One Email Is Not Enough: How to Truly Engage a Potential Nonprofit Partners and potential Donors

Long ago and far away, someone told me a story about frequency.

I share it now because, although it was a long time ago, the truth remains the same: one outreach is not enough.

Picture this.

You’re sitting by the window at your favorite café with a good friend, deep in conversation about life, work, and everything in between. You’ve just ordered a refreshing flavored iced tea when a well-dressed woman walks by and waves politely in your direction.

You notice her briefly but return your focus to your friend.

Soon, your salads arrive. As you spear your first bite of greens, you see the same woman pass by again, waving with a friendly smile. This time, you pause and ask your lunch companion, “Do you know her?”

Your friend shrugs, just as curious as you are, and the conversation flows back to your important topics.

Then comes your main course. As you’re enjoying your meal, the woman walks by a third time, waving once more. Now you can’t ignore her. You put down your fork, excuse yourself, walk outside, and ask:

“Hi, I’m so sorry, but who are you – and why do you keep waving at me?”

I first heard this story many years ago to explain how advertising works:

✅ The first time you see or hear a message, you barely register it.

✅ The second time, you notice it but may not act.

✅ The third time (or beyond), it clicks – and you respond.

People need repeated impressions before they pay attention, feel a connection, and take action.

So how this transform into emails??

You sent the email. You crafted the perfect subject line, wrote a clear and compelling message, and pressed “send” with confidence. Days pass, but there’s no reply. Does it mean they aren’t interested?

Not necessarily. It means one email is rarely enough.

Why One Email Doesn’t Work

Nonprofit leaders are some of the busiest people you’ll ever meet. Their inboxes are flooded daily with vendor pitches, meeting requests, donor questions, staff updates, and urgent client needs. Even if your outreach aligns beautifully with their mission, it can get lost in the shuffle.

Here’s why relying on a single email limit your success:

People need reminders. Studies show it often takes 7-10 touchpoints before someone takes action. A well-timed follow-up email, call, or LinkedIn message can bring your initial outreach back to their attention.

Your timing may be off. They may have opened your email while rushing to a board meeting or responding to an emergency, fully intending to reply later – only for your email to slip down the queue.

Relationships require nurturing. Partnership decisions are rarely made after a single contact. They are built on trust, understanding, and shared vision, developed over time through consistent, meaningful communication.

How to Follow Up Without Being Annoying

The key to effective follow-up is adding value each time.

Here are practical ways to do it:

Second email: Reference your initial outreach and briefly restate how your partnership can help them achieve their goals. Keep it concise and kind.

Phone call: If appropriate, a polite call can set you apart. Make it short, with the goal of listening to their priorities rather than pushing yours.

 LinkedIn connection: Engage with their organization’s posts or share an article relevant to their work with a thoughtful note.

Share a success story: In your follow-up, include a short example of how you’ve helped a similar organization – demonstrating tangible impact.

Stay visible: Continue to engage with their public content, attend webinars they host, or show up at community events they support.

Consistency Builds Partnerships

Partnership is never just a transaction. It is about building trust, demonstrating alignment, and proving that your organization will be a reliable and mission-driven collaborator. 

One email opens the door, but multiple touchpoints build the relationship.

So next time you send that email and don’t hear back, don’t write them off. Instead, develop a thoughtful follow-up strategy and commit to nurturing the relationship over time. Your persistence – when done with genuine care – can turn silence into a transformative partnership.