Real quick: So, what is an email welcome series, and why does it matter?
Think of a welcome series as your nonprofit’s way of saying, “We’re glad you’re here!” It’s a set of emails sent to new subscribers or supporters who’ve just joined your list.
You can send these manually if you need, but depending on what email platform you’re using, you should be able to automate these so they are sent out as soon as people subscribe! (much easier IMO.)
Instead of sending one generic email, a series lets you introduce people to your mission step by step. You can share what you do, why it matters, and how they can get involved, without overwhelming them all at once.
Here’s the key: timing matters. Research shows that the first 30 days are the most important window to engage new donors. For email subscribers, that same principle applies (even if they aren’t donors - yet!). You don’t want weeks to go by before they hear from you. A welcome series helps you connect right away while their interest is fresh.
By welcoming people well from the very beginning, you’re laying the groundwork for long-term engagement and future giving.
How to structure a welcome series
A welcome series is simply a set of 3–4 emails sent automatically to new subscribers over the course of 2-3 weeks. The goal is to greet new people warmly, introduce them to your mission, and guide them toward their first step of engagement.
And a major plus? You don’t have to remember to send each email yourself. Like I said, most email marketing tools let you “set it and forget it” by scheduling your messages ahead of time. Once you write and load them into the system, the tool delivers each email on the schedule you choose.
If you’ve never used automation before, don’t worry. Most nonprofit-friendly platforms like ConvertKit (That’s what I use) or Mailchimp, just to name a couple, make it as simple as dragging and dropping your emails into a timeline.
Here’s a simple way to start:
- 3–4 emails spread over a two-three week period.
- Each email with one clear purpose (we’ll break that down in the next section).
- A tone that feels welcoming, personal, and aligned with your mission.
When you have this structure in place, you can spend less time worrying about logistics and more time connecting with your new supporters.
What to include in each email
Now we’ll talk about what you actually say in a welcome series. Each email has a specific role to play. Think of it as a gentle conversation spread out over time.
Email 1: The Warm Welcome
- Goal: Make people feel seen and appreciated right away.
- Content: A simple thank you, a quick intro to your mission, and one small action (like following you on social media or checking out your website).
Email 2: Share Your Story
- Goal: Build connection and trust.
- Content: A short story about why your organization exists or the impact you’ve made so far. Add a personal touch because, at the end of the day, people connect with people.
Email 3: Invite Engagement
- Goal: Show how they can be part of your work.
- Content: Offer one easy, low-barrier action: sign up to volunteer, share a post, or attend an event. Keep it specific and doable.
Email 4: The Gentle Ask (optional)
- Goal: Invite financial support only after you’ve built a connection.
- Content: Share a simple way their gift makes a difference (“$25 covers one week of meals for a family”). Keep the ask warm, not pushy.
💡 Tip: Don’t overload your emails. Each one should focus on just one idea or action. Short, clear messages go further than long lists.
Tips for success
As you build your welcome series, here are a few simple guidelines that can make a big difference:
- Keep it short and skimmable. Most people won’t read long paragraphs in their inbox. Stick to one main idea per email and keep your sentences easy to scan.
- Use a consistent voice and design. When your emails sound and look like “you,” it helps new supporters recognize your organization and start to feel connected.
- Make it about the supporter. Instead of just talking about your organization, focus on how their involvement matters and the impact they can help create.
When you approach your emails this way, your series will feel like an ongoing conversation, not a sales pitch.
Coming soon ✨
My Zero to $100K Toolkit is almost here! It’s my complete system to help you plan and launch a successful fundraising campaign from the ground up. You can click here to be automatically added to the waitlist to get the alert when it goes live.
Try it this week 🚀
Take 10 minutes to sketch out the first 2–3 emails you’d want new supporters to get after they sign up for your list. Keep it simple, even jotting down subject lines or bullet points for each email can help you start strong.
Hit reply ✉️
Do you already have a welcome series in place, or are you planning to create one? Hit reply and let me know. I’d love to hear how you’re engaging new supporters.
