Why every non-profit needs a newsletter

A newsletter is the one channel you own. What the evidence says, what it costs and how a non-profit can start calmly with WeGlow Mail.

Every non-profit needs a newsletter because it is the one channel you own: you reach supporters directly, without depending on a social media algorithm, and you can turn a one-time donor into a returning one. It is cheap, measurable and it builds the relationship that fundraising rests on.

Why is a newsletter still worth it?

Social platforms decide who sees your post. An email list is different: the people on it chose to hear from you, and you can reach them whenever you have something to say. That makes it the best place to say thank you, to show what a gift achieved and, now and then, to ask again.

A newsletter is also your memory as an organisation. Volunteers come and go, boards change, campaigns end. A list of people who care, with a history of what you told them, stays.

What does the evidence say?

We only want to quote numbers we can source. The annual M+R Benchmarks study (2026 edition, covering 2025) reports that email brought in 11% of non-profit online revenue, that non-profits raised $54 for every 1,000 fundraising emails sent, and that revenue per subscriber was $2.40, up from $1.87 the year before.

These are benchmark averages in US dollars from the study's participants, so treat them as an indication, not a promise for your own list.

The same study shows the other side. Over 2025 lists grew by 5% on average, while 12% of subscribers at the start of the year were lost through unsubscribes and 4% became unreachable. In other words: a list that you do not feed shrinks. A newsletter is both the way to keep people and the reason to keep growing.

What should a charity newsletter do for you?

Keep donors close: a thank-you and a short result after a gift makes the next gift more natural.
Recruit volunteers and members: your best candidates often already read your mail.
Announce events and campaigns to people who have shown interest.
Give you data: clicks and replies tell you which stories matter to your readers.

What is the catch?

A newsletter takes a steady rhythm and a clean list. You need permission to email people, a working unsubscribe link and a sender address that mail providers trust. If any of that is missing, mails land in spam or, worse, you break privacy rules. We cover the basics in our articles on GDPR and on keeping charity emails out of spam.

How do you start without a big budget?

Start small: one mail per month, one story, one button. Write it from a template, send yourself a test, check it on your phone and send it. Consistency matters more than perfection.

What goes into the first issue?

A welcome, one story about the people you help and one concrete ask. Say what readers can expect and how often. People who know what they signed up for stay subscribed longer. Do not forget the people behind your organisation: a photo of the team or a volunteer often does more than a long report.

Why use WeGlow Mail?

WeGlow Mail sits inside your WeGlow dashboard, next to your donations, so you do not have to move lists around by hand. You build the mail with blocks (heading, text, button, image, divider) and starting layouts, personalise it with tags such as {{first_name}}, preview it for desktop and mobile and send a test to yourself.

A four-step flow (Write, Who gets it, Check, Send) runs pre-send checks, including the legal footer with your sender identity and an unsubscribe link, and leaves out people who have unsubscribed or whose address bounced. Glowie can draft a first version from an idea; you review it before it goes out.

On price: WeGlow Mail is included free for up to 250 contacts (500 emails per month) in every plan. Beyond that, plans start at €19 per month (excl. VAT) for up to 1,000 contacts, and €29 per month for up to 2,500. With the Pro platform plan (€40 per month or €400 per year) mailing is included up to 2,500 contacts. Check the current prices in your dashboard. Try it in your WeGlow dashboard under WeGlow Mail.

How often should we send?

Choose a rhythm you can keep, for example monthly. Steady beats frequent: a list that gets something good every month remembers you better than a list that is bombarded three times in one week and then hears nothing for months.

Is a newsletter only for big charities?

No. A small list of engaged people is worth more than a large list that never opens. Start with the people who already care about you, such as donors, volunteers and members, and let the list grow with every event and campaign.

Can we promise results?

No. The benchmark figures above are averages from a US study. Your own results depend on your list, your stories and your consistency, so use them as a reference point and then measure what your own readers do.

Do we need consent to email people?

In most cases, yes. According to the European Commission, consent must be freely given, informed, specific and unambiguous, and as easy to withdraw as to give. Read our GDPR article for the details and ask a lawyer when in doubt.

Sources

M+R Benchmarks 2026, email messaging: email share of online revenue, revenue per 1,000 messages, revenue per subscriber, list growth and churn (checked on 2 October 2026).
GDPR (EUR-Lex): rules for consent and the right to object to direct marketing (checked on 2 October 2026).
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, your rights regarding direct marketing (in Dutch): objecting and withdrawing consent at any time, easily and free of charge (checked on 3 October 2026).