{"id":9941,"date":"2020-01-12T00:00:00","date_gmt":"2020-01-12T00:00:00","guid":{"rendered":"https:\/\/www.causevox.com\/?p=9941"},"modified":"2024-05-08T21:31:06","modified_gmt":"2024-05-08T21:31:06","slug":"nonprofit-welcome-email","status":"publish","type":"post","link":"https:\/\/www.causevox.com\/blog\/nonprofit-welcome-email\/","title":{"rendered":"Nonprofit Welcome Email Best Practices"},"content":{"rendered":"\n<p>Do your new donors stick with you? The research says, \u201cProbably not.\u201d Give yourself a better chance at keeping new donors involved with your organization by making sure they feel welcome right away. How do you do that? A donor welcome email series.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><em>&#8220;Give yourself a better chance at keeping new donors involved with your organization by making sure they feel welcome right away. How do you do that? A donor welcome email series.&#8221;<\/em>&nbsp;<a href=\"https:\/\/ctt.ec\/4vs51\" target=\"_blank\" rel=\"noopener\"><span style=\"font-size: .5em;\"><i class=\"icon ion-social-twitter\"><\/i>tweet this<\/span><\/a><\/h3>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/causevox.com\/wp-content\/uploads\/2024\/05\/Welcome-Email-1-Hola-1024x768.jpg\" alt=\"Say &quot;hello&quot; to your donors with a welcome email.\" class=\"wp-image-9942\"\/><\/figure><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Let\u2019s Talk About Retention<\/h2>\n\n\n\n<p>The <a href=\"https:\/\/afpfep.org\/wp-content\/uploads\/2017\/04\/FEP2017Report4212017.pdf\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">overall retention rate for donors in 2016<\/a> was 45%. More than half of donors who made gifts in 2015 did not do so in 2016. The retention rates for new donors is even lower&#8211;<a rel=\"noopener\" href=\"https:\/\/www.causevox.com\/blog\/donor-retention-statistics\/\" target=\"_blank\">only 19%<\/a> give again. It\u2019s hard to keep a donor coming back. Too often, they pop into our lives, make a gift, and then disappear.<\/p>\n\n\n\n<p>Of course, new donors aren\u2019t the only ones who disappear. Even previously loyal givers can fall off the map. Luckily, with consistent, clear, and exciting communication, you can <a rel=\"noopener\" href=\"https:\/\/www.causevox.com\/blog\/trust-habit-loyalty-donor-relationship-building\/\" target=\"_blank\">bring more donors back for more<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Download your free donor retention playbook and calculator:<\/h3>\n\n\n\n<div class=\"_form_18\"><\/div><script src=\"https:\/\/causevox.activehosted.com\/f\/embed.php?id=18\" type=\"text\/javascript\" charset=\"utf-8\"><\/script>\n\n\n<p>[amp-optin id=18332]<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Why Do Donors Leave?<\/h2>\n\n\n\n<p>Before we consider how to keep donors, we should probably figure out why they leave. There are several reasons why donors stop giving to particular organizations. Check out this infographic from our friends at Bloomerang:<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/causevox.com\/wp-content\/uploads\/2024\/05\/Welcome-Email-2-Bloomerang-Retention-Stats-338x1024.png\" alt=\"Donors leave organizations for a variety of reasons--a welcome email can help connect them to you.\" class=\"wp-image-9943\"\/><\/figure><\/div>\n\n\n\n<p>Obviously, some of these reasons are way beyond our control as fundraisers, including:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Changes in personal finances&#8211;The donor may have less money to give<\/li><li>New giving priorities&#8211;The donor may have decided to confine their giving to one cause or organization.<\/li><li>Death&#8211;I\u2019m not kidding. Sometimes people fall off your radar because they have died. &nbsp;According to Bloomerang, 16% of donor stopped giving because they died. There is truly nothing we can do about that.<\/li><\/ul>\n\n\n\n<p>As you can see from the infographic, though, many of the reasons donors stop giving are completely and entirely under our control. Reasons like:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>No one acknowledged their gift<\/li><li>No one ever told them how their gift made a difference<\/li><li>They felt they were communicated with poorly<\/li><li>They didn\u2019t know the organization still needed them<\/li><li>They forgot they\u2019d supported the organization<\/li><\/ul>\n\n\n\n<p>Yikes! These things are bad news! The good news is, these are problems that can be solved with a little communicating. You should start working to retain your donors the very instant they make their first gift, and ideally, never stop. That\u2019s where a welcome email series comes in.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Welcoming Is Worth It<\/h2>\n\n\n\n<p>Before you run away yelling, \u201cNo! No more things for my to-do list!\u201d remember that you can probably <a href=\"https:\/\/www.causevox.com\/blog\/email-strategies-engage-nonprofit-community\/\" target=\"_blank\" rel=\"noopener\">automate your series<\/a> with your email provider, so you \u201cset it and forget it.\u201d Also consider:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>It is easier to keep a donor than get a new one<\/li><li>It is cheaper to keep a donor than get a new one<\/li><li>People usually increase their giving over time, so by constantly restarting the donor cycle, you miss out on potentially larger <a href=\"https:\/\/www.causevox.com\/donation-page\/\">donations<\/a>.<\/li><\/ul>\n\n\n\n<p>A moment of morbidity: Remember all those people who stopped giving because they died? Some of those people thought ahead about scenario, and made planned gifts to the organizations they felt connected to. This is a hard thing to pull off with one-time donors.<\/p>\n\n\n\n<p>So when you get a new donor, the goal should be to turn them into an un-new donor. A repeat donor! People only give again when they\u2019re engaged with the organization. So send them some emails.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How Does a Welcome Series Work?<\/h2>\n\n\n\n<p>A welcome email series is a communication stream especially for new donors. The first time someone makes a gift, they begin to receive this stream. The welcome series consists of a few emails that donors receive before you fold them into your regular donor communications. Think of it like an extended introduction to your organization.<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>The first email should be sent immediately when a gift is made, within 48 hours at the latest. This email is for welcoming the donor, thanking them for their gift, and then demonstrating the impact the gift will have, ideally through storytelling.<\/li><li>The second email, sent a few weeks after the first, is an opportunity for the donor to get to know you better, and engage with you more. Share relevant, interesting information about what their gift is making possible. Tell a story of the impact they\u2019ve made. Show some pictures. Ask your donor a question, or invite them to follow you on social media.<\/li><li>The third email should be sent anywhere from eight to twelve weeks after the gift, and it should be an ask. Research has found that new donors who are asked to make a second gift within three months of their first are much more likely to give. <a href=\"https:\/\/www.thefundraisingauthority.com\/donor-cultivation\/new-donors-second-gift\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Making a second gift <\/a>is also a positive predictor of future giving.<\/li><\/ol>\n\n\n\n<p>Take a look at this <a href=\"https:\/\/www.causevox.com\/blog\/fundraising-email-strategy\/\" target=\"_blank\" rel=\"noopener\">fundraising email from Watsi<\/a>. It\u2019s simple, but it does the job. It thanks the donor for their past support, and makes them feel like a part of something bigger. The call-to-action is to <a href=\"https:\/\/www.causevox.com\/blog\/recurring-donation-campaign\/\" target=\"_blank\" rel=\"noopener\">become a monthly donor<\/a> (which has shown to boost retention), but even if the reader doesn\u2019t take that step, they\u2019ll still feel connected to the organization.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/causevox.com\/wp-content\/uploads\/2024\/05\/Welcome-Email-2-Watsi-1024x236.png\" alt=\"Warm, authentic conversation with donors goes a long way towards retaining them.\" class=\"wp-image-9944\"\/><\/figure><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">A Welcome Email Checklist<\/h2>\n\n\n\n<p>The emails in your welcome series should be<a href=\"https:\/\/www.causevox.com\/blog\/nonprofit-content-creation\/\" target=\"_blank\" rel=\"noopener\"> compelling<\/a>. Remember, the goal is to make the donor want to keep engaging with you, so keep things short, sweet, and interesting. Make sure each email in your series has:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>An engaging <a href=\"https:\/\/www.causevox.com\/blog\/fundraising-email-subject-lines\/\" target=\"_blank\" rel=\"noopener\">subject line<\/a><\/li><li>Warm, donor-centered language<\/li><li>A clear, single call-to-action<\/li><li>A <a href=\"https:\/\/www.causevox.com\/blog\/nonprofit-storytelling\/\" target=\"_blank\" rel=\"noopener\">story to inspire<\/a> how the donor is making an impact<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><em>&#8220;The emails in your welcome series should be compelling. Remember, the goal is to make the donor want to keep engaging with you, so keep things short, sweet, and interesting.&#8221;<\/em>&nbsp;<a href=\"https:\/\/ctt.ec\/937f4\" target=\"_blank\" rel=\"noopener\"><span style=\"font-size: .5em;\"><i class=\"icon ion-social-twitter\"><\/i>tweet this<\/span><\/a><\/h3>\n\n\n\n<h2 class=\"wp-block-heading\">The Start Of A Beautiful Friendship<\/h2>\n\n\n\n<p>The great thing about a donor welcome email series is that you can write it once, and pretty much use it forever, with the occasional tweak. For the work of writing three short emails, you get three more opportunities to engage with your new donor during the critical beginning of their relationship with your organization. That\u2019s a lot of bang for a pretty minimal buck.<\/p>\n\n\n\n<p>What are you doing to keep your donors?<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">If You Liked This Post, You May Like:<\/h3>\n\n\n\n<ul class=\"wp-block-list\"><li><a rel=\"noopener\" href=\"https:\/\/www.causevox.com\/blog\/10-ways-to-thank-your-donors-2\/\" target=\"_blank\">20 Unique Donor Thank You Ideas<\/a><\/li><li><a rel=\"noopener\" href=\"https:\/\/www.causevox.com\/blog\/moves-management\/\" target=\"_blank\">Moves Management: Build Personalized Relationships With Your Donors<\/a><\/li><li><a rel=\"noopener\" href=\"https:\/\/www.causevox.com\/blog\/tips-new-subscriber-welcome-email\/\" target=\"_blank\">5 Tips For Creating A New Subscriber Welcome Email<\/a><\/li><li><a rel=\"noopener\" href=\"https:\/\/www.causevox.com\/blog\/6-steps-create-email-nurturing-campaign\/\" target=\"_blank\">6 Steps To Creating An Email Nurturing Campaign<\/a><\/li><li><a href=\"https:\/\/www.causevox.com\/blog\/nonprofit-email-marketing-guide\/\" target=\"_blank\" rel=\"noopener\">The Complete Guide To Email Marketing For Nonprofits<\/a><\/li><\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Do your new donors stick with you? The research says, \u201cProbably not.\u201d Give yourself a better chance at keeping new donors involved with your organization by making sure they feel welcome right away. How do you do that? A donor welcome email series. &#8220;Give yourself a better chance at keeping new donors involved with your [&hellip;]<\/p>\n","protected":false},"author":36,"featured_media":51052,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[34],"tags":[],"class_list":["post-9941","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-article"],"acf":[],"featured_image_src":"https:\/\/www.causevox.com\/wp-content\/uploads\/2024\/05\/Welcome-Email-1-Hola-600x400.jpg","featured_image_src_square":"https:\/\/www.causevox.com\/wp-content\/uploads\/2024\/05\/Welcome-Email-1-Hola-600x600.jpg","author_info":{"display_name":"Olivia Hosey","author_link":"https:\/\/www.causevox.com\/author\/ohosey\/"},"_links":{"self":[{"href":"https:\/\/www.causevox.com\/wp-json\/wp\/v2\/posts\/9941","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.causevox.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.causevox.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.causevox.com\/wp-json\/wp\/v2\/users\/36"}],"replies":[{"embeddable":true,"href":"https:\/\/www.causevox.com\/wp-json\/wp\/v2\/comments?post=9941"}],"version-history":[{"count":0,"href":"https:\/\/www.causevox.com\/wp-json\/wp\/v2\/posts\/9941\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.causevox.com\/wp-json\/wp\/v2\/media\/51052"}],"wp:attachment":[{"href":"https:\/\/www.causevox.com\/wp-json\/wp\/v2\/media?parent=9941"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.causevox.com\/wp-json\/wp\/v2\/categories?post=9941"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.causevox.com\/wp-json\/wp\/v2\/tags?post=9941"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}