Year: 2024
Type: article
Abstract: Is your CTA language helping or hurting your efforts? Geng Wang, CEO of Civic Champs (Indianapolis, IN), says your language must match the contribution. “Nonprofit Coach Mallory Erickson has provided a great example,” reports Wang. “A study was done that tested two different CTAs of ‘show your support’ and ‘make a difference.’ What they found was that ‘show your support’ led to more donations but of a smaller amount and ‘make a difference’ led to fewer donations but of a larger amount. This highlights how it is important for us to match the language we use with the actions we are asking people to take, which helps build trust and belief that their involvement matters.”
Source: Successful Fundraising
DOI: 10.1002/sfr.32473
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4402201271