Many people believe that, with the increasing popularity of social media and messaging apps, electronic newsletters are a thing of the past, but they are still very much alive in 2025, with 48% of charity donors preferring email communication.
Today, there are over 4 billion email users, and this number is predicted to grow, so the audience is there, with over 300 billion emails being sent around the world every day. The problem is that competition is high which is also true for social media.
This article offers proof that email newsletters are still alive through eight statistical insights that show why those in the non-profit sector should count on newsletters as an essential tool.
Insight #1 – 48% of donors prefer email communication
Most donors prefer to receive updates from non-profits by email. This is the conclusion reached by a donor survey undertaken by Data Axle in which 48% of respondents stated email was their preferred communication channel. Direct mail and social media lagged far behind with 21% and 17% of votes, respectively.
Insight #2 – 45% of donors say email is the tool that most inspires repeated donations
Establishing regular communications through email is the best way to encourage repeated donations, according to 45% of donors who contributed to the 2020 Global Trends in Giving Report whereas a consistent social media presence comes second, with 25%.
Insight #3 – Non-profit emails have an open rate of 29 – 40%
The average open rates for non-profit emails lie somewhere between 29% and 40%, depending on the source which means that one out of every three emails is opened by the reader. Neon One’s report shows that NGOs have an average opening rate of 29%, with smaller organizations performing better with an average of 46%. According to Mailchimp, non-profits score an open rate of 40% and this sector has the highest open rates.
Insight #4 – Non-profit emails have a click-through rate of 1 – 3%
On average, 1% to 3% of readers click on the links included in non-profit emails which confirms they are engaging with the content so, yes, email newsletters are still engaging and smaller non-profits enjoy an even higher engagement level with a click-through rate of 10%.
See also: A thorough guide to a lucrative digital fundraising strategy of NGOs
Insight #5 – In 2023, non-profits grew their email list by 7%
Email lists continue to grow, and in 2023, NGOs grew these by 7%. This means that people are actively subscribing and are interested in receiving emails from not-for-profit organizations. On average, small organizations have around 500 contacts on their email list, while larger ones have more than 6,500 subscribers. Growing an email list, therefore, remains important provided the audience remains engaged.
Insight #6 – 68% of nonprofits implement email marketing
The 2023 Nonprofit Tech for Good Report revealed that 68% of non-profits used email marketing, suggesting that most understand its importance. The majority of NGOs that undertake email marketing also send periodic newsletters with one per month being the most common frequency.
Insight #7 – 64% of NGO professionals state that email newsletters are the most effective marketing and fundraising tool
In a recent survey, 64% of non-profit digital marketers and fundraisers selected email newsletters as the most effective tool. This placed them in third place behind websites and social media, which were selected by 84% and 65% of professionals, respectively.
Most effective digital marketing and fundraising tools, according to non-profit professionals.
Source: 2023 Nonprofit Tech for Good Report
Insight #8 – Non-profits raise $5,598 per email campaign
On average, NGOs raise $5,598 per email campaign. This average value drops to $3,500 for smaller non-profits, and increases to $6,500 for larger ones.
How to launch and improve an email newsletter
Email newsletters are considered to be the third most effective digital marketing and fundraising tool for non-profits. However, they are clearly underused compared to social media, which has been adopted by at least 96% of not-for-profit organizations.
To help to tackle the challenge of deciding on the content of the first newsletter or to improve a current one, we have compiled a list of eight practical tips based on The Nonprofit Email Report by Neon One.
1. Include positive emotions in the subject line as they lead to higher open rates. Consider conveying emotions such as relief, gratitude, excitement, or optimism.
2. Choose the other words in your subject line carefully:
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- Support, survey, and donate are a few examples of words that can boost your open rate.
- Reminder, member, or meeting are words that could hamper your open rate.
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3. Don’t use emojis in the subject line.
4. Include images in newsletters.
5. Personalize salutations by including the email recipient’s name.
6. Focus on the audience, not on the sender, meaning more use of “you” and less “we”.
7. Improve readability by choosing the right font, adding blank spaces, and formatting the text wisely, with bullet points and bold keywords.
8. Add the same link multiple times to improve the click-through rate.
See also: 10 essential (free) software for non-profits in 2025
DevelopmentAid is an information service provider for international development that hosts over 55,000 NGOs on its database. Subscribing to the DevelopmentAid newsletter grants you regular access to articles about NGOs and the international aid sector, as well as bidding opportunities and expert opinions. The profile of global development experts and 25 foundations in the U.S. and Europe with funds for DEI, climate, and education are among the latest articles on this topic.
