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Suzanne Lieberman

Optimize The Call-To-Action Copy

Updated: Aug 31, 2022

In Growing your nonprofit: the 3 R’s of Copy Text we discussed the main body copy text of the donation page, which should prove to donors that your mission is their responsibility. The call-to-action copy of a donation page has to convince your donors to commit to giving you a donation - even before they fill out the donation form. It needs to be crystal clear what action they need to take.

Some of the below ideas are a great way to optimize your call-to-action:

Use a single call-to-action that reinforces the impact of giving a donation Include a “giving” word such as help, save, change, protect, transform, support Make your donors feel like they are pledging to do something specific Include an achievable goal Use imagery so donors can visualize the real-world outcome of their donation Create a sense of urgency.

In this example, Nextafter.com took a reasonably good donation page:

And made it better!

As discussed in some of my other blogs, the importance of A/B testing is vital. Here, by A/B testing the different pages,the amount of donations increased by 166.4% with the second donation form. Be careful though… you should only use holidays in your call-to-action copy if it’s close to a holiday. Otherwise, you can still create urgency with donors by using terminology such as this year, this month, the next 36 hours, etc. It’s also a good idea to create urgency with donors by using terminology such as this year, this month, the next 36 hours etc…. However, using holidays in your call-to-action copy should only be used if it is a couple of days before, for example This Christmas give a hungry child a nutritious dinner! Another good idea is to use text such as: “Yes! I want to feed hungry kids today!” Other examples could include: “You can help Feed-a-Kid.com provide nutritious meals to children by making a gift today.” “Your gift of $100 today will give 10 children a tasty, nutritious meal tomorrow.” Try some or all of these suggestions, tweaked to your organization’s needs. Then test them. You’ll know you’re on the right track when you begin to notice an increase in donations. A/B testing is key to knowing you're on the right track. In a future blog we will discuss how to set up and analyze A/B testing, in order to get the best results. This content block can only be edited from a browser Each organization has its own dynamic needs and my goal is to help your organization move to the next level and turn your vision into donations. You can contact me at suzanne@suzannelieberman.com; let’s start a conversation.

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