PURLs: A Fresh Tactic for Hard-Pressed Nonprofits

The initial test was so successful that Barbour expanded the use of PURLs to market the company’s Romance Series.

PURLs move donors
The Appalachian Trail Conservancy used PURLs when it embarked on a trek to match donations from a six-figure gift.

Royce Gibson, director of marketing and development, explains that ATC’s solution was a cross-media year-end campaign that was launched when several related stories appeared in its bimonthly magazine. A few days after magazine publication, members received a direct-mail appeal that incorporated a link to a personalized landing page.