How Busy Fundraisers Can Overcome Email Writer’s Block

Whether you’re a seasoned communications professional or a time-crunched executive, there’s one universal hurdle that stops many of us in our tracks: writer’s block. It’s that frustrating moment when you’re staring at a blank screen, knowing you need to write an email for your fundraising campaign — but no words come. And when your campaign’s success hinges on clear, persuasive communication, the pressure to write something meaningful only intensifies.

So how do you push past the block and get your message flowing so you can inspire donors and attract new supporters?

Start With Purpose: What Do You Really Have to Say?

Before you begin typing, ask yourself the most important question: Do you actually have something to say? It may seem obvious, but it’s a critical first step. If your message lacks substance, your email is likely to be ignored — or worse, it could erode the trust your supporters have in your communications. Sending emails without a clear purpose risks being labeled as spam, damaging your relationship with your audience over time.

If you find yourself without a natural update or announcement, it’s time to create one. Keep the lines of communication open by generating newsworthy content yourself. For instance, if you need to send a recruitment email to encourage sign-ups for your peer-to-peer fundraising event, consider building a hook. You can introduce a limited-time discount, initiate a team-based challenge, announce a new fundraising tool or highlight an upcoming deadline. Communications centered around time-sensitive elements like deadlines or exclusive offers tend to yield higher open and click-through rates.

Invent the Spark to Engage Participants

The same idea applies when you’re writing to current donors or event participants to increase involvement. No exciting news to share? Invent it. Create a lighthearted fundraising competition, offer a virtual badge as a reward, or feature success stories. Even small gestures can make people feel acknowledged and inspired. Sharing new resources, like a fundraising tip sheet or a short webinar, can also provide value and reinforce your organization’s commitment to supporting them.

Build Your Email Framework With a Simple Outline

Once you’ve pinpointed what your core message is — the seed from which your email will grow — it’s time to structure it. Start by making a concise, bulleted list to keep yourself focused. Here’s what to include:

• Who is the audience? Tailor your language and tone accordingly.
• When will the email be sent? Timing can impact urgency and relevance.
• What action do you want recipients to take? Register, donate, share — be specific.
• What details must be included? Think dates, locations, deadlines or instructions.
• What is the central takeaway? This should guide the rest of your message.

This list will serve as the skeleton of your email. The main message or takeaway becomes your headline or opening paragraph. The action you want readers to take becomes your call-to-action button. The supporting facts and context become your body paragraphs.

Enhance, Don’t Distract With Design and Visuals

Once your content is drafted, think visually. Incorporate images to keep your audience engaged — whether it's a compelling photo from a recent event, a graphic showing fundraising progress, or a supporter spotlight. But be mindful — too many visuals and too little text can raise red flags with spam filters, potentially preventing your message from reaching inboxes. Strike a healthy balance.

Add Emotion, Energy, and Style

Now that your draft is complete, it’s time to add personality and polish. Revisit the tone of your message. Are you aiming to excite, motivate, touch hearts or make people smile? Infuse that emotional tone into your language by choosing active verbs and colorful adjectives that match the feeling you want to convey. Stay true to your organization’s brand voice, whether that’s formal and professional, friendly and casual, or somewhere in between.

Don’t forget variety. Repeating the same few words throughout an email can dull its impact. Expand your vocabulary and turn to a thesaurus if needed. There are many compelling alternatives to “exciting,” “great” and “important.”

Craft a Strong Subject Line as the Final Touch

Even the most thoughtfully written email won’t matter if it doesn’t get opened. That’s where your subject line comes in. It’s the gatekeeper to your message. Ask yourself: What’s the primary emotion I want to tap into? Should the subject line be curious and mysterious? Should it be direct and urgent? Should it feel personal, fun, or informative?

There’s no one-size-fits-all approach here. Different audiences respond to different types of subject lines. That’s why A/B testing is essential. Experiment with variations: one could highlight urgency, another could tease an exciting announcement. Then track which one performs better. Test whether including emojis in your subject lines increases open rates. Over time, these insights will help you refine your strategy and make subject line writing far less daunting.

Also, remember to segment your testing. Long-time supporters might respond to different messaging than new subscribers or prospects. A thoughtful A/B test strategy can uncover these nuances and boost your overall effectiveness.

From Blank Page to Impactful Message

With your message structured, your content energized, and your subject line optimized, you’ve turned a blank screen into a purposeful, persuasive email. It doesn’t matter whether you’re a veteran writer or someone who dreads typing that first sentence — every compelling email begins with a single thought, a simple outline and the courage to create something meaningful.

The next time you’re staring down that intimidating blank page, remember: You don’t need the perfect words right away. You just need a starting point — a small seed of an idea. From there, you can build a message that connects, engages and inspires.

Congratulations! What was once an empty screen is now a communication tool that could help save or change lives.

The preceding content was provided by a contributor unaffiliated with NonProfit PRO. The views expressed within may not directly reflect the thoughts or opinions of the staff of NonProfit PRO.