How do I write a newsletter for my charity?

A good charity newsletter has one main story, a clear subject line, a short structure and one call to action. Here is how to write one people actually read.

A good charity newsletter has one main story, a clear subject line, a short scannable structure and one call to action. Write as you would talk to a friend, send on a steady rhythm and never email anyone on your list who did not choose to be there.

Step 1: Know your readers

Your list is usually made of donors, volunteers, sympathisers and partners. They do not all read for the same reason. For each issue, decide which group you speak to most and keep the topic aimed at them. If your list is small, that is an advantage: you can write more personally.

Step 2: Start with consent

You may only email people when you have a valid basis, in practice usually their consent. The GDPR and ePrivacy rules ask for a clear sign-up, a simple unsubscribe and that you know where your data came from. So do not just add contacts from a spreadsheet or an earlier campaign. The Belgian Data Protection Authority, France's CNIL and the European Commission explain the basics.

Step 3: A subject line that gets opened

Short (ideally under 50 characters), concrete and honest.
A promise you keep: "How Sophie spent her first week in the neighbourhood kitchen".
No all caps, no triple exclamation marks, no false urgency.

Step 4: Build one clear structure

Welcome line: one personal sentence, using the first name if you have it.
Main story: one story with a photo, 100 to 150 words.
Two short news items: a result, a volunteer tip, an event.
One call to action: donate, attend, share. Pick one and show it as a clear button.
Thanks and sign-off: with a name and a face.

Step 5: Write for scanning and accessibility

People read on their phone, between two other things. Use short paragraphs, subheadings and a large button. Do not put important information only inside an image, because many mail programs do not show images by default. Give images alt text and pick a readable font.

Step 6: Set a rhythm, test and learn

A steady rhythm (monthly or every two months) beats the occasional long one. Look at opens, clicks and unsubscribes. Note that open rates have become less reliable because of privacy features in some mail programs, so focus on clicks and replies. Test one thing at a time, such as a different subject line.

A list also needs upkeep. In the M+R Benchmarks 2026, non-profit lists grew by 5% on average in 2025, while 12% of the subscribers at the start of the year unsubscribed and 4% became unreachable. Those are US averages, not a norm for your list.

What to leave out

Internal board matters nobody asked about.
Several asks for money in one email.
Names or photos of people without permission.
Numbers you cannot back up.

A simple first issue

Never sent a newsletter before? Start with one story from your volunteers or beneficiaries, one photo, one result and one button. Send it first to a few colleagues and read it on your phone. That is enough for the first time, and you improve as you go.

A checklist before you send

Is there one main story, not five?
Is the subject line concrete and honest?
Does the button work, and does it lead to a page that loads well on a phone?
Is there an unsubscribe link and your organisation details?
Have you read it yourself on your phone?

How long should a newsletter be?

What can be read in two minutes, and preferably less. People who want more click through to your website. Keep to one main story and point to a page where the story is told in full for everything else.

How do I get more subscribers?

Put a clear sign-up form on your site, ask at events and mention in your thank-you email that they can subscribe. Never buy lists: people who did not choose to be on them give no valid consent and harm your sender reputation.

How often can I send?

Monthly or every two months is workable and pleasant for most charities. Choose what you can keep up, and say at sign-up how often people will hear from you, so nobody is surprised by your rhythm.

Do I need consent for my newsletter?

In practice usually yes. According to the European Commission, consent must be freely given, informed, specific and unambiguous, and as easy to withdraw as to give. If you are unsure about your situation, ask the Data Protection Authority or a lawyer.

Sources

European Commission, legal grounds for processing data: consent must be freely given, informed, specific and unambiguous, and as easy to withdraw as to give (checked on 3 October 2026).
Belgian Data Protection Authority, consent and legitimate interests (in Dutch): consent or legitimate interest as grounds for direct marketing, with no hierarchy (checked on 3 October 2026).
Belgian Data Protection Authority, your rights regarding direct marketing (in Dutch): objecting and withdrawing consent at any time, easily and free of charge (checked on 3 October 2026).
CNIL, la prospection commerciale par courrier électronique (in French): consent for email advertising to individuals and the exception for similar products (checked on 3 October 2026).
M+R Benchmarks 2026, email messaging: list growth of 5%, 12% unsubscribes and 4% unreachable addresses (checked on 3 October 2026).