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Raise More Money with Effective Calls to Action


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Join Brian Abracen in this practical webinar that will teach you how to effectively use calls to action to compel your supporters to perform desired actions immediately, whether that be donating to your cause, volunteering time or supporting your organization in another way.

Brian Abracen is a Digital Direct Marketer with deep expertise on both the corporate and not-for-profit sides. Brian is Director of Customer Engagement at Intelex Technologies, and was Director of Customer Retention and Loyalty Marketing at, as well as Senior Conversion and Retention Manager at FreshBooks. He has also held leadership and consulting roles in online marketing at Bell and Federation CJA.

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Raise More Money with Effective Calls to Action

  1. 1. Raise More Money with Effective Calls-to-Action
  2. 2. Brian Abracen TODAY’S PRESENTER
  3. 3. WEBINAR REMINDERS • You can hear us, but we can’t hear you. • Have questions? Type questions in the Questions Log. 2
  4. 4. WEBINAR REMINDERS Trouble hearing us? • Turn up your computer’s volume. • Click Sound Check under Audio in your GoToWebinar Panel • Select the speaker tab and then turn the volume on the speaker to the far right for maximum volume. 3
  5. 5. WEBINAR REMINDERS • For the best webinar experience, close all other applications. • Yes! The links to the webinar slides and recording will be emailed to you today. 4
  6. 6. WHAT IS CANADAHELPS? • A public charitable foundation and registered charity. • Through, anyone can donate to any registered Canadian charity online. • We have facilitated over $400 million in charitable donations online since our launch in 2000. • 14,500 charities use us to collect donations and fundraise online. • Over 850,000 Canadians have donated through CanadaHelps. • For donors, CanadaHelps is a one-stop-shop for giving. For charities, CanadaHelps is an online fundraising solution that is affordable, easy and secure. WELCOME TO GIVING MADE SIMPLE!
  7. 7. Canada Helps July 16, 2014 Raise More Money with Effective Calls to Action
  8. 8. The Attention Economy  Distraction, distraction, dis... Ooh, I got a email!  It only takes one click to lose them forever  Everyone is competing for your click: Publishers, businesses, non-profits, bloggers, you name it  Non-profits need to learn to survive in this attention economy
  9. 9. Yawn…
  10. 10. Common examples of CTAs
  11. 11. Lead them by the hand!  Direct it where you want it to go  Show them the way!  Let them know what to do next  Your goal...  Get. The. Click.
  12. 12. What is it supposed to do?  Drive traffic to a landing page  This is where the data you want is collected  Donation form  Download form  Quote request form, etc.  No more calls to action on this page!  The last step: the conversion happens here
  13. 13. What makes an effective CTA?  Isn’t it just a button?  No!  Single changes in buttons can drastically improve conversions  A button sounds like a simple decision, but there are a number of variables to consider:  How big should the button be?  What colour should I use?  What should the text of the button read?
  14. 14. 8 tips for effective CTAs 1. Clear. 2. Obvious. 3. Actionable. 4. Contextual & Relevant. 5. Aligned with donor cycle. 6. Aligned with landing page. 7. Test. 8. Optimize landing page.
  15. 15. Pillars of a good CTA 1. Size 2. Colour & Contrast 3. Location & Position 4. Relevance & Urgency 5. Copy & Clarity 6. Quantity Test them all!  Find out what works for your audience
  16. 16. 4 CTA questions to answer 1. Why me? 2. Why now? 3. What for? 4. Who says?
  17. 17. Where should they go?  Location and placement are key  Test for optimal placement on the page  Feature them in key areas across your website
  18. 18. On your website  As we said, relevance is everything!  Align your CTAs with the content of each page, as well as the visitor’s likeliest stage of the sales cycle. For example:  Visitors on a How You Can Help page are probably further along in the giving process and likely to be more interested in selecting a method than they would if they were visiting your About Us page
  19. 19. In your content  Don’t stop nurturing potential constituents who have already downloaded your white paper or watched this webinar  Continue content marketing efforts with embedded CTAs for middle-of-funnel offers in the body of your content
  20. 20. In your presentations  If you speak at industry conferences and events you may be allowed to include a CTA for an offer directly within your presentation  Refer the audience to a dedicated landing page web page that gives them further information about your company  Archive your presentation slides on your website or a platform like to get more mileage out of your content
  21. 21. In your blog  Somewhere within every blog post, place a call-to-action that will encourage people to: 1. Download some content 2. Follow your company on social media 3. RSS the blog 4. Subscribe to your newsletter or blog digest email
  22. 22. In your emails  My specialty!  One of the great things about email is that it’s perfectly normal to only provide one link or one call to action in the entire email  Since the goal of email is to get a click, chances are good that it will be the one CTA your audience sees  Think about using a call to action right in the subject line to inspire more opens
  23. 23. In your videos  Include a call-to-action directly inside all videos you produce  If someone embeds your video onto their site and others view it outside the context of the video site, your CTA would remain intact  You can also include a CTA in your video’s description when you upload it to the video sharing site.
  24. 24. In your videos
  25. 25. In other places  Paid media  Email signatures  Social media  Facebook  Twitter  LinkedIn
  26. 26. CTAs for Upcoming Campaigns  Create CTAs related to your upcoming campaigns, such as events and contests  If your annual conference is coming up in a few months, drive traffic to the respective registration page from your other assets, such as your blog, social media, paid ads, and so on
  27. 27. Improved CTA = more money?  Not really.  The CTA is part of a flow. It might be the first click that your campaign attracts, but if your landing page misses the mark, you’re going to lose your audience. Search CTA Landing
  28. 28. More might be better  Maintain a mix of CTAs that spans across different stages of your online donation cycle  The more CTAs, the more opportunities to convert visitors into donors  Also, the sheer quantity of calls-to-action gives you valuable data around their performance.  Use these insights to optimize your strategies for maximum lead generation.
  29. 29. Secondary CTAs
  30. 30. Communicating expectations  Try using supporting text to let them know what to expect
  31. 31. How do I know if it’s working?  Measure it! Key metrics to track: 1. Click-through rate 2. Click-to-submission rate 3. View-to-submission rate
  32. 32. Have fun with it!  Test and experiment with:  Language and design of button  Compelling copy  Different offers  Template changes
  33. 33. Test examples
  34. 34. Test examples
  35. 35. Great examples
  36. 36. Great examples
  37. 37. Great examples
  38. 38. Great examples
  39. 39. Follow me for more resources!  Twitter: @brian_abracen  I will post links to some great resources to help you on your way to leveraging your CTAs into raising more money.
  40. 40. Educational and training opportunities through MyCharityConnects
  41. 41. UPCOMING WEBINARS CanadaHelps 101 Date: Wednesday, July 30, 2014 Time: 2:00-3:00PM Eastern Time CanadaHelps: New Tools and Features Date: Wednesday, August 13, 2014 Time: 2:00-3:00PM Eastern Time
  42. 42. STAY IN TOUCH @canadahelps 1-877-755-1595