4 best email marketing tools for nonprofit businesses in 2025

Nonprofit organizations face limited staff and budgets, but they still need to personalize donor communications at scale, segment audiences based on giving behavior, maintain engagement between campaigns, and track the full donor journey from first contact to recurring 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 in one platform.

This article compares the best email marketing tools for nonprofit organizations in 2025. You'll find a comparison table of top platforms, detailed feature breakdowns for each tool, guidance on selecting the right software for your organization, step-by-step instructions for creating effective nonprofit email campaigns, and answers to frequently asked questions about nonprofit email marketing. To bring you this comprehensive guide, we used AI for research and drafting, and a HubSpot staff writer reviewed and revised the article before publication.

The median email open rate for nonprofits in 2024 was 53.21% — much higher than the median across all industries of 42.35% (data from MailerLite).

Organizations like Greater Good Charities use HubSpot Marketing Hub to increase email open rates and decrease bounce rates while scaling personalized engagement to reach supporters with tailored messages across channels.

Table of Contents

• What is email marketing for nonprofits?
• Comparison Table: Email Marketing Software for Nonprofits
• Best Email Marketing Software for Nonprofits
• Benefits of Email Marketing Software for Nonprofits
• 5 Important Features for Nonprofit Email Marketing Software
• How to Choose an Email Marketing Tool for Nonprofits (Step-by-Step)
• How to Create Email Marketing Campaigns for Nonprofits
• Frequently Asked Questions
• Meet HubSpot, the Top Email Marketing Choice for Nonprofits

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What is email marketing for nonprofits?

Email marketing for nonprofits is the practice of using 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 donation appeals, recruit volunteers, promote events, and maintain ongoing supporter relationships. Effective nonprofit email marketing segments audiences based on giving history and engagement levels to deliver personalized messages that inspire action and build long-term loyalty. HubSpot Marketing Hub enables nonprofits to scale personalized email engagement and reach each supporter with the right message at the right time.

Comparison Table: Email Marketing Software for Nonprofits

Best Email Marketing Software for Nonprofits

The following platforms offer email marketing features suited to nonprofit organizations. Each tool includes pricing details, key features relevant to donor communication and fundraising workflows, and differentiated strengths to help you identify the best fit for your organization's needs.

1. HubSpot Marketing Hub

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Best For: Nonprofits needing CRM-integrated email alongside their donor database

Key HubSpot Marketing Hub Features:

• Integrated CRM and email tools – Email campaigns access contact data stored in HubSpot's CRM, including donation history and engagement records stored as contact properties.
• Workflow automation – Create automated email sequences that trigger based on contact properties, form submissions, or specific actions using HubSpot's workflow builder.
• Third-party donation platform connections – HubSpot lists integrations with fundraising platforms including Classy (now GoFundMe Pro), Fundraise Up, and Eventbrite through the HubSpot App Marketplace.

HubSpot Marketing Hub Pricing:

HubSpot offers a nonprofit discount of 40% off its regular pricing. HubSpot Marketing Hub is regularly priced as follows:

• Free plan available for up to two users, no credit card required.
• Marketing Hub Starter: $15/mo/seat billed monthly for up to 1,000 marketing contacts.
• Marketing Hub Professional: $890/mo billed monthly. Includes three core seats and up to 2,000 marketing contacts.
• Marketing Hub Enterprise: $3,600/mo (annual billing only). Includes five core seats and up to 10,000 marketing contacts

2. Sender

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Best For: Budget-conscious nonprofits sending moderate email volumes monthly

Key Sender Features:

• 1,100+ email templates – Take advantage of onboarding, educational, and targeting templates to save time on your emails.
• Drag-and-drop email editor – Use the visual email builder with pre-designed templates that require no coding knowledge.
• Integrations – This tool integrates with Pipedream, ZohoFlow, and Zapier, allowing you to extend the capabilities of your email marketing.

Sender Pricing:

Contact Sender to inquire about nonprofit discounts. Below is Sender’s pricing:

• Free plan. Includes one seat for up to 2,500 subscribers.
• Standard. $10/mo billed monthly for three role-based seats and up to 12,000 emails per month.
• Professional. $20/mo billed monthly for 10 role-based seats and up to 24,000 emails per month.
• Enterprise. Contact for pricing. Includes unlimited emails.

3. Brevo (formerly Sendinblue)

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Best For: Nonprofits with extensive contact lists sending periodic multi-channel campaigns

Key Brevo Features:

• Advanced segmentation - Group contacts by purchase history, demographics, and subscriber activity.
• Multi-channel messaging – Send email, SMS, and WhatsApp messages from one platform with a CRM.
• Transactional email included – Marketing plans allow you to send transactional emails, too.

Brevo Pricing:

Contact Brevo to inquire about nonprofit pricing. Below are Brevo’s pricing plans:

• Free plan. Includes one user and up to 300 email sends per day per month.
• Starter. $9/mo billed monthly for one user and up to 100,000 monthly email sends.
• Standard. $18/mo billed monthly for up to three users and up to 1 million monthly email sends.
• Professional. $499/mo billed monthly for 10 users and up to 10 million monthly email sends.
• Enterprise. Contact for pricing. Includes unlimited users.

4. SendGrid

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Best For: Nonprofits prioritizing email deliverability and inbox placement rates

Key SendGrid Features:

• Deliverability optimization tools – Built-in spam testing, email rendering previews, and authentication protocols (SPF, DKIM) to improve inbox placement rates.
• Automation workflows – Build automated email sequences, including welcome series and drip campaigns triggered when contacts join lists or meet specific criteria.

• CRM and donation platform integrations – Integrates with CRMs like Salesforce and donation platforms like Donately to sync donor data and trigger automated email responses based on contribution activity.

SendGrid Pricing:

Contact SendGrid to inquire about nonprofit pricing. Below are SendGrid's Marketing Campaigns pricing plans:

• Free trial for 60 days. Includes up to 100 contacts and up to 100 emails per day.
• Basic. Starts at $15/mo for up to 100,000 contacts and up to 300,000 emails per month.
• Advanced. Starts at $60/mo 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 Nonprofits

Automates Repetitive Donor Communications

Email marketing software automates welcome messages and re-engagement campaigns that would otherwise require manual sending. Nonprofits with limited staff can maintain consistent supporter communication without dedicating hours to individual email sends.

Enables Audience Segmentation Without Manual List Management

Using software, you can group supporters based on donation history, engagement level, or custom criteria. Organizations can send targeted appeals to major donors, first-time givers, or lapsed supporters without manually sorting contact lists before each campaign.

Provides Campaign Performance Data in One Location

Platforms track open rates, click-through rates, and donation conversions for each email sent. Nonprofits can identify 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 printing, postage, and fulfillment expenses associated with physical mailings. Organizations sending monthly updates can reach thousands of supporters for a fraction of direct mail costs while maintaining regular communication frequency.

Centralizes Donor Contact Data and Email History

Email marketing platforms can store supporter contact information, communication preferences, and engagement history in one system. Teams can access complete donor communication records without searching through multiple spreadsheets or email accounts.

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5 Important Features for Nonprofit Email Marketing Software

1. Automated workflow capabilities. Nonprofits need software that triggers email sequences based on donor actions like first-time donations, recurring gift cancellations, or event registrations without manual intervention.
2. Donor segmentation tools. Platforms should segment contacts based on giving history, engagement level, volunteer status, and custom fields to send personalized appeals to different supporter groups.
3. Donation platform integrations. Your email marketing software should integrate with fundraising tools like Donately or Fundraise Up — and event platforms such as Eventbrite — so donor and attendee data sync automatically and trigger timely follow-up emails.
4. Campaign performance analytics. Nonprofits need access to open rates, click-through rates, unsubscribe rates, and donation conversion tracking to measure campaign effectiveness and optimize future appeals.
5. Contact management and list building. Software should store high volumes 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 workflows.

Document your current email sending patterns, including donation acknowledgments, 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 must-have features for your organization.

Determine which features are essential versus nice-to-have based on your workflows. Nonprofits typically require automation capabilities, donor segmentation, donation platform integrations, and campaign analytics at minimum. Organizations with technical staff may prioritize API access while smaller teams need intuitive visual editors.

Step 3: Compare ease of use 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. Test free trials to assess whether your team can execute campaigns without extensive training.

Step 4: Check pricing as your contact list grows.

Calculate costs based on your current contact list size and projected growth over 12 to 24 months. Some platforms charge per contact while others charge per email sent. Factor in nonprofit discounts. HubSpot offers 40% off for qualifying nonprofit organizations.

Step 5: Choose a platform that connects email with donor data.

Select software that integrates with your existing donation platform and CRM to maintain unified supporter records. Greater Good Charities uses HubSpot Marketing Hub to increase email open rates and decrease bounce rates while scaling personalized engagement across its 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 phrase that communicates your intent while retaining your non-profit’s unique voice. An interesting subject line should include the following elements.

• Urgency. You want recipients to feel the urgency to both open emails from your NPO and take action.
• Specificity. If you have an interesting statistic or data point to share, be sure to put 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. Pique your audience’s interest by including their name in the subject line (when appropriate).
• Relevancy. If current events or politics influence your nonprofit’s goal(s), referencing those events can make your newsletter more relevant and timely.

Step 2: Give compelling updates.

An amazing nonprofit newsletter should include the latest and greatest from your organization. Inform your recipients of recent goals reached, heartwarming stories of those you help, life updates of staff and volunteers, and anything else of note.

Pro tip: To make your emails visually interesting, take pictures during events to include in your newsletters. With permission, include the names of the volunteers pictured and describe what activities took place.

Step 3: Have an attitude of gratitude.

Your cause is near and dear to those who subscribe to your newsletter. Their time spent volunteering and money donated should always be received with a spirit of gratitude.

Let email recipients know the immediate impact of their donations with interesting data points. For example, “Your donation helped x number of families” or “Your volunteer efforts fed x number of children.”

Pro tip: Some of your newsletter recipients will be more involved than others. Consider opening the line of communication with these donors by sending a personalized, non-automated email that references their specific efforts to the cause.

Step 4: Include 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 links to the action you want recipients to take next.

Examples of CTAs for your nonprofit email could be “Subscribe to the newsletter,” “Donate now,” “Refer a friend,” or more. Don’t be afraid to get creative with your CTAs, and be sure to measure your conversion rate.

Pro tip: There are lots of CTA tools you can use to make linking to the next step easier. 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 needing integrated CRM and email tools with fundraising platform connections. Sender suits budget-conscious organizations with its unlimited triggers and automation steps on the free plan. SendGrid serves organizations prioritizing email deliverability with built-in authentication tools.

What features should I look for in email marketing tools for nonprofits?

Nonprofits should prioritize automation capabilities for donor nurturing sequences, segmentation tools to target different supporter groups, donation platform integrations to sync contribution data, mobile-responsive templates for emails that display correctly on all devices, and campaign analytics to track open rates and donation conversions. Additional useful features include signup forms for list growth, drag-and-drop email editors for teams without coding experience, and contact management systems that handle large supporter databases.

Is HubSpot good for nonprofits?

HubSpot works well for nonprofits needing integrated CRM and email marketing tools. HubSpot offers a 40% nonprofit discount on Professional and Enterprise plans and includes features like workflow automation, contact segmentation, and integrations with donation platforms, including GoFundMe Pro and Fundraise Up.

How much does email marketing software for nonprofits cost?

Email marketing software costs vary by platform and contact list size. Free plans exist for small nonprofits: HubSpot offers a free plan. Additionally, Sender has a free plan for 2,500 subscribers max, Brevo provides 300 emails daily, and SendGrid includes 6,000 monthly emails. Paid plans typically range from $9-$15 monthly for basic tiers. Many platforms offer nonprofit discounts, such as HubSpot, which provides 40% off.

Meet HubSpot, the Top Email Marketing Choice for Nonprofits

HubSpot Marketing Hub provides nonprofits with integrated tools to scale donor engagement while maintaining personalized communication across growing supporter bases.

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 toggle between separate systems for contact data and campaign execution.
• Behavior-triggered automation workflows – Automated email sequences trigger based on things like contact properties and form submissions, allowing small teams to maintain consistent supporter communication without manual sending.
• Fundraising platform integrations – Native connections with GoFundMe Pro and Fundraise Up help you power your campaigns with donation data.

British Red Cross Training boosted revenue 66% with Marketing Hub. Nonprofit FIRST used HubSpot to send nearly 5 million emails in one year while maintaining an open rate above 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 comprehensiveness.

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• Design stunning emails.
• Automate follow ups.
• And more!

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