In a world where donors have endless causes they could support, the fact that they chose yours is a big deal.
It means they saw something in your mission, something worth believing in. But now comes the most important part: making them feel seen, appreciated, and inspired to stay connected.
What you do next—how you welcome, thank, and follow up—sets the tone for your entire relationship.
In this resource, you will receive practical tools to turn new donors into lifelong supporters through thoughtful, strategic engagement.
What Is a Welcome Series?
A donor welcome series or journey, sometimes called a donor onboarding process, is a sequence of intentional touchpoints that helps guide new supporters from their first interaction into a deeper, more lasting connection with your cause.
These touchpoints can include things like thank-you emails, impact updates, and personal notes. They all work together to show appreciation, build trust, and help donors feel like part of your community.
Instead of leaving donors wondering what happens next after they give, a welcome/onboarding journey walks them through the next stage of their relationship with your organization. From the initial touch point, to engagement, to nurturing, and more donation asks, each stage offers a unique opportunity for your donors to see their impact, understand your mission, and feel inspired to stay involved.
A strong welcome journey, especially for your first time and recurring givers, is more than just good manners. It nurtures your relationship and lays the foundation for long-term engagement, whether that’s through future donations, volunteering, advocacy, or simply staying connected over time.
Why Your Welcome Series Matters
Let’s face it: donor retention is tough. In fact, most nonprofits lose more donors each year than they keep. But the good news? A strong welcome series can make a huge difference.
In fact, research shows that first-time donors who receive multiple thank-yous and personalized engagement within the first 30 days are far more likely to give again.
A well-crafted donor welcome series helps you:
- Increase donor retention and loyalty
- Reinforce the value and impact of each gift
- Build long-term relationships, not one-time transactions
- Turn passive givers into active supporters
What To Consider When Creating Your Welcome Series
Every nonprofit is different, but there are a few key things to keep in mind as you build your donor welcome series:
Your Audience
Think about who you’re welcoming. Is it a first-time donor? A recurring giver? Someone who gave through a peer-to-peer campaign? Tailor your messages accordingly.
Timing & Frequency
Don’t let too much time pass after a donation. Your first thank-you should go out right away (ideally automatically), followed by 2–4 engaging emails spaced over a few weeks.
Tone & Voice
Keep your tone warm, conversational, and mission-focused. Avoid jargon and speak like a real person. You’re welcoming someone into your community, not delivering a corporate update.
Tools & Tracking
Use your CRM to keep track of these interactions and automate where it makes sense. A good CRM helps you organize donor data, schedule follow-ups, and personalize content based on giving history or interest.
If you’re using CauseVox, our built-in CRM makes it easy to set up and manage your donor journeys with less time and hassle.
In This Resource You Will Find
- Donor journey map examples: sample paths showing you exactly what to say, at what point, and to who, so you can welcome and nurture new donors
- Email series outlines: email topics and timing to use as a starting point for your own communications to both first-time and recurring givers
- Best practices for converting email subscribers into donors
- Considerations for using multiple channels to connect with donors, including email, SMS, and phone calls
- Strategies to onboard, engage, and ultimately upgrade your donors to higher levels or more frequent giving
Whether you’re starting from scratch or refreshing your current process, these tools will help you build a donor experience that feels personal, impactful, and aligned with your mission.
Make Your Welcome Series Count
You only get one chance to make a first impression, let’s make it count!
A thoughtful welcome series can be the difference between a one-time gift and a long-term champion of your cause.
Download the free Donor Welcome & Onboarding Journeys Template now and start building donor relationships that last.
