Nonprofit emailers spend endless time debating subject lines and CTAs — but one of the simplest tests you can run isn’t about words at all.
It’s about testing plain Jane emails that don’t look like marketing
Over 28% more donations
With NextAfter, Seattle’s public radio station, KUOW, tested two versions of a fundraising appeal: one using a highly designed HTML template and one that resembled a personal, text-based email from a staff member.
Both versions used the same copy, the same subject line, and the same sender. The only difference was the design.
The plain-text version drove a 28% increase in donations.
Their takeaway: Eliminate the aesthetic fluff from fundraising appeals.
+35% conversion, +40% revenue for a land conservancy
A regional land conservancy with 80,000 active subscribers A/B tested four of its year-end appeals using a similar approach: a standard, branded template with imagery versus a stripped-down template.
The stripped-down version increased donation conversion by 35% and raised revenue by 40%, with modest gains in average gift size and lower unsubscribe and complaint rates.
Their takeaway: the personal approach performed best for direct fundraising asks.
Segmenting can matter
Litmus, an email testing platform, ran an HTML vs. plain-text A/B test on webinar promos across two audiences.
For active customers, engagement was higher with the plain-text style, and 60% of conversions came from the plain-text send.
For non-customers, the format didn’t change conversions: 49% of converters came from plain-text in both rounds of testing.
Their takeaway: plain-text emails have a valuable place, but impact can differ by segment. Don’t assume one format fits all.
Why this works
Across every test, the plain-text format made the message feel personal.
Donors read the plain text email as one person reaching out to another, and less like a broadcast. The ask felt like an invitation, not an ad.
That change can build trust and focus.
Steal this
Run your own A/B test across a few sends this year-end:
Version A: your usual branded appeal (banner, button, logo).
Version B: same copy, stripped to just text and signed by a real person.
Track your amount raised, not just opens — that’s where the biggest lift tends to show up.
The bottom line
Organizational logos build brand recognition. And visuals can be compelling, especially if they enrich the narrative of your appeal.
However, sometimes your most effective fundraising email might be the one that looks least like a typical fundraising email.
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Quick hits
The Fundraising Effectiveness Project updated its Q2 benchmarks — donor count and retention remained flat, but a 10.4% decrease in small-dollar donors signals risk.
Deliverability expert Al Iverson has a great breakdown on Google’s move to ramp up enforcement of sender requirements on his Spam Resource blog.
Media Cause has important insights on how nonprofit storytelling isn’t just about what you say—it’s about how you structure narrative, hook your audience emotionally, and tie every message to a clear next step.
The Brennan Center for Justice is hiring a Digital Strategist to support the production and deployment of email campaigns and list growth strategies.
'Til next time!
Sara
P.S. Looking to add donors to your email list before year-end comes knocking? See how Civic Shout can help.