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

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

By on Oct 31, 2011


Email Appeal Link Copy

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:




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?



Mike Snusz brings 18 years of fundraising experience to his role as a Senior Team Lead on Blackbaud’s Professional Services team. He leads a team of digital consultants and works with nonprofits to improve their digital fundraising, monthly giving, email marketing and peer-to-peer fundraising programs. Prior to Blackbaud, Mike managed the turnaround of the Ride For Roswell from 2003 to 2005 in his hometown of Buffalo, NY. When he’s not contemplating fundraising, Mike enjoys hide and seek, tag, and dance parties with his two kids.

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