The comprehensive guide to nonprofit welcome emails [examples + templates]

A strong first impression sets the tone for every donor relationship. And once a new donor makes their first gift, the real work begins.

In fact, a thoughtful welcome email series is one of the most effective tools for building lasting donor relationships. A 3- to 4-part email campaign can make new supporters feel appreciated, demonstrate the impact of their contribution, and foster trust in your nonprofit organization. Essentially, a strong welcome series launches your donor retention efforts and nurtures new donors toward deeper levels of commitment.

This guide will walk you through creating a powerful nonprofit welcome email series. We’ll cover how to tailor your email marketing strategy to different audiences, share best practices, and provide email examples and templates to get you started.

Understand your new supporters

Donors aren’t one size fits all. They discover and connect with your nonprofit through various channels, which requires a tailored marketing approach rather than a uniform one. 

To build strong relationships, you need to communicate in a way that’s relevant to each donor’s unique experiences. This means using segmentation to tailor your outreach based on how they first engaged with your organization.

Here are three common new donor segments and how to approach them:

• First-time donors: These individuals gave directly to your nonprofit, maybe through your website. Their gift signals a clear interest in your mission, and your welcome series is the moment to strengthen that bond.
• Third-party donors: These supporters donated through a peer-to-peer fundraising campaign, likely at the request of a friend or family member. Their primary connection is to the campaign, not necessarily your nonprofit. Your goal is to gently introduce them to your cause and build trust.
• Event attendees: These people first interacted with your nonprofit by attending a fundraising event. Your follow-up email communications should reference the event to capitalize on the energy and connection they felt there.

By tailoring your outreach for each of these groups, you can keep new supporters engaged and improve your donor retention metrics.

Craft the perfect welcome email series

A successful welcome email series guides new supporters from their initial interaction to a deeper, more committed relationship. Here’s a breakdown of a simple, effective three-part series.

Email #1: The thank-you email

Your first email should arrive promptly and focus entirely on gratitude. This is your chance to make a positive first impression and show your new donor that you value their support.

Key elements:

• Focus on gratitude: The primary message should be a sincere “thank-you.” Let them know their contribution is appreciated and will make a difference.
• Add a personal touch: Address the donor by name. If possible, have the email come from a real person at your organization, like the executive director, to make it feel more personal.
• Include a soft call to action (CTA): Invite them to connect with you in other ways. Good CTAs for a first email include asking them to follow your nonprofit on social media or watch a short video about your work.

Thank-you email template:

Subject line: Thanks for your support, [Donor name]

Header: A warm, branded image

Body:
Hi [Donor name],

On behalf of everyone at [Nonprofit], I want to extend a huge thank-you for your recent gift. We’re so grateful for your support.

Your contribution helps us continue our work toward [briefly state your nonprofit’s mission]. Because of you, we can [mention a specific, tangible outcome, e.g., “provide 10 warm meals to families in need this Christmas”].

We’d love to stay connected. You can follow our journey and see your impact in action on our social media channels.

[Link to Facebook] [Link to Instagram] [Link to X]

Thanks again for being part of our community.

Sincerely,
[Your name/executive director’s name]
[Your title]

[Your nonprofit organization]

Email #2: Educate and demonstrate impact

Once you’ve expressed your gratitude, your next email should show donors how their support translates into real-world results. This email is all about educating and building trust by demonstrating the tangible impact of your initiatives.

Key elements:

• Share success stories: Share a brief story or testimonials from someone your nonprofit has helped. A compelling story speaks volumes.
• Use visuals: Incorporate high-quality photos, moving videos, or simple infographics to illustrate your impact. Visuals make the email more engaging and easier to digest.
• Highlight your nonprofit’s mission: Reiterate your core mission briefly and show your progress toward your goals.

Impact template:

Subject line: See the impact you’ve made

Header: Your support is changing lives

Body:
Hi [Donor name],

Thank you again for your generous support of [specific initiative]. It’s because of you that we’re able to make a real difference.

We wanted to take a moment to show you how your contribution creates meaningful change.

[Insert success story or testimonial example: e.g., “Meet Sarah. Thanks to your support, Sarah was able to access the resources she needed to start a new chapter in her life.”]

Here’s what we’ve accomplished together so far:

• [Impact statistic #1: e.g., 500 families supported this year]
• [Impact statistic #2: e.g., 1,000 meals provided to those in need]

[Include a high-quality photo or video link of your work in action.]

Together, we’re making strides toward our mission: [Reiterate mission statement in 1-2 sentences]. Your generosity fuels this progress, and we’re so grateful to have you as part of our community.

Thanks for believing in what we do.

Warm regards,
[Your name]
[Your title]
[Your nonprofit organization]

P.S. Stay connected! Follow us on [social media link] or visit [website link] to see more updates.

Email #3: Inspire and provide an opportunity to act

The final email in your welcome series should inspire new supporters to take the next step in their journey with your nonprofit. Now that you’ve thanked them and shown them your impact, you can present them with more direct ways to get involved.

Key elements:

• Include a clear CTA: Make a more specific ask. Depending on your goals, you might ask them to subscribe to your email newsletter, learn about volunteer opportunities, or consider making another donation.
• Encourage further engagement: Offer multiple ways for donors to support your cause. This gives them the flexibility to choose how they want to deepen their involvement.
• Connect their action to impact: Explain how taking the next step will help advance your mission. For example, show how becoming a monthly donor provides sustained support for your programs.

Inspire template:

Subject line: Ready to take the next step?

Body:

Hi [Donor name],

We’re so glad you’re here! You’ve seen how your support makes an impact, and now we invite you to dive deeper and discover new ways to keep our mission alive.

Every action, big or small, helps us [briefly state your mission]. Here’s how you can make an even bigger impact:

[Call to action #1: e.g., Become a monthly donor]
[Explain how this action helps. For example: “Your recurring gift provides the steady, reliable support we need to plan ahead and sustain our programs.”]
[Button: e.g., Give monthly]

[Call to action #2: e.g., Volunteer with us]
[Explain how this action helps. For example: “Lend your time and skills to make a hands-on difference in our community.”]
[Button: e.g., Learn more]

[Call to action #3: e.g., Subscribe to our newsletter]
[Explain how this action helps. For example: “Stay up to date on our latest work and see how your support changes lives.”]
[Button: e.g., Subscribe now]

Choose the path that feels right for you. Your continued support helps us move our mission forward, and we’re excited to see what we can accomplish together.

Thanks for being part of this journey.

All the best,
[Your name]
[Your title]
[Your nonprofit organization]

Best practices for your nonprofit welcome email series

To make your welcome series effective, keep these best practices in mind:

• Make emails scannable: Use short paragraphs, bullet points, bold text, and a clear visual header to make your content easy to digest.
• Include a clear CTA in each email: Guide the reader toward a desired next step in every email. Even a soft CTA, like following you on social media, keeps them engaged.
• Use a personal touch: Segment your email list and tailor your content to show that you understand and value your supporters as real people. And remember, personalization goes beyond using the donor’s name.
• Test and optimize: Pay attention to your email marketing metrics. Track open rates and click-through rates to see what resonates with your audience. Use these insights to optimize your subject lines, content, and CTAs moving forward.

Tools and resources to help

With the right tools, managing an email campaign is easy to streamline. Integrating these resources into your workflow can save time and improve your outreach efforts.

• CRM integration: A customer relationship management (CRM) system is essential for managing donor data. Integrating your CRM with your email platform allows for seamless segmentation and personalization, helping you build stronger donor relationships.
• Email marketing platforms: Tools like Mailchimp offer user-friendly interfaces, email templates, and automation features. These platforms help you design, send, and track your nonprofit email campaigns efficiently.
• Fundraising tools: Modern fundraising tools and platforms can help you create beautiful donation forms and donation pages, making the giving process simple for potential donors.

For a deeper dive into crafting a successful fundraising email, check out these 12 templates and tips.

Build stronger donor relationships from day one

An effective welcome email series is a powerful tool for donor retention. It sets the tone for your future email communications and helps turn new donors into long-term supporters. By thanking your supporters, showing your impact, and offering clear opportunities for further engagement, you can build trust and create a strong foundation for lasting donor relationships.

And with GoFundMe Pro, it’s easier than ever. You get: 

• Near real-time donor insights to shape your outreach.
• Customizable donation pages and forms for each audience.
• Seamless integrations with your email and CRM tools to track your welcome series.
• Built-in features like recurring nudges that help nurture lasting donor relationships and grow your impact.

Ready to see how it works? Explore what GoFundMe Pro solutions can do for you.

Copy editor: Ayanna Julien