Call to Action, Donor First: “Because of You” Messaging That Moves People

If you want donors to move, tell them exactly where to go. In this Fundraisers Friday conversation, Julia C. Patrick and Tony Beall turn vague appeals into precise, energizing calls to action (CTA’s)—across giving, events, engagement, volunteering, and advocacy. Tony lays the foundation early: “Start with the call to action. What do I want folks to do?” When you begin with the outcome, every sentence supports momentum, not meandering.

Julia puts a common myth on the table: “It’s not just like go out and ask a bunch of rich people for money.” Fundraising isn’t speed-dial; it’s relationship-building, timing, and clarity. Tony reinforces the point: “Fundraising is all about relationships,” and your CTA is the moment you convert relationship energy into tangible next steps—give, register, share, join, or contact.

Time-bound CTAs matter. Use real clocks, not artificial pressure. Matching gifts? Set the deadline: “Donate by October 15 so your gift will be doubled.” Community emergencies? Be specific: protect 20 roofs, feed families during power loss, or restore safe access to services this week. Impact framing turns abstract dollars into visible outcomes: $50 feeds one student for a month—$100 feeds two. That clarity invites bigger gifts because supporters can instantly see scale.

Equally important: truth and fit. If the amount and impact don’t match, supporters feel it. Build your figures from real program data, and keep the language human. Julia adds a practical lens for events: swap “RSVP” for action-forward phrases like “Save my seat.” Tap joyful FOMO without panic. Want engagement? Ask for it. “Click subscribe,” “Invite 10 friends,” “Share with a neighbor adopting a pet.” Want volunteers or in-kind items? Say exactly how to respond and how you’ll make it easy.

Advocacy belongs in your CTA toolkit too. This isn’t about politics—it’s about mission. Invite your community to “Stand with families—email your legislator today to support…” Frame the request around the people you serve and the outcome your programs create.

Finally, close the loop with gratitude-based storytelling. Julia’s favorite “Because of you” CTA wraps action and appreciation into one cadence: Because of you, 50 students received laptops; because of you, seniors got meals during outages. That framing reminds supporters they are the hero—today and tomorrow.

Start with the action you need, frame it with authentic impact, and invite your community to step forward—now. 

Find us Live daily on YouTube!

Find us Live daily on LinkedIn!

Find us Live daily on X: @Nonprofit_Show

Our national co-hosts and amazing guests discuss management, money and missions of nonprofits!
12:30pm ET 11:30am CT 10:30am MT 9:30am PT

Send us your ideas for Show Guests or Topics: HelpDesk@AmericanNonprofitAcademy.com
Visit us on the web:The Nonprofit Show