Writing a strong call to action

Whether you use blogging, email or direct mail to get the word out about your cause, you need a compelling call to action to direct readers to your donation form. Otherwise, your appeals may not have the intended effect. Here are some tips for writing stronger calls to action:

1. Be as specific as possible
Obviously, you want to capture the maximum number of donations possible, but the most effective calls to action are typically tailored to a specific campaign, according to Fundraising 123. This can help people relate to your cause because it allows them to see how a contribution could fix a problem. The right word choice can make a big difference in how effective a call to action is. If you're sending direct mail but want people to give online, be sure to say it and give them instructions on where to go. It's important to consider the tone of your appeal to get the call to action right. 

2. Make your call to action about an individual story
Small, specific problems are more likely to attract attention than high-level global issues, Nonprofit Hub stated. For example, your appeal can feature a child in need and how a small donation could help. Donors are more likely to respond to this than a message that asks them to give to an ambiguous group. Ultimately, contributors want to know where their donations are going and they want to do good. While some organizations present statistics on why the need is so great, huge problems are harder for individuals to grasp because they convey a sense of hopelessness. It would take too large of a donation for a single person to make a difference, so contributors may not be as motivated.

3. Remove barriers from the donation process
The usability of your website can have a significant impact on the effectiveness of your call to action, Fundraising 123 said. If you send donors from an email to your online donation form and it's difficult to use, they most likely won't complete the process. The online donation experience needs to have an intuitive flow. Removing unnecessary fields from the form, offering suggested giving totals and keep it to one page can make the process better for donors. This can positively influence contributors' satisfaction and loyalty because it shows you respect their time.

Back to News