The All Mighty Call To Action: How to engage your audience online

  • by Diane Park
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With the continuing growth of online interactions, it is more important than ever that nonprofits not only have a strong online presence, but that they properly leverage their online platforms as a way to engage with their audience and convert visitors into contributors to their nonprofit’s mission.

Whether it is through volunteering, donations, or signing up for newsletter/emailing lists, nonprofits need to build off of the support of their online audiences in order to successfully grow and pursue their mission. While a nonprofit’s website is a major asset in converting these online visitors, the biggest factor in poor online engagement can often be boiled down to the execution of a nonprofit’s call to action. More specifically, that the call to action is clear and present.

Consider the following to ensure the audience hears your call to action:

Is your Call To Action present?

This may seem pretty straight forward, but it is surprising how often a nonprofit’s call to action is either nonexistent or implemented only as an afterthought. You want to make sure that visitors to your webpage can easily find out how to sign up to volunteer, donate, or follow updates for your nonprofit.

Where is your Call To Action?

As mentioned, sometimes nonprofits will fit their call to action somewhere on their webpage where it becomes buried or feels like an afterthought. Such an important element to a nonprofit should be presented clearly and easily found on the webpage. There are many options on where a call to action item can be placed. Some nonprofits position the call to action at the top of a webpage; others have a signup menu fixed on the side so that it stays available as visitors scroll through the page. The main thing to avoid is burying your call to action at the bottom of the page.

Design Tips for Call To Action

It is important to keep in mind that your nonprofit’s call to action should be clear and present. This is not the same as pushing a call to action. Approach the layout and design choices through the perspective of the visitor. A call to action should be clear and easy for a visitor to engage and signup, but you do not want the visitor to feel pushed or solicited.

The visual handling of the call to action can have a huge influence on this experience. For the phrasing and tone of the call to action, try to be direct and positive, but not too energetic. The visual appearance should take the same approach. You can ensure your call to action is prominent by its placement and the space it takes up, but also consider simple contrasts in the color and typeface to draw extra attention.

Ensuring that your nonprofit’s call to action is clear and present is going to have the most impact on online engagement. Once visitors see and understand what the call to action is, the goal should be to keep any call to action design elements simple and convenient. This will lead to more, organic signups and avoid any feeling of exploiting or solicitation.

For more information on how to improve your nonprofit’s online engagement contact the SW Creatives Team.