Avoid the use of the word “Today” with the internet calls to action. Use “Now” instead. Today is a direct mail word (direct mail often stays around physically on the table, desk, for a day or more, so “today” is relevant), NOW is the online word (people seldom return to the online decision point later in the same day; it’s NOW or never for most giving decisions).
Employer Gift Matching 101: The Ultimate Guide to Double Donations
August 3, 2021