The Power of the Welcome Series
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The Power of the Welcome Series

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What do you do when someone signs up for your email list or donates to your organization? Do they have to wait until your next “monthly” newsletter to learn more about who you are and what you do? ...

What do you do when someone signs up for your email list or donates to your organization? Do they have to wait until your next “monthly” newsletter to learn more about who you are and what you do? If so, you are missing out on a huge opportunity to engage, inspire and motivate your supporters to take action.

One of the best ways to engage with new subscribers (or new donors for that matter) is to create what is called a “Welcome Series” of emails. These emails are set to automatically be sent to the individual over the course of a few weeks – Day 1 they get an email, day 4 they get another email, day 8 they get yet another email, etc. These emails are designed to introduce yourself and your organization to the individual, as well as show them the impact your organization is having and why they should stay connected.

Sounds like a great idea and something all nonprofits should be doing right? The problem is that most nonprofits are not currently using a Welcome Series and are missing out on this powerful tool. If this includes your organization, then join us for this jam-packed webinar where we highlight a number of successful strategies and tactics you can start using immediately including:

- Why a Welcome Series is so powerful (Its all about the relationship)
- How to create an engaging and compelling Welcome Series
- How and why you should have multiple Welcome Series’ – subscribers, donors, attendees, etc.
- How a Welcome Series can increase your donor retention

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    The Power of the Welcome Series The Power of the Welcome Series Presentation Transcript

    • The Power of the Welcome Series Rich Dietz October 29, 2013 Use Twitter Hashtag #4Glearn Part Of: Sponsored by:
    • Protecting and Preserving the Institutional Memories of Nonprofits Since 1993 Part Of: www.cjwconsulting.com (866) 598-0430 info@cjwconsulting.com Sponsored by:
    • Coming Soon Part Of: Sponsored by:
    • Today’s Speakers Rich Dietz President and Founder Nonprofit R+D Assisting with chat questions: Jamie Maloney, 4Good Part Of: Hosting: Cheri J Weissman, CJW Consulting & Services, Inc. Sponsored by:
    • The Power of the Welcome Series @nonprofitrd Rich Dietz www.NonprofitRD.com/FB Nonprofit R+D www.NonprofitRD.com/IN rich@nonprofitrd.com www.NonprofitRD.com Online Fundraising 101 Welcome Series 5 www.NonprofitRD.com/gplus www.NonprofitRD.com
    • Our Speaker Rich Dietz Founder of Nonprofit R+D - Technology Training for Nonprofit Professionals Richard has over 20 years' experience working in and with a wide variety of nonprofit, political, and government organizations and holds a Masters in Social Welfare (MSW) from UC Berkeley. You can find Rich on his website http://www.nonprofitrd.com or tweeting @nonprofitrd. www.NonprofitRD.com Online Fundraising 101 Welcome Series 6 www.NonprofitRD.com
    • Agenda 1. Introduction 2. What is a “welcome series” 3. Why are they important 4. How to create your welcome series www.NonprofitRD.com Online Fundraising 101 Welcome Series 7 www.NonprofitRD.com
    • 1. Introduction www.NonprofitRD.com Online Fundraising 101 Welcome Series 8 www.NonprofitRD.com
    • Idea came from Email 101 Email Marketing 101 – Beyond the Monthly Newsletter (Aug. 2013) Many comments about the idea • Questions wanting more info • Many were not currently doing one http://nonprofitwebinars.com/past_webinars/emailmarketing-101-beyond-the-monthly-newsletter/ www.NonprofitRD.com Online Fundraising 101 Welcome Series 9 www.NonprofitRD.com
    • Text Heavy Slides… oh no! I promise I do not just read the slides • Boring! Why text heavy slides • You don’t have to take notes – the info is there for you later • You can focus on the “ah-ha” moments • They will still make sense 6 months from now I am a teacher, not really a presenter • Want you to learn and take action www.NonprofitRD.com Online Fundraising 101 Welcome Series 10 www.NonprofitRD.com
    • Best Practices? • A “best practice” = what works in your org • Its like a buffet • • • Try and few things and see if you like them If it works, go back for more If not, try something else • Testing is the key, – Much easier to do online www.NonprofitRD.com Online Fundraising 101 Welcome Series 11 www.NonprofitRD.com
    • Poll 1: Who is currently using a welcome series? www.NonprofitRD.com Online Fundraising 101 Welcome Series 12 www.NonprofitRD.com
    • 2. What is a Welcome Series www.NonprofitRD.com Online Fundraising 101 Welcome Series 13 www.NonprofitRD.com
    • Def: Welcome Series A welcome series is: A series of emails automatically sent to new subscribers, donors, etc. over the course of weeks or months that educate them about your organization and encourage them to become more engaged and connected. www.NonprofitRD.com Online Fundraising 101 Welcome Series 14 www.NonprofitRD.com
    • Types of Welcome Series’ • New Subscriber • Donor • Recurring donor • Event registrants/attendees • Volunteer • Thank you – • Great way to update all of your supporters and build rapport www.NonprofitRD.com Online Fundraising 101 Welcome Series 15 www.NonprofitRD.com
    • Poll 2: How long does a new subscriber have to wait till you engage? www.NonprofitRD.com Online Fundraising 101 Welcome Series 16 www.NonprofitRD.com
    • 3. Why is a Welcome Series Important www.NonprofitRD.com Online Fundraising 101 Welcome Series 17 www.NonprofitRD.com
    • How long is the wait? How long does a new subscriber (or donor) have to wait to hear from you? • Hours, days, weeks? Their excitement is high right now • They are saying “I want more” • Need to follow up right away Many discussions on this topic use a dating analogy • Pretty appropriate actually Its all about …. www.NonprofitRD.com Online Fundraising 101 Welcome Series 18 www.NonprofitRD.com
    • Engagement is the goal Just like a real relationship • You need to strike up a conversation • Get to know each other • Build a relationship Will you marry me? • Would you ask that on a first date? Then why ask for a donation so soon? Very unlikely to “get married” on first date • Also unlikely to get donation on first visit to website • Or other big commitments (volunteer, event registration, etc.) www.NonprofitRD.com Online Fundraising 101 Welcome Series 19 www.NonprofitRD.com
    • Build the relationship first Welcome series can help do this • Taking longer is more natural The 7 Touches • Marketing principle – need up to 7 touches before someone feels comfortable to make a big decision (purchase, donate, etc.) www.NonprofitRD.com Online Fundraising 101 Welcome Series 20 www.NonprofitRD.com
    • Get more attention and action Avg. nonprofit emails • 13% open rates • 2.1% click-through rates (Blackbaud) Welcome series emails • 4x more opens • 5x more clicks (Experian Marketing Services) www.NonprofitRD.com Online Fundraising 101 Welcome Series 21 www.NonprofitRD.com
    • Donor Loyalty Definition: “the ongoing process of engaging with your donors so that they contribute with donations and time to your organization over the long term”. Also called – donor retention, donor engagement, donor cultivation Key is to think about the “lifetime value” of your donors • And then build relationships with those donors • Maximizing lifetime value is something you do FOR and WITH your donors www.NonprofitRD.com Online Fundraising 101 Welcome Series 22 www.NonprofitRD.com
    • Why focus on Donor Loyalty Nonprofits currently lose 60% of donors year over year • 100 donors turns into 1 donor in as short as 5 years! 10% decrease in attrition = 200% increase in lifetime value of donors (Sargeant and Jay 2004) Easy way to increase donor loyalty – Welcome Series www.NonprofitRD.com Online Fundraising 101 Welcome Series 23 www.NonprofitRD.com
    • Donor Attrition There are many reasons for donor attrition • Search “donor attrition reasons” Three reasons that a welcome series can address • Organization did not keep in touch • Organization did not let them know how funds were used • Donor did not feel connected to org (engagement) www.NonprofitRD.com Online Fundraising 101 Welcome Series 24 www.NonprofitRD.com
    • 4. How to Create Your Welcome Series www.NonprofitRD.com Online Fundraising 101 Welcome Series 25 www.NonprofitRD.com
    • This sounds hard It’s not rocket science, but does take time and effort But, its “leveraged time” • Do the work once and it pays off for months / years • I like that kind of work Example – My eNews signup • www.nonprofitrd.com/of101 • Still cranking out emails every day without me touching it www.NonprofitRD.com Online Fundraising 101 Welcome Series 26 www.NonprofitRD.com
    • Check out what others are doing Go sign up for other orgs email lists • Both in and outside your focus area Don’t just copy what they do! • Be unique, put your own voice and spin on it What works / does not work How can you improve? www.NonprofitRD.com Online Fundraising 101 Welcome Series 27 www.NonprofitRD.com
    • Automation is the key The welcome series can be automated Using your email broadcast provider • Constant Contact, MailChimp, etc. • Not Vertical Response • Make sure they can do “Autoresponders” Check your providers help files • Technical how to is beyond this webinar www.NonprofitRD.com Online Fundraising 101 Welcome Series 28 www.NonprofitRD.com
    • Overall Tips – Don’t Do Don’t ask for money too soon • Thanks… now gimme more money! Don’t bore them to death • Need to engage and get them to want to learn more • No annual reports…. zzzzzzzzzzz Don’t send them your regular emails (yet) • Monthly newsletter, fundraising appeals, etc. • May be too much, too soon • Not ready for all the detail or strong asks • Add them back into your main email list later www.NonprofitRD.com Online Fundraising 101 Welcome Series 29 www.NonprofitRD.com
    • Overall Tips - Do Be real, conversational, friendly, passionate • Not the time for a college term paper • Emails should come from individuals (Exec. Dir., staff, etc.) Make them feel part of the community • Maslow’s Hierarchy Tell Stories • Easiest way to show impact, success and why you do what you do • Watch the Email 101 – Beyond the Monthly Newsletter webinar www.NonprofitRD.com Online Fundraising 101 Welcome Series 30 www.NonprofitRD.com
    • Overall Tips - Do Use photos and video • More interesting, more likely to be shared (5-10x more) • Photo of person writing email – personal connection Ask for small favors (engage) • Follow, Like, petition, survey, tell a friend, etc. Multiple emails in series • How many? Depends. • 3-5 to start, can always add more as you have time • Test, Test, Test www.NonprofitRD.com Online Fundraising 101 Welcome Series 31 www.NonprofitRD.com
    • Overall Tips Timing of emails • Avg. seems to be 1 email per week • However, we have found some sooner seems to work well • Day 1, 3, 5 and then 1 per week Don’t fear the unsubscribe • Probably not going to be supporters anyways • May not even happen • Case study – High vs. Low Frequency Emails • High Frequency Emails had: • 23% more money • 31% less unsubscribes www.NonprofitRD.com Online Fundraising 101 Welcome Series 32 www.NonprofitRD.com
    • Type of Emails (Ideas to try… remember testing?) www.NonprofitRD.com Online Fundraising 101 Welcome Series 33 www.NonprofitRD.com
    • Types of Emails (Mandatory) Welcome / Thank You / What to Expect • THE most critical email of the whole series • Will they stay or unsubscribe? Why should they stay? • Add in a fun surprise – video, contest, etc. Tour / Where to Start • Help newcomers feel welcome • Highlight your top content and where to go from here • Information, resources, upcoming events, who to contact www.NonprofitRD.com Online Fundraising 101 Welcome Series 34 www.NonprofitRD.com
    • Types of emails (Mandatory) Impact / The Why • More than just your mission statement (that’s boring) • What difference have you made in the community? • Why do you do what you do? • Email 101 has more on storytelling, impact, the Why Success Stories • It’s what they want (74% of donors requested) • Best way to show impact and the Why • Multi-part stories across emails (The Cliffhanger) www.NonprofitRD.com Online Fundraising 101 Welcome Series 35 www.NonprofitRD.com
    • Types of Emails Thank You’s • From the organization • From clients, recipients, constituents, etc. Survey • Data you wanted to collect, but did not want to clutter forms • Need incentive to complete it – contest, matching gift, etc. Staff spotlight • Video is good here – more personal connection • Tell their favorite success story • Let them be greeter at live events www.NonprofitRD.com Online Fundraising 101 Welcome Series 36 www.NonprofitRD.com
    • Types of Emails Tell a Friend • Ask them to tell their friends and family about the work you do • Grow your list and get them to do small favor • 71% of Millennials said they would do this Other opportunities to get involved • Events, volunteer • Share on social media • Petition, survey, polls •Peer-to-peer fundraising • Small actions can move them up the ladder www.NonprofitRD.com Online Fundraising 101 Welcome Series 37 www.NonprofitRD.com
    • Types of Emails Highlight different programs • Not just what they are • Impact, Why, and success stories of each Hopes and dreams • What are your amazing plans for the future • What would the world look like without your org • How can they help to make it happen Others? • • Use your imagination, be creative Let me know what you do so I can sign up! www.NonprofitRD.com Online Fundraising 101 Welcome Series 38 www.NonprofitRD.com
    • Test, Measure, Adjust Best Practices are a start • A “Best Practice” is what works for YOU and your organization Testing is the only way to find what works • The Obama Campaign – tested everything • Many surprises -- “Hey” Follow these subscribers • • • • How do they engage? Which emails had the best engagement Which links had the most click-throughs Do more of those www.NonprofitRD.com Online Fundraising 101 Welcome Series 39 www.NonprofitRD.com
    • Action Steps www.NonprofitRD.com Online Fundraising 101 Welcome Series 40 www.NonprofitRD.com
    • Action Steps Commit to creating (or improving) your welcome series THIS week. Sign up for other organizations email lists to see what they do Create your welcome series using the examples discussed Add more to the series over time Test, measure, adjust www.NonprofitRD.com Online Fundraising 101 Welcome Series 41 www.NonprofitRD.com
    • Sign Up for our email list Get updates about our upcoming webinars and get our 5 part e-course: NonprofitRD.com/of101 www.NonprofitRD.com Online Fundraising 101 Welcome Series 42 www.NonprofitRD.com
    • Email Sign up www.nonprofitrd.com/of101 @nonprofitrd www.NonprofitRD.com/FB www.NonprofitRD.com/IN www.NonprofitRD.com/gplus Rich Dietz rich@nonprofitrd.com www.NonprofitRD.com Online Fundraising 101 Welcome Series 43 www.NonprofitRD.com