If your email newsletter feels like it’s disappearing into the void, you’re not alone.
Nonprofits often struggle to capture the attention of younger donors through email. Yet, when done right, it can be one of your most powerful relationship-building tools.

Gen Z and Millennials don’t hate email. They just hate bad email. And here’s how you can make sure yours stands out:

1. Cut the fluff and lead with value.
You’ve got 3 seconds to grab the attention of Next-gen readers…maybe less. Younger donors won’t scroll through long-winded intros. They want a subject line that sparks interest and an opening that gets to the point fast. Focus on clarity, relevance, and one powerful takeaway (CTA) per email. Think: “This $25 saved a family’s winter,” not “Our November Newsletter.”

2. Make it visual, scannable, and mobile-first.
Over 60% of emails are opened on phones these days, especially by younger generations. This means your formatting matters just as much as your messaging. Use bold headlines, short paragraphs, and compelling images to break up content. And please… for the love of all that is important, ditch the text walls! Show what you are saying before saying it!

3. Prioritize connection over promotion.
Having a good CTA should be a priority but you must remember that younger donors aren’t interested in being solicited all the time. Try using your newsletter to start a conversation, not just broadcast announcements. Include behind-the-scenes stories, updates on real people your work has helped, or even a quick poll or feedback question to invite interaction.

The truth is, email isn’t dead, it’s just misused by many nonprofits. When you deliver content that’s engaging, story-driven, and designed with the reader in mind, you can turn your email list into one of your nonprofit’s strongest next-gen donor tools.

Need help turning your email into a platform that actually connects?
Let’s build a newsletter strategy your next-gen audience looks forward to opening.