The best marketing automation platforms for nonprofits
Joey Lee
February 20, 2026
Nonprofit organizations face a unique marketing challenge. Unlike ecommerce or SaaS companies, nonprofits must reconcile the need for high-impact, emotional engagement with the reality of limited budgets and a diverse range of stakeholders from one-time donors and recurring sustainers to volunteers and board members.
This reality requires a system that can manage complex donor journeys, automate tax receipts, and segment audiences based on giving history or engagement levels, all while maintaining a personal touch that drives mission-based loyalty.
With this mandate in place, we assess four market leaders using real reviews from G2 based on their specific strengths and application within the nonprofit sector. By evaluating these tools through the lens of donor management and automation efficiency, organizations can select a platform that acts as a true partner in scaling their social impact.
HubSpot Marketing Hub
What HubSpot is great at
Integrated CRM and marketing ecosystem
User-friendly automation and landing page builders
Strong inbound marketing and lead capture tools
What users like
The intuitive interface and the ability to have a single source of truth for all constituent data. It is often praised for how quickly teams can be onboarded and start seeing results.
Additional user feedback
While HubSpot is praised for its robustness, G2 reviews often mention the high cost of entry as a barrier. Many nonprofit-specific features, like gift processing or dedicated fundraising reports, are not native and require third-party integrations or significant internal configuration.
Best fit
Growing nonprofits that want a unified growth platform and have the budget to invest in a premium, all-in-one marketing and CRM solution.
Virtuous
What Virtuous is great at
Responsive donor management and relationship tracking
Predictive analytics for donor engagement
Automated multi-channel nudges for gift officers
What users like
The sophisticated automation engine that triggers actions based on donor behavior. Users highlight the ability to move away from transactional outreach toward personalized relationships.
Additional user feedback
Users on G2 note that the platform’s robustness comes with a steeper learning curve compared to simpler tools. Others mention that while the out-of-the-box setup is fast, deeper customization of receipts or event modules can sometimes feel restricted.
Best fit
Mid-to-large nonprofits focused on donor retention and major gift management through data-driven stewardship. This level of lifecycle marketing strategy is what separates successful donor retention from simple one-off gifts.
Mailchimp
What Mailchimp is great at
Simple email marketing and newsletter design
Accessible entry-level pricing for small teams
Generous nonprofit discounts and free tiers
What users like
The user-friendly templates and helpful AI features that allow small teams to get professional-looking campaigns out the door quickly. Many organizations utilize Mailchimp specifically for its low barrier to entry.
Additional user feedback
Many nonprofits find its automation capabilities to be relatively basic. As a database grows, the pricing can become a pain point, and the platform lacks the deep moves management and donor-tracking features found in specialized nonprofit CRMs.
Best fit
Small nonprofits and community organizations that need a reliable, low-cost starting point for email-centric outreach and basic automation.
Keela
What Keela is great at
Built-in fundraising and donation processing
Automated tax receipting and peer-to-peer tracking
Smart recommendations for best time to ask
What users like
The simplicity of the automation builder for donor thank-you flows. It is highly rated for its customer support and built-for-fundraisers philosophy.
Additional user feedback
Some G2 reviews point out technical limitations, such as a lack of mobile-responsive previews in the email builder and a Zapier integration that is not as deep as those offered by larger platforms like HubSpot.
Best fit
Small-to-mid-sized charities looking for a specialized nonprofit tool that automates heavy administrative tasks and streamlines fundraising.
Final checklist: The platform selection framework
Choosing the right marketing automation platform is a strategic decision that must balance technical capability with budget reality. The ideal platform aligns with the organization's primary focus, whether that is high-volume email outreach or complex, one-on-one donor stewardship.
Scenario | Primary concern | Best platform | Rationale |
All-in-one growth | Unified marketing, sales, and service data | HubSpot | Best for organizations that operate with a for-profit growth mindset and need a powerful CRM. |
Relationship-first | Donor retention and responsive fundraising | Virtuous | Built to automate personalized donor journeys and major gift management. |
Budget-conscious | Ease of use and visually appealing newsletters | Mailchimp | Ideal for smaller teams needing a reliable, low-cost starting point for email. |
Mission-centric | Streamlining fundraising and admin tasks | Keela | Specialized nonprofit tools like automated receipting in an easy-to-use interface. |
Need help navigating the nonprofit tech stack? Scalero helps organizations select and optimize the right marketing automation tools to drive engagement and scale their impact. Let’s talk.
