Podcast Summary: Nonprofit Nation with Julia Campbell

Episode: How to Fundraise with Email with Amanda Nicholson
Date: September 10, 2025
Host: Julia Campbell
Guest: Amanda Nicholson, Email Fundraising Strategist

Episode Overview

In this episode, Julia Campbell hosts Amanda Nicholson, an email fundraising strategist with roots in special education and advocacy. The conversation centers on the enduring power of email for nonprofit fundraising in 2025, exploring why email remains an essential tool, how organizations can strengthen donor relationships through their lists, practical tactics for segmentation and storytelling, and actionable best practices to boost digital fundraising results.

Key Discussion Points & Insights

Amanda’s Journey to Email Fundraising (03:01)

• Amanda’s transition from special education to fundraising copywriting after seeking flexibility as a new parent in Nashville.
• She emphasizes the mission-centered approach driving her work, shaped by her advocacy background.

Why Email Still Matters in 2025 (04:04)

• Direct access vs. social media noise:
  “Email is a direct line of communication. There’s not as much noise…you’re not really competing with ads or anything like that.”
  — Amanda Nicholson (04:37)
• Inbox control: Email recipients opt in intentionally — they want to hear from your organization. Even deleted messages maintain brand recognition.
• Algorithms & control:
  “[On] social media, you can’t control who sees you…but people control their inbox.”
  — Julia Campbell (05:45)

The Power of Consistent Communication (08:55)

• Referencing the M+R Benchmarks report:
  "Email brought in 16% of all digital fundraising revenue last year."
  — Amanda Nicholson (09:06)
• Many nonprofits aren’t sending enough emails: Amanda shares a story of being a loyal supporter for a decade and only receiving one email, and only when the org wanted something (10:39).

Overcoming Nonprofit Hesitation (10:42)

• Nonprofits fear annoying donors but are far less aggressive than commercial brands.
  "Target and Amazon have no problem sending me sometimes multiple emails a day…"
  — Amanda Nicholson (10:53)
• “If they think that you’re annoying them, but chances are you’re not. They do want to hear from you...” (11:13)

Segmentation Basics & Strategy (11:22)

• Amanda demystifies segmentation, advising organizations to group contacts by behavior and engagement: new prospects, recurring donors, mid-level donors, etc.
• Personalization and targeting lead to better engagement and more intentional asks.
• Automation works for most segments but keep major donors’ emails personalized and less automated (13:59).

Balancing Value, Storytelling & Fundraising Asks (14:33)

• Use PS sections (“current email marketing statistics are showing that the PS sections have really high engagement”) to summarize and issue calls to action, without breaking the narrative flow.
• Calls to action need not always be donation asks; inviting replies or other forms of engagement is valuable (15:33).

Impact of Sharing Resources: Case Study (16:01)

• A brief training video Amanda’s client shared was later used as the foundation for professional development at an entire school — a story demonstrating that “tiny” resources can have tremendous ripple effects (17:36).
• Take note of “untrackable” impact, not just analytics.

How Often Should Nonprofits Email? (18:50)

• “I recommend at least one email a week…maybe an email every other week at very, very minimum, once a month.”
  — Amanda Nicholson (18:54)
• Quarterly emails are too infrequent; regularity keeps you “top of mind” and builds stronger donor relationships.

Structuring a Fundraising Email Sequence (20:14)

Amanda’s 5-Email Campaign Formula:

1. Thank donors for being present and invite engagement (21:52).
2. Share organizational impact and data; direct call to action (22:50).
3. Tell an in-depth impact story, then make the ask and/or include it in a PS (23:15).
4. Vision casting: “Paint a vision for how their support can help make a bigger difference…what does it look like when you are fully funded?” — Amanda (24:13).
5. Shorter impact + urgency: Final push, updates, quotes/testimonials from beneficiaries, and strong call to action (24:48).

Long-term Donor Engagement (26:08)

• Nurture relationships with consistent emails and value, not just during campaigns.
• Test subject lines and content type; most email services have A/B testing capabilities.
• Use personalization:
  “If you’ve segmented your list, speak to them directly where they’re at…” (26:48)

Subject Line & Deliverability Tips (28:01)

• Make subject lines intriguing but not overly “salesy.”
• Avoid excessive exclamation marks or spammy words (“free,” “sale”) to evade spam folders (29:22).
• Use emojis sparingly (“I love a one emoji…test it out”) — Julia (29:30).

Best Sending Days (30:28)

• Reports show Fridays and Sundays now outperform the previously popular Tuesday slot.
• Always test timing with your own audience for best results.

The Single Most Important Email Tip (32:01)

• “Be clear. Direct, clear communication is best…And always have a call to action in your emails…give them an action to take.”
  — Amanda Nicholson (32:01)

Notable Quotes & Memorable Moments

• On email’s continued value:
  “Even if they don’t read it or they just delete it, they still saw your name. They’re still thinking about you.” — Amanda (05:18)

• On missing communication opportunities:
  “That is the only email I’ve ever gotten from them in about 10 years. And I’m like, come on, guys.” — Amanda (10:29)

• On imposter syndrome in nonprofit fundraising:
  “We think we’re annoying people…We’re actually providing much needed services and our donors want to hear from us.”— Julia (19:33)

• On measuring impact:
  “Take note of things that you can’t directly track, because they make a difference.” — Amanda (18:22)

Timestamps for Important Segments

• Amanda’s fundraising journey: 03:01
• Why email triumphs over social media: 04:29
• Staying top of mind: 05:21
• Segmentation strategy explained: 11:22
• Balancing stories, value, and asks: 14:33
• Case study: resource ripple effect: 16:01
• How often to email: 18:54
• Email campaign structure: 20:14
• Subject line strategies: 28:01
• Best days to send emails: 30:28
• #1 tip for email success: 32:01

Resources & Where to Connect

• Amanda Nicholson: amandanicholson.com — Free 5-day email challenge, templates, and guides
• LinkedIn: Search Amanda Nicholson
• M+R Benchmark Report: Industry trends and statistics
• Liz Wilcox (email expert referenced): Noted for practical, approachable email guidance

Tone & Language

The conversation was practical, encouraging, and rooted in the real-world challenges nonprofits face with digital fundraising. Amanda emphasized clarity, consistency, and authenticity, while Julia reinforced the importance of overcoming reticence and the “imposter syndrome” endemic to the sector. Throughout, the tone remained friendly, insightful, and geared toward both new and seasoned nonprofit professionals.

Final Takeaway

Be bold and intentional with your email strategy. Communicate consistently, segment for relevance, tell authentic stories, and never miss an opportunity to offer a clear action—whether it’s donating, replying, or simply engaging. The inbox is still your nonprofit’s most powerful direct line to supporters—don't let it go silent.