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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 to one percent of the top 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 who 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 Schwartz 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.
To help you, I have assembled a great email series from Omega Children Foundation Uganda that I will share with you. CLICK HERE FOR FREE DOWNLOAD.
Keep saying thank you, telling stories, and responding well to people when they introduce themselves to you!
David
P.S. Get my free welcome email series download today and get started: CLICK HERE
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