A strong to call to action (CTA) is required for any effective direct marketing campaign. However, it is even more critical when fundraising for a non-profit or charitable organization. Funds raised are often a significant contributor to operating capital, community initiative success and accomplishing the mission of the organization. Yet, few organizations stop to truly design, test, track and adjust their CTAs to maximize their effectiveness. Here are 10 things to improve your CTAs and the tactics behind them that we see as most effective when fund raising:
- CTAs need to be everywhere you are. On your website, social networks, mailers, landing pages…if you are driving traffic, drive engagement with strong calls to action.
- Use ACTION words. It may feel pushy, but using words like “give”, “change”, “act now” and “donate”, you will lead to higher conversions for donations to visitors.
- Tell a story and use pictures! They say a picture is worth a thousand words. We might challenge that and say they are worth hundreds of thousands of words. By showcasing a person or community endeavor that your organization has significantly helped, give them an actual name (even if it is a pseudonym) and share a picture, you ultimately bring people into the story of how their donation truly makes a difference. The emotional appeal that happens when people can visually see an issue is invaluable and giving will be inspired.
- Create urgency. Use words like “time is up,” “today is the day” or even “donate now” instill a sense that the donation is needed now or the problem will continue to worsen.
- Link your cause to everyday triggers to stay top of mind and increase giving. When you can link say a “stop the hunger” charity drive to nightly dinner plans, an emotional connection happens and people are reminded about how much they have and how others may not be as fortunate. Of course, there is always a bit of a fine line when using this strategy, not to place people into guilt but instead to place people into compassion.
- Get your followers, donators and community to share their contributions with friends and family. Giving usually feels good. Give people a way to share that feeling by running campaigns using Facebook Charity tools that incorporate “the share” into the donation.
- Make your donation process simple and easy. People should be able to see your request, click twice, enter a card and submit and a final request to share. A receipt should then be auto delivered. If your donation process is any more involved then this consider technology programs to simplify. Every additional click means you potentially lose 50% of your audience.
- Understand your keywords and optimize your programs. Avoid jargon, industry language and other words that may confuse your audience. Be clear and concise with your plans for the funding, the population or community issue you will be solving and how people can continue to stay involved. If you get too wordy, people may begin to lose trust, especially in non-profit giving where the fine print may be a place of shenanigans.
- Personalize your content to be event specific, campaign specific or movement specific. For example, a fundraiser designed to help provide clean water to people in the world needs language like, “Help bring clean water to children in Africa.” Be specific about exactly who or what you plan to help to maintain the emotional tie needed for a donation.
- Make sure you are mobile. In some demographics, as much ad 70% of web surfing is now done via mobile devices. Use 3rd party tools if your website is not there yet.
Need more suggestions to increase your donation amounts? We’ve got you covered. Contact Plumb Marketing today to learn how we have helped several other organizations just like yours improve their giving programs.