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 donor, every subject line, layout, and typo tells a story and not always the one you want to tell.

We are all inundated with messages, but we 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. Today's 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. Today's donors 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Clunky formatting, no mobile optimization, and outdated design scream “we haven’t adapted.”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 donors value a certain level of 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 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.