Setting up your donor enewsletters
Ready to start sending enewsletters to donors? Or reboot your existing donor enewsletters to include planned giving?
We’ve got you! Check out the April 2026 Content Capsule that walks you through exactly what to do. Or, scroll down to find information and resources.
Donor Enewsletters (+ Planned Giving)
Know it
If you don’t already have a program for regular emails to your donors, now is the time to begin! Here are 10 steps to get started.
1. Gather your donor list
Start by collecting names and email addresses of your donors. This could come from your CRM, spreadsheets, event sign-ins, or past donation records. Don’t worry if your list is not complete. The point is to start somewhere and grow.
2. Clean up your list
Remove duplicates, fix obvious typos, and make sure you have permission to email everyone on the list. (If someone has already given to your organization, they likely assume that you will email them going forward.)
3. Create a Mailchimp account
Go to Mailchimp.com and sign up. Follow the prompts to set up your organization’s account.
4. Import your donor list
Upload your list to Mailchimp. Mailchimp makes it easy to upload a spreadsheet in CSV format.
5. Organize your audience
If you’d like, somewhere down the line, you can add simple tags or groups (e.g., “major donors,” “monthly donors,” “event attendees”) in Mailchimp so you can tailor emails in the future. We do not, however, recommend segmenting your donors early in the process, as it yields little or no return on investment. Rather, create email content that will appeal to most donors.
6. Set up a basic email template
Create a simple branded template with your logo, colors, and contact information so all emails look consistent. Again, Mailchimp makes this easy! Check out this sample created by Emboldini.
7. Plan what you’ll send
Decide on a simple schedule (e.g., one email per month), and identify areas of basic content such as updates, impact stories, or upcoming events, and, of course, tips for planned giving. Always lean on the material and guidance every month in Emboldini’s Stewardship Newsletter and Content Capsule.
8. Send your first email
Keep it short and friendly, and make sure to include a clear call to action (such as “read more” or “give now”).
9. Test and send
Send a test email to yourself and a colleague. Check for errors. Then send the email to your list, for real. Be sure you are on the list!!
10. Follow up
Of course, you will look at Mailchimp reports to see opens and clicks. As importantly, though, forward the email you received from the campaign to a handful of donors, one by one, with a personal note. This is a great way to easily show a personal interest and make the most of your email campaigns and content.
Do It
Before you embark on an email campaign strategy, make sure your website includes basic information about planned giving. Check out the Resource Library for an example of something simple: Sample Legacy Page on Your Website
Say It
Talk up your email! During meetings with donors, say something like “Oh, I wanted to make sure you are getting our email newsletters! We’ve had a lot of requests for tips for leaving a legacy through IRAs and other types of giving. I will forward you the email just in case it got buried.”
Send It
We’ve created a sample email campaign for inspiration! Check it out here: Sample Mailchimp Email Campaign