When someone signs up to an enewsletter from your
organisation, what’s the first thing you send? Do you just include them
in your e-newsletter database or do you actually send them a welcome email?
Don’t forget the most important emails are the first ones you
send!
Check out this free
mini-guide that details how to do this right.
Create a welcome series - a succession of 2 or 3 simple,
personalised emails that a potential supporter receives over the course of
their first few weeks on your email list, informing them about your organisation,
its activities and ways they can get involved. Carefully executed, a welcome series can assist
you in giving new supporter relationships the personal attention they require
(before asking for donations to your organisation) without an enormous commitment
of resources.
Include:
A personal wecome note from the voice of your organisation:
This could be your organisation’s Executive Director, a member of staff that
works in your fundraising department or a celebrity spokesperson. (Top tip: Select
your spokesperson with care. Supporters want to hear from someone that relates
to them on an ongoing basis not just a figure head.) This email will outline
the position of your organisation and will inform the new supporters about what
your organisation does and the people or community that you serve. Focus on enlightening
your new supporters and reminding them what they signed up for. Reinforce
benefits and set expectations about what your supporters will receive and how
often.
Identify particular ways your supporters can get involved:
Have really great activities aimed towards families? Looking for volunteers for
your homeless organisation? Planning a gala dinner and recruiting committee
members? In your second welcome message, highlight the ways new supporters can
get involved and the value of being a supporter. Talking about upcoming events
will also give new supporters a chance to meet your staff in person and will
likely increase their level of commitment with your organisation.
Offer other approaches for supporters to engage with your
organisation: Tell them about the how they can connect with your staff
through Facebook, Twitter, LinkedIn & Google+. (Want to learn more about engaging supporters
with these tools? Download our Fundraising Fantastic
4 Presentation).
If you would like more information on Email Best Practice
please contact Marketing.