New donors are the lifeblood of any nonprofit organization. They provide the financial support that you need to carry out your mission and make a difference in the world. That’s why it’s so important to nurture your donor relationships and show them how much you appreciate their support.
One way to do this is to create a new donor onboarding email series. This is a series of emails that you send to new donors after they make their first gift. It’s an opportunity to welcome them to your community, introduce them to your mission, and thank them for their generosity.
Nonprofits that take advantage of fundraising email automation, put themselves in a position to succeed. The purpose here is to consider ways to curate a valuable relationship with your donors using technology.
Here are some tips for creating an effective new donor onboarding fundraising email series:
- Start with a warm welcome. Your first email should be a simple welcome message that thanks the donor for their gift and expresses your excitement to have them as part of your community. Be sure to personalize the email with the donor’s name.
- Introduce your mission. Your second fundraising email should focus on introducing your nonprofit’s mission and vision. This is a great opportunity to tell the donor about the work that you do and the impact that their gift will make.
- Tell a story. One of the best ways to connect with donors is to tell them stories about the people they’re helping. In your third email, share a story about how your nonprofit has made a difference in someone’s life.
- Invite the donor to get involved. In your fourth fundraising email, invite the donor to get involved with your nonprofit in a more meaningful way. This could involve volunteering, attending an event, or making a recurring donation.
- Thank the donor again. Your final email should be a thank-you message that expresses your gratitude for the donor’s continued support. You can also use this email to share an update on the impact of their gift.
Here is an example of a five-email onboarding series template that you can customize for your nonprofit:
Fundraising Email Templates
Email 1:
Subject: Welcome to the [Nonprofit Name] family!
Preview text: Thank you for your generous donation to [Nonprofit Name]. We are so grateful for your support! In this email series, you’ll learn more about our mission, the impact of your gift, and how you can get involved.
Body:
Dear [Donor Name],
Welcome to the [Nonprofit Name] family! We are so grateful for your recent donation to our mission of [mission statement].
In this email series, you’ll learn more about our work, the impact of your gift, and how you can get involved in even more meaningful ways.
We are so excited to have you on our team!
Sincerely, [Your Name]
Email 2:
Subject: Our mission is to [mission statement]
Preview text: Learn more about the work that we do and the impact that your gift is making.
Body:
Dear [Donor Name],
Our mission at [Nonprofit Name] is to [mission statement]. We believe that [why your mission is important].
We work to achieve our mission through a variety of programs and services, including [list of programs and services].
Your gift to [Nonprofit Name] is helping us to make a real difference in the lives of [people you serve]. For example, [specific example of how the donor’s gift is being used].
Thank you for your support. Your gift is making a difference in the world.
Sincerely, [Your Name]
Email 3:
Subject: A story of impact
Preview text: See how your donation is making a difference in the lives of the people we serve.
Body:
Dear [Donor Name],
We wanted to share a story about how your donation to [Nonprofit Name] is making a real difference in the life of a young girl named [name of girl].
[Name of girl] is a 10-year-old girl who lives in poverty. She has always dreamed of going to college, but she knew that her family would never be able to afford it.
Thanks to your donation, [name of girl] is now able to attend our after-school program, where she receives tutoring and support from our staff. She is also able to participate in our college prep program, which is helping her to prepare for her future.
[Name of girl] is so grateful for your support. She says, “I never thought that I would be able to go to college, but now I know that it is possible. Thank you for making my dreams come true.”
Your donation is making a difference in the lives of people like [name of girl]. Thank you for your support.
Sincerely, [Your Name]
Email 4:
Subject: 5 ways to make a bigger difference
Preview text: There are many ways to get involved with [Nonprofit Name]. Learn how you can make a lasting impact.
Body:
Dear [Donor Name],
There are many ways to get involved with [Nonprofit Name] and make a bigger difference. Here are just a few ideas:
- Volunteer your time. We always need help with tasks such as [list of volunteer opportunities].
- Make a recurring donation. A recurring donation is a great way to give back on a regular basis and make a sustained impact.
- Attend an event. We host a variety of events throughout the year, such as [list of events]. Attending an event is a great way to learn more about our work and meet other people who are passionate about our mission.
- Spread the word. Tell your friends, family, and colleagues about [Nonprofit Name] and encourage them to get involved.
- Joining our board: Our board members are changing the world and their professional networks! Apply <here> to join our board!
Thank you for your continued support!
Sincerely, [Your Name]
Email 5:
Subject: Thank you for making an impact!
Preview text: Your support is making a difference in the world. Thank you for being a part of our community.
Body:
Dear [Donor Name],
We wanted to take a moment to thank you again for your continued support of [Nonprofit Name]. Your donation is making a real difference in the lives of the people we serve.
For example, your recent gift helped us to [specific example of how the donor’s gift is being used]. This means that [specific impact on the people your nonprofit serves].
We are so grateful for your support. Your generosity is helping us to make a real difference in the world.
Sincerely, [Your Name]
Personalization + Customization
This is just a sample fundraising email series template. You can customize it to fit your nonprofit’s specific needs and goals. Be sure to personalize each email with the donor’s name and include a clear call to action in each email.
Use Video
Another thing to consider is using videos in your onboarding series. Video is one of the best ways for donors to feel connected to your organization and alignment with your mission. Great videos can be a game-changer for fundraising. If you are looking for a top-notch video team that understands how to turn passion into film, reach out to our friends at Tall View Productions.
Next Steps
If you want to learn more aboutSocial Impact Solutions and learn about how to increase your end-of-year fundraising, be sure to take our popularFundraising Quiz to see how your organization compares to other nonprofits. We have a free course that accompanies the quiz that we know you’ll love. Also, be on the lookout for our next blog in this End-of-Year Fundraising series, on how to Capture Meaningful Stories of Impact.
