Crowdfunding emails are proven to have the highest chance of success over any other promotion method. Crowdfunding emails don’t rely on fancy algorithms like many social networks. When you send a person a message, there is a pretty good chance they’ll read it.

One of the reasons for the success of email is because the people you are emailing usually know you personally. This makes them more likely to want to support you.

There are two ways to email people:

  1. A single group email, sent to a lot of people at once,
  2. An email with a personalized message, sent to one person at a time.

A crowdfunding email with a personalized message is far more likely to convert to pledges. But remember, your time is limited, so option 1 can be more appealing. If you do choose to send a group email, make sure you read the note on ‘BCC’ under ‘legal and privacy’ (see below).

Legal and privacy

careful icon 48 by 48There are some best practices you should always follow to make sure you stay on the right side of unsolicited mail legislation.

This is to ensure people don’t feel like they’re being spammed. In most countries, you will be on the right side of the law if you follow these guidelines:

Permission to email

This is really important. You need to personally know the recipient, or have had the person agree that you can email them. This is what’s called “opt-in”.


People must have the ability to opt-out of your emails (unsubscribe option), and you must respect those wishes by law. You can add a quick sentence at the end of your emails (footer) asking them to reply directly to you if they want to unsubscribe.

Return address

You must supply a valid “reply-to” address. In many cases, this will be your own email address.


BCC stands for ‘Blind Carbon Copy’. It’s a way to email a large group of people, without exposing everyone’s email address to each other.

It’s just like sending a normal email, but instead of putting everyone’s emails in the ‘TO:’ field, you put them into the ‘BCC’ field.

This respects people’s privacy, and also looks a whole lot nicer when you get the email.

Building your list

checklist-icon 48 by 48Start by exporting all your contacts to an excel or a csv file. You’ll be able to open and edit these files in Excel. Go through each of your contacts. Ask yourself if you know them. If you don’t know the person, delete them from the list. Remember that if someone replies and ‘unsubscribes’, you will need to remove them from the list so they don’t get sent the reminder emails throughout the campaign.

Instructions for exporting your contacts


Writing your crowdfunding emails

Checklist-icon 48 by 48Find the email templates by clicking here. There are 4 of them: one for each stage of your campaign. Simply fill in your information and your basic email is complete. Feel free to change the email to personalize it and make it sound like ‘you’. Make sure you keep the part about unsubscribing to ensure you’re in compliance with your local laws.

Sending your crowdfunding emails

You’ll need to send emails at various moments throughout your campaign:

  1. When your campaign launches,
  2. After 5 days (launch follow up email / bulk thank you and follow up email),
  3. Half-way through your campaign,
  4. 48 hours before your project closes.

In addition, send personalized thank you emails to your Backers every time you receive a new pledge.

Sending personalized crowdfunding emails

love letter icon 48 by 48Personalized crowdfunding emails are the most effective way to get people to back you. It’s a small note that says “hi, I’m writing to you my friend”. It can be a little time consuming. If you have a really big list, you could identify a small handful of people who you think are likely to contribute, and send them emails separately to the bulk lot. Most of the email can be pre-written as shown in the templates. But we really recommend you put in a small note to each person if you have the time to send individual emails.


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Kelly’s project is now complete and live on StudentBackr. She looks at her list and splits it into two groups:

  1. People she’s really close to, who already know what’s going on.
  2. People she knows who may or may not know what’s going on.

She decides to send personalized emails to the first group, and bulk-email the second group.

Here’s her email to her best friend Paul. When she sends out the bulk email, she’ll simply remove the pink text.

Hi Paul,

Thanks for that video on my Facebook page yesterday – it made me snort!

I wanted to let you know about what I’ve been getting up to lately.

As you know, I just completed my Masters degree in Earth, Environmental & Ocean Studies. Now I’m ready start my PhD in Environmental Policy and Development.

Which means I’ve still got research to do! I need to complete a field trip to aquatic farms in England and in Norway, and attend a European research conference in Brussels.

To achieve this, I’ve started a project on StudentBackr to raise the £2,775 I need to complete my study and start making a positive impact on the environment!

If you want to find out more, you’ll find our video at the page link below:



KelCase study_bottom line short Small



Kelly sends out her personal emails to a group of 17 people. Within 24 hours of sending the emails, 11 people have pledged £1,235 – almost 50% of her goal!

Sending bulk emails

Bulk emails are quick and dirty, but still effective. It simply means sending the same email to a whole lot of people at once.

You can send a bulk email the same way:

  1. Edit the template [link to download templates doc - same as before].
  2. Paste it into the message box of a new email.
  3. Enter your own email in the ‘To’ field.
  4. Enter the email addresses from your list in the ‘BCC’ field*.
  5. Enter the email title in the ‘Object’ field.
  6. Proof read your email one more time – check the link works!
  7. Send

* Not sure what this means? Check out our previous note on the topic.

24 hours after Kelly sent out her personal crowdfunding emails, she sends an email blast to her bulk email list. 7 people pledge £290 – officially taking her past 50%!