When it comes to email strategy, few topics stir up as much tension as frequency. “Aren’t we sending too many?” “Will donors tune us out?” “Isn’t it better to play it safe?” These are the questions we hear all the time, and ones this faith-based organization wrestled with too. But rather than retreating, they chose to experiment. They leaned in. They built trust through more connection, not less. What followed was one of the most encouraging and momentum-building months of email we’ve seen all year.

When this national broadcast ministry began evolving their email strategy in summer 2025, it wasn’t because they weren’t seeing results — it was because they sensed there was more to the story.

For years, the organization had relied almost exclusively on direct asks. Offers were typically centered around book premiums, a tangible item donors would receive in exchange for their generosity. It worked. But it was one-note.

What they hadn’t tried was true diversification: ministering through email, encouraging their audience, offering free resources, and creating space for generosity that didn’t require a transaction.

That was the shift we helped them explore.

Rethinking the Rhythm

After weeks of collaborative planning, we launched a new approach in July. It brought balance to the calendar and the inbox.

Instead of leaning solely on donation offers with book fulfillment, we began to:

• Minister directly through email

• Equip supporters with free digital resources

• Share stories of impact

• Say thank you more often

• And ask in ways that aligned with mission, not just products

For just the month of July, we saw a 54% increase in the number of donors engaged.

And we saw generosity grow — not just from their strongest direct offers, but from moments of ministry, encouragement, and story.

A Quick Look at the Audience

This organization has a large, generous email file, and their donor audience is deeply rooted in the mission. Historically, they’ve been highly responsive to book offers, which made up the majority of communications for years.

Cultivation messages, storytelling, free resources — those hadn’t been part of the rhythm.

But this summer, they became a core part of the strategy. And the results speak for themselves.

The Strategy: More Variety, Deeper Connection

Across July, we sent 16 emails to the donor audience. But this wasn’t a “send more, make more” situation. The real power came from variety and intentionality.

Here’s what we changed:

1. We Stopped Speaking in a Single Voice

To be clear, the emails always came from a real sender. The organization had long used individual names and authentic language.

What changed was the tone and focus of the messaging.

Instead of speaking only through book offers, the ministry began sharing stories of impact. Instead of asking in every message, they began encouraging. Instead of offering only physical products, they offered digital ones. Free downloads. Encouraging content. Helpful, timely resources.

We became more holistic in our ministry to the audience. We still invited giving, but we opened more doors for how that giving could look, especially giving that required no shipping, no fulfillment, just trust.

That was transformational.

2. Direct Ask Emails Still Drove Revenue, But So Did Everything Else

The goal was never to stop asking. It was to ask in the context of relationship.

And yes, the traditional book offer emails continued to generate strong performance. But in July, we also saw generosity flow from less traditional places:

• • A free digital resource email, designed purely to encourage and equip, generated 9% of total donor revenue for the month. It wasn’t a product. There was no urgency. Just ministry first, with a gentle opportunity to give afterward.

  • A cultivation email that included a thank-you and story of global impact led to unexpected mid-month donations.

  • A campaign recap email at the start of the month, thanking supporters for completing a matching challenge, sparked additional gifts even though the match had ended.

This wasn’t marketing. This was ministry.

And donors responded.

3. Real Strategy, Real Results

We didn’t just send and hope. We watched. We tracked. We tested.

And the results were clear:

• • 54% increase in donor engagement from July 1 to July 31
    (Measured as open or click in the last 90 days)

  • Strong revenue performance across multiple email types, not just direct asks

  • New expectations formed among the audience — not just “what do I get?” but “how am I being encouraged, equipped, and trusted to give?”

That 9% revenue lift from a single free resource email was especially telling. It proved that when trust is built, generosity follows — even without a strong call-to-action.

What This Means for You

If your email strategy is stuck in a loop of ask, ask, ask, you’re not alone. Many organizations default there because it’s familiar. Because it works… sort of.

But if you want to build long-term momentum and stronger donor relationships, here’s what this case study should encourage:

• Diversify your emails
  Share impact. Say thank you. Send something free. Invite participation in your mission beyond money.

• Make room for missional giving
  When a donor gives after receiving a story or free resource, with no product expectation, that’s powerful. That’s the kind of giving that fuels impact at scale.

• Track the right things
  Don’t just look at revenue per email. Track segment engagement over time. Look at which emails deepen connection. That’s where retention starts.

• Speak like a person
  This isn’t about tone alone. It’s about posture. Be sincere. Be conversational. Be clear. Donors respond to people, not programs.

Final Thought: It’s About Relationship, Not Just Metrics

Your inbox strategy is a front door to your mission. How you show up there, how you speak, how often you connect, and what kind of value you offer, shapes how supporters feel about partnering with you.

This organization’s 54% increase in engagement wasn’t a fluke. It was a result of showing up differently.

With a real voice. With more balance. With deeper trust.

And here’s what we know: that kind of approach scales.

If you’re ready to try it — even just one new message at a time — we’d love to hear how it goes. Or help you build it.

What’s working for you lately? Where are you seeing signs of growth? Or hesitation?

We’d love to hear what’s resonating with your donors — and how we can support you as you build something bold, beautiful, and deeply connected.