How many fundraising emails should you send a year?
In short, more good emails = more revenue.
If you look at the latest M+R Benchmark study, the number of donation appeals sent per year to nonprofit supporters averages about twenty-four. If you break that down, it's two per month, on average.
Many of the smaller or emerging nonprofits that I've worked with, or even larger brands who are just now getting started with building an online program, only send – or plan to send – about four appeals a year. Furthermore, those appeals might be buried in a newsletter – not even a standalone appeal in which the only call to action is to donate. The impact of these donation appeals is also often even further blunted by infrequent engagement opportunities, such as advocacy or other storytelling and educational messages where the constituent has a chance to make a difference without being asked for money.
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