Why The “Call To Action” Matters For Nonprofits

The Big Question: What Do You Want People to Do?

One of the most surprising problems I see with leaders who are trying to raise money for humanitarian causes, ministry outreaches, or nonprofit organizations, is not calling potential donors to action. In most cases, they are so focused on telling their story, describing all the wonderful things they’re doing, and showcasing the need, they forget about the “ask.” Here’s a few things you need to remember:

1) All the great work you’re doing doesn’t matter if you can’t find donors to support it.

2) Most people need to be told what to do. They may be impressed with your work and vision, but unless you ask them to donate, volunteer, mobilize, tell friends, or whatever you want – they’ll probably not do it.

3) Never forget, you’re not asking for money, you’re giving them the opportunity to participate in the vision.

When you create media – either a donor letter, email blast, newsletter, video, direct response program, or other messages to donors, keep in mind that they don’t act unless you ask.

Be clear, be concise, and get to the point.

It’s as simple as that. The big question for you to answer is: “What do you want me to do?”

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