In a noisy digital world, the emails that cut through are the ones that tell real stories of change. While preferences for social media and SMS communication continue to grow, email remains the most powerful and personal channel for nonprofits to connect with supporters. It’s where trust is built, stories are shared, and action is inspired.
New research from Intuit Mailchimp shows nearly seven in 10 Australians prefer it as their main way to connect with charities, a reminder that email continues to deliver impact where it counts. Why? Because supporters want to see the difference their donations make.
But inboxes are crowded. To stand out, charities must do more than just another fundraising appeal. They need to share genuine stories of impact that make every email feel personal and purposeful. When nonprofits pair strong storytelling with timely, targeted email automation, they deepen supporter engagement and turn opens into donations.
Why impact emails matter now
With the influx of messages people receive today, transparency builds trust. Nearly 69% of Australians prefer email as their main contact channel with nonprofits, and 66% say it’s their top way to receive updates on how donations are used. Supporters want proof that their contribution is making an impact.
A thank you email showing how last month’s donations rebuilt a playground or a case study spotlighting a family supported by a community program goes further in building loyalty than another generic donation request. These updates reinforce the impact of giving and help donors feel part of a shared journey.
Storytelling as the key ingredient
Australians are most engaged by impact-led content: project updates (33%), human-interest case studies (28%), donation drives (27%), and impact metrics (19%). And different types of content resonate more with certain age groups. Younger supporters are particularly motivated by updates and human-interest stories, while older donors engage more deeply when charities lead with human stories and clear progress, not just figures.
So a one-size-fits-all approach doesn’t work. Personalised storytelling is what transforms a transaction into a relationship.
Use segmentation to match stories to interests. A donor who cares about education might get student success stories, while a volunteer-focused supporter might receive updates from the field. By spotlighting real beneficiaries, volunteers, and communities, charities can bring their impact to life, showing supporters that their contributions matter.
Turning engagement into action
Good stories spark emotion, but well-timed, targeted messages drive action. Nearly one-third of Australians have donated or made a purchase because of an email or SMS from a nonprofit. That means engagement alone isn’t the goal; the key is turning that engagement into impactful results.
World Central Kitchen (WCK), a global nonprofit serving meals in crisis zones, has had success with this strategy. Segmentation ensures that real-time field updates and specific calls for support reach the audiences most likely to take action, leading to higher open rates and speedy mobilisation. One particular email sent in the earliest hours of a wildfire response helped generate support equivalent to 186,000 meals, demonstrating the power of reaching the right people in the right moment.
But sustaining relationships with the people who show up when you need them most requires nurturing in between the peak moments. Personalised and timely automated workflows, like anniversary reminders or milestone updates, make donors feel seen and appreciated without overwhelming staff capacity.
These small, low-effort touches build the foundation for consistent engagement, deepening emotional connection and encouraging repeat giving. And when automation is done well, every email feels intentional and resonant.
The role of multi-channel strategies
While email remains the ‘home base’ for meaningful storytelling, younger Australians expect more touchpoints. Those aged 18–34 engage far more with SMS and social media than supporters over 65 (30% vs 7% for SMS, and 30% vs 5% for social).
When it comes to content type and channel, preferences do vary by age. Older Australians (55+) are more receptive to narrative-driven updates rather than data-heavy emails. Younger supporters (18–34) are more responsive when charities combine email with SMS and social media. That’s why a connected, multi-channel storytelling strategy ensures messages reach people where they are.
That doesn’t mean abandoning email; it means layering channels to meet supporters where they are. A campaign could start with a project update in an email and a shareable social story. Together, they build a seamless narrative that amplifies impact and drives action.
When charities use data, automation, and authentic stories together, they can turn every message into a moment that builds trust, inspires generosity, and turns supporters into lifelong donors.
Anthony Capano
Anthony Capano is the Regional Director, APAC, at Intuit Mailchimp.
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