There’s a buzz word in the marketing world called a “Call to Action.” That means, just because you are offering something, that does not mean that people will buy it, register for it, click it, or otherwise take action. You must have a call to action. So, if you have a “Donate Now” button on your website or a “Become a Member” link and nobody is clicking on it, it’s likely that you have either no call to action or a poor one. If you want people to act, you must motivate them to do so. You have to talk to them, sell them, and then call upon them to take action. Tell people that you are running a fundraising campaign (or new member drive or whatever it is that you want) and that they should “click here” to help you raise money for your trip to Katmandu’s for the annual toad licking conference. Without a call to action, that button is just taking up space.