Email might be the most underrated fundraising tool in your nonprofit's arsenal, and according to fundraising powerhouse Rachel Muir, CFRE, it's time to give it the love it deserves.
Rachel joined Leya Simmons, CEO and co-founder of BetterUnite, for a 501(c) Drop session that could only be described as part masterclass, part therapy session for the overworked fundraiser. With candor, humor, and the occasional dog cameo (hi, Max!), Rachel unpacked how nonprofits can turn inbox chaos into donation gold.
Your List Size Isn't Everything, Engagement Is
We all love seeing a significant number of followers on our subscriber list, but as Rachel reminded us, an extensive list means nothing if people aren't opening our emails.
"You could have 100,000 people on your list," Rachel explained, "but if half of them aren't even opening your emails, you're not reaching them, and you're actually hurting your deliverability.”
Her advice? Focus on engagement over expansion. Scrub your list regularly, run re-engagement sequences, and don't hesitate to remove inactive subscribers.
Removing unresponsive contacts doesn't shrink your impact; it amplifies it, improving your sender reputation and ensuring your most loyal supporters actually see what you send.
Send More. Seriously.
If you're sending one newsletter a month, Rachel says you're doing it wrong.
The magic isn't in fewer emails, it's in better ones.
Instead of a single, content-stuffed newsletter, Rachel suggests five short, punchy emails that respect your readers' time.
"People don't sit down with eight cups of coffee to read your newsletter," she joked. "Give them bite-sized, valuable, relevant content."
For year-end campaigns, that might look like six to eight segmented messages, each one focused on a specific story, goal update, or emotional hook.
(And yes, it's totally okay to send more, as long as you stop asking once someone gives.)
Segmentation: The Greatest Gift You Can Give Your Donors
Personalization isn't just about merging a first name. It's about knowing who you're talking to and why.
Rachel broke it down:
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Segment by shared attributes, like event attendees, monthly donors, or first-timers.
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Use tags like sticky notes to track behavior and preferences.
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Communicate differently to each group.
As Rachel put it, "The greatest gift we can give our donors is the gift of feeling known by us."
That means thanking "Pepe," who gave in memory of his partner, differently from “new donor guy in goggles," who just joined your list. Context and empathy drive connection, and connection drives giving.
Subject Lines: Your Make-or-Break Moment
Your subject line is the carrot. Without a good one, no one's biting.
Rachel's favorite tools:
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SendCheckIt.com – rates your subject line and suggests improvements.
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Mail-Tester.com – checks spam score.
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Litmus – shows which Gmail tab your email will land in.
Her pro tip? “Keep a Google Doc of your favorite subject lines. And never capitalize every word; it reads formal and cold. We’re trying to be humans, not robots.”
Also: emojis are good (sparingly), dashes are a robot red flag.
Re-Engagement: The Breakup Series You Actually Want
Rachel's 3-step recipe for winning back inactive subscribers is funny and straightforward enough to go viral:
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Reminder: "Hey, you still love us, right?”
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Offer: “Here's something special, stay with us.”
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Regret: “Are we really breaking up?”
Playful subject lines like “Quick question”, “Are we on a break?”, or “We’ll miss you 😢” humanize your organization, and keep your list healthy.
AI Can Help… But Don't Let It Take Over
When asked about using AI to write fundraising emails, Rachel was honest:
“If you've trained your GPT with your appeals and brand voice, it might help improve your copy. But AI can't replace your human empathy, not yet.”
In short: use it to polish, not to write your story. Your donors want you, not ChatGPT's distant cousin with too many dashes.
BetterUnite + Better Email = Fundraising Power
Rachel's message dovetailed perfectly with BetterUnite's mission to make fundraising better, simpler, and more human.
With donor journeys and automations rolling out, nonprofits can now bring Rachel's strategies to life — building warm, intentional communication sequences that engage, convert, and retain.
“You're about to be really, really happy,” Rachel told attendees. “BetterUnite's automations are going to help you give your donors the experience they deserve.”
Final Thought: Speak in Crayon
Rachel closed with a line that sums up her whole approach:
“All fundraising should sound like a happy hour conversation between two people. Stop writing white papers. Speak in crayon.”
At the end of the day, donors don't give to organizations; they give to people who make them feel something.
And that starts in their inbox.
Would you be ready to build donor relationships that actually last?
Request a demo with BetterUnite or email sales@betterunite.com.
Want more from Rachel? Visit rachelmuir.com and check out her League of Extraordinary Fundraisers — it’s a fundraising mentorship that pays for itself (and Max-approved).
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