15 Best Email Marketing Tools for Nonprofits in 2025 (With Free, Paid, and Ethical Options)

Why Email Marketing is Crucial for Nonprofits in 2025

Email marketing continues to be a powerhouse for nonprofit engagement in 2025, combining affordability, direct impact, and personalisation. According to the 2024 Nonprofit Tech for Good report, email generates an average ROI of $42 for every $1 spent—one of the highest among digital channels. Furthermore, M+R Benchmarks (2024) show that nonprofit email open rates average 28%, significantly outperforming commercial sectors.

As competition for donor attention grows and social algorithms become more unpredictable, email remains the most reliable and ethical channel for donor retention, volunteer coordination, and fundraising. In 2025, having a strategic and values-aligned email presence is no longer optional—it’s essential.

Key Criteria for Choosing the Right Email Marketing Tool

Not all tools are built with nonprofits in mind. Here’s what to prioritise:

• Affordability: Look for free tiers, nonprofit discounts, and scalable plans.
  
  

• Ease of Use: Non-technical staff should be able to build campaigns quickly.
  
  

• Automation Capabilities: Includes welcome series, event follow-ups, and donor journeys.
  
  

• Support & Onboarding: Platforms with nonprofit-specific documentation or live onboarding can save time.
  
  

• Compliance & Ethics: GDPR/CCPA compliance, opt-in practices, and data transparency matter.
  
  

• CRM Integration: Tools that work with your donor database or CRM for a unified system.
  
  

Selecting a tool without these filters often leads to overspending, data silos, and poor campaign performance.

Category-Wise Breakdown of Email Tools

For Small Nonprofits (Free or Low Budget)

These platforms are great if you’re starting out or running lean operations.

1. Mailchimp (Free Tier)
   
   

   • Free up to 500 contacts and 3,500 monthly sends
     
     

   • Basic automation, pre-built templates
     
     

   • Nonprofit discounts on Essentials & Standard plans
     
     

   • Best for: New or early-stage nonprofits wanting ease of use
     
     

2. Brevo (formerly Sendinblue)
   
   

   • 300 emails/day on the free plan
     
     

   • Built-in CRM, GDPR-compliant
     
     

   • Best for: European nonprofits or those needing CRM features
     
     

3. MailerLite
   
   

   • Free for 1,000 subscribers & 12,000 emails/month
     
     

   • Automation, A/B testing, drag-and-drop builder
     
     

   • Best for: Small teams that want room to grow
     
     

4. Benchmark Email
   
   

   • Free tier with 3,500 emails/month
     
     

   • Clean UX with mobile optimisation
     
     

   • Best for: Small nonprofits needing mobile-first designs
     
     

5. AWeber
   
   

   • Free for 500 subscribers
     
     

   • Offers a 25% nonprofit discount
     
     

   • Best for: Basic email newsletters and autoresponders
     
     

For Growing Nonprofits (Paid With Nonprofit Discounts)

Perfect for scaling operations, donor segmentation, and multi-channel automation.

6. Constant Contact
   
   

   • 20–30% nonprofit discount
     
     

   • Event integrations, surveys, contact growth tools
     
     

   • Best for: Combining email with fundraising events
     
     

7. Campaign Monitor
   
   

   • 15% nonprofit discount
     
     

   • Visual journey builder for donor pipelines
     
     

   • Best for: Visual storytelling and segment-heavy campaigns
     
     

8. Keela
   
   

   • Nonprofit CRM with built-in email tool
     
     

   • Smart dashboards and campaign performance tracking
     
     

   • Best for: Fundraising-focused campaigns and reports
     
     

9. ActiveCampaign
   
   

   • Nonprofit pricing available
     
     

   • Predictive automation, advanced triggers
     
     

   • Best for: Behavioural segmentation and long donor journeys
     
     

10. Zoho Campaigns
    
    

• Part of Zoho nonprofit suite
  
  

• Drag-and-drop, autoresponders, basic CRM tools
  
  

• Best for: Existing Zoho CRM users
  
  

For Large or Enterprise Nonprofits

Enterprise-grade tools for multi-channel campaigns, integrations, and deep analytics.

11. Virtuous.org
    
    

• CRM + Email + Donation Analytics
  
  

• Built for nonprofits; ethically designed
  
  

• Best for: Faith-based, mission-driven organisations
  
  

12. HubSpot for Nonprofits
    
    

• Up to 90% off via TechSoup
  
  

• Full suite: email, automation, CRM, content tools
  
  

• Best for: Organisations with internal marketing capacity
  
  

13. Pardot (Salesforce Marketing Cloud)
    
    

• Deep Salesforce integration
  
  

• Donor journey automation + AI lead scoring
  
  

• Best for: Organisations already using Salesforce ecosystem
  
  

14. Neon CRM (Neon One)
    
    

• Email marketing + donor management in one
  
  

• Good support, scalable pricing
  
  

• Best for: Mid-sized to large donor-based nonprofits
  
  

15. Salsa Engage
    
    

• Advocacy + email + peer-to-peer fundraising
  
  

• Built solely for nonprofits
  
  

• Best for: Nonprofits focused on advocacy and activism
  
  

Featured Platform: Charity’s Purse

One of the most innovative ethical platforms rising in 2025 is Charity’s Purse.

What Sets It Apart:

• Ethical Data Usage: 100% GDPR and CCPA compliant. No data brokering or hidden tracking.
  
  

• Mission-Centric Design: Built by and for nonprofits, with storytelling modules built in.
  
  

• Integrated CRM: Manage donors, volunteers, and campaigns in one place.
  
  

• Smart Automation: AI-powered recommendations tailored to your cause.
  
  

• Pricing: Transparent and affordable. Tiered based on donation volume, not contact count.

Real-World Nonprofit Email Campaigns That Worked

• Charity: Water: Sent personalised campaign updates post-donation. Result? +22% repeat donation rate.
  
  

• WWF: Used dynamic segmentation during year-end appeals. Click-through rate increased by 30%.
  
  

• Feeding America: Told family stories in emails during Thanksgiving, doubling donations in 7 days.
  
  

• Doctors Without Borders: Created a series with visuals of field updates. Increased retention by 25%.
  
  

Lesson: Donor-centric storytelling + segmentation = stronger outcomes.

Developing an Effective Nonprofit Email Marketing Strategy (Step-by-Step)

1. Set Campaign Goals: Is it for awareness, fundraising, advocacy, or volunteer mobilisation?
   
   

2. Segment Intelligently: Past donors, event attendees, monthly givers — they need different messages.
   
   

3. Master the Subject Line: 35% of recipients decide whether to open your email based on this alone.
   
   

4. Mobile-First Design: Over 70% of emails are read on smartphones — avoid tiny fonts and long paragraphs.
   
   

5. Tell Stories, Not Just Stats: Use photos, names, and narratives to tie impact to donations.
   
   

6. Automate the Journey: Welcome series, donation thank-you flows, re-engagement sequences.
   
   

7. Track What Matters: Focus on open rates, CTRs, conversions — and unsubscribes.
   
   

8. Keep Testing: A/B test subject lines, buttons, images, and even send times. Small tweaks, big results.
   
   

Choosing the Right Email Tool Matters

Email marketing isn’t just about tools—it’s about relationships. The right email platform aligns with your nonprofit’s size, mission, values, and technical skill level. Whether you’re just starting out or managing global donor networks, prioritising ethical engagement, automation, and affordability will set you up for success in 2025.

Ready to Upgrade Your Email Strategy?

Explore the power of ethical, AI-enhanced email marketing tailored for nonprofits with Charity’s Purse.

• No spammy algorithms.

• Built for humans.

• Built for impact.

Book a Free Strategy Demo today and start growing donor relationships the right way.

Frequently Asked Questions (FAQs)

1. What is the best email marketing tool for nonprofits in 2025?

The best tool depends on your nonprofit’s size and goals. For small organisations, MailerLite or Brevo offer generous free plans. For growing nonprofits, Keela, ActiveCampaign, and Constant Contact offer robust automation with nonprofit discounts. If you want an ethical, all-in-one solution, Charity’s Purse is a top choice.

2. Are there free email marketing tools suitable for nonprofits?

Yes. Tools like Mailchimp, MailerLite, Benchmark Email, and AWeber offer free tiers specifically suited for smaller nonprofits. These plans often include up to 1,000 subscribers, basic automations, and drag-and-drop editors to get started quickly.

3. Do email marketing platforms offer nonprofit discounts?

Absolutely. Many platforms—Constant Contact (20–30%), Campaign Monitor (15%), AWeber (25%), and HubSpot (up to 90%)—offer verified discounts for nonprofits. It's always worth reaching out directly or applying via TechSoup for discounted access.

4. Can email marketing really help nonprofits raise more funds?

Yes, and data supports this. Segmented, well-timed email campaigns improve donor retention and conversion. For instance, nonprofits using storytelling and automation in emails have reported double the donation rates during key fundraising periods.

5. What features should nonprofits look for in an email tool?

Key features include:

• Automation (welcome flows, donation follow-ups)

• Segmentation (donor history, interests, geography)

• CRM Integration (to sync with donor data)

• Mobile-optimised design

• Affordable pricing or nonprofit discounts

• Compliance with GDPR, CCPA, and opt-in best practices
  

6. How can nonprofits avoid looking like spam in email inboxes?

Use ethical design:

• Avoid clickbait subject lines

• Personalise messages with donor names

• Only send emails to opted-in contacts

• Make unsubscribe options easy to find

• Use platforms like Charity’s Purse, which prioritise ethical outreach and deliverability