraising platform page for giving. An independent organizer may help you plan each step.
How many emails should a fundraising campaign include?
There is no single right number, because it depends on your cause and supporters. Many groups plan a kickoff, a reminder, a progress update and a thank-you. Keeping messages honest and respectful of your readers' time is a good guide.
Are donations from an email fundraising campaign tax-deductible?
Not automatically. Only gifts to IRS-registered charities may be tax-deductible, and even then it depends on the donor's situation. You can check an organization's status with the IRS Tax Exempt Organization Search and consult a qualified tax professional.
What does it cost to run a campaign on this platform?
This platform charges a 6% platform fee per donation, with payouts on the 15th for the prior calendar month. Plans are Free, Grow at $99 per month, and Done-for-you outreach at $1,500 per month. Other costs, such as outside help, depend on who you choose to work with.
Do I need to follow state rules for an email fundraising campaign?
Often, yes. Charitable-solicitation registration, raffle and gaming rules, and legal-defense-fund rules vary by state. Check your state's requirements and talk with a qualified professional before you launch.
Educational resource. 2A Support shares general information and connects people with independent organizers. It is not professional advice. Talk with a qualified professional about your own situation.