We’ve talked at great length about the principles of good fundraising, from timing your appeal right to telling great fundraising stories. This advice will have a significant impact on your fundraising.
Unfortunately, we often overlook one sentence in your appeal or on your landing page: your call-to-action.
In a mail appeal, it’s on the reply device. In digital, it’s the call-to-action above the give matrix. This simple sentence tells a story.
You can either tell a story of the donor or the nonprofit taking action.
The best call-to-action is donor oriented:
Yes, I will join Compassionate Heart Ministries to end hunger in Minneapolis with my generous gift.
Here’s how you might write that from the perspective of the nonprofit:
Donate today so Compassionate Heart Ministries can provide food and emergency support to end hunger in Minneapolis.
Both are good calls-to-action, but the first tells a story the donor can see in their mind about what will happen when they give to end hunger in Minneapolis.
When a donor can see themselves as a part of the solution, they’re more likely to give.