PURLs: A Fresh Tactic for Hard-Pressed Nonprofits

The strongest asset of a PURL is its ability to track respondent behavior in real time. When your member or donor clicks on a PURL, you can generate additional contacts (a second direct-mail appeal, additional e-mail marketing, a phone call, etc.) right away, based on preprogrammed “triggers.” The process sounds complicated, and it can be, but an experienced direct-marketing production company can provide either a predesigned workflow or formulate a workflow based on your specific needs.