Personalized URLs Work for Nonprofits

The Diocese of Erie is the first diocese in the United States to develop, implement and deploy a PURL program for its fundraising efforts. The level of sophistication of the targeted messaging and audience segmentation made this campaign particularly innovative when compared to previous efforts.

A cohort of 5,000 annual-fund lapsed donors were targeted for this new reacquisition program. Lapsed donors were mailed a series of three oversized postcards featuring a PURL address that contained the lapsed donor's name. The front of each postcard posed the same question: "What does it mean to be Catholic?"