Click-Through Rates Increased by 31% With One Simple Change

An informative case study on what works in email fundraising

Email marketing delivers one of the highest returns on investment in fundraising – but only if people actually click.

That's where your call to action comes in.

When someone opens your email, they shouldn't be confused about what to do next. A clear, compelling CTA – whether it's a button or a text link – is what turns readers into donors.

Buttons vs Links: Which is the most effective CTA?

It's a fair question.

Buttons are bold and eye-catching.

Text links feel more natural and conversational.

Both can work. But which one converts better?

The Test: Buttons vs. Text Links

For more than 20 years, the Sandra Schmirler Foundation has raised funds to save the lives of babies born too soon, too small, or too sick. They supply NICUs across the country with funds for life-saving equipment that gives premature and critically ill newborns a fighting chance.

TBG is proud to have the Sandra Schmirler Foundation as a client!

The SSF leverages multiple fundraising channels like direct mail, social media, events, and email.

Their annual Telethon is a crucial part of their fundraising strategy – and as they approached this milestone event in their 25th year, they looked to maximize their email success.

They openly approached testing two variations of the same fundraising email.

·       Version A: Text link CTAs woven into the copy

·       Version B: Bold button CTAs

The Results

Open rates: No difference. Buttons didn't help or hurt.

Click-through rates: The button version outperformed text links by 31%.

What This Means for Your Organization

Does this mean you should immediately drop text links from your emails?

Not necessarily.

But it does mean you should make sure to include buttons in your fundraising appeals – and then test for yourself to see if your donors respond the same way.

Every audience is different. What worked for the Sandra Schmirler Foundation might work differently for your organization.

The key takeaway isn't "always use buttons." It's always be testing.

Want Results Like This?

The Bowie Group specializes in direct response fundraising that converts. We don't just write – we test, optimize, and deliver measurable results.

Whether you're raising money for a hospital foundation, a political campaign, or a community cause, we know how to move people to action.

Ready to talk about what we can do for your organization?

Let's Talk!

Good fundraising isn't about luck. It's about strategy.