Rather than immediately including new constituents in all your regular online communications and appeals, using an email welcome series gives you additional control over your constituent communications. Below are a few items related to timing that you will need to keep in mind when planning your email welcome series.
- Filter your messages. The last thing you want to do is include a new constituent in a fundraising campaign immediately after they signed up to receive emails. Remove new constituents from the regular flow of email communications, and send them several introductory messages in a staggered, or ”drip,” fashion. This approach will enable you to control the timing of your messages, as well as your first ask.
- Experiment with timing. You can control the number of days (or weeks) that elapse between messages. Play around with the frequency, and review your metrics to help you determine the optimal timing. Some organizations find that an email welcome series of one message every two weeks for two months is effective, whereas others prefer weekly messages over a period of a month.
- Set it and forget it. Online solutions allow you to create the initial welcome series and automate the rest of the process. This feature saves administrative time and effort. Of course, you can tweak the email message content and images or add new messages as needed.
After the constituent has received all of the emails in the welcome series, they can be added to your larger list and receive the regular communications sent by your organization.
Read “Creating an Email Welcome Series” for more tips on greeting your new constituents with style.
Get nonprofit articles, best practice advice, fundraising ideas and invaluable industry reports and webinars delivered for free!