Email is the most effective way to reach your audience.

How Often to Email

Email your audience once a week with a story about why they should support your campaign. But remember: make sure you don’t spam your friends and family! Send emails to yourself and put everyone else in the bcc line. Better yet, personalize each email you send by adding a first name and mentioning something you know the recipient cares about.

Here’s an approach that works well:

  • EMAIL 1: What you hope to achieve by fundraising, and why

    • “To honor Fluffy, the greatest cat I ever had, because everyone deserves to experience that kind of love.”

    • “To reduce euthanasia in my community, because no animal should suffer/every animal deserves a home”

    • “To help Cat Town save more cats, because no other organization in my community helps the cats they focus on”

    • Etc.

  • EMAIL 2: A success story that illustrates what donations can accomplish, with a THANK YOU message to anyone who has donated and a progress report on reaching your campaign goal.

  • EMAIL 3: Another success story with a request to help you meet your goal before 5/9.

  • EMAIL 4: Report on how much you raised, and how much Cat Town raised overall. Thank everyone.

Example Emails

SUBJECT LINE: You can help me do something I care about deeply today


I've devoted hundreds of volunteer hours to helping Cat Town provide shy, scared, sick, timid, old, and injured cats live good lives with loving adopters. This summer I am fundraising to help them continue their work, despite the costly needs of the special cats they help.

Your gift means that my volunteer work can continue to make a difference. But your donation does more than support my personal efforts — it helps redefine what “adoptable” means among shelter cats in Oakland and beyond.

As you might know, Cat Town set out to save the cats who can live happily as loyal companions, but are euthanized across the nation because of their fearful response to their shelter cages. Outside of a cage, these cats are simply shy, stressed from injuries or sickness, or grieving the loss of their families after being surrendered. Cat Town helps cats feel safe and find their confidence. They were told that helping these cats was impossible, but have helped slash the city shelter's euthanasia rate from 42% to less than 10%, all while focusing on the animals that so many said couldn't be helped.

Your support means that Cat Town can continue this work. I hope you’ll join me in supporting a community and cause I care deeply for, and make a donation today.

With love and gratitude,




SUBJECT LINE: Please join me!


I have seen Cat Town’s magic firsthand: I have helped kittens who had lost their trust of people, and watched them turn into cuddle bugs. I’ve seen them nurse sick cats back to health and watched their confidence bloom. I’ve helped families find the perfect companion — and guided guests as they played with cats over a cup of coffee, explaining that this “play time” was vital to helping shy and scared cats improve their social skills — and their chances to connect with loving adopters.

Because I’ve seen these things with my own eyes, I want to make sure Cat Town can continue this lifesaving work with my own “Fund the Shelters” fundraiser. In addition to the money raised through individual team members, Fund the Shelters will award additional funding to the nonprofit teams that raise the most donations by May 9.

Please join me in helping Cat Town thrive so that more cats will be saved and live happy lives with caring and compassionate people. Thank you, friends.

With gratitude,




SUBJECT LINE: Will you help me again?


Thank you so much for supporting my past fundraisers for Cat Town. As you know, I fundraise for Cat Town because I have seen for myself how this small organization makes a huge impact, and I hope you’ll join me again today in supporting Cat Town’s life-saving work with a tax-deductible gift <CAMPAIGN LINK>.

Cat Town does a lot with a little — they have already helped cut Oakland's euthanasia rate by 70%. Now, they’re turning their attention to Oakland’s littlest kittens to further reduce euthanasia for cats in my community. You can help them support hissy kittens at risk of growing up in a shelter cage, so that they can overcome their fear of people to quickly get adopted. They’ll also be helping people safely foster litters of kittens whose moms are feral, to make sure the kittens all grow up strong and healthy, and that their mama doesn’t make more kittens who might grow up on the streets. No one else is helping these youngsters.

Your generosity makes a real difference. Thank you again for supporting Cat Town’s work with me the last time I asked for your help. I hope you’ll donate to my campaign today to once again help animals with nowhere else to turn.

With love,


PS - This week Cat Town has a chance to win an extra $1,500 for every $500 we can raise — so your donation might make an even bigger impact!

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