Donation CTA button for associations: the 8 best practices
Your association almost certainly needs donations to bring all of your projects to completion. In this article, we will look together at the 8 best practices for a donation CTA button for your association.
Your association almost certainly needs donations to bring all of your projects to completion. In this article, we will look together at the 8 best practices for a donation call-to-action button for your association.
The legal framework for association donations
According to the legalstart.fr website, your association can organise events to collect new donations. You may benefit from a tax exemption for up to 6 fundraising events per year. No administrative authorisation is required if your fundraising event is held in a private venue. Conversely, you will need administrative authorisation for a public venue.
If you receive more than €153,000 in donations in a given year, your association is required to publish its annual accounts. An audit by a statutory auditor is, in this context, compulsory.
If you include a donation CTA button on the internet, you will be obliged to file a declaration with the prefecture for a national donation appeal.
Online donation appeal: the Call To Action button
When you launch an online donation campaign, you need to keep only the marketing aspect in mind. In other words, obtaining donations online means bringing visitors to your website into a conversion funnel.
What are the best practices for creating the most effective possible Call To Action button?
Clear and compelling text
Your Call To Action (CTA) is a button that must be clearly identifiable on your website.
The visitor must understand at first glance the action that will take place. They must understand the process they are about to engage in.
To achieve this: the CTA text must be clear and compelling. Use a positive action verb to encourage the visitor to enter your conversion funnel. Avoid wording such as "Next" or "Continue". Prefer text such as "I donate" or "Participate".
A maximum of two words
In keeping with the goal of clear and compelling text, your donation CTA button must absolutely be composed of no more than two words.
Your visitors must make as little mental effort as possible to take action and make a donation to your association — this is paramount.
An arrow on your CTA button
Let us not forget that the CTA button is a clickable button. As such, it must look like a button. Incorporating an arrow inside the clickable area conveys a sense of movement and adds to the call to action.
Multiple CTA displays
To maximise the chances of receiving a donation for your association, Agence HTTP 5000 in Lyon recommends positioning several CTA buttons across your pages.
If the visitor has not spotted the donation button placed in your header, they may spot it in your footer or in the middle of your content. This way, your visitor will never have to search for your association's donation zone — it will always be within easy reach.
The position of your main CTA
Have you created a navigation menu at the top of your site and included a donation CTA button in that position? Excellent!
However, some people do not notice navigation menus.
We advise you to position your main donation button above the fold so that it is visible to all visitors.
The fold separates the visible part of a web page from the hidden part.
Don't clutter the areas around your Call To Action buttons
Your homepage is full of information. Visitors have many things to look at and interpret. They need to make a decision when they see a button: to click, or not.
By leaving white space around your donation CTA button, you will draw their eye and compel their desire to click.
Clickable areas on mobiles and tablets
When a visitor arrives on your website via a mobile or tablet, bear in mind that they too can become a donor.
With this in mind, and to make donating to your association as easy as possible, you must ensure you increase the size of clickable areas on these devices.
In summary:
- Familiarise yourself with the legal framework governing online donations for your association;
- Clear and compelling text;
- A maximum of two words on your CTA button;
- Place an arrow inside your CTA button;
- Display several online donation CTAs;
- Position your main online donation CTA above the fold;
- Leave white space;
- Increase the size of clickable areas on mobile and tablet.
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