Turn Google Ad Grant Leads into Loyal Donors with a Welcome Series
You’ve done the hard work.
You leveraged your Google Ad Grant strategies to drive traffic to your site. You built a compelling landing page that convinced a visitor to sign up for your newsletter or download a resource. (Maybe you even scored a first-time gift! 🎁)
Success, right?
✋ Not quite.
In fact, what happens in the next 48 hours will determine whether that new subscriber becomes a lifelong donor or a "ghost" who never opens another email.
Too many nonprofits make the mistake of dropping new subscribers directly into their general "monthly newsletter" bucket. But think about the math: If someone signs up on the 2nd of the month, and your newsletter doesn’t drop until the 30th, you are effectively ignoring them for 28 days.
In the digital world, 28 days is a lifetime. By the time they finally hear from you, they’ve forgotten who you are.
The solution? You need a bridge. That bridge is your Automated Welcome Series.
(Already have a Welcome Series? Share what’s working well for your nonprofit in the comments below!)
What is a Welcome Series? (And Why It’s Not Just a Newsletter)
A Welcome Series is a pre-written sequence of emails sent automatically to new subscribers immediately after they join your list. Unlike a "broadcast" newsletter, which goes to everyone at once, a Welcome Series is a personalized journey triggered by the user's action.
Why is this critical?
Peak Attention: Welcome emails have an average open rate of 50–80% (compared to ~20% for standard newsletters). This is the highest level of attention you will ever have from this person.
Instant Trust: It proves you are reliable. If you promised a PDF guide or a story, delivering it instantly builds credibility.
Deliverability: Early engagement signals to Gmail and Outlook that you are a "safe" sender, keeping your future emails out of the spam folder.
Remember: Your Welcome emails are NOT the time to ask for a major donation. You’ll have plenty of time to convert them later! The Welcome series is dating, not marriage. 💞
The 3-Part Welcome Framework
You don't need a complex 10-step funnel. For most nonprofits, a simple 3-email sequence is the sweet spot.
Here’s an easy-to-implement framework you can adapt today.
Email 1: The Delivery + The "High Five"
Timing: Send Immediately (0 minutes after sign-up).
The Goal: Instant gratification and validation.
The Content: Use welcoming language like, "Welcome to the pack! You’re joining a community of 5,000 people who care about [Cause]."
If they signed up for a specific reason (like a lead magnet or checklist), deliver it right at the top. Don't make them hunt for it.
💡 Pro Tip: Ask a question, such as "What is your #1 question about [Topic]?" If they reply, it massively boosts your sender reputation with email providers. Plus, you get to learn about your audience!
Email 2: The "Impact" Story
Timing: Send 2 Days Later.
The Goal: Emotional connection, not solicitation.
The Content: Do not ask for money yet. Instead, tell a story of one beneficiary. Show the reader exactly what this community achieves.
The Theme: "Because people like you care, [Beneficiary] is safe today."
Why it works: You are shifting the narrative from "We are a nonprofit" to "We are a vehicle for your values." People give for their reasons, not yours. By connecting with your audience around a common why, they will eventually support your how.
Email 3: The "Soft Ask" or "Next Step"
Timing: Send 5–7 Days Later.
The Goal: Micro-conversion.
The Content: Now that they know you and trust you, invite them deeper. This is the "Handoff" from a passive reader to an active participant.
The Ask: This doesn't have to be a hard donation ask (though at this point, it can be). It could be:
Following you on Instagram for daily updates.
Signing a petition.
Registering for an upcoming event.
A "low-barrier" monthly donation ask (e.g., "$5/month").
Setting Things Up Is Easier Than You Think
If the word "automation" scares you, don't worry. You likely already have the tools to do this.
Virtually every major Email Service Provider (ESP)—including Mailchimp, Constant Contact, HubSpot, and ActiveCampaign—has "Welcome Automation" features built into their base plans.
Think of it as the ultimate "set it and forget it" strategy. You write these 3 emails once, load them into the workflow, and they work for you 24/7/365, nurturing leads while you sleep.
💡 Setting a reminder to review and update the content every 6 months is always a good idea!
Wrap Up: Treat Your Leads Like Guests
Imagine if someone walked into your office to ask about your work, and you ignored them for 3 weeks. You wouldn't do that in person, so don't do it online.
Your Ad Grant and marketing campaigns are working hard to bring people to your door. A Welcome Series ensures that when they knock, someone is there to open it, say hello, and invite them in.
Need help connecting your Google Ad Grant traffic to your email strategy?
Contact Good Dog Strategies today and let’s build a system that turns clicks into committed supporters.
