Fundraising Message & CTA Effectiveness Survey

Welcome! You are being asked to participate in a short research study about nonprofit communications. The survey will take approximately 6–8 minutes to complete. Your participation is completely voluntary, and you may stop at any time. There are no right or wrong answers — we are simply interested in your honest opinions. All responses are confidential and will be reported only in aggregate. By continuing, you agree to participate in this study.

In the past 12 months, have you personally donated money to any nonprofit organization?

• Yes
• No

<p>You will now see three short fundraising messages. Please read each one carefully before answering the questions that follow.</p><p><strong>Message A:</strong> "Your $25 provides 50 meals to a neighbor in need — donate today and feed your community."</p><p><strong>Message B:</strong> "Every dollar you give is matched 2:1 to fund after-school tutoring — double your impact for local students."</p><p><strong>Message C:</strong> "Become a monthly donor for just $10/month and provide steady, reliable support that changes lives year-round."</p>

<p>Now you will see three different call-to-action buttons that might appear on a fundraising email or webpage. Please read each one carefully.</p><p><strong>CTA 1:</strong> "Donate Now"</p><p><strong>CTA 2:</strong> "Give $25 Today"</p><p><strong>CTA 3:</strong> "Join Our Monthly Giving Circle"</p>

After seeing the messages and calls to action, how likely are you to donate to a cause like this in the next 30 days?

What is your age?

• 18–24
• 25–34
• 35–44
• 45–54
• 55–64
• 65 or older
• Prefer not to say

Thank you for participating! Your feedback will directly help improve nonprofit fundraising communications. Your responses are confidential and will be reported only in aggregate.

Which of the following causes have you supported or would you be most interested in supporting? (Select all that apply)

• Hunger & food security
• Education & youth development
• Health & medical research
• Environment & conservation
• Poverty & homelessness
• Arts & culture
• Animal welfare
• Other
• None of the above

How motivating is Message A ("Your $25 provides 50 meals to a neighbor in need") in encouraging you to donate?

How likely would you be to click CTA 1 ("Donate Now") if you saw it in a fundraising email or webpage?

How confident are you that you would follow through on a donation if you decided to give?

How do you describe your gender?

• Woman
• Man
• Non-binary
• Prefer to self-describe
• Prefer not to say

How motivating is Message B ("Every dollar you give is matched 2:1 for after-school tutoring") in encouraging you to donate?

How likely would you be to click CTA 2 ("Give $25 Today") if you saw it in a fundraising email or webpage?

Thinking about what might influence your decision to donate, what factors would hold you back or motivate you to give?

Which region do you currently live in?

• North America
• Europe
• Asia-Pacific
• Latin America and Caribbean
• Middle East and North Africa
• Sub-Saharan Africa
• Prefer not to say

How motivating is Message C ("Become a monthly donor for just $10/month") in encouraging you to donate?

How likely would you be to click CTA 3 ("Join Our Monthly Giving Circle") if you saw it in a fundraising email or webpage?

Based on your responses throughout this survey, please share any additional thoughts or feelings about the messages or calls to action you reviewed.

What is the highest level of education you have completed?

• Less than high school
• High school or equivalent
• Some college or vocational training
• Bachelor's degree
• Postgraduate or professional degree
• Prefer not to say

Please rank the three messages from most to least compelling.

1. Message A: Meals for a neighbor
2. Message B: Matched gift for tutoring
3. Message C: Become a monthly donor

Which of the three call-to-action phrases would be most likely to prompt you to take action?

• Donate Now
• Give $25 Today
• Join Our Monthly Giving Circle

What is your current employment status?

• Employed full time
• Employed part time
• Self-employed
• Unemployed and looking for work
• Student
• Homemaker or caregiver
• Retired
• Other
• Prefer not to say

Briefly, why did your top-ranked message resonate with you?