The Nonprofit Marketing Blog

How to Craft Your Nonprofit Call to Action: Why me? Why now? What for?

Are you disappointed with your fundraising results? Are your fundraising campaigns and messages getting inside the heads of your prospective supporters and motivating them to take real action? If not, it’s time to take a look at your call to action.

With a little planning, you can create a call to action that motivates people to volunteer or donate with these four questions.

Why me?

Your audience needs to care about what you are doing. Show them why what you’re doing is personally relevant to them. They need to connect to you on a human level. Use pictures, tell stories and do anything that can help your audience relate.


Why now?

If there’s not a built in sense of urgency for donating—such as end-of-year campaigns or disaster relief—you need to show potential donors why it’s important to give now.

  • Create a sense of urgency and immediacy in your appeal. Explain why a donation is needed right now.
  • Break down what you are currently doing and show any immediately understandable or visible results that will make people want to take action.


What for?

People want to know where their money is going. It’s your job to illustrate what will they get in return for their donation—personally and in terms of your programs.

  • Don’t just focus on need; show the real impact a donation will make.
  • Show them that you will take care of their money so a potential donor knows it won’t be wasted or inefficiently used.
  • Clearly show which programs are being helped by a donation or what goods are going to result.
  • Share how other donors made an impact or how donors impacted other individuals in need. Avoid talking about massive numbers, mind-numbing statistics, or intangible outcomes.


Who says?

People tend to do what other people are doing. Tap into that by using trustworthy messengers—people you’ve actually helped or other donors—instead of just you. People say friends and family are the most influential in determining where they give money, so also think about how you can get your supporters to speak for you among their own circles of influence.

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About This Blog

Connie Poulos
Senior Associate, Copywriter

We’re here to help you win hearts and minds—and donations.

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