Nonprofits face limited staff and budgets, but still need to personalize donor communications at scale, segment audiences based on giving behavior, maintain engagement between campaigns, and track the entire donor journey from initial contact to repeat supporter. Email marketing software addresses these challenges by automating donor segmentation, personalizing communications without manual effort, tracking engagement across the donor lifecycle, and centralizing donor data on one platform.
This article compares the best email marketing tools for nonprofits in 2025. You’ll find a comparison table of the top platforms, detailed feature breakdowns for each tool, guidance on choosing the right software for your organization, step-by-step instructions for creating effective email campaigns for nonprofits, and answers to frequently asked questions about email marketing for nonprofits. To bring you this comprehensive guide, we used AI to research and draft it, and a HubSpot employee reviewed and edited the article before publishing.
The median email open rate for nonprofits was 53.21% in 2024 – much higher than the all industry median of 42.35% (data from MailerLite).
Organizations like Larger charities Use the HubSpot Marketing Hub to increase email open rates and reduce bounce rates while scaling personalized engagement to reach supporters with tailored messages across all channels.
Table of contents
What is Email Marketing for Nonprofits?
Email marketing for nonprofits is the use of email communications to build relationships with donors, volunteers, and supporters while driving fundraising and mission engagement. Nonprofits use email marketing to share impact stories, send fundraising appeals, recruit volunteers, promote events, and maintain ongoing supporter relationships. Effective email marketing for nonprofits segments audiences based on history and level of engagement to deliver personalized messages that inspire action and build long-term loyalty. With the HubSpot Marketing Hub, nonprofits can scale personalized email engagement and reach every supporter with the right message at the right time.
Comparison Table: Email Marketing Software for Nonprofits
|
Email marketing tool |
Best for |
Key Features |
Prices |
|
HubSpot Marketing Hub |
Nonprofits need CRM-integrated emails in addition to their donor database |
Integrated CRM and email tools, workflow automation, connections to third-party donation platforms |
40% discount available for nonprofits. Free plan available. Paid plans start at $15/month/seat and are billed monthly for up to 1,000 marketing contacts. |
|
Sender |
Budget-conscious nonprofits send a moderate volume of email each month |
1,100+ email templates, drag-and-drop email editor, integrations |
Free plan. Paid plans start at $10/month and are billed monthly for up to 12,000 emails per month. |
|
Brevo (formerly Sendinblue) |
Nonprofits with extensive contact lists regularly send multi-channel campaigns |
Advanced segmentation, multi-channel messaging, transactional email included |
Free plan available. Paid plans start at $9/month and are billed monthly for up to 100,000 email sends per month. |
|
SendGrid |
Nonprofits value email deliverability and inbox placement rates |
Deliverability optimization tools, automation workflows, CRM and donation platform integrations |
Free trial for 60 days. Paid plans start at $15/month for up to 300,000 emails per month. |
Best Email Marketing Software for Nonprofits
The following platforms offer email marketing features suitable for nonprofit organizations. Each tool includes pricing details, key donor communications and fundraising workflow features, and differentiated strengths to help you find the best solution for your organization’s needs.
1. HubSpot Marketing Hub
Best suited for: Nonprofits need CRM-integrated emails in addition to their donor database
Key features of HubSpot Marketing Hub:
HubSpot Marketing Hub pricing:
HubSpot offers a 40% discount for nonprofits from the regular price. The following regular prices apply to the HubSpot Marketing Hub:
- Free Plan available for up to two users, no credit card required.
- Marketing Hub Starter: $15/month/seat, billed monthly for up to 1,000 marketing contacts.
- Marketing Hub Professional: $890/month, billed monthly. Includes three core seats and up to 2,000 marketing contacts.
- Marketing Hub Enterprise: $3,600/month (billed annually only). Includes five core seats and up to 10,000 marketing contacts
2. Sender
Best suited for: Budget-conscious nonprofits send a moderate volume of email each month
Main features of the sender:
- Over 1,100 email templates – Use onboarding, education, and targeting templates to save time on your emails.
- Drag-and-drop email editor – Use the visual email builder with pre-built templates that require no coding knowledge.
- Integrations – This tool integrates with Pipedream, ZohoFlow, and Zapier, allowing you to expand your email marketing capabilities.
Contact Senders to inquire about nonprofit discounts. Below you will find the sender’s prices:
- Free plan. Includes space for up to 2,500 subscribers.
- standard. $10/month, billed monthly for three role-based seats and up to 12,000 emails per month.
- professional. $20/month, billed monthly for 10 role-based seats and up to 24,000 emails per month.
- Pursue. Contact us for prices. Includes unlimited email.
3. Brevo (formerly Sendinblue)
Best suited for: Nonprofits with extensive contact lists regularly send multi-channel campaigns
Key Features of Brevo:
- Advanced segmentation – Group contacts by purchase history, demographics and subscriber activity.
- Multi-channel messaging – Send emails, SMS and WhatsApp messages from one platform with a CRM.
- Transactional email included – Marketing plans also allow you to send transactional emails.
Contact Brevo for nonprofit pricing information. Below are Brevo’s pricing plans:
- Free plan. Includes one user and up to 300 email sends per day per month.
- starter. $9/month, billed monthly for one user and up to 100,000 email sends per month.
- standard. $18/month, billed monthly for up to three users and up to 1 million email sends per month.
- professional. $499/month, billed monthly for 10 users and up to 10 million email sends per month.
- Pursue. Contact us for prices. Includes unlimited users.
4. SendGrid
Best suited for: Nonprofits value email deliverability and inbox placement rates
Key SendGrid features:
- Tools to optimize deliverability – Built-in spam testing, email rendering previews, and authentication protocols (SPF, DKIM) to improve inbox placement rates.
- Automation workflows – Create automated email sequences, including welcome series and drip campaigns that trigger when contacts are added to lists or meet certain criteria.
- CRM and donation platform integrations – Integrates with CRMs like Salesforce and donation platforms like Donate to sync donor data and trigger automated email responses based on donation activity.
Contact SendGrid for nonprofit pricing information. Below are SendGrid’s marketing campaign pricing plans:
- Free trial for 60 days. Includes up to 100 contacts and up to 100 emails per day.
- basic. Starting at $15/month for up to 100,000 contacts and up to 300,000 emails per month.
- Progressive. Starting at $60/month for up to 200,000 contacts and up to 1 million emails per month.
- custom. Contact SendGrid for custom pricing.
Benefits of Email Marketing Software for Nonprofit Organizations
Automates repetitive donor communications
Email marketing software automates welcome messages and re-engagement campaigns that would otherwise have to be sent manually. Nonprofits with limited staff can maintain consistent supporter communications without spending hours on individual email sends.
Enables audience segmentation without manual list management
Software allows you to group supporters by giving history, engagement level, or custom criteria. Organizations can send targeted appeals to major donors, first-time donors, or former supporters without having to manually sort through contact lists before each campaign.
Provides campaign performance data in one place
Platforms track open rates, click-through rates, and donation conversions for every email sent. Nonprofits can determine which subject lines, content types, and send times generate the most engagement without compiling data from multiple sources.
Reduces communication costs compared to direct mail
Email campaigns eliminate the printing, postage and shipping costs associated with physical mail. Organizations that send monthly updates can reach thousands of supporters for a fraction of the cost of direct mail while maintaining regular communication frequency.
Centralizes donor contact information and email history
Email marketing platforms can store supporters’ contact information, communication preferences, and engagement history in one system. Teams can access complete records of donor communications without having to search through multiple spreadsheets or email accounts.
5 Key Features of Email Marketing Software for Nonprofits
- Automated workflow features. Nonprofits need software that triggers email sequences based on donor actions such as initial donations, recurring gift cancellations, or event registrations without manual intervention.
- Donor segmentation tools. Platforms should segment contacts based on their history, engagement, volunteer status, and custom fields to send personalized appeals to different supporter groups.
- Donation platform integrations. Your email marketing software should be integrated with fundraising tools like Donately or Fundraise Up – and event platforms like Eventbrite – to automatically sync donor and attendee data and trigger timely follow-up emails.
- Campaign performance analysis. Nonprofits need access to open rates, click-through rates, unsubscribe rates, and donation conversion tracking to measure campaign effectiveness and optimize future appeals.
- Contact management and list creation. The software should store large amounts of contacts, import data from spreadsheets, and provide signup forms to grow email lists without technical barriers.
How to Choose an Email Marketing Tool for Nonprofits (Step by Step)
Step 1: Map your donor communication flows.
Document your current email sending patterns, including donation confirmations, monthly newsletters, fundraising appeals, event invitations, and volunteer recruitment messages. Identify which communications are one-time sends versus automated sequences triggered by supporter actions.
Step 2: Identify the must-have features for your business.
Based on your workflows, determine which features are essential and which are useful. Nonprofits typically need at least automation capabilities, donor segmentation, fundraising platform integrations, and campaign analytics. Organizations with technical staff may prioritize API access, while smaller teams need intuitive visual editors.
Step 3: Compare usability and team capacity.
Evaluate whether your team has dedicated marketing staff or relies on volunteers and part-time employees. Platforms with drag-and-drop editors, pre-built templates, and simple automation builders reduce the technical expertise required. Try free trials to assess whether your team can run campaigns without extensive training.
Step 4: Check prices as your contact list grows.
Calculate costs based on the size of your current contact list and projected growth over 12 to 24 months. Some platforms charge per contact, others charge per email sent. Consider nonprofit discounts. HubSpot offers a 40% discount for qualified nonprofit organizations.
Step 5: Choose a platform that links emails with donor data.
Choose software that integrates with your existing fundraising platform and CRM to manage unified supporter records. Greater Good Charities used HubSpot Marketing Hub to increase email open rates and reduce bounce rates while scaling personalized engagement across the donor base.
How to create email marketing campaigns for nonprofits
Step 1: Write an eye-catching subject line.
Subject lines can be tricky. You’re looking for a short sentence that expresses your intent while maintaining your nonprofit’s unique voice. An interesting subject line should contain the following elements.
- urgency. You want recipients to feel the urgency to open emails from your NPO and take action.
- Specificity. If you have an interesting statistic or data point to share, be sure to include it in the subject line.
- Upcoming events. To increase engagement, your newsletter should let people know what upcoming events they can attend or volunteer at.
- Name recognition. Capture your audience’s interest by including their name in the subject line (if appropriate).
- relevance. If current events or politics impact your nonprofit’s goals, referencing those events can make your newsletter more relevant and timely.
Step 2: Give compelling updates.
A great nonprofit newsletter should contain the latest and greatest from your organization. Let your recipients know about recent goals achieved, heartwarming stories of the people you help, life updates from staff and volunteers, and anything else important.
Pro tip: To make your emails visually interesting, take photos during events that you can include in your newsletters. With permission, include the names of the volunteers pictured and describe what activities took place.
Step 3: Be grateful.
Your concerns are important to those who subscribe to your newsletter. Volunteer work and donated money should always be received with gratitude.
Inform email recipients about the immediate impact of their donations with interesting data points. For example: “Your donation helped x number of families” or “Your volunteer work helped x number of children.”
Pro tip: Some of your newsletter recipients will be more engaged than others. Consider opening communication with these donors by sending a personalized, non-automated email highlighting their specific efforts for the cause.
Step 4: Add a call to action.
A call to action (CTA) is an invitation to your audience to do something. In an email or newsletter, your CTA should be a button that points to the action you want recipients to take next.
Examples of CTAs for your nonprofit email could be “Subscribe to newsletter,” “Donate now,” “Refer a friend,” or more. Don’t be afraid to get creative with your CTAs and measure your CTAs Conversion rate.
Pro tip: There are many CTA tools you can use to make it easier to link to the next step. Explore common options here.
Frequently asked questions
What is the best email marketing tool for nonprofits?
The best email marketing tool can be somewhat subjective, but here’s an objective fact: HubSpot Marketing Hub works well for nonprofits that need integrated CRM and email tools with connections to fundraising platforms. Sender is suitable for budget-conscious organizations with its unlimited triggers and automation steps in the free plan. SendGrid supports companies that prioritize email deliverability with built-in authentication tools.
What features should I look for in email marketing tools for nonprofits?
Nonprofits should prioritize automation features for donor nurturing sequences, segmentation tools to target diverse groups of supporters, fundraising platform integrations to sync donation data, mobile-responsive email templates that display correctly on all devices, and campaign analytics to track open rates and donation conversions. Other useful features include sign-up forms for list growth, drag-and-drop email editors for teams with no coding experience, and contact management systems that manage large supporter databases.
Is HubSpot good for nonprofits?
HubSpot is a good fit for nonprofits that need integrated CRM and email marketing tools. HubSpot offers a 40% discount for nonprofits on Professional and Enterprise plans and includes features such as workflow automation, contact segmentation, and integrations with fundraising platforms, including GoFundMe Pro And Collect donations.
How much does email marketing software for nonprofits cost?
Email marketing software costs vary depending on the platform and contact list size. There are free plans for small nonprofits: HubSpot offers a free plan. Additionally, Sender offers a free plan for a maximum of 2,500 subscribers, Brevo provides 300 emails daily, and SendGrid includes 6,000 monthly emails. Paid plans typically range from $9 to $15 per month for the basic tiers. Many platforms offer discounts for nonprofits, such as HubSpot, which offers a 40% discount.
Meet HubSpot, the best email marketing choice for nonprofits
HubSpot Marketing Hub provides nonprofits with integrated tools to scale donor engagement while maintaining personalized communications across their growing supporter base.
Key Features for Nonprofit Email Marketing:
- CRM integrated email campaigns – Email tools access donor history, engagement data, and custom properties stored in HubSpot’s CRM, eliminating the need to switch between separate systems for contact data and campaign execution.
- Behavior-driven automation workflows – Automated email sequences are triggered based on things like contact properties and form submissions, allowing small teams to maintain consistent supporter communications without manual sending.
- Fundraising platform integrations – Native connections with GoFundMe Pro and Fundraise Up help you support your campaigns with fundraising data.
British Red Cross Training Marketing Hub increased sales by 66%. Non-profit FIRST used HubSpot to send nearly 5 million emails in a year while maintaining an open rate of over 38%.
Ready to transform your nonprofit email marketing with HubSpot? Get started with HubSpot for Nonprofits today and ask about the 40% nonprofit discount on Professional and Enterprise plans.
Editor’s Note: This post was originally published in February 2016 and has been updated for completeness.