PURLs: A Fresh Tactic for Hard-Pressed Nonprofits

Today, improved technology means that personalized approaches to communication don't need to break the budget. Among the higher-tech options, nonprofits should consider personalized URLs as a response vehicle for members and donors.

Typically sent via direct mail or e-mail, PURLs provide links to Internet landing pages that have been designed for particular campaigns and personalized for individual members or donors.