When people subscribe to your newsletter, what do they get?
An immediate warm “Welcome!” email?
A simple “Thanks for joining us”?
An “Introduction to your organization”
Or… silence?
If you said silence - you are not alone. Many nonprofits don't send anything either.
How do I know this?
I subscribe to dozens of nonprofit newsletters, and I’m still surprised by how many never send a welcome email at all — or send it weeks later.
Once, I received a “welcome” email two weeks after signing up. By that time, the excitement had faded, and honestly… I had forgotten I subscribed.
Here’s why this is a problem.
Welcome emails have the highest open rates of any email type across every industry — often 50–90%.
This is because when someone signs up for your newsletter, that moment is pure gold. They’re curious, interested, and paying attention. They cared enough to hand over their email — which is a bigger deal today than ever before.
Also at that moment, they are at their highest level of engagement. So not using one of the most effective, highest-performing tools to build relationships and move people to action is a lost opportunity.
And with the giving season around the corner, this becomes even more important.
Over the next several weeks, you will probably be running events, campaigns, and holiday fundraising drives. More people will be visiting your website, hearing about your cause, and joining your email list.
That means you will gain new subscribers at the very moment when they are most ready to support you.
That’s exactly when your welcome email should meet them.
When done right, a welcome email can:
Strengthen trust and credibility from day one
Make new subscribers feel seen, appreciated, and connected
Introduce your mission and why it matters — without overwhelming them
Guide them on how to get involved, at a pace that feels natural
Increase the likelihood they will donate, volunteer, share, or interact later
Warm them before your next campaign (especially year-end giving)
Save you time through automation — you set it up once, and it works for you every day
Think of it as your automated handshake that works 24/7, greeting every new supporter with consistency, clarity, and care.
Its never too late:
If someone gives you their email address and the first time they hear from you is when you ask for donations… you’ve already started the relationship on the wrong foot.
So with year-end giving approaching, now is the perfect time to set one up so you don’t leave engagement — and potential support — on the table.
Cheers to your impact
Carol
P.S. If setting up a welcome email series feels overwhelming, don’t worry — the Nonprofit Newsletter Blueprint which includes plug and play templates for welcome emails, is launching soon to make it effortless. Stay tuned!