When someone provides your Houston nonprofit with their email address, what happens next? Do they just get added to your list of email subscribers, and then only hear from your organization the next time it sends out a quarterly newsletter or a fundraising pitch? If this is generally what happens at your nonprofit, you are definitely not alone, but you should also know that you are missing out on an important opportunity to further connect with these new subscribers at a pivotal moment in the relationship.
Whether someone writes down their email address on a sign-up sheet at an event or types it in on your website’s contact page, you need to understand the importance of the moment. This person providing you with their email address is indicating their interest in your cause in general and in your organization in particular. They are giving you permission to contact them, so do it—immediately! Don’t let their excitement for your cause wane by waiting weeks or even months to communicate further with them.
Having a “welcome” email series written and ready to go whenever someone new signs up for your email list is what my nonprofit marketing agency that services Houston nonprofits recommends. This could be a series of three to five emails, sent in daily succession, that takes your new subscribers down a path to help them learn more about your organization and how they can become more involved in the work you’re doing.
The first email could be a general welcome message from a leader in your organization that thanks them for signing up and that also gives them some important information about your nonprofit. Subsequent emails can include things like recent success stories, new programs, testimonials from clients, or links to resources that may be of interest. The final email in the series could include a request for a donation.
Does asking for a donation at this point feel too soon to you? It’s not. If the new subscriber has been reading your emails, viewing your website content, and connecting with your stories, they could be more than ready to support your nonprofit! Being asked for a donation will probably feel like the natural next step to them. Of course, many won’t donate at this point, but they likely won’t be offended that you asked. (And if they are, about the worst thing that can happen is that they unsubscribe.)
Ideally, the email series you send out to new subscribers will be a completely automated process. If you’re not sure how to set this up, a nonprofit marketing agency in Houston can help. They can assist you with the technical side of things, as well as with writing the content that each of the emails contains.
Don’t miss a perfect opportunity to connect with new subscribers! Implement an email strategy that will immediately strengthen your connection to them and help turn them into valuable supporters of your nonprofit.
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