Nurture Sequence
The Client:
Our Future WV, a community organizing group
The Objectives:
Increase donations & engagement through their email list
The Strategy:
I wrote 3 emails, designed to be dripped out to subscribers on a schedule. Each communication emphasizes the good work the organization is doing, and encourages the reader to take an action to engage.
The sequence begins with an introduction to OFWV's work. Email 2 asks for a small action. And the series culminates in a donation request.
From the recipient's perspective, the result is a gradually deepening relationship. Together, the emails build the recipient's trust in the organization's ability to create change. And each shows the supporter a different way to get involved and make an impact.
The first email in the sequence lets the subscriber get to know the organization. Since the relationship is new, the email only has soft asks: download a resource, and follow on social media.
The second email in the series invites the reader to support the organization by helping to grow their following. The text gives a compelling case for wanting to bring along a friend.
The third and final email summarizes the value that the organization offers, and then makes the ask for a donation.
The first email in the sequence lets the subscriber get to know the organization. Since the relationship is new, the email only has soft asks: download a resource, and follow on social media.