First impressions: How to onboard your new subscribers
Have you ever wondered what someone’s first impression of your organization was? Or how that first impression impacted their long term (or short term) engagement? It’s hard to know the answer to those questions, but it’s something you should be thinking about, especially as you consider how to get more of your supporters to volunteer, contribute, or attend your events.
One of the best ways to impact and understand a new supporter’s engagement is to keep track of where he or she came from and have a consistent onboarding strategy. There are two tools you can use to track where supporters came from and prompt them to engage more.
Keep Track of Where Your Supporters Come From
First, keep track of how people found your organization. You should use signup forms on your website that tag where people come from. For example, supporters you acquire through your website should be tagged differently than those who come from a contribution, social media, or join at an event. Use different signup forms to keep new supporters separated by acquisition type, and then look to see where your most productive supporters come from. If one of those acquisition groups engages more often or contributes at a higher rate, that’s something you want to know so you can either find more of those types of people or prompt existing subscribers to do the things that might trigger that behavior.
Consistently Onboard New Supporters
The next important piece of this discussion is how you onboard those new contacts. This is your opportunity to impact their first impression, so you should take it seriously. Every nonprofit should be sending a welcome series to help with that onboarding process. You should be thanking your new contacts, finding out what’s most important to them, and asking them to make a further commitment.
Because a welcome series is such a core element to a strong email strategy, we wrote a detailed eBook that discusses best practices, gives examples, and suggests how to measure your success. Get the Welcome Series eBook here. Being data-driven shouldn’t be hard. The key components of running a successful email strategy for a nonprofit are figuring out where to start, being consistent with how you welcome supporters to your organization, and measuring how those supporters interact with you over time.
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