Let’s face it: fundraising emails are a dime a dozen. Every nonprofit, charity, and cause-driven organization is vying for attention in crowded inboxes. And with the rise of AI writing tools like ChatGPT, Jasper, and Copy.ai, it’s tempting to let technology do the heavy lifting. But here’s the catch—AI can churn out words faster than you can blink, but will those emails actually work?
If you’ve ever stared at an AI-generated draft thinking, “This feels… soulless,” you’re not alone. The truth is, AI isn’t inherently bad at writing fundraising emails—it just needs guidance. With the right training and fine-tuning, you can teach AI to craft messages that resonate with donors, inspire action, and don’t get ignored.
So, how do you turn AI into your fundraising sidekick? Let me walk you through it.
Why Do Fundraising Emails Fail? (And Why AI Alone Isn’t Enough)
Before we dive into the “how,” let’s talk about the “why.” Why do so many fundraising emails end up unread or deleted?
- They lack authenticity: People can sniff out generic copy from a mile away. If your email sounds like it was written by a robot (because it was), donors won’t connect emotionally.
- They’re too salesy: Nobody likes being bombarded with requests for money. Fundraising emails should tell a story, not scream “BUY NOW!”
- They ignore the audience: Every donor is different. What motivates one person might fall flat with another.
Here’s where AI often misses the mark—it doesn’t understand human emotions, nuances, or relationships. Left unchecked, it spits out bland, cookie-cutter content that fails to engage.
But—and this is a big but—you can train AI to overcome these pitfalls. It just takes some effort upfront.
Step 1: Teach AI Your Brand Voice
One of the biggest mistakes I see people make is feeding AI vague prompts like, “Write a fundraising email.” Without context, AI defaults to generic language that doesn’t align with your mission or tone.
Instead, start by teaching it your brand voice. Ask yourself:
- What adjectives describe our organization? (e.g., compassionate, bold, innovative)
- How do we want donors to feel when they read our emails? (e.g., inspired, hopeful, empowered)
- What phrases or words do we use consistently?
For example, if you’re a wildlife conservation group, you might emphasize terms like “protect,” “restore,” and “future generations.” Once you’ve nailed down your voice, input those details into the AI tool.
Pro tip: Use examples! Paste in successful past emails and say, “Write something similar to this, but tweak it for [specific campaign].” This gives AI a clear blueprint to follow.
Step 2: Focus on Storytelling
People don’t donate to statistics—they donate to stories. A well-crafted narrative makes your cause relatable and memorable. Unfortunately, AI tends to default to dry facts unless you steer it toward storytelling.
To guide AI, provide prompts that focus on real-life scenarios. For instance:
- “Tell the story of Maria, a single mother who benefited from our housing program.”
- “Describe how clean water transformed a village in Kenya.”
I once worked with a client who used AI to draft a fundraising email about their literacy initiative. At first, the output was painfully dull—just bullet points about literacy rates. But when I encouraged them to share anecdotes about individual students, the AI produced a heartfelt message that brought tears to my eyes.
Personal opinion: While AI excels at structure, humans still reign supreme at emotional storytelling. Always review and tweak AI drafts to ensure they hit the right notes.
Step 3: Add a Personal Touch
Donors aren’t ATMs—they’re people who care deeply about your cause. To build trust and loyalty, your emails need to feel personal.
AI can help here too, but only if you give it the right data. For example:
- Segment your donor list based on interests, giving history, or location. Then, customize AI prompts accordingly. (“Write an email targeting long-time supporters.”)
- Include dynamic fields like [First Name] to make the message feel tailored.
A few months ago, I helped a small nonprofit test two versions of a fundraising email: one written entirely by AI and another with personalized touches added manually. Guess which performed better? Yep—the personalized version saw a 30% higher open rate and a 20% increase in donations.
Step 4: Optimize for Action
Even the most beautifully written email is useless if it doesn’t drive action. AI can help optimize your calls-to-action (CTAs), but again, it needs direction.
When crafting CTAs, keep these tips in mind:
- Be specific: Instead of “Donate now,” try “Help us feed 50 families this holiday season.”
- Create urgency: Phrases like “Your gift doubles today only” encourage immediate action.
- Make it easy: Include links to a simple donation page.
I’ll never forget the time I tested two CTAs using AI-generated variations. One said, “Support our mission,” while the other read, “Change a life with just $10.” The second version crushed it, proving that clarity + emotion = results.
Step 5: Test, Tweak, Repeat
No matter how good your AI-generated emails look, testing is non-negotiable. Run A/B tests to compare subject lines, content, and CTAs. Pay attention to metrics like open rates, click-through rates, and conversion rates.
Here’s a fun fact: according to a study by Nonprofit Tech for Good, personalized subject lines boost open rates by 26%. Armed with insights like this, you can refine your AI prompts over time to improve performance.
Common Mistakes to Avoid
While AI is a powerful tool, it’s not foolproof. Here are a few traps to watch out for:
Over-relying on automation: AI should enhance your process, not replace human oversight. Always proofread and edit drafts.
Ignoring ethics: Be transparent about how you use donor data. Never exploit sensitive information for persuasive tactics.
Neglecting cultural sensitivity: If your audience is diverse, ensure that the language and examples used in your emails are inclusive and respectful. AI might not always pick up on cultural nuances, so human review is essential.
At the end of the day, AI is just that—a tool. It’s incredibly powerful when used correctly, but it can’t replace the human element that makes fundraising emails truly effective. Think of it as your assistant, not your boss. By combining AI’s efficiency with your organization’s unique voice and mission, you can create emails that inspire action without breaking the bank.