PURLs: A Fresh Tactic for Hard-Pressed Nonprofits

“Typically ATC campaigns do not come close to receiving a 4 percent response rate,” Gibson says. “The challenge that ATC promoted was new and intriguing for donors, and created a lot of buzz.”

PURLs today are a response vehicle that can take a nonprofit far. In fact, with a stable database like that inherent in associations and fundraising organizations, nonprofit marketers might want to consider setting up a PURL for each member or donor — a personal mini Web page to deliver regular communications or updates as events unfold.