Email Hygiene for Nonprofits: 5 Things Your Emails Say About You… and Probably Shouldn’t

Think your emails are just updates? Think again.
To a next-gen donor, every subject line, layout, and typo tells a story—and not always the one you want to tell.

Millennials and Gen Z donors are inundated with messages, but they still check their email daily. The problem isn’t email itself—it’s bad email hygiene. And it’s quietly costing you opens, trust, and long-term support.

Here are five things your nonprofit emails might be saying about you… and probably shouldn’t:

1. “We don’t really know who you are.”
When your email uses a generic greeting like “Dear Supporter,” you send a clear message: you haven’t taken the time to know your audience. Next-gen donors crave personalization. Using their name, donation history, or interests shows you see them as a partner, not just a line item.

2. “We’re more interested in money than connection.”
If every email includes an ask and nothing else, donors notice. Millennials and Gen Z want updates, stories, and results—not just appeals. Communication should feel like a conversation, not a transaction.

3. “We’re stuck in 2010.”
Clunky formatting, no mobile optimization, and outdated design scream “we haven’t adapted.” If your emails aren’t easy to read on a phone or visually engaging, your credibility, and open rate take a hit.

4. “We’re not paying attention to details.”
Broken links, typos, or sender names like “info@yourorg.com” don’t just look sloppy—they feel careless. And next-gen donors value professionalism, even in informal formats. Mistakes erode trust.

5. “You don’t need to reply.”
One-way messaging is a missed opportunity. Including reply options, polls, or even “hit reply and tell us” moments invite dialogue—and that’s exactly what next-gen donors want. They don’t just want to give. They want to belong.

The fix? Clean up your email hygiene.
Think of every message as a mirror of your mission. Make it thoughtful, conversational, and donor-centered. When you treat your emails like a relationship tool, not just a fundraising tool, you’ll build trust that turns into long-term support.

Want help making your emails next-gen ready? Let’s talk about upgrading your donor communication today.