Whichever supporter marketing you’re doing, you’ll want the best results.
Donation rates, event registrations, data submission, surveys, and Gift Aid declarations – if you could boost them all, how much more income would you have?
Test results show that the way supporters perceive calls-to-action and propositions is dramatically affected by how easy they are to read. For maximum cognitive fluency, follow these three steps:
- decent font size (12-point minimum)
- high contrast
- use simple words and sentence structure
This will minimise the perceived effort needed to take the action, and your results will improve. Split tests show how surprisingly significant this is. Here’s a simple experiment that illustrates it pretty powerfully:
Researchers expected that getting people to do an action would depend on how long they thought it would take to complete. Test participants were split into two groups. The first group saw an exercise described in a simple font (Arial), while the second group saw the exact same text presented in a harder to read font (Brush).
The results were astounding. The subjects who read the same instructions in the hard to read font estimated that the action would take nearly twice as long, 15 minutes instead of 8 minutes. Unsurprisingly, the group that thought the exercise would take 8 minutes was significantly more likely to do the action.
A similar experiment was conducted with a sushi recipe. Subjects who saw the instructions in Arial estimated that it would take 5.6 minutes, while those who read the directions in Mistral, a more complicated font, expect it to take 9.3 minutes.
Have you seen some astonishingly illegible not-for-profit messages? Perhaps you’ve improved readability and seen the uplift? Please share examples in the comments below!
Whatever you’re asking supporters to do, you’ll be more successful if you describe the action in a simple, easy to read typeface. Why not join me at the Contrast Rebellion? There are some great examples of how to make your online communications clearer and easier for supporters to follow. There are also links to more evidence (for example, against using grey-on-white) in case you need to persuade a designer or brand manager that you need legible text for results.
You can find full details of the experiment mention above at neurosciencemarketing.com