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Info You Can Use: Too Many Calls To Action

I had meant to post this link a few weeks ago, but you know how things get around the holidays. Back in May, Jeff Brooks at Future Fundraising Now listed 20 Mistakes that Drive Away Donations. He saw the applicability to fund raising of the same list by Greg Digneo on Copyblogger who listed 20 Mistakes That Undermine Calls to Action in commercial marketing.

Given that so many non-profits are making a fund raising push for the end of the calendar year, I thought the list might be valuable to look at. The good thing about the list is that it covers mistakes that the beginner, intermediate and advanced practitioner will make.

One thing that caught my eye from Digneo’s list,

6. Multiple Calls to Action

What’s the one thing you want readers to do on your blog?

Do you want them to sign up for your list? And click on ads? And buy your products? And go to your social media profiles?

When you have too many calls to action on your site, your readers become paralyzed by the choices and leave your site.

Pick one or two actions you want your readers to take, and build your design around that. Don’t leave readers confused about what they’re supposed to do next.

Since a performing arts organization’s website is generally used for provide information that will move people toward buying tickets, as well as donating and perhaps a number of other things, it can easily devolve into something that does none of those well. I think it is good advice to focus on having your website call to visitors to take a couple actions and let everything else take the backseat.

At this time of year, many performing arts organization present shows that sell themselves well: Nutcracker, Christmas Carol, Handel’s Messiah, etc., it might be worth temporarily diminishing the ticket sales focus of home page a little and shift the emphasis to donations.

Digneo lists other mistakes that are worth pondering that might be applicable to your operations: Wrong Offer, No Urgency, No Empathy, No Social Proof; as well as some reminders about smart graphic design and positioning.

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