| Have you noticed how much busier your inbox is lately? | | Your device is probably buzzing — Black Friday, holiday sales, year-end messages - with marketers trying to beat the crowd and get seen before the real rush begins. | | And yet, many nonprofits will still wait until Giving Tuesday morning to hit send — hoping that one perfect email will somehow cut through the noise. | | Here’s the truth: it won’t. | | The organizations that stand out during the giving season are the ones that start early building up momentum — warming hearts, showing impact, and making the ask before inboxes hit peak overload. | | If you’re wondering what to say in those emails, below are 10 prompts and corresponding calls-to-action that you can spread across 5-10 emails for a cohesive campaign. | | | BEFORE THE BIG DAY: 2–4 emails to warm hearts, share results and educate. | | Email Prompt | Focus | Call-to-action | We didn’t expect this… | Spark curiosity — reveal something hopeful or surprising. | Sponsor the next surprise | What your generosity looks like in real life. | Share a small but vivid example of change. | Keep real change happening. | The challenge no one talks about — but you helped solve. | Recap an impact story for an area that is often overlooked in your mission. | Let’s tackle it together. | The number that keeps us up at night. | Reveal one data point that educates them and motivates your team to keep going. | Help us change that number |
| | | | ON THE BIG DAY: 2-3 emails (morning + evening) to ask with urgency and purpose | | Email Prompt | Focus | Call-to-action | This time last year, you made something amazing happen. | Today, every $25 today doubles to feed twice as many families.” (if you have a match) | Let’s do it again — your gift keeps hope alive. | While others pause, we’re pushing forward. | Tie your ask directly to real-world disruption (like funding freezes) | Step in where support has paused | We’ve come this far — but we can’t stop here. | Acknowledge progress and continued need.
| Spend two minutes now to help us hit our target | We’re racing to reach [monetary goal] by midnight. | Create urgency around the time-sensitive donation goal. | Help us close the gap — before midnight |
| | | | AFTER THE BIG DAY: 1–2 emails to express gratitude and spread the word. | | Email Prompt | Focus | Call-to-action | You showed up — when it mattered most. | A heartfelt thank-you that celebrates donors’ support and asks them to spread the word.
Include social share buttons in the CTA
| Invite others to join the mission | We didn’t just meet the goal — you built the bridge. | Acknowledge their role in overcoming challenges (like a budget shortfall) to keep programs running.
Include social share buttons in the CTA
| Share this milestone with your friends |
| | | These prompts can help you create emails that feel personal, not pushy — while guiding readers from emotion to impact to action. | | Would you use something like this for your Giving Tuesday campaign? Hit reply and let me know. | | | Cheers to your impact, | Carol. | Connect with me on linkedin | | P.S. The Nonprofit Newsletter Blueprint has dozens of prompts like these arranged by theme, so you will always be inspired on what to say whether you are writing a regular newsletter or a fundraising email campaign. Stay tuned for the launch. |
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