Yes, I just pinched myself. And I’m still alive. And, if you’re reading this, you are too. Awesome. We survived the rapture. Apocalypse not now.
And the rapture got me thinking about great calls to action. The rapture is a slammin’ call to action – the world is coming to an end and you can take action to avoid the wrath of God.
Your best call to action is created by the connection of 3 things – the right message, to the right audience at the right time.
In our sector, we’re all careening toward the holiday season – the action-packed individual giving fundraising bonanza. What are you doing to find your rapture? To find your perfect call to action?
Here are a few things you can do right now to improve your call to action:
• For existing donors, ask based on my previous giving to maximize revenue. Having pre-printed asks, not personalized to each donor or at least donor segment means you are not asking anyone for their potential. “Jen, could you match your last gift of $100, or maybe give a little more this year?”
• For new donors, make your offer as tangible and real as possible. Most charities see an average gift of $30-$50 from new donors, have your gift array start in this range, and connect it to something very specific. “Your $35 will feed 6 kids at our breakfast program.”
• Make it unique. “Yes! I’ll give this holiday season” is not all that inspiring, is it? Even “Yes! I’ll give comfort and joy to families this holiday season” is an improvement, if you can’t get much more specific than that.
• Consider an involvement device – send something (like an ornament or decoration maybe?) that donors can send back to share a message or celebrate the season.
• Most important of all, tell a story. Focus on your impact, yes. Illustrate what your charity will be able to accomplish with my gift today. But show me through the eyes of a child or a creature.
And finally, embrace the noise. You need to rise above the other messages in our inboxes and our mailboxes. Be memorable.
As always, we would love to hear from you about your ideas, or your challenges.