When someone signs up for your email list, they are introducing themselves. Your response at that moment can be crucial to the future of your relationship.
So, when someone introduces themselves to your mission by signing up for your email list, they deserve some acknowledgment, attention, and warmth.
How is that accomplished? In the digital world, a "welcome-to-our-email-list" email series is how we show this common courtesy. A "welcome" email series is the polite thing to do. When someone signs up for your email list, they take the initiative to have a relationship with you. When you send a "welcome" email, you offer them a smile and a handshake. It is common courtesy.
When done well, a welcome email series is your best opportunity to say hello and turn new acquaintances into donors. This one thing will push your nonprofit into the top one percent of nonprofits worldwide. So few organizations do it that you become known, liked, and trusted. And when donors know, like, and trust you, they enthusiastically give you their treasure!
If you are not sending a "welcome" email series to folks that introduce themselves to you, you will never get all the money you need for your mission. A LOT of cash remains on the table that could have been yours.
In writing your welcome email series, consider ahead of time what kind of engagement you want. When done right, people are most willing to join your mission with a gift in these emails. The goal is to:
- Send a couple of nurture emails
- Introduce them to who you are and what you do
- Share some emotional and engaging core stories
- Invite them to make a difference with a financial (monthly!) gift
Consider:
- Email #1: Welcome; Introduction; What to expect
- Email #2: The problem we uniquely solve; Beneficiary story; CTA (call-to-action) read our blog
- Email #3: The problem we uniquely solve: Donor story; CTA join our social media pages
- Email #4: The problem we uniquely solve: Volunteer story; CTA fill out a special abilities
- Email #5: The opportunity; Make a difference with a gift
- Email #6: Ask for feedback
The hardest thing about implementing a welcome-email series is figuring out what to put in them. Copywriting legend Eugene Schwarts tells us that our goal should be to take our new acquaintances from:
- Completely unaware: No knowledge of our mission
- Problem aware: They understand the problem you solve
- Solution aware: They understand the unique solution you bring
- Product aware: They understand the cost of your solution
- The most aware: They are invited to be a part of the solution
Potential donors are introducing themselves to you all the time! You miss a fantastic opportunity to nurture excellent relationships when you don't respond appropriately.
Keep saying thank you, telling stories and responding well to people when they introduce themselves to you!
David
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You can connect with David at www.davidoaks.net
Someone Introduces Themselves To You And You Don’t Even Acknowledge Them
I want you to imagine that you are at a party. You are busy socializing with people that you know. A stranger in the room notices you and looks for the opportunity to introduce themselves.
Think this through with me. Stepping forward to introduce themselves to you is no small thing. Thrusting themselves into a conversation with you takes some courage, but they do it.
"Hi," they say. With a smile, they make eye contact and tell you their name while reaching out their hand for a handshake.
What happens next is awkward, confuses them, and even makes them feel some shame.
You look at them. You listen as they introduce themselves. You look down at their outstretched hand. It is just a moment, but it seems forever as they wait.
As they wait with their hand outstretched, you take a pen and small notebook out of your pocket and write down their name. Then, with no handshake or any acknowledgment, you walk away.
I know what you are thinking. I would never do that, David.
You might. Ready for a challenge?
When someone signs up for your email list, they are introducing themselves. Your response at that moment can be crucial to the future of your relationship.
If you want a quality relationship with someone, then a little common courtesy matters when they introduce themselves. A little eye contact, a warm smile, and a handshake would give your relationship a great start.
So, when someone introduces themselves to your mission by signing up for your email list, they deserve some acknowledgment, attention, and warmth.
How is that accomplished? In the digital world, a "welcome-to-our-email-list" email series is how we show this common courtesy. A "welcome" email series is the polite thing to do. When someone signs up for your email list, they take the initiative to have a relationship with you. When you send a "welcome" email, you offer them a smile and a handshake. It is common courtesy.
When done well, a welcome email series is your best opportunity to say hello and turn new acquaintances into donors. This one thing will push your nonprofit into the top one percent of nonprofits worldwide. So few organizations do it that you become known, liked, and trusted. And when donors know, like, and trust you, they enthusiastically give you their treasure!
If you are not sending a "welcome" email series to folks that introduce themselves to you, you will never get all the money you need for your mission. A LOT of cash remains on the table that could have been yours.
You should know that the open rate for these emails is the highest of any you send.
In writing your welcome email series, consider ahead of time what kind of engagement you want. When done right, people are most willing to join your mission with a gift in these emails. The goal is to:
- Send a couple of nurture emails
- Introduce them to who you are and what you do
- Share some emotional and engaging core stories
- Invite them to make a difference with a financial (monthly!) gift
Consider:
- Email #1: Welcome; Introduction; What to expect
- Email #2: The problem we uniquely solve; Beneficiary story; CTA (call-to-action) read our blog
- Email #3: The problem we uniquely solve: Donor story; CTA join our social media pages
- Email #4: The problem we uniquely solve: Volunteer story; CTA fill out a special abilities
- Email #5: The opportunity; Make a difference with a gift
- Email #6: Ask for feedback
The hardest thing about implementing a welcome-email series is figuring out what to put in them. Copywriting legend Eugene Schwarts tells us that our goal should be to take our new acquaintances from:
- Completely unaware: No knowledge of our mission
- Problem aware: They understand the problem you solve
- Solution aware: They understand the unique solution you bring
- Product aware: They understand the cost of your solution
- The most aware: They are invited to be a part of the solution
Potential donors are introducing themselves to you all the time! You miss a fantastic opportunity to nurture excellent relationships when you don't respond appropriately.
Keep saying thank you, telling stories, and responding well to people when they introduce themselves to you!
David