I’ve started a new research project.
Every day, I’m signing up for email newsletters from 10 nonprofits. Not just any nonprofits. Organizations that have signed up for my enews, The Grow Report.
Why? Because I want to see what happens when someone new shows interest in your mission. I’m looking at three things:
- How easy is it to find the signup form?
- Do I get some sort of confirmation after signing up?
- What does my first email look like?
That welcome email? It matters more than you think.
The Numbers Don’t Lie
Welcome emails have a 91.43% open rate. That’s huge.
They create an 86% lift in unique open rates. And they have 4 times the open rate of your regular emails.
Think about it. Someone just invited you into their inbox. They’re paying attention. They want to hear from you.
Don’t blow it with a boring, canned message from your email service provider.
A Welcome Email Done Right
Today I want to show you a great example. It’s from Northern Arizona Audubon Society (NAAS).
I signed up on their website. The form was easy to find. And then this beautiful welcome email landed in my inbox. (Click image below to view)
What Makes It Work?
First, it’s personal. “Hi Pat,” it starts. They used my first name.
Then comes the welcome. But not just any welcome. “Welcome — you’ve joined the kettle!”
Wait, what’s a kettle?
They tell me right away. A kettle is the soaring group of Common Black Hawks that circle the skies above Northern Arizona. And now I’m part of theirs.
See what they did there? They made me feel like I belong. Like I’m already part of something special.
Setting Expectations
Here’s where NAAS really shines. They tell me exactly what to expect in my inbox:
- Society News (updates on conservation work, advocacy, and community impact)
- Bird Insights (seasonal birding tips, migration highlights, and species spotlights)
- Programs & Events (bird walks, field trips, and monthly programs with local experts)
- Conservation in Action (projects like their Motus Wildlife Tracking System and habitat restoration)
No surprises. No guessing. I know what I signed up for.
The Call to Action
But they don’t stop there.
Under a header that says “Get Involved Beyond the Inbox,” they give me three clear ways to connect:
- Join a Bird Walk
- Volunteer or Support their work
- Learn More on their website
Each one is simple. Easy to understand. Not overwhelming.
And at the end? A genuine thank you. “Thank you for joining us and adding your voice in protecting the birds and wild places of northern Arizona.”
What Your Nonprofit Can Learn
Your welcome email is your first impression. Make it count.
Here’s what to include:
- Use the subscriber’s name (when you’re first setting up your enews, go for the bare minimum: first name and email)
- Write a warm, friendly greeting (ditch the jargon)
- Tell them what to expect and how often
- Give them clear next steps
- Thank them for signing up
Don’t settle for the default message from your email platform. You’re better than that.
Your new subscriber just raised their hand. They’re interested in your mission. Show them you care by creating a welcome that actually welcomes them.
Your Turn
When was the last time you looked at your welcome email or went through the process, click by click, of signing up? Does it sound like a robot wrote it? Or does it sound like you?
Take 30 minutes this week and rewrite it. Make it warm. Make it clear. Make it useful.
Your new subscribers will thank you. And they’ll be more likely to stick around.
Need help getting your digital fundraising strategy on track? Check out my Fractional Fundraising program. We can work together to fix your welcome emails and build a donor communication plan that works.
Additional Resources
Why and how to rewrite your nonprofit’s email Welcome message
Lessons From Motivate Monday | Why you need an email welcome series
What’s in my Inbox | A before and after welcome email
View Pamela Grow's profile
I can’t wait to meet with you personally.
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