PURLs: A Fresh Tactic for Hard-Pressed Nonprofits

When reaching out to prospective members and donors, a PURL discloses exactly where a response originates, both from which list and from which geographic area. Miller says, “We now have more accurate response rates because when responders sign up via the PURL, we can track their key codes to the list they came from. This helps us analyze each list individually and gather more accurate response data.”