Nonprofit Welcome Email
Top 3 Takeaways
St. Baldrick’s Foundation welcome email
A personalized and unique subject line and pre-header encourage people to open this email.
Email has a clean design, easy to read and is mobile friendly.
Content in conversational and focuses on how the individual makes an impact.
Transcript
What happens when you combine a conversational style email, with personalized information and a few fun surprises along the way? You get a successful welcome email. To see the magic, it’s time to go behind the campaign.
Our email today is from the St. Baldrick’s Foundation.
St. Baldrick’s funds childhood cancer research. How do they raise money? It all began in 2000 with their first head-shave party. In 2020, they raised over $24 million.
They sent me a welcome email after signing up on their website. In fact, they send a 3 email welcome series. One email a day. Each email blends a clean design with impactful information and a little fun.
Here is the first welcome email.
Let’s start with the inbox preview and look at the 3 parts, sender name, subject line, and preheader.
The sender name is the organization name. I know the nonprofit because I signed up on their website to receive emails.
The subject line is personalized. Note the preheader. It is also personalized but tells you what to expect. This is an email series and it is the first of 3. The preheader content is unique which you will see when we get back to the email. They also do a great job of setting the organization’s tone with this preview.
When you open the email you see a nice clean template. Good use of white space. The pre-header is hidden, you don’t see it on top. Instead, you see their logo, a much better experience. The logo is linked to their homepage, a subtle touch and important addition.
They included a simple, yet powerful image. This young, smiling, optimistic, girl greets you. She is full of hope. Immediately, I wanted to know more.
Because of its simplicity, the image works well on both desktop and mobile.
You don’t need to read long before you notice the down-to-earth conversational tone. They use words such as “Yep” and “See ya soon.” The tone St Baldrick’s uses does not take away from the seriousness of their mission, but instead, makes them more relatable. It makes me feel like I am reading an email from a friend.
The font is legible on both desktop and mobile. The paragraphs are short, anywhere from one to three sentences long. It is easier to read emails with paragraphs that are only a couple of lines long on mobile.
I love the different typography they use to draw the reader’s attention to certain, important statements. It also breaks up the text in a creative way.
So how about the content of the email? They tell you a little more about their mission. And do so in a way that is not about them, but about you. For instance, the email says “how people like you make a great big impact for kids with cancer.”
To learn more they encourage you to watch their video. Another fun design element here. They use another fun image to draw your attention to the video. Psst. watch this video plus an arrow to point you in the right direction.
One of the most-read parts of an email is the postscript. They include two and the best part is they let you know you can reply to the email. St. Baldrick’s Foundation wants to start a conversation with you.
The footer uses standard social media icons. Again they use an image with text and arrow. The entire footer is creative and fits in with the tone they used in the body of the email.
Overall, a clean, straightforward email that introduces you to St. Baldrick’s Foundation. It is okay with this type of email to have multiple calls to action. The email comes across as personal with the conversational tone and their encouragement to reply.
Bravo! St. Baldrick’s Foundation, Bravo!
