Welcome Campaign Starter Kit Resource Center

Welcome Starter Kit:

Send the first automated welcome email within 24 hours upon capturing a new email address of a prospect or new member. This is the time to roll out the red carpet with a warm welcome and to reinforce the benefits and value of being a member of your organization. Shine light on proven value drivers like access to an exclusive online community, educational resources, industry events, mentoring opportunities, and more.

As a best practice, a welcome campaign should include a series of purposeful communications sent over the first few weeks of a member joining your organization. Think of this as an onboarding vehicle to equip new members with information to successfully engage with your organization. When crafting your campaign, think back to your personas. Why is your audience coming to you? Provide a solution right away.

 

Is Your Onboarding Process Working

Check out these 3 common mistakes when onboarding members:

  1. Information Overload: Members receive one long email outlining everything they could ever be involved in at your association, all at once.

  2. Cold Shoulder: Members don’t receive any special welcome communication – they are added to the member distribution list and begin receiving regular mailings.

  3. Road to Exhaustion: This approach is based on manual labor: Your team sends out individual welcome emails or a welcome email series, places calls to new members welcoming them, etc.

The Ideal Onboarding Campaign

Members receive a series of personalized emails, timed over a few weeks to a month-long period. The ideal campaign should provide members with information that welcomes, informs, educates, and gives access to additional resources.

As you set up your onboarding campaign, think about your goals. Ask yourself the following questions:

  1. What are the top 3 reasons members join my association?
  2. What is the desired outcome of this campaign?
  3. Is the campaign merely informative or is there a direct call to action?

Additional Content Considerations

Some items you may consider touching on in your welcome series include:

  • Member Login Information
  • Link to Complete Member Profile
  • Tutorial Welcome Video Link
  • Accredited Educational Course
  • Networking Opportunities
  • Online Handbook
  • Member Discounts
  • Key Contact Information
  • Industry Newsletter
  • Testimonials
  • Volunteer Opportunities