Many charities and non-profit organisations wonder why their marketing is not making the impact that they want. A lot of the time, it is down to poor call to actions. If you don’t have clear call to actions in your marketing, e.g. sign up to our newsletter or click to donate here, then how can you expect people to know what to do? Here is a quick article on why charities need to start asking for what they want.
If you don’t ask, you don’t get
People need direction. They aren’t going to read your mind. So make sure that every marketing effort that you make has a clear ASK or call to action.
Define your calls to action
It’s important that you know what you want from your marketing; then, it is just as important to ask for it.
The majority of visitors will not donate, sign-up for volunteer work or even just sign-up to your newsletter on their first visit to your website, so make it easy for them to know what you want from them and reinforce this through your marketing to help them make that action when they are ready.
Define your calls to action and make it easy for them to carry out.
If you have a confusing or difficult to navigate website, people aren’t going to know where to take action. They may not even return to your website again. To prevent this, make sure that your charity website has:
- A good quality design that is easy to navigate.
- A clear call to action on every page, especially the homepage.
- A hierarchy of actions (e.g. if you want donations more than volunteer support, highlight where they can donate with a button that draws the eye rather than just a link within the text).
- Call to action consistency (if donations are your primary call to action, keep the link placement the same on every page of your website).
Don’t worry about sounding too direct
Many charities worry that they’ll sound pushy asking for people to donate or volunteer, but if you don’t ask, you don’t get! Have you ever wondered why other charities are getting more support or donations or how they manage to maintain a consistent flock of volunteers? It’s most probably because they are asking for what they need.
If you start to define your calls to action, make them easy for the supporter to execute, and start asking for what you want your supporters to do for you, you’ll soon be surprised at the response that you get from doing just that.