Planning a successful nonprofit event requires more than securing a venue and crafting an engaging agenda—it hinges on connecting with your audience and building excitement well before the event date.

Email is a crucial tool for driving event registrations, reinforcing the purpose of your event, and preparing attendees for a memorable and seamless experience.

Let’s explore the essential types of emails you should consider sending before your next event to maximize attendance and engagement. From initial announcements to countdown reminders, these email types can help ensure your attendees feel informed, valued, and ready to participate fully in your nonprofit’s event.

1. Event Announcement Email

An event announcement email is your first opportunity to share the exciting news with your nonprofit’s audience. This email should provide a clear overview of what the event is about, why it matters, and how it aligns with your mission. 

Creating a strong first impression can set the tone for your entire event, motivating supporters to save the date and even consider registering early. In your event announcement email, be sure to include:

• Event Details: Share the event’s name, date, time, location, and any virtual attendance options. Provide further context with a brief description that emphasizes the event's purpose, whether it’s fundraising, awareness, or community gathering.
• Engaging Visuals: Add a branded banner or short video that captures the event's theme. Visuals can make the announcement more compelling and encourage people to learn more.
• A Registration Link: To drive immediate action, consider offering a special rate or incentive for early registrants. Including a simple RSVP link to your registration page lets you gauge interest early on.
• Sneak Peeks of Event Highlights: Share one or two exciting elements, such as a keynote speaker, live performance, or exclusive activity. This teaser builds curiosity without revealing all the details just yet.

Enhance your email with a clear call to action (CTA) that directs readers to RSVP, save the date, or learn more on your website. Personalize your messaging where possible by addressing recipients by name and acknowledging their past involvement. Doing so adds a personal touch that can make your announcement feel more relevant and meaningful, increasing the likelihood of early engagement and enthusiasm for your event.

2. "Save the Date" Reminder Email

The "Save the Date" reminder email keeps your event on your audience’s radar. It’s especially valuable for those who may have missed your initial announcement or need a nudge to take action. This email should reinforce the excitement of the upcoming event and encourage recipients to commit by saving the date.

Include the following elements in your “save the date” email:

• Event Details Recap: Reiterate the event’s name, date, time, and location, along with any virtual attendance options. Keep it brief, but ensure all necessary details are front and center.
• Unique Experiences or Highlights: Include one or two specific event elements that are likely to draw interest, such as a keynote speaker, a special workshop, or networking opportunities.
• RSVP or Registration Link: Provide an easy-to-access link to register or RSVP, emphasizing the importance of securing a spot early. If applicable, remind them of early bird pricing or limited availability.

To maximize interest, use a visually engaging countdown graphic or “Add to Calendar” link so attendees can easily mark the date. This email doesn’t have to be lengthy; instead, focus on a few compelling elements to reinforce excitement. By combining a clear message with appealing visuals and accessible actions, the “Save the date” reminder will keep your audience engaged and looking forward to your nonprofit’s event.

3. Speaker or Guest Announcement Email

The speaker or guest announcement email is an opportunity to build excitement by introducing the special individuals you’ll feature at your event. Highlighting speakers or guests not only gives attendees something to look forward to but can also emphasize the value and uniqueness of your nonprofit’s event.

Your speaker and guest announcement should include:

• Speaker Bios and Background: Introduce each speaker or guest with a brief bio, focusing on their achievements, expertise, and connection to your nonprofit’s cause.
• Teasers of What They’ll Share: Offer a sneak peek of topics or insights they’ll cover to intrigue potential attendees. This could include an inspirational theme, an impactful story, or relevant expertise.
• A Registration CTA: Provide a clear CTA link or button for registering or RSVPing to make it easy for readers to secure their spot.

When drafting this email, consider including testimonials or quotes about past speaking engagements to convey more concrete impact and value. A dynamic design, such as featuring a headshot or quote graphic, can also make this email more visually appealing and memorable, boosting the likelihood that recipients will feel motivated to attend.

4. Countdown Emails

Countdown emails build anticipation for your attendees as the event date approaches, keeping them engaged, generating buzz, and maximizing awareness of what’s coming up. These emails, spaced out weekly or biweekly, serve as friendly reminders while gradually sharing exciting details to spark interest and encourage last-minute registrations.

Include these elements in your countdown emails:

• Registration Reminders: Emphasize any upcoming registration deadlines or limited availability to create a sense of urgency.
• Event Highlights or Agenda Updates: Gradually reveal exciting elements, like a new speaker announcement, networking opportunities, or exclusive event activities.
• Special Incentives for Early Registration: If available, offer incentives, such as access to special sessions or a discounted ticket price, to encourage immediate action.

Consider incorporating visual elements like countdown graphics or weekly checklists to make these emails stand out and reinforce the event’s timeline. Keep the tone light and enthusiastic, ensuring each email feels fresh with new information or teasers. This ongoing engagement can help your audience stay excited while gently reminding them to complete their registration if they haven’t already done so.

5. Last Call/Registration Deadline Email

As the event date approaches, the last call or registration deadline email is your final chance to encourage anyone still on the fence to register. This email should be direct and time-sensitive, creating urgency to drive last-minute registrations from those who may have delayed their decision.

These emails should contain:

• A Clear Deadline for Registration: Specify the exact date and time registration will close, making sure it’s easy to spot.
• Emphasis on What Non-Registrants Will Miss: Remind recipients of the valuable experiences they’ll miss out on by not attending, like unique sessions, networking, or exclusive access to key speakers.
• A Direct CTA: Include a prominent link to register or RSVP, ideally at both the beginning and end of the email for easy access.

Use bold fonts or colored sections to highlight the urgency, ensuring the message feels time-sensitive. Avoid adding too many new details—focus on the deadline and the value of attending. This straightforward, urgent approach helps drive action from last-minute registrants and can make a big difference in your final attendance numbers.

Pre-event emails are essential to keep your nonprofit’s audience engaged, informed, and excited about attending. By thoughtfully planning and sending these emails, you can ensure your event stays top of mind, encourage registrations, and help attendees feel prepared and motivated to support your cause. With the right approach, your email strategy can significantly impact your event’s overall success.