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HOW TO TURN STRANGERS INTO SUPPORTERS WITH CALLS TO ACTION
6
Primary vs. secondary CTAs
When people come to your organization's website, you most likely have a main action you want them to
take: aRUWbcRa͜Q^]McR͜URcW]e^ZeRQ͜Q^f]Z^MQb^\RcVW]U͜RcP. This is your _aW\MahPMZZc^MPcW^]. but, you
may also have other actions you want them to take:S^ZZ^f^]b^PWMZ\RQWM͜aRMQM]MacWPZR͜RcP. These are
your secondary CTAs. by combining primary and secondary CTAs, you can prioritize, balance and support
your organization's marketing goals. They also help you move people to want to connect with you in ways
that make them feel comfortable.
>WeRbca^]UVMbO^cV_aW\MahM]QbRP^]QMah4F2b^]cVRWaReR]cb_MUR͜MbYW]UŬabcc^Ŭ]QM]ReR]cc^_Ma
ticipate in, and then if you're looking to donate to someone you know who is, you can search for their name
and donate. The primary CTA is to participate in an event, the secondary is the donate to an individual.
