The Ideal Length for Fundraising Emails (and Why Less Is More)
Why Shorter Donor Emails Get Better Results
In major gift fundraising, one of the most common mistakes I see is the urge to over-explain.
We try to include it all - the thoughtful backstory of the program, donor giving history, impact updates, and the reasoning behind the meeting request.
But here’s the problem: long emails are too dense, too confusing, and too easy for donors to ignore.
How Long Should a Fundraising Email Be?
Research shows that fundraising emails between 50 and 125 words get the highest response rates.
That might not sound like a lot of words - especially when your goal is to build or deepen a donor relationship.
But it’s enough to do what matters most: prompt a response.
Why Shorter Emails Work Better
When you over-explain in an email, the message gets buried. The donor isn’t clear on what you’re asking them to do, or why it matters.
Shorter, more focused emails solve this problem. They keep your message clear and easy to understand, respect the donor’s time and attention span, and increase the likelihood of a quick response.
Remember, your email is not the full pitch. It’s the invitation to a conversation.
What Should You Include in a Donor Email?
A good major gift fundraising email should be:
- Brief: Stick to 50–125 words
- Clear: State exactly what you’d like the donor to do next
- Direct: Use plain, human-centered language
- Purposeful: Focus on one call to action, not multiple
Before you hit send, pause and ask: What’s the one thing I want this donor to remember or do?
Then write like you're speaking to them directly - briefly, clearly, and with purpose.
💡Think of your email as the invitation, not the pitch. The real relationship building happens once your donor says yes.
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