Do your online buttons suck up the click love they deserve?

Here’s a quick easy change you can make on your website and emails that just might improve online response. It’s form the Daily Egg, at Don’t Create a Call to Action & Other Advanced CTA Tips:

Don’t focus on the word that best describes what a prospect has to do, use words that describe the benefit of taking the next step along your funnel. Make the value of clicking outweigh the cost.

For fundraising that might mean instead of the standard Give or Donate, try something that describes the outcome of the donor’s gift. Such as:


  • Feed the children
  • Save the trees
  • Adopt a kitten
  • Fight cancer

Don’t just make this change. Test it. It might work.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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About the blogger

Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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