For nonprofits, communication is everything. Whether you’re trying to rally volunteers, promote an upcoming event or reach donors, a solid email marketing platform isn’t just helpful, it’s essential. 

This guide will walk you through why using a platform matters, what to look for and how to choose the right tool for your unique needs. 

The Risks of Not Using a Platform

Trying to manage nonprofit communications without a dedicated email platform can create more problems than it solves. It’s easy to miss key opportunities without the proper tools. Manually sending bulk emails from personal accounts can lead to compliance issues which could put your organization at legal risk. Beyond that, relying on spreadsheets limits your ability to scale. As your audience grows, managing communications without automation and segmentation will quickly become overwhelming. 

Why Email Marketing Matters

Nonprofits thrive on relationships. Managing them with outdated tools can result in lost opportunities. A good email marketing platform helps nonprofits:

• Promote Events: send invitations, track RSVPs and follow up with attendees

• Engage Volunteers: volunteers are more likely to help when they are informed. Segmented email lists will help you send the right message to the right group.

• Drive Donations: email is still one of the most effective fundraising channels. Campaigns with calls to action can significantly boost giving and recurring donations.

• Keep Supporters Informed: regular newsletters build trust and remind your audience they are part of a mission driven community. 

What Features to Look For

Not all email platforms are created equal, especially when it comes to nonprofit needs. Here are the top features to prioritize when choosing an email marketing tool for your organization:

1. List Segmentation

This is essential for personalized communication. A good platform will allow you to group your contacts by donor level, volunteer activity and event attendance. This allows you to tailor your messages, making your outreach more relevant and effective.

2. Automation

Automation saves time and ensures consistent communication. The platform should be able to send welcome emails to new subscribers, acknowledge donors, and send reminders. Automation helps you build stronger relationships without manual work.

3. Customizable Templates

Platforms that offer drag and drop templates and reflect your branding will make it easy to maintain a professional look across your communications without the need for a designer.

4. Donation Tools

Some platforms offer integrations or built in forms ideal for donors to contribute directly from an email.

5. Analytics and Reporting

Insight into your email campaign is critical for improving future communication. Look for platforms that report on open rate, click through rate, bounce rate and conversions. 

Email Platforms to Consider

Disclaimer: This article includes affiliate links to products I have personally used or strongly recommend. I may earn a small commission if you sign up after clicking on the links in this article.

1. Mailchimp
   Best for: Nonprofits getting started with email marketing or those needing a simple, user-friendly platform with solid automation and design tools.
   Nonprofit Pricing: 15% discount for nonprofits; free plan available (up to 500 contacts); paid plans start at $13/month.
   Why Nonprofits Love It: Easy to use; templates; strong automation; integrates with popular CRMs.
   Considerations: Limited donor management features; can get expensive as your list grows; some features are locked behind higher tiers.
   

2. Active Campaign
   Best for: Nonprofits focused on advanced email marketing, donor nurturing sequences and behavior based automation.
   Nonprofit Pricing: 20% discount for nonprofits; no free plan but 14 day trial available; pricing starts at $29/month.
   Why Nonprofits Love It: Advanced automation and personalization; detailed tracking of supporter engagement; 1:1 onboarding for nonprofits.
   Considerations: No built-in fundraising tools; pricing scales quickly; slightly steeper learning curve.
   

3. Bloomerang
   Best for: Nonprofit looking for an all-in-one donor management system with strong email, CRM and fundraising tools.
   Nonprofit Pricing: No publicly listed pricing; custom quotes available; offers a free demo.
   Why Nonprofits Love It: Built specifically for donor retention; combines email, CRM and donation tools in one place; easy-to-read donor dashboards and reporting; excellent customer service.
   Considerations: Not ideal for organizations looking for email only functionality; training may be required; hard to price compare.
   

4. Little Green Light
   Best for: small to midsize nonprofits that need CRM with built-in email and fundraising functionality.
   Nonprofit Pricing: 30 day free trial available; pricing starts at $45/month.
   Why Nonprofits Love It: Combines database management, email and donation tracking; all-in-one platform; very user friendly.
   Considerations: Email tools are basic compared to MailChimp and ActiveCampaign; not ideal if you only need email.
   *** Receive $200 credit if you use this link

5. Givebutter
   Best for: Nonprofits running campaigns and event promotion alongside email outreach.
   Nonprofit Pricing: 100% free (operates on optional donor tips).
   Why Nonprofits Love It: Combines email marketing with donation pages; excellent branding and storytelling features.
   Considerations: Email features more basic than full-scale platforms; best suited for campaign-based engagement vs. long term automation.
   

6. DonorDock
   Best for: Nonprofits looking for a straightforward way to manage donations, particularly recurring gifts, with built-in email features and strong integration capabilities.

   Pricing: Pricing starts at $100/month and is based on your organization's revenue.

   Why Nonprofits Love It: Enjoy the ease of embeddable donation forms that work anywhere. Plus, DonorDock connects with essential tools like MailChimp, Salesforce, and Zapier to streamline your workflow.

   Considerations: While DonorDock offers email tools, its primary strength lies in donation management. For advanced email marketing, you can leverage its robust integrations.
   

7. WildApricot
   Best for: Membership-based nonprofits needing email tools alongside event and member management.
   Nonprofit Pricing: Free trial available; paid plans start at $60/month.
   Why Nonprofits Love It: Built in email with automations, CRM, website builder and event registration.
   Considerations: Limited design flexibility in email templates.
   

8. Neon One
   Best for: Established nonprofits seeking robust donor management, marketing and fundraising capabilities in one system.
   Nonprofit Pricing: Plans start at $100/month.
   Why Nonprofits Love It: Built with nonprofit workflows in mind; integrated email marketing, CRM and event tools.
   Considerations: More complex setup and higher learning curve; may be more than what is needed for small or new nonprofits.
   

Make the Most of Every Message

Choosing the right email marketing platform is more than a technical decision - it’s a strategic move that can enhance how your nonprofit engages, grows and scales its mission. The right tool will help you work smarter, stay compliant and make a bigger impact. With so many options available, there’s a solution to fit every budget and stage of growth.

Need help deciding? We're happy to put together a comparison deck for your organization.

Reach out to hello@growthcapacityservices.net

Or schedule a free consult.