Here's a quick easy change you can make on your website and emails that just might improve online response. It's form the Daily Egg, at Don't Create a Call to Action & Other Advanced CTA Tips:
Don't focus on the word that best describes what a prospect has to do, use words that describe the benefit of taking the next step along your funnel. Make the value of clicking outweigh the cost.
For fundraising that might mean instead of the standard Give or Donate, try something that describes the outcome of the donor's gift. Such as:
- Feed the children
- Save the trees
- Adopt a kitten
- Fight cancer
Don't just make this change. Test it. It might work.