Do You Have an Email Welcome Series?
I’m manifesting so hard for you guys right now! I just know you are are going to bring in the big $$$ come this giving season. I’m sure a lot of your donors will be repeats, but you’ll probably get some newbies too and so I ask:
DO YOU HAVE AN EMAIL WELCOME SERIES?
Let’s back up. What is an email welcome series, anyways and why do I need one?
An email welcome series is a set of emails (I like 3) triggered by an action before rolling them into your general email list. The “action” might be anything from a donation to signing up for a particular event or as a volunteer. It’s important to have a welcome series, especially after a donation, because this is the moment when a donor is most “hot” on your organization. Meaning, they are following you, into you, ready to hear what you have to say. Don’t waste this opportunity! This is the perfect time to give BACK to your donor, share some info or tell them an impact story.
Because fundraising is my thing - let’s walk through what an email series for a new donor could look like.
First up - the donation thank you email: I’m guessing most of you already have this in place, but jussssst in case - I wanted to mention it. Hopefully, you are using a CRM (Customer Relationship Management) tool that processes your donation and connects up with an email service provider. For example, some popular CRMs include: Raiser’s Edge, Salesforce or Bloomerang. Some of these CRMs have email functionality built into them and others require you to use Mailchimp or Flodesk. You should be able to connect up your tools and create a “workflow” so that once a donation is submitted, the donor automatically receives a thank you note and a copy of their donation for their tax purposes. BOOM BOOM - done!
Next up - your welcome email (sent 2-3 days following the donation being made): This can be whatever you want to make it, BUT essentially, it’s a more in depth “hello” from your organization. It should reference the recent donation the donor just made and that you just wanted to give a little warm welcome to joining the donor tribe of your organization. I highly suggest you insert a short, but moving impact story relating to the mission you all are working to serve. Keep it short and simple - and do not include any other asks (not even to follow you on social media).
Part 2 on the welcome series: Here I suggest changing the format to be more of a letter from maybe you or your Executive Director (if that’s not you). This letter should again, give thanks and then maybe tell the story of how you/they came to the organization or what you/they are looking forward to most over the next twelve months. In this note, it would be ok to mention “follow us on social media” or even an invite to the donor to a low-key in-person gathering (a coffee meeting or a lunch-and-learn, for example).
Part 3 of the welcome series: In this email I recommend sharing your organization’s “greatest hits” bullet point style. Shout from the rooftops all of your greatest achievements, favorite memories, funniest moments, etc. Keep this one light and fun and within the vibe of your organization. By this 4th email - your donor will feel welcomed and valued. From here, you can loop them in to your general communication.
A few other tidbits:
If you have the information (ala a first name) - I can’t emphasize enough how important personalization is. If you have it, use it and if you don’t - try to work to capture that information on the front end.
While this system is for the most part a one and done, walk away type of thing - I do encourage you to revisit and update these emails every six months or so so that they are always relevant.
I’m curious, do you already have a welcome email series in place?
xo,
