Most nonprofit organizations already know they need to drive traffic to their website — through Google, social media, newsletters, and other outreach. But once someone actually lands on your site… what happens next?
What do you want visitors to do once they've found your website?
Is there a clear, direct action for them to take?
Will they encounter a wall of text with no place to click, or a busy layout with too many options?
This key next step is what we call a Call to Action (CTA). A CTA is a specific action you want a visitor to take. For a business, it might be “Buy Now.” For a nonprofit, it could be “Donate,” “Sign the Pledge,” or “Subscribe.”
Every page on your website should have a purpose, and your CTAs act as a clear guide to direct people toward that goal. Visitors will arrive with different levels of interest and decision-readiness, so it's helpful to give them options. But you want those options to have a clear hierarchy:
-
Primary CTA is the main action you want someone to take — the one that most directly supports your mission or goals.
-
Secondary CTA offers a next-best option for those who aren’t quite ready to take that step but still want to learn more or stay connected.
50 CTA Ideas to Get You Started
If you're stuck for ideas outside of “Read More” or “Click Here”, here are some CTA examples you can use or adapt for your nonprofit website:
- Donate
- Become a Member
- Contact Our Team
- Watch the Replay
- Join Our Mailing List
- Take the Survey
- Get Involved
- Volunteer
- Sign the Pledge
- Connect on … (social media, group, forum, etc.)
- Subscribe to Updates
- Webinar Registration
- Make a Difference
- Buy Tickets
- Support the Cause
- Download Full Report
- Start Your Application
- Sign the Petition
- Give Monthly
- Leave a Legacy
- Partner with Us
- Double Your Impact
- Sponsor a … (family, artist, animal, child, etc.)
- Advocate for Change
- Take a Tour
- Explore Our Programs
- Join the Conversation
- Take Action
- I Want to Help
- Request Information
- Protect Our Rights
- Share Your Story
- Take the Next Step
- Shop our Store
- Take the Quiz
- Claim Your Spot
- Download Our Guide
- Make a Gift
- How to Help
- Register Now
- Reserve Your Spot
- Fund a Project
- Yes, I'm in
- Find Help
- Apply
- Start Learning
- Find a … (mentor/job/opportunities/match, etc.)
- Schedule a Visit
- Get Access Now
- Become a Sponsor
Final Tip
Once you’ve identified your CTAs, make sure they’re easy to find. Your Primary CTA should stand out clearly — don’t let it get lost in a block of text or buried at the bottom of the page. Use distinct colors, prominent placement, and clear wording to guide visitors toward action. Your Secondary CTA should also be engaging and easy to find, but not take away the spotlight.
Take a moment to think about your own website: What’s the one action that supports your mission most directly? And what’s a helpful next step for those who aren’t quite ready yet?
Choosing the right CTAs, and making them visible, can make a big difference in turning mild interest into active engagement.
Not sure if your website is guiding people to take action? If you’d like help thinking it through or planning improvements to your own website, I’d be happy to chat. Reach out through my contact form and we can take it from there.
P.S. Want occasional tips like this delivered to your inbox? Join the Website Boost mailing list— it’s friendly, helpful, and just once a month.
Originally published in 2020. Updated June 2025.
