Personalized URLs Work for Nonprofits

Crystal Uppercue, marketing manager at direct-marketing services provider EU Services, agrees and says fundraising is a PURL natural — she mentions any type of organization that has membership and higher education organizations as two examples.

In the report, one case study features the Roman Catholic Diocese of Erie, Pa. It used a series of three postcards with a PURL to drive lapsed donors to personalized URLs. These lapsed donors were not just any lapsed donors. They had not made a contribution to the campaign at any time over a 10-year period, even though their support had been solicited on a yearly basis through direct-mail programs.