"3 hours from now, or earlier?"

Reader, do your subscribers feel welcome when they sign up for your email list?

A mistake I often see nonprofits make is not sending emails as soon as someone plugs their email into your opt-in form. Prospects have permitted you to contact them, so you're already top-of-mind. When you send an email immediately after they sign up, you're reinforcing their decision to sign up. You stay top-of-mind through consistent communication. (My recommendation is at least 1 email per week!)

To move your subscribers from prospect → loyalist, they need to

Feel invited, and
Feel welcome enough to stay.

Think of your email list as an invitation to a dinner party at your house. Imagine you're giving them an enthusiastic greeting, pouring a drink for them, and inviting them to make themselves at home. They feel welcome, excited, and enjoy their time with you. When email marketing is done right, that's how your new subscribers should feel.

More often than not, however, I see nonprofits run their email list much like Michael Scott runs his dinner party on The Office:

✗ An invitation that makes expectations and commitment level unclear, like when Michael corners Jim into awkwardly agreeing to attend the dinner party.

✗ Attempts to engage that are almost as cringe-worthy as Michael and Jan's home tour. (looking at you, Hail Mary fundraising emails.)

✗ Not giving them what they came for. Whether that's impact stories, a resource, or an invitation, give them what they signed up for. Don't make them wait, like Jim and Pam hungrily waiting for Jan's ossu buco.

So how can I make them feel invited?

Always start with clear communication and expectations. Running a fundraising campaign? Let them know where their donation will go.

Sending a new report? Automate the email to send it as soon as they opt in.

Make sure your communications are consistent across all platforms. They want to feel and think the same way about you whether they see you on social media, in their inbox, or in person.

You'll also want to provide them with enough value to keep them on your list.

Sending sporadic emails or only emailing when you're asking for donations can make subscribers feel like they need to fill in the gaps. That's almost as awkward as Dwight showing up with his own food, wine glasses, and his babysitter as his date.

Once prospects are on your email list, send them emails. Appearing in their inbox keeps your mission top of mind. Staying top of mind is especially important as we move into autumn and prepare for Giving Tuesday and EOY campaigns. September and October are perfect for prime time! This gives you roughly 8 weeks to make positive first impressions, make prospects feel connected to your mission, and give them enough reason to stay. That'll make supporting your mission an easy "yes" once you ask them to give.

Want to get ahead of your Giving Tuesday campaign?

Hannah from Mane Impact and I are teaming up to offer done-for-you copywriting and design, so you get everything you need to promote your Giving Tuesday campaign and meet your funding goals. We're officially rolling out this limited-time offer next week, but you can get the deets by replying "GT" to this email. (It'll be a way better investment than Serenity by Jan, we promise!)