The Anatomy of an Email Sign-up Thank You Page | npENGAGE

The Anatomy of an Email Sign-up Thank You Page

By on Nov 20, 2012


The placement of the email sign-up box is always a consideration when designing a nonprofit website but rarely do we talk about what happens next. When one of your constituents chooses to start receiving email from you, it’s a pretty big indicator that they like you. The thank you page is the perfect opportunity to latch onto their affinity and ask them for just a little bit more.

First things first, our standard recommendation for email sign-up is to offer a quick registration that only requires the user to enter their email address. We usually will embed the form right in the website as you see in these examples:

Sign up for eNews. Enter email here. Sign Up. Why Subscribe?  Stay Connected. Get weekly email updates about POGO's work! Learn More. Enter your email. Subscribe

Once the user enters their email and hits the submit button, they should automatically be added to your database. At that point, you can start communicating with them right away. This is a great safeguard to ensure that you can still start a relationship with users who may not be interested (right that second) in your appeals for more.

It can’t hurt though, to just ask, right? Here are some suggestions of what to ask for:

  • Additional Contact Information
    No one gets a warm, fuzzy feeling when they receive an email that says, “Dear Friend”. Go ahead and embed a follow-up form on your thank you page that asks constituents for more of their contact information. Remember though, completing this form should not be a barrier to adding the user to your database – they should already be in by now! Some ideas of what to ask for include first and last Name, mobile phone number (if you’re planning text campaigns), Zip code (for location-based personalization), and mailing address. Keep your form limited to those fields that your organization will truly use in targeting your communications. Shorter is almost always better.
  • Social Sharing
    We see it everywhere, right? “Like” this or “Tweet” that or “Tell your friends you just placed an order on (that happened to me this weekend). When you’ve got an engaged constituent, it’s a great time to suggest they tell their friends about you.
  • Further Exploration of your website
    Can you identify some specific content on your website that may be most beneficial to a new supporter? Perhaps the section where you describe all of the great work you do or tell stories about how you’ve made a difference. Consider embedding some teasers to lead users into this relevant and compelling content so they have somewhere to go once they’ve signed up. If you can, make sure this content is updated dynamically so it always shows something current.
  • Donation
    You may also want to ask for a donation from your new constituent. I’d suggest making the donation appeal a bit less prominent on the page though. You want to make sure the user knows you appreciate their interest in your organization first and foremost.

If your email sign-up thank you page is not so suggestive, consider adding all or some of these elements. Your team will need to decide which elements are most appropriate for your organization and prioritize them so you can determine proper placement. Here’s just one example of a well-conceived page:

Wireframe for Email Sign-up Thank You Page

I’d love to see your own examples and your ideas for other things to ask for while saying “thanks.”


Lacey Kruger, principal information architect for Blackbaud, designs online properties for nonprofits that delight and inspire. Whether a full scale website, a campaign site or a peer to peer fundraising site, Lacey guides clients through a research-based and user-centered approach to design. In her 15+ years at Blackbaud, she has developed a deep understanding of nonprofit web presences. That knowledge, along with her years of experience in information design, have established her as an industry expert.

Lacey has written a Blackbaud eBook, “A Guide to the Nonprofit Web Design Process” and her article, “Designing Nonprofit Experiences: Building a UX Toolkit” was published in User Experience magazine. She has presented at industry conferences including bbcon, IA Summit and BIG Design.

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