Personalized URLs Work for Nonprofits

Each Web page contained an extended treatment that provided an answer with a high degree of personalization (the name and picture of the lapsed donor's pastor, for example). The landing page was developed to echo the graphic identity of the postcards.

The results of this campaign were significant and immediate, as 14 percent of the targeted group responded. More than 600 lapsed donors within this cohort made contributions in excess of $125,000 to the diocesan annual campaign within weeks of deploying the campaign.