Click-through Rates, Compelling Links and Your End of Year Fundraising Appeal

Posted by to Email Marketing on October 31st, 2011

Email Appeal Link CopyWondering how to get more from your holiday email appeals?

Reviewing the way you use links may be a good place to start – effective link copy and placement can have huge effects on click through rates and related fundraising results.

A few things to consider before we get into the key take away …

What do those stats tell us? Essentially, you have less time to tell your story and inspire readers to give.

So, what can you do?

Make the most of what stands out to your readers.

Usually the first sentence, bolded text and underlined links will stand out to email readers.

And while links may catch someone’s attention, those that just say “donate” or “give today” will do little to inspire more click-throughs.

Making link copy compelling will have immediate effects on click through rates.

Click-throughs are what you need to get more donations.

The 2010 eNonprofit Benchmarks Study found that as click-through rates increased, so did conversion rates. In fact, the largest difference between high and low performing nonprofit email programs was in their click-through rates.

If links get noticed and the goal is to increase click-throughs, shouldn’t your links do more?

Some nonprofits believe so and create links that answer:

  • What do you want me to do?
  • Why should I do it?
  • When should I do this by?
  • Where is this taking place?

Here are a few recent examples from national nonprofits:

LInk1

Link2

Link3

See the difference in the above compared to simply saying “donate now”?

Which do you think is more effective?

Remember, readers will scan your email and only take-away one or two key points. Make sure to communicate your most important messages clearly and succinctly.

And make sure your links summarize your ask and communicate an urgent need.

What tips do you have?

 

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  • http://elainefogel.net Elaine Fogel

    Mike, one study a while back said that we should focus on one individual’s story rather than a group of people. What are your thoughts on that? Any new study results? Thanks.

    • http://GettingAttention.org Nancy Schwartz

      Hi Elaine – You bring up a vital point.

      Testing continues to show that the story of a single individual is easier to connect with as that person’s characteristics shine. It’s more like being introduced to someone at a meeting or party than being introduced to a class or other group. It’s impossible to get to know a group quickly and well, but possible to get a sense of an individual and connect with their strengths and challenges.

      • http://elainefogel.net Elaine Fogel

        Nancy, would love to see a newer study on this. The one I have is several years old. Thanks!

  • http://twitter.com/mikesnusz Mike Snusz

    Elaine, I haven’t seen any new results on that topic, but it sounds like an interesting variable to test to see what your constituents respond to. You might also test matching individual stories with your constituents’ interests. For example, sending a lung cancer research story to those interested in that topic.

    Thanks for commenting!

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  • Alice

    Mike, I would say include a compelling picture but NOT a video.

    • http://twitter.com/mikesnusz Mike Snusz

      Alice, thanks for your comment. How about pictures of videos?

      One interesting survey found that screen shots of videos increased click-through rates 2x-3x (As Seen in the Inbox, Forrester Research, May, 2009). 

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