Klaviyo setup for nonprofits

Consent for supporters

ICO guidance says direct marketing includes promoting the aims of not-for-profit organisations and a charity campaigning for support or funds. Charities must not use the ordinary products and services soft opt-in for fundraising or campaigning. ICO guidance describes a separate charitable purposes soft opt-in that began on 5 February 2026 and applies only to contact details collected on or after that date, directly from people who showed interest in or support for the charity's purposes, with a prominent opt-out offered. Record how and when each supporter joined, and take advice if unsure.

Nonprofit flows

Donation and event data

Thank-you emails work best when they arrive soon after a gift and mention it accurately. That needs donation data from your fundraising platform to reach Klaviyo as an event, either through a built-in connection or an integration tool. Check what your platforms support, and test with a small test donation before relying on it.

Nonprofit setup in order

1. 01

   Consent review

   How each supporter joined.

   Output: Permitted list

2. 02

   Connect

   Donation and event platforms.

   Output: Supporter events

3. 03

   Flows

   Welcome and thank-you first.

   Output: Timely emails

4. 04

   Segments

   Giving and engagement.

   Output: Relevant campaigns

5. 05

   Preferences

   Easy to change or opt out.

   Output: Supporter control

Example: an animal rescue charity

Nonprofit setup checks

Segments by giving

Regular donors, one-off donors, volunteers, event attendees and campaign supporters care about different things. Segments let you thank, update and ask each group appropriately, rather than sending everything to everyone.

Showing impact

Supporters want to know what their help achieved. Use real stories and figures you can stand behind, with permission from anyone featured.

Supporter preferences

Some supporters want every update; others only want urgent appeals or annual reports. Offering a simple way to choose, and respecting it in segments, keeps more supporters subscribed. Every email should also include a clear unsubscribe link, and Gmail's sender guidelines require bulk senders to support one-click unsubscribe.

Measuring results

Judge emails on donations, sign-ups and actions recorded in your own systems. Klaviyo's attributed figures help compare emails, but your fundraising platform's records are the final check.

Trusted sending

Set up a branded sending domain so emails clearly come from your organisation, and check SPF, DKIM and DMARC meet Gmail's sender guidelines. Supporters are more likely to trust and open emails that look like they come from you.

Volunteers and staff

If volunteers help with email, give each their own Klaviyo user with suitable permissions, and keep a short guide on how campaigns and segments work.

Content that keeps supporters

Mix appeals with updates that ask nothing. Supporters who hear how their help was used are more likely to stay subscribed.