Why Your Organization Needs an Online Welcome Series
You care deeply about your cause, and so do your donors. But how do you make sure they stay loyal and involved with your organization? One of the best ways to do that is to send them an online welcome series after they have donated to your cause.
An online welcome series is a series of automated emails that you send to your new donors soon after they have given you a gift. The goal of a welcome series is to wow them with your gratitude, show them the change they have created, and inspire them to take further action with your organization.
A welcome series can also improve the retention and lifetime value of your donors, which are essential for keeping your work and mission going. According to this report from the Fundraising Effectiveness Project (FEP), it looks like we’re seeing fewer donors lately, especially among those who are new or just came back. But hey, don’t worry! A welcome series is like a friendly handshake that keeps donors coming back for more.
Creating a successful online welcome series
So, what should a welcome series contain? Ideally, it should have three emails that you send one, three, and eight days apart. When crafting messages keep them concise and impactful. Here’s how you can achieve that:
- Keep it short: Your messages should be brief and focused, ensuring that the core message is delivered without overwhelming the reader.
- Show your expertise: Establish your credibility and authority on the subject matter, which helps build trust with your donors.
- Learn donor preferences: Gather information about your donors’ preferences to tailor your communication and make it more relevant to them.
- Craft a compelling subject line: Your subject line should be persuasive, encouraging donors to open the email and engage with your content.
- Personalize your approach: Address your donors by name and personalize the content to create a more intimate and meaningful connection.
By incorporating these elements into your welcome series, you’ll set the stage for a lasting relationship with your donors, fostering a community of support for your cause.
Of course, creating a welcome series can be hard, especially if you lack the resources to do it. That’s why we suggest working with us at IDM, a data-driven, full-service fundraising and communications agency that helps nonprofit organizations like yours grow a strong and effective online program. IDM can help you plan, create, and launch a welcome series that will boost your online fundraising, list growth, branding, and engagement.
If you want to find out how IDM can partner with you and create a welcome series that works, get in touch with us today.
