In the realm of fundraising, it’s essential that you master the art of creating call-to-action statements. These specially worded phrases are designed to create a sense of urgency within readers in order to encourage a donation. As an organization or cause holding a fundraiser, you must become well-versed in writing effective call-to-action statements to garner a higher conversion rate.
I. Create a Special Offer
Instead of simply saying, “Now that you understand our cause, click here to make a donation!” Provide donors something extra as a thank you for their donation. For example, create a tier gift approach, which designates specific gifts for set donation amounts – $15 gets a T-shirt, $50 a dinner for two, etc. Provide gifts that feature your organization or cause on them. For example, you could use coffee fundraising and give a bag of coffee for any donations made. Not only are the donors receiving a unique gift, but the coffee fundraiser bag provides an additional form of advertising. In the world of fundraising, promotional opportunities are everywhere.
II. Narrow Your Actions
While you may have an excellent action statement, if there are too many of these statements urging readers to do different tasks, visitors become overwhelmed and your conversion rate suffers. Eliminate this from happening by only having a select number of call-to-action statements. For example, your primary fundraising website should only have three call-to-action statements – each statement is to donate a different amount of money. While these options are different, they’re still within the same category in terms of purpose, which is to raise money. For the coffee fundraiser example given, consider three different blends or types of coffee beans for your fundraiser. Too many more choices and the consumer will become overwhelmed. Too few options and they will see your coffee fundraiser as low-quality.
III. Action-Oriented Language
Although this element of a call-to-action statement is the mortar holding the house together, if done incorrectly it can be the very reason why a visitor doesn’t convert. Action-oriented language are words that demand an action from the reader. For example: subscribe to our newsletter, register now, buy coffee online, purchase coffee here, click to continue, contact us, etc.
While these words create a sense of urgency on behalf of the reader, if they’re excessively used, then your content turns from informative to sales-oriented. This is an automatic red-flag in the minds of visitors as they’re here to possibly donate, not be persuaded into handing over their money. With effective action-oriented language, visitors are gently persuaded into their actions – not loudly bombarded by pushy terminology.
IV. Easily Found Action Statements
In terms of your website design, it’s essential that action statements and their action-buttons are found throughout your website. While they shouldn’t litter each page, it’s essential to have one call-to-action statement on every page. Keep the option of donating, purchasing your fundraising product (like coffee), or signing-up for a newsletter, open and available to all.