Get More Donations from Your Nonprofit Leads Through an Email Welcome Series

, Featured, Featured Intermediate, Intermediate

By Jeremy Reis

Building a robust email list is essential for engaging supporters and converting them into dedicated donors. One of the most powerful tools at your disposal is an email welcome series – a strategic sequence of emails designed to introduce new subscribers to your organization and inspire them to contribute to your cause. In this article, we’ll walk you through a step-by-step guide to crafting an effective 5-part email welcome series based on proven strategies that maximize engagement and conversion.

1. Gratitude and Resource Delivery

The first email in your welcome series should focus on expressing gratitude and delivering the resource that initially attracted your new subscriber. Begin by thanking the reader for joining your community and promptly provide the promised resource, such as an ebook or video. If the resource is a physical item or a future event, clearly set expectations regarding what they will receive and when. Take this opportunity to transfer trust from the source through which they signed up, such as a third-party website or social media ad, to your organization by including a brief endorsement. Conclude the email by setting expectations for future communications and reiterating your appreciation for their interest.

2. Impact Story

In the second email, captivate your readers with a compelling impact story. Craft an enticing subject line that encourages them to open the email, and grab their attention with a strong opening line.

Employ the “story of the one” technique, which highlights how a single donor’s contribution made a significant difference in an individual’s life. Create an emotional connection by injecting drama and showcasing the transformative power of the donor’s support. Wrap up the email by thanking the reader for being part of your community.

3. Engaging Video

The third email in your welcome series should feature an engaging video. Begin by expressing your gratitude once more and share a brief impact story related to the video’s content. Entice readers to watch the video without revealing the entire story, and use an eye-catching image or GIF that links to the video’s landing page.

To harness the power of reciprocity, offer an additional free resource as a gift, such as a story book, devotional, or collection of blog posts. Explain the benefits of this resource and provide a direct download link, making it easy for readers to access the material. Close the email with another heartfelt thank you.

4. Free Offer

In the fourth email, present your readers with an exclusive free offer. Start with a compelling subject line and a strong opening that captures their attention. Introduce the free resource, such as an e-book, guide, or toolkit, and highlight how it can benefit them.

Provide a direct download link without requiring any additional forms, as your readers have already joined your email list. Express your appreciation for their continued engagement and support.

5. Donation Appeal

The final email in your welcome series should be a powerful donation appeal. Craft an enticing subject line and grab the reader’s attention with an impactful first line.

Share another touching “story of the one,” illustrating how a donor’s generosity transformed someone’s life. Include a strong call-to-action, urging readers to make a donation and become part of the solution. Thank them in advance for their generosity and emphasize that your donation page is secure, instilling confidence in the giving process.

By implementing this 5-email welcome series, you can effectively introduce new leads to your organization, build trust, provide value, and inspire them to become loyal donors. Remember to maintain a warm, grateful tone throughout and always keep your ultimate goal of converting leads into lifelong supporters at the forefront of your email strategy.

With a well-crafted welcome series, you’ll be well on your way to building a thriving community of engaged and generous supporters who are passionate about your cause.


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