*Watch or download the full webinar (with audio and slides) at: http://bit.ly/WelcomeMsgs Are you getting the most out of your new email subscribers? Are your open and click rates suffering, and you can't figure out why? Learn how you can make your new subscribers feel right at home! Join this webinar with Dane Grams (formerly of nonprofit GLSEN) and Emily Logan (Senior Campaigner at Care2) as they reveal findings about what really works when it comes to welcome series messaging, so you can start your new online relationships with a bang. Using examples and statistics from our partners at the Center for Reproductive Rights, the American Civil Liberties Union (ACLU), Human Rights Campaign (HRC) and Just Label It, we'll share our best secrets on how to hit a welcome series home run. IN THIS WEBINAR YOU WILL LEARN: -Why early communication with a new supporter is so important -Subject lines and focused messaging that lead to higher open and click rates -Which images will make the biggest impact -How to use language to represent your organization’s style and mission About the Presenters: Emily Logan -- Senior Campaign Manager, Care2 Dane Grams - Director of Nonprofit Services, Care2

1. Presents:
Featuring examples from:
Presented by:
Dane Grams & Emily Logan from Care2 @Care2Team #C2Webinar

2. about
Citizens use Care2 for:
Starting or signing petitions
Nonprofits use Care2 for:
Volunteering
Donating $ Recruiting Donors & Supporters
Spreading news
Traffic/Branding/Awareness
Commenting on blogs
Starting group (organizing) Advocacy
Joining nonprofits Building Facebook fan base

3. What We’ll Cover
• Why Welcome Messages/Series matter
• Some Recurring Themes
• Subject Lines
• Tone and Focus
• Links
• Images
• Extras
• Examples: ACLU, CRR, HRC, Just Label It
• Questions

4. Why do Welcome Messages
Matter?
Brand building and familiarization
Establishing your voice
Maintaining engagement (send asap after
someone signs up)
Reducing unsub/spam
Filtering out “slackers”

5. Recurring themes to keep in mind
as you’re crafting…
Gratitude
Engagement
Strength
Conciseness
Empowerment

6. What Makes a Great Subject Line?
Appreciation
“Thank You For Joining the National Wildlife Federation
Community” (84.8%)
Looking Forward
“Welcome to the „Be Out There‟ Movement” (65.83%)
“Welcome to the PBS Community” (64.89%)
Grabbing Attention
“We‟re Taking on Harper” (71.27%)
“Help Local Wildlife with National Wildlife Federation
(63.47%)
Words that represent your brand
“community,” “movement,” “social,” “action”

7. Setting Expectations: Tone and Focus
Thank your new supporter
Look forward, not backward re: member actions
Educate your new supporters about you
Reasons to continue to show support – examples of
previous work and successes
Clear action to take if possible / compelling link

8. Take New Supporters
Out on a “Date”
Don’t just talk about yourself –
focus on them too
Fill them in about what’s important about you
Don’t rush the relationship – save donation or
registration asks for 3rd message at least
Offer them an out – clear unsubscribe links!
Ask for a second date – give them something to do
to keep them interested

9. Links
More and bigger links never hurts!
BUT, by “more” we mean multiple of the same
link – don’t overwhelm with too many
destinations
Have a link in the first paragraph (get to the
point asap, then elaborate)
Link all images and buttons
Clarity vs. mystery

10. Images
Use them if you can!
Faces, eyes, close-ups (human or animal)
Avoid overly stock-y images
To try or test:
- Video screenshots
- Photos of staff or volunteers
(if they’re good photos!)
- Graphics
- Shocking vs. optimistic

11. Extras
Celebrities
Signed by someone important
Videos
Tell-a-friend / asking for shares
Special projects/offers

12. Some Examples
(what we’ve seen work)

13. ACLU
Video Feature
Celebrity support with photo
Signed by ED
Two action options
Strong language – “Welcome to the most
determined and dedicated community of
civil rights advocates in America”
Talks about supporter – “Every one of
our… activists plays a crucial role…”
25.61% CTR

14. Center for Reproductive
Rights
Blends Tell-a-friend with welcome
Long, clear links
Compelling, timely topic
Signed by President / CEO
Demonstrate effectiveness – “For more
than 15 years…the Center…has used
the law to advance reproductive freedom
as a fundamental human right…”
Chose not to have an image as opposed
to stock image
Extra – survey new members
22.22% CTR

15. Just Label It
Deadline – 24 Hours
Single, clear, strong message –
“Current policy does not provide us
with the ability to make informed
choices about GE foods because they
are not labeled.”
Specific example – genetically
engineered salmon
Tell-a-friend
Signed by campaign director
Lack of photo – sometimes best if
there’s no great option
13.37% CTR

16. Human Rights Campaign

17. Human Rights
Campaign

18. Human Rights Campaign

19. Human Rights
Campaign

20. Welcome Best Practices
• Immediate Welcome Notice (within 24 hours) with low level engagement
• Followed by two additional communications over the next two weeks
(including another action, followed by a fundraising ask)
The onboarding process doesn’t end here…
• Monthly emails including:
• 1 Educational
• 1 Engagement
• 1 Newsletter
• 1 Fundraising
-Seize any opportunity to communicate breaking news, or crisis, etc.
-Track/source all communications
-Include online subscribers in your offline mail and phone programs

21. thank you! questions? contact us!
Emily Logan
emily@care2team.com
@emilyrlogan
Dane Grams
daneg@care2team.com
@care2team

22. http://bit.ly/c2webinar12