Welcome Mat(ters)

We all get tons of email. Which ones do you actually read?

Probably the ones that feel meant for you.

When someone new connects with your organization (subscribes or donates!), you can make them feel seen with a tailored welcome message, instead of a generic one. Creating different welcome ‘paths’ based on how they connected is powerful. (The diagram below shows this!)

If you’re going to make a welcome email or series, why not make three:

1. New Subscribers: These curious folks want to hear more. Your welcome email(s) should be a friendly introduction. Thank them, tell a story, and let them know what to expect to see in their inbox. This is about trust without pressure.

2. New Donors: First-time donor? Amazing! Thank them (again) and be sure to connect it to the impact they are supporting. Important: This welcome/thank you message is separate from the automatic donation receipt email! That receipt is essential, but it’s transactional; this message builds the relationship.

3. New Monthly/Recurring Donors: These champions are committed! Welcome them with extra warmth. Speak to the specific value and importance of their monthly gift in a way that feels distinctly different from a one-time gift.

   
   

Okay, but how. Right? Email marketing platforms are all over the map in terms of how easy or difficult they make this process for you. Let us know if we should do a part two about this topic, similar to our blog about donation forms and GA4 integrations.

Ideally, your email platform syncs with your donor database. That way you can define audience groups based on up to date giving history or record creation date. Failing that, you may be able to use a tool like Zapier to add or update records in your email list which can trigger a series.

Don't feel overwhelmed! If you don’t have a welcome series in place, start small and simple: aim for just one great, tailored welcome email for each group listed above, that is sent 24-48 hours after any automated confirmation or e-receipt they would have received.

Your subscribers and donors are real people with a genuine interest in the work you do. So tailor those welcome messages—even a simple start will make a difference!