don’t marinate your prospects

There seem to be two warring schools among non-profit webfolk over the best time to convert new list members to donors.

Viewpoint one holds that it is rude to immediately ask for money.  Better they should “marinate” on the list for a while, get to know the organization, become part of the community, and then, and only then, pass the hat.

Viewpoint two says make hay while the sun shines.  Someone who has just joined your list is actually thinking about your organization and there is no better time than now to ask them to take the next step.

In the real world, there is no contest — ask as soon as possible after someone signs up for your e-list.  Marinating is for meat, not list members.

Want proof?  Read this thorough analysis of a welcome series test designed to answer this very question.  The finding — you should try to convert your new list members within FIVE DAYS of their signing up for your action list or newsletter.