Nonprofits should consider personalized URLs as a response vehicle for members and donors

By Cindy Kilgore

Six crafty ways for a nonprofit to use a PURL

Make it simple to reply online by prefilling all contact information.
Promote the best event, class or conference for each recipient based on past behavior.
Let PURL visitors expand your campaign’s reach by sending new PURL links to friends or colleagues.
Vary your offer or gift string based on an individual’s history with your organization.
Collect Web browsing behavior or survey information on individuals that can be used to drive one-to-one messaging.
Reach out with a phone call, e-mail or mailing to PURL visitors who did not commit to action.

Cindy Kilgore is manager of creative development at EU Services. This article originally appeared in the July issue of AdVents, the monthly newsletter of the Direct Marketing Association of Washington, D.C.