It's so important to BE CLEAR with your donors WHY you're asking for financial support. A 'Donate Today!' button may be a call to action, but on its own, it's not compelling anyone to act.
I love to show off clients like the Leadership Council San Mateo County who are really doing things right. Here's what I spotted at the bottom of their newsletter:
"Your financial support enables us to develop outstanding curriculum and offer scholarships so our programs are accessible to every person who aspires to make a difference."
In the simplest language possible, tell potential donors what you plan do with their donations. People like to visualize their donation at work, and if you provide a compelling reason to donate -- poof! -- game changer. You'll turn call-to-action into action.
