Case study · Concept · Donor email campaign
A reusable email system for a small NGO
Bantay Kalinga Foundation is a ten-person NGO that runs feeding programs. It had 400 supporter emails collected at events and had never sent them anything. They wanted a monthly donor update and a year-end giving campaign.
Practice project: Bantay Kalinga is a fictional client. I completed the proposal, email layouts, send calendar, and list plan so you can inspect the actual materials.
The brief
A list of 400 people who once said "yes, keep me posted" is a good audience to have, and this one had never received a single email. If it stays silent, people forget why they signed up, and the year-end season, when most giving happens, passes again.
The project includes more than individual emails: a reusable monthly template, a year-end sequence with a send calendar, and a practical plan for looking after the contact list.
What I made
- A reusable monthly newsletter template, built for Mailchimp with merge tags set up. The team fills in the month's story and numbers.
- A three-email year-end appeal: the story → the matched ask → the last call, each with its send date and the reasoning behind it.
- Email HTML done properly: table layout, web-safe fonts, bulletproof buttons that survive Outlook, and the legally required unsubscribe on every send.
- A one-page list-growth plan, including the technical basics (sender authentication, warm-up, cleaning the list) that decide whether emails land in the inbox.
Written donor-first
The writing matters more than the HTML here. Each email starts with what a gift did and a real person it helped before asking for anything. The monthly newsletter says here's what your past gift did. The year-end emails tell one story over three sends, and the matching gift and deadline create the urgency instead of big words.
And when the client asks "can you also just write it every month?", the answer is already priced: a month-to-month donor communications retainer from ₱3,500, no lock-in.
Template, three-email appeal, Mailchimp setup and handover, and the list-growth plan. Monthly writing available as a retainer from ₱3,500/month.
Your supporters said yes once. Talk to them like it.
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