8 steps to moving your donors to action

Fundraising is all about action. That’s why the most important thing you write in any fundraising piece is the call to action — CTA.

Here are some ways to create a strong CTA from the Stelter Blog at 8 tips for writing calls to action that readers won’t overlook:

  1. Keep it to one important thing. Focus on one thing you hope the donor will do.
  2. Aim for short. Make it quick and easy to understand. Not the overall message — longer is usually better. But keep the call to action succinct.
  3. Use action words. Verbs like save, rescue, preserve.
  4. Make it urgent. Make it clear that now is the time.
  5. Personalize. Talk to the donor about her role. Use the donor’s name as possible and personal pronouns.
  6. Shorten contact information. Don’t make readers wade through all possible ways of reaching you. Just give the main ways.
  7. Add color. If you want more people to notice something, use a contrasting color.
  8. Build in white space. Clear space makes it easier to read what you most hope they’ll read.


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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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