Just ONE Call to Action (Case Study)

Call to ActionRemember when you were a teen and your mom told you to clean up your room, call your grandmother, and set the table all within the same five minutes.

Remember how frustrating that was. How even if you wanted to do what your mom wished—not every teen’s desire, for sure—you couldn’t do three things at once. So instead, most of the time, you did nothing!

I was thrown back there this morning when I uncovered this card I had picked up at the Metropolitan Museum of Art (the Met). Just count the calls to action featured on this small postcard:

  1. Share your memories and photos online, tagged with #Met145. Or is that @metmuseum?
  2. Celebrate with a 145th-anniversary cocktail, dessert, or menu.
  3. Donate at this extremely long web address to build the future of the Met.

By presenting three calls to action, and two ways to execute one of them, the Met confuses and overwhelms us, rather than spurring us to act. Even if we want to support the Museum’s mission, we don’t know which action is the priority or where to start.

I’m a real fan of the Met, and love strolling its varied galleries and exhibits. But this piece could so easily be revised for greater impact, simply by reducing the calls to action to JUST ONE.

Use this example from one of our greatest cultural institutions as motivation to review your organization’s calls to action. Ask people to take just one doable action at a time. Then put these individual calls to action together in a series, like steps in a staircase, to create the bigger action your organization wants your people to take. One step at a time, each and every time!

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Nancy Schwartz on March 8, 2017 in Branding and Messages | 0 comments
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