Glossary
Campaigns & Marketing

Call to Action

By: Alec Hollingsworth
Updated:  
July 2, 2025

Definition:

A Call to Action (CTA) is a prompt that encourages your audience to take a specific, desired action during a campaign or outreach.
A Call to Action (CTA) is a prompt within a marketing message that encourages the audience to take a specific action, such as donating, subscribing, signing up, or volunteering. CTAs are typically clear, concise, and visually distinct elements like buttons or links. In nonprofit campaigns, CTAs direct supporters to perform valuable actions that drive organizational goals. Effective CTAs are strategically placed within emails, websites, or social media posts to guide users toward desired outcomes. By motivating immediate engagement, CTAs help convert passive readers into active participants, ultimately increasing the impact and reach of a nonprofit's initiatives.

Key Takeaways

  • CTAs guide supporters to take meaningful actions.
  • Effective CTAs are clear and actionable.
  • Placement and design influence CTA success.
  • CTAs are essential for campaign conversions.

Why It Matters

CTAs drive engagement, help achieve campaign objectives, and increase supporter participation.

Real World Example

Imagine a nonprofit launching a year-end fundraising campaign using Keela. In their email outreach, they include prominent 'Donate Now' buttons—these are their Calls to Action. The buttons are styled in the organization's colors and linked directly to their donation page. Supporters who click the CTA are seamlessly taken to a secure form where they can contribute. By analyzing the click-through rates of the CTA, the nonprofit can see which messages were most effective and adjust their strategy for future campaigns. This targeted approach leads to higher donations and more engaged supporters.

How Keela Helps

Within Keela, you can add Calls to Action to your email campaigns, donation pages, and website forms. Keela’s drag-and-drop tools let you customize CTAs for your unique goals, track their performance, and optimize future communications based on supporter engagement data.

Frequently Asked Questions

What is a Call to Action (CTA)?

A CTA is a prompt in marketing materials that encourages the audience to take a specific action, such as donating or subscribing.

Why are CTAs important for nonprofits?

CTAs help guide supporters toward actions that further your mission, like donating or volunteering, making campaigns more effective.

How does Keela help with Calls to Action?

Keela allows you to create, customize, and track CTAs in your campaigns, donation pages, and emails, helping boost supporter engagement and conversions.

What makes a CTA effective?

Clear wording, compelling design, and strategic placement all contribute to a CTA’s effectiveness in driving desired supporter actions.

Related Terms

A/B Test
Accessibility Compliance
Acknowledgement Letter
Address Verification
Affiliation
Archiving Historical Donor Data

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