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Boost Donor Engagement Before Year-End: This ONE Nurture Email Sparked 268 Replies
(Bonus Episode)

As nonprofits gear up for year-end giving season, most teams are busy finalizing appeals across email, direct mail, and SMS. But there’s one crucial step that often gets overlooked: nurturing your supporters before you ask for a gift.

In this episode of the Missions to Movements podcast, Dana Snyder shares a powerful reminder, before you send out donation appeals, take time to thoughtfully engage your community through nurture campaigns that celebrate, thank, and inspire.

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What Is a Nurture Campaign?

A nurture campaign is a series of emails, texts, or touchpoints designed to connect with supporters without asking for money. The focus is on gratitude, storytelling, and building relationships, laying the foundation for more meaningful (and successful) fundraising appeals later.

For example, Dana shared how she sent a plain-text email on National Nonprofit Day with nothing but a heartfelt thank-you message and a small gift offer (a free audiobook and coffee gift card). The result? Over 260 replies, sky-high open rates, and stronger email deliverability for future campaigns.

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Why Nurturing Matters

When you give your audience the chance to connect with you before an ask, you:

• Boost email engagement and deliverability (open rates of 50%+ are possible).

• Strengthen trust and relationships with supporters.

• Create memorable, interactive experiences that spark replies.

• Lay the groundwork for recurring donations and long-term loyalty.

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Easy Ways to Start a Nurture Campaign

• Celebrate milestones: Highlight program achievements or anniversaries.

• Offer small tokens of appreciation: Think digital guides, playlists, or even swag.

• Engage with interaction: Ask supporters to reply with a story, word, or choice of gift.

• Leverage cultural moments: Use days like National Nonprofit Day or Volunteer Appreciation Week as touchpoints.

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The Challenge: Try a Nurture Campaign Before Year-End

Dana’s challenge for nonprofit leaders is simple: don’t just plan your appeals, plan your nurture too. Create plain-text emails or SMS messages that tell stories, show gratitude, and invite connection. Even a small effort can build incredible momentum for your year-end fundraising.

As Dana reminds us: “Send heartfelt, interactive emails. Celebrate the community that’s there. Give them a choice to engage in a really fun way. That’s what turns one-time supporters into long-term sustainers.”