A call to action or CTA is any type of graphic or wording that includes an obvious link to the next course of action. A CTA uses direct or active language such as get it now or download today. If you have spent any amount of time browsing online, it is very likely that you have come across at least a few calls to action. So why it is important for non-profit organizations to include calls to action on their websites and social media sites? Consider the following reasons that a post should never be without a call to action.
What Should My Calls to Action Say?
Catch their attention
It can be easy to create content without thinking about what users will do once they have finished with it. While it is great for users to read blog posts and social media updates, you don't want them to leave right away. You need to convince them to stick around and take the next step. A call to action can help you do that.
Give them instructions
Users should know exactly what they are doing and why they are doing it when they click on a call to action. Whenever possible, use descriptive language to make an offer more enticing. For example, “See Our Organization in Action” or “Click to Donate to our Cause” is concise and straight to the point.
A call to action should always have facts as opposed to exaggerations. Don't make promises that you cannot deliver. When you offer facts, you win the trust of your customers. They know that you say what you mean and that you won't ever make a claim simply to get someone in the door.
Build repeat followers and develop relationships
One of the goals of calls to action is to increase your repeat fan base and build stronger relationships with your volunteers. When you create a clear path for customers instead of leaving them to navigate the waters on their own, you convert more people.
Consider using CTAs that urge users to engage with the community through social media. For example, users gain access to an eBook download once they have liked your non-profit’s Facebook page or retweeted one of your Tweets on Twitter.
Questions and Final Thoughts
How are you currently getting your non profit's message across the internet?
