Welcome email journey

In House | Copy and messaging

The Situation

There was no welcome journey in place for newly acquired supporters. There was also internal debate about what attracted and kept supporters. Was it the idea of a ‘magic’ hospital experience - emotional, child-centred storytelling? Or, other funding priorities like research and equipment? Or both?

What I did

I designed a nurture journey from scratch, built in a clear A/B test and wrote the copy.

One content track focused on “Magic” - the emotional experience of children and families.

The other focused on the charity’s funding pillars like Equipment and Research.

I mapped the full journey across both tracks. I wrote every email from someone who felt relevant - a clinician, a parent, a child. I chose the voice based on who would land the message or story of the email with the most impact.

I designed and wrote every email with a clear theme, objective and call to action.

The journey’s surpassing all sector benchmarks:

• 44% open rate

• 9% click-to-open rate

• Tracking to raise £600 per 1,000 fundraising emails (benchmark: £60 per 1,000)