The Power of the Welcome Series

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The Power of the Welcome Series

Rich Dietz

October 29, 2013

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Today’s Speakers

Hosting:

Cheri J Weissman, CJW Consulting & Services, Inc. Assisting with chat questions: Jamie Maloney, 4Good

Part

Of:

Rich Dietz President and Founder

Nonprofit R+D

Online Fundraising 101

www.NonprofitRD.com Welcome Series www.NonprofitRD.com

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The Power of the Welcome Series

Rich Dietz Nonprofit R+D

[email protected]

@nonprofitrd www.NonprofitRD.com/FB www.NonprofitRD.com/IN www.NonprofitRD.com/gplus



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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.



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Agenda

1. Introduction

2. What is a “welcome series”

3. Why are they important

4. How to create your welcome series



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1. Introduction



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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/email-marketing-101-beyond-the-monthly-newsletter/



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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



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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



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Poll 1:

Who is currently using a welcome series?



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2. What is a Welcome Series



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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.



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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



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Poll 2:

How long does a new subscriber have to

wait till you engage?



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3. Why is a Welcome Series

Important



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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 ….



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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.)



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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.)



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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)



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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



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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



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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)



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4. How to Create Your Welcome Series



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This sounds hard

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

It’s not rocket science, but does take time and effort



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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?



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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



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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



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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



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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



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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



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Type of Emails

(Ideas to try… remember testing?)



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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



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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)



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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



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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



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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!



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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



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Action Steps



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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



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Sign Up for our email list

Get updates about our upcoming webinars and get our 5 part e-course: NonprofitRD.com/of101



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@nonprofitrd

www.NonprofitRD.com/FB

www.NonprofitRD.com/IN

www.NonprofitRD.com/gplus Rich Dietz [email protected]

Email Sign up www.nonprofitrd.com/of101

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