How to Create and Deliver a Clear Presentation Call to Action

Whether you're addressing potential donors, corporate sponsors, or volunteers, the closing of your charity presentation is crucial. This is when you have the final opportunity to inspire action. But how do you ensure that your audience leaves knowing (and remembering) exactly what they can do to support your cause?

The answer lies in a strong, clear Call to Action (CTA). Here’s why a compelling Call To Action is essential for your charity’s success and how to craft one that motivates your audience to act.

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What is a Call To Action within a presentation?

A Call To Action in a presentation is a clear and specific instruction that guides your audience on what to do next.

It encourages action, whether it’s making a donation, signing up for a newsletter, or spreading the word about a cause.

By giving your audience a clear path forward, you transform inspiration into meaningful engagement.

Why is a clear presentation Call To Action important?

In any charity presentation, it’s easy to get caught up in the emotion of your message. You’ve likely shared powerful stories, showcased the incredible work your charity does, and painted a picture of how much your supporters’ contributions matter. But after all that inspiration, what’s next?

Without a clear Call To Action, your audience might be left wondering how they can help or where to start. A Call To Action provides the necessary direction, telling your audience exactly what to do next.

Whether it’s donating, volunteering, or spreading the word, a clear Call To Action gives people an actionable step that they can take to support your cause. This is key to converting interest into tangible support.

What Makes an Effective Presentation Call to Action?

An effective Call To Action is specific, actionable, and memorable. It’s about giving your audience a clear direction and showing them how they can make a difference right now.

How do I write a Call To Action for my presentation?

1. Be Specific

Your Call To Action needs to be direct and unambiguous. Vague calls to action like “Please consider donating” or “Help us make a difference” are easy to ignore because they don’t provide clear guidance. Instead, make your request as specific as possible.

For example, instead of asking for a general donation, say something like, “We need to raise £10,000 this month to provide meals for 500 children. Can you help us by donating £100 today?” This level of specificity makes the call to action much more compelling. It’s clear, it’s actionable, and it shows exactly how the donor’s contribution will help your cause.

By giving a specific monetary amount or outcome, you provide a tangible goal for your audience to connect with. This helps people feel like their support will directly lead to change, rather than simply contributing to a nebulous fund.

2. Provide Multiple Options

Not everyone in your audience will be able to make the same type of contribution, whether that’s a financial donation or the gift of time. That’s why offering multiple ways to get involved is essential for a successful Call To Action.

For example, in addition to asking for a specific donation, consider adding options like:

“You can donate online through our website.”
“Sign up for monthly giving to provide ongoing support.”
“Volunteer with us to help deliver meals in your local community.”

By giving people a choice, you increase the chances that they’ll take action in a way that fits their personal circumstances. Some might not be in a position to donate a large sum, but they could be willing to sign up for a small, monthly contribution. Others might not be able to give financially, but they could have a few hours to volunteer their time. Offering a range of options allows everyone to find a way to support your cause, regardless of their resources.

3. Create Urgency

A sense of urgency can be a powerful motivator. By giving people a reason to act now, you increase the likelihood that they’ll follow through. Whether you’re running a fundraising campaign with a specific deadline or need immediate support for a critical project, incorporating urgency into your Call To Action is crucial.

For example, you might say:

“We need £5,000 by the end of this week to reach our goal. Can you donate today to help us get there?”
“Our campaign ends in 48 hours—don’t miss the chance to double your impact with matched giving.”
“Every minute counts—volunteer today to help us reach families in need by the weekend.”

These types of statements make your call to action feel time-sensitive, encouraging your audience to act right away. Whether it’s a deadline, a match funding opportunity, or the urgency of helping a specific group, creating a reason for people to act quickly can drive immediate responses.

4. Make it Easy to Act

The easier you make it for your audience to take action, the more likely they are to follow through. Ensure that your Call To Action is as simple and straightforward as possible.

For donations, for example, provide a direct link to your online donation page or offer a text-to-give option. For volunteering, have a sign-up form ready that’s easy to access. If you want people to share your cause, provide ready-made social media posts or hashtags they can use.

Reducing friction is key. The easier you make it for people to get involved, the more likely they are to take action. Remove any unnecessary steps, make the process as seamless as possible, and always include clear instructions on how they can help.

5. Reinforce the Impact

Finally, your Call To Action should remind your audience of the impact their action will have. People want to know that their time, money, or efforts are being put to good use. A well-crafted Call To Action doesn’t just ask for help—it highlights how that help will make a tangible difference.

For instance, you could follow up your Call To Action with something like:

“Your £100 donation will provide a year’s worth of food for a child in need.”
“By volunteering for just two hours, you’ll be helping us reach 50 families with essential resources.”
“Your support today will help us build a new school in a community that needs it most.”

Reinforcing the positive impact of their contribution helps people see the bigger picture and feel good about their decision to get involved. It connects their actions to real, measurable outcomes, which in turn increases their motivation to take action.

Putting It All Together: Crafting Your Perfect Presentation Call To Action

Now that you understand the core components of a successful call to action, let’s see how to put it all together. Your Call To Action should:

Be specific: Clearly state what you want from your audience, whether it’s a financial donation, time, or support.
Offer options: Provide multiple ways to get involved, so everyone can contribute in a way that fits them.
Create urgency: Encourage immediate action with a deadline or limited-time offer.
Make it easy: Reduce friction by offering simple, direct ways to get involved.
Reinforce impact: Remind your audience of the positive change their contribution will create.

For example, here’s how a well-rounded Call To Action might look:

“We need to raise £10,000 by the end of this week to support our local food bank. Can you help us by donating £100 today? Alternatively, you can sign up for monthly giving, volunteer a few hours of your time, or share our campaign on social media. Every pound you donate will provide five families with a week’s worth of meals—your help today can change lives.”

This Call To Action is clear, urgent, easy to follow, and reinforces the impact, making it a compelling ask that your audience can respond to.

Final Thoughts: Make Every Presentation Count

Closing your presentation with a clear and impactful Call To Action is the final step in making your message stick. You’ve shared your cause, inspired your audience, and now it’s time to guide them toward action. A well-crafted Call To Action ensures that your audience leaves with a clear understanding of how they can help and a strong desire to do so.

By being specific, offering options, creating urgency, making it easy to act, and reinforcing the impact, you can motivate your audience to take immediate action and support your cause in a meaningful way.

Explore more Charity Presentation Skills advice!

This article is a part of our complete guide to Outstanding Presentation Skills for Charities and Purpose-Driven Organisations (it’s a catchy title, isn’t it?!).

The guide shares top tips, tricks and techniques to make all aspects of your charity presentations super effective. It is completely focused on helping you to highlight the impact that you are making and to achieve your charitable goals.

You can view all of the articles within the guide at the links below, or download a quick guide here.

Meet your charity public speaking expert...

Hi!

I’m Rich Watts and I design and deliver presentation skills training for charities (and a host of other organisations too!) that need their people to inspire, persuade and motivate audiences. I am fortunate enough to have won the UK Business Speaker of the Year competition way back in 2012, and since then I have been using all of my geeky knowledge and Third Sector experience to help charities like yours.