Improve Call to Actions in Your Nonprofit Marketing
I often hear nonprofit leaders say that email marketing doesn’t “work” for them. They send emails only to hear crickets - in their inbox and their bank account. This leaves them believing that email marketing isn't *for* them. But It's easier to write off a channel because it's not "working" rather than get to the root of the issue.
But emails – it's what they're missing: A call-to-action.
Why Call-to-Actions are Important For Your Nonprofit
Your reader needs a next step.You can share the most tear-jerking, heart-warming impact story ever, but if you don't give them a next step, they're going to bounce. You want them to support your mission. THEY want to support your mission. So don't make them search for the best way to do that. Give it to them directly with clear language and a specific ask.
Call-to-actions encourage your reader to take the next step. That doesn’t mean you always have to ask them to donate – your CTA could be to volunteer, read a report, RSVP to an event, or consume your content. Call-to-actions are typically on a button or within a hyperlink that leads to wherever you want your reader to go. Your CTAs should be
Clear - let them know what to expect.
Urgent - give them a timeline.
Actionable - Use a relevant verb to get them to take action.
Call-to-Action Examples
Call-to-actions are necessary, but I don’t want you to overthink them. Consider these examples when writing your organization’s CTAs. If you need some guidance, here are some CTA formulas I created that you can swipe and use forever:
Give $XX to [outcome] → Give $25 to feed 2 families this week.
Become a monthly donor at $XX a month to help us [program/initiative solution]. → Become a monthly donor at $50 a month to help us provide critical vet care for our rescue animals.
Support [beneficiaries] by [action] → Support our students by volunteering today!
Call-to-Actions for Engagement
Your email call-to-actions don't have to lead to a donation page. Before a prospect becomes a donor, they're looking for ways they resonate with your mission. Some will be ready to donate immediately, but others want more opportunities to get to know what you're about, so provide those opportunities.
Offering transparency builds trust. The more you openly engage prospects, the more likely they are to stick around. Try one of these call-to-actions in your next email:
→ Reply to let us know your ideas for future events.
→ Forward this email to a friend who is passionate about _.
→ Ask their opinion or preferences in a poll.
If you still aren’t sure if email marketing is “for” your nonprofit marketing strategy, let’s talk. We can discuss your marketing goals and uncover the best strategy to get you there!
