Be it newsletters, social media posts or website copy, all of your association’s messaging should prompt members to action. The key to increasing engagement? A compelling call to action, says Callie Walker on the MemberClicks blog.

Of course, every CTA will be different depending on the intended action. But these four principles can help you craft effective ones:

Keep it short. “When it comes to CTAs, less is definitely more,” she says. “You want it to be crystal clear what you want the reader to do.” So get to the point—but make sure members understand the benefit behind the action. “For example, will downloading [your] report give them insights that will ultimately save them time at work? If so, a compelling CTA might be, ‘Save time with these industry insights!’” Walker explains.

Make it stand out. A CTA that blends in with the rest of your content is likely to be missed. Give your CTA special treatment—a different font, color, size or design—to draw members’ eyes.

Alternate your approach. Your association likely has various CTAs scattered throughout its content, and using the same language increases the risk of callouts losing their impact. To prevent CTAs from going stale, switch up the verbiage. “At the very least, by switching up your approach, you’re increasing the likelihood that at least one of your messages will resonate with readers,” Walker says.

Increase frequency. “We mentioned how when it comes to CTA copy, less is more,” Walker says. “But when it comes to CTA frequency, more is more.” That’s because the more your message is in front of members, the more likely they’ll act on it.

Thank You for Donating

And we're off! It's officially #GivingTuesday in New Zealand! We can't wait to hear about the generosity and to follow the movement around the world! pic.twitter.com/HoSS8EUvzA

— GivingTuesday (@GivingTuesday) December 2, 2019

Ready or not, Giving Tuesday 2019 is here. And though a lot of the hype around the nonprofit holiday centers on what happens day-of, the work isn’t over come Wednesday. After Giving Tuesday, don’t forget to send thank-you’s to donors with your final fundraising numbers. This final step might seem like a courtesy, but it’s strategic too: When you make donors feel valued for their contributions, they are more likely to give in the future.

Other Links of Note

Facebook Live videos get six times more interaction than standard Facebook videos. The Hootsuite blog shares how brands can leverage the platform.

What are the biggest meeting trends for 2020? Smart Meetings asked 12 event professionals.

If your star employee has a bad attitude, it’s time for a reality check. Entrepreneur explains how to handle productive-yet-problematic team members.

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