Nonprofits work hard to earn attention—through campaigns, events, and initiatives that bring their mission to life.

But what happens after someone takes that first step to get involved? Too often: nothing.

A donor gives. A volunteer signs up. An advocate fills out a form. Then silence. The connection fades before it has a chance to grow. That pause is costly. A simple welcome sequence can mean the difference between a one-time donor and a lifelong advocate.

Strike while the welcome’s warm‍

The first few days matter most. Supporters who get a welcome series donate three times more than those who don’t. Yet 43% of nonprofits skip this step.

A quick, intentional sequence reinforces the choice someone just made. It opens a channel, sets expectations, and provides a reason for them to stay.

What Smart Orgs Send
High-performing teams don’t rely on random newsletters. They design a system that shows up every time a supporter raises their hand:

• Day 0 → Thank you. A genuine note plus a quick impact story.
• Day 3–5 → Story in action. A testimonial or snapshot of the mission at work.
• Day 7–10 → Gentle next step. Join an event, make a second gift, or share with a friend.

The result? Context, care, and continuity.

Welcome emails do the heavy lifting 

People expect acknowledgment. Meet that expectation, and you build momentum. Miss it, and you create an expectation gap that erodes trust before the relationship even begins.

While 74% of supporters expect a welcome email, 43% of nonprofits don’t send one. That is an opportunity missed and a relationship weakened.

Every welcome is a chance to:
→ Meet expectations
→ Build trust
→ Spark forward energy

Like compound interest, those small touches stack up into long-term value.

The numbers tell the story:

• Welcome emails average 84% open rates and 17% click-throughs.
• Standard emails? Just 55% and 7%.

Why and how it works

A thoughtful welcome provides clarity and reassurance. It honors the gesture someone just made and offers a next step without pressure.

Email remains one of the most reliable tools in a nonprofit’s toolkit. It’s personal, cost-effective, and direct. When used intentionally, it keeps supporters close and conversations active.

Still, 64% of nonprofits aren’t automating these touchpoints. That gap is felt—not just in performance, but in relationships that stall.

How to get started

The first version doesn’t need to be complex. Start with:

1. A timely thank-you email that includes a story.
2. A follow-up with an invitation to engage further.
3. A simple automation tool to ensure it goes out reliably.

Even this light structure can make a meaningful difference.

The compounding effect

Let’s walk through a simple scenario.

You collect 100 new email addresses from interested supporters at an event. You’ve got their attention. What happens next depends entirely on whether you follow up—and how.

Scenario A: You Send a Thoughtful Welcome Series

You follow best practices:

• The first email goes out within 24 hours
• It’s warm, intentional, and in your nonprofit’s voice
• It’s a 3-part sequence: thank-you → impact story → light next ask

Here’s what the numbers tell us to expect:

• 80% open rate → 80 people read it
• 17% click-through rate → ~14 people land on your donation page
• 19% conversion rate on that page → ~3 people make a gift
• Average first-time donation: $25
  → That’s $75 raised from the first 100 emails

Scenario B: You Send Nothing

No welcome series. Maybe a generic newsletter a few weeks later.

In that case:

• 56% open rate → 56 people read it
• 7% click-through rate → ~4 people reach the donation page
• 19% conversion rate → maybe 1 person donates
  → That’s $25 or less raised from the same 100 emails

Now Let’s Zoom Out

On a list of 100 people, the difference is $50.
Scale that up to 10,000 people, and you’re talking about:

• $7,500 vs. $2,500 in first-time gifts
• A 3× lift—just from how you show up in the first few days

And that’s just the beginning.

Because some of those donors will give again.
Some will upgrade to mid-level.
Some will join your recurring program.

Over time, that welcome series will be worth tens, maybe hundreds, of thousands of dollars in annual revenue—without spending a dollar more on acquisition.

A Strong Start Shapes the Whole Journey‍

You don’t need a flashy production. You just need to show up - quickly, warmly, and consistently.

If you’re investing in getting people’s attention through ads, events, or outreach, don’t let that spark fizzle.

Welcoming someone isn’t just polite. It’s powerful. Nail those first days, and you’ll turn first gifts into lasting relationships.

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