A strong call to action can mean the difference between a successful and a struggling campaign. Nonprofits need to work hard on their requests for funding and truly engage with donors. Broadening a charity’s reach is possible through video marketing, commanding content and donation management software.

Video marketing

MarketingProfs recently reported on research conducted by Socialbakers, a firm that specializes in social media analytics. Based on data accumulated between Oct. 2014 and Feb. 2015, Socialbakers found that video content appears on Facebook users’ news feeds 8.7 percent of the time, more than status updates, photos or links. The firm looked at 670,000 posts that 4,445 brands made over the course of the study. In the past, photos reached the most followers. Now, they only reach people about 2.3 percent of the time.

When it comes to users that already have liked a brand and are subscribed to the brand’s profile, organic video posts reached fans 5.7 percent of the time and photo reached them only 2.3 percent of the time.

These figures apply to organic posts. An organic post is not boosted by paid advertising. If nonprofits are interested in spending extra funds on paid advertising, they will be able to reach more online users. However, since most organizations prefer not to spend additional finances on social media marketing, it’s wise to post video content more often than simply photos or links to articles.

Since many nonprofits post content regularly on their websites, blogs and social profiles, it might be time to reconsider the ways in which they make their calls to action. Video blogs are effective alternatives to text-based posts, and may in fact reach a wider audience. Adding video snippets or volunteer testimonials to a text post can also enhance the user experience.

Engaging content

Nonprofit 2.0 encouraged organizations to boost their calls to action with active verbs and emotional words. The reader needs to know exactly what the charity wants him or her to do. Each page on a nonprofit’s website should have an clear, crisp and concise title. Rather than “New donation form now available,” try “Fill out our new donation form today!”

In addition, headlines and buttons should have a sense of urgency, without overwhelming the donor. If sign-up for a particular event is ending soon, encourage volunteers to join in now. Adding deadlines to campaigns can help boost funding as the date approaches. The emotional stakes are higher when nonprofits are trying to reach a particular goal within a specific time frame, and this often boosts the likelihood that funders will contribute.

A charity can improve its call to action by identifying results as well. For instance, letting donors know that if they contribute by the end of the day their donation will be matched or they’ll be entered into a drawing for a prize establishes a stronger connection between parties.

Helpful software

A robust donation management software platform can help nonprofits maintain more meaningful relationships with contributors, track donor data and generate reports throughout the year. It’s a tool that organizations can use in addition to strong video marketing tactics and engaging language to work better with current donors and build connections with new ones.