One of the most rewarding parts of my job as a nonprofit communicator has been getting to know many thoughtful, gracious and kind people who are eager to get involved with charitable organizations.
People want to help. You can help them help your organization by creating calls to action that make it easy for supporters to understand what you need them to do – and how they can do it, right away.
A call to action is just what it says it is, a “call” for someone to take an “action,” such as donate or volunteer. It’s a simple, yet crucial, part of nonprofit public relations and marketing. A communications piece without a call to action, even one as basic as “call to learn more about us,” is a wasted outreach opportunity.
What does “help” mean, anyway?
Vague calls to action don’t work. Don’t ask your supporters simply to “help” or “support.” Those terms can mean different things to different people and cause confusion; why risk leaving your needs open to misinterpretation?
Be brief, clear, direct and specific.
Use active verbs: donate, call, click, share, etc. No jargon, please. (And, yes, I am aware that the term “call to action” itself is jargon of the marketing variety. That’s why you never label your call to action as “call to action.”)
Be vivid.
Katya Andreson on The Nonprofit Marketing Blog says a call to action should be a “filmable moment.” Can your supporters picture themselves doing whatever it is you want them to do? If not, they aren’t likely to even try.
We need you now.
Sometimes, a sense of urgency is intrinsic; think natural disasters. In less obvious cases, you’ll need to explain why it’s important to act immediately. Will a donation to your spring appeal help needy kids go to summer camp? Your call to action could be “Call 1 (555) PLZ-GIVV to donate by Memorial Day so kids can enjoy camp this summer.”
Make it personal.
People love hearing about people. Support your call to action with photos and stories that illustrate what your organization is doing and help your donors connect with your organization. Focus on how your organization helped one person; people tend to relate better to individuals than groups.
Be upfront.
Jeff Brooks of Future Fundraising Now advises fundraising professionals not to hide or downplay their call to action, which should always be “give.”
It’s not just about fundraising.
Of course, calls to action go beyond soliciting donations. Perhaps your organization is looking for volunteers. Or maybe you just want people to get acquainted with your organization before you ask for their financial or other support. Be specific about what you need.
Make it measurable.
How will you know if your call to action was effective if you don’t measure the results? Keep in mind the four-step process of communications planning (Research, Planning, Implementation and Evaluation, or RPIE). Track how many phone calls or website clicks you get in response to your requests.
Ask. Then ask again.
Don’t be afraid to repeat your call to action. Having the same call to action in multiple spots in your brochures, newsletters and emails, as well as on your website, reinforces your message and and reminds your supporters what you need them to do.
Be polite about it.
Directness doesn’t have to mean rudeness. Remember that “thank you” is one of the most powerful phrases in your communications toolbox.
Stand out.
In a brochure, newsletter, or ad, don’t let your call to action get lost. Draw attention to it with design. Place it in a box and use large, distinctive type to make it obvious.
P.S. And don’t forget the postscript.
In a fundraising appeal letter, the postscript is the perfect place to emphasize your call to action. Even a reader who will only give your letter a cursory glance is sure to notice a brief P.S. in bold or italics: “P.S. Go to www.bestnonprofitever.org today to make your gift and be eligible for a tax credit for this year.” (And make sure the “Donate” button on the home page of your organization’s website is easy to find.)
Here’s your call to action.
Click on the links below to learn more about creating effective nonprofit calls to action
After nearly two decades as a reporter, Sonja Barisic left journalism for the “light”side: a career in nonprofit public relations. She is director of marketing communications for St. Mary’s Home in Norfolk, Va., where she gets to share stories about the amazing children and young adults with disabilities who live there, staff who provide extraordinary care and donors who help make that care possible. Barisic has increased media coverage of St. Mary’s, established a social media presence for the Home, supported a successful $3 million capital campaign and guided redesign of St. Mary’s website and printed materials, earning accolades for publications. Previously, Barisic won awards for her work with The Associated Press. She still commits journalism as a freelance restaurant reviewer for her local newspaper. Find her on LinkedIn.
