PURLs: A Fresh Tactic for Hard-Pressed Nonprofits

The first mail drop garnered a 3.95 percent response rate and $313,000 in revenue. The second mail drop brought another 3 percent response rate and $87,500 more.

Both the PURLs and a special microsite were part of the donation effort. Embedded in the microsite was a flash movie where donors could watch an image of a small hiker move up a trail when they made their donation. The image helped donors actually see that their donations were making a difference.