You want to inspire website visitors. You want to motivate them. You want them to do something specific. You need a call to action (CTA).
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Calls to action are those snappy little phrases you see around websites driving you to show your support.
There’s a lot that goes into crafting an effective call to action. Design plays a huge role in their success – don’t get me wrong. But, before you can design your call to action, you need the words. You need powerful, compelling words that will inspire people to act.
Fortunately, you know your nonprofit. You know what you need from supporters. But, do you know how to say it effectively in as few as words as possible?
Asking someone to donate is great, but donate what? You need volunteers, but volunteers for what? The more specific you are about your needs, the more likely you are to drive people take action.
They’re just short little phrases, but trying to come up with compelling calls to action can lead to a terrible case of writer’s block. Here are 3 tips to help you cure your writer’s block and write your most incredibly effective calls to action yet.
You want to lead people to take this action now, right? Inspire them to act immediately. Don’t make them feel like waiting is an option.
Water for People does a great job of expressing the immediate need in their descriptor below the call to action. You don’t always need to include words like “now” or “today” to create a sense of urgency. You just need to make people understand the importance of their acting right now, today.
Use Actionable Language
It’s referred to as a Call to Action for a reason. “Action” implies you need to use some verbs and strong ones at that. Support, change, act, fight, explore, intervene, react, transform – your options are endless.
I love this one from Living Water International. It’s unique. It answers the question everyone ponders, “How can I make a difference?” They tell you. Invest in the future and help them bring water to families all over world. And, they’re driving you to look further into the different ways you can show your support.
Be Clear and Concise
You don’t have a lot of space. Calls to action are short and sweet. You need to get your point across and quick.
Oxfam America does a fantastic job at this. They took three common calls to action, put their own spin on them, and made them into extremely motivating and inspiring requests for support.
There’s a lot that goes into creating effective call to action phrases, but it all starts with a few powerful words. Hopefully, these tips help you craft calls to action that inform and inspire your supporters. Once you’ve got the hang of it, apply your new skills to social media CTAs, too.
Do you have any tips to add to our list? Do you have any unique calls to action on your nonprofit’s website? We’d love to hear from you in the comments.