A Series Of Welcoming Emails

Let’s say you’re at a party (for the sake of argument we’ll say that this is post-pandemic). During the party you meet two new people. The first person, Sharron, talks with you about how she volunteers with the local animal shelter and asks about your interests as well. You have a great conversation about how much you both love animals. At the end of it, she asks if you want more information about the animal shelter, since it seems as if you might enjoy volunteering there, too. The second person, Daryl, immediately starts telling you about his latest crowdfunding campaign, why it’s critically important to him, and why you should pull out your phone and give right now. He barely gives you time to say anything to him during the conversation. Who would you rather talk to again, Sharron or Daryl?

When building a relationship with your new constituents and new donors, your first emails to them are like the two conversations above. Does your organization start with a welcome series—a series of emails designed to introduce constituents to your organization and help build your rapport with them—or do you simply include these constituents in your regular solicitation and newsletter emails right from the start? If your organization is like 85% of organizations, you fall into the latter (or dare I say “Daryl”) category.

Want to be more like Sharron? Learn how to create an email welcome series using Blackbaud Raiser’s Edge NXT^® emails and workflows, with Blackbaud University’s new 90-minute course, Raiser’s Edge NXT: Implementing an Email Welcome Series.

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