Could changing just two words in your call to action more than double donor conversions?

That’s what happened in a January 2026 Facebook fundraising test for Bible League Canada.

The test changed only the final line of the ad copy. The other creative, targeting and budget stayed the same.

Here were the two calls to action:
A: “Click to Learn More”
B: “Click to Give Bibles”

Which would you predict would win?

Make your choice before reading further.

If you chose B, you’re right.

Donor conversions increased by 117.6%. And the gross cost per donor dropped from $170 to $87—a reduction of nearly 49%.

Two words changed. A substantial difference in response.

The likely reason? The winning CTA made the action concrete. Readers knew exactly what they were being asked to help accomplish.

It illustrates a principle in our Direct Response Performance Constitution our copywriters follow:

Use specifics instead of generalities.

Now look at your own advertising, emails and landing pages. Does your CTA make the next step clear—and give your prospect a reason to take it?

Here is what you should do:
●   Review the CTA you’re using now.
●   Identify vague or general wording.
●   Name the specific action.
●   Make the benefit or outcome clear.
●   Change one element at a time.
●   Measure conversions and acquisition costs.
●   Let your results determine the winner.

One test doesn’t establish what will win for every business. It gives you a worthwhile idea to test.

Call Michael at 615-933-4647 or email him at [email protected] to discuss a CTA test for your campaign.

Our experienced team can help identify valuable testing opportunities, develop the alternatives and measure which version improves your response.

FAQs:

Q: What is a call to action, or CTA?
A: It’s the wording that asks your reader to take the next step—such as requesting a quote, buying a product or giving Bibles.

Q: Which CTA won this fundraising test?
A: “Click to Give Bibles” beat “Click to Learn More.” Donor conversions increased by 117.6%, and gross cost per donor dropped from $170 to $87.

Q: Why might a specific CTA improve response?
A: It helps readers understand exactly what they’re being asked to do and what their action will accomplish.

Q: Should every marketer stop using “Learn More”?
A: No. The best wording depends on your audience, offer and campaign objective. Test a specific alternative against your current CTA.

Q: How can I get help choosing what to test?
A: Contact Michael at CDMG. Our experienced team can help identify promising tests, develop alternatives and measure their impact on your response.

About Craig Huey:

Craig Huey is President of Creative Direct Marketing Group (CDMGinc.com), a 30-year leader in direct response advertising and multi-channel marketing. Under his leadership, CDMG has:

• Tested more than 10,000 digital marketing variables.
• Mailed over 10 million pieces of direct mail in the last year alone.
• Won more than 120 awards for marketing excellence.

Craig is also the publisher of Direct Marketing Update, the trusted newsletter for company presidents and marketing directors looking to maximize ROI with cutting-edge, accountable advertising strategies.

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At CDMG, Inc., we don’t just run ads—we drive results. Our award-winning, data-driven strategies are designed to elevate your business, increase your leads, and maximize your bottom line. Led by marketing experts Craig and Caleb Huey, we’ve helped transform startups into multimillion-dollar powerhouses and scaled industry leaders to new heights.

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Contact Michael Oppenheimer today at 615-933-4647 or [email protected].

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