Take Your Personalization to the Next Level with PURLs

Feb 28, 2019

Nonprofit organizations are always looking to get ahead on the latest fundraising technologies and trends. Over the past few years, fundraisers have embraced multi-channel communications and integrated campaigns. Now, nonprofits are striving to bring a personal touch to their appeals and communicate with segmented audiences.

Fundraisers are always innovating. To stay ahead, consider using personalized URLs (PURLs) and dynamic donation pages. Use these strategies build on the integrated approach and engage your audience in a deeply personal way.

Snail Mail Won’t Fail

Direct mail is still a big part of fundraising. It’s also a great way to get started with PURLs. Printing personalized URLs on your direct mail materials, like reply cards or appeal letters, can lead new or existing donors to personalized, dynamic web pages that feature the recipient’s name and other relevant information.

This brings the proven tactic of personalization into your digital elements and provides a unique experience for the end user. Page copy can be tailored to specific segments of your audience. Or, you can refer to specific programs a visitor has supported and previous gifts to better connect the dots.

When donors and prospects feel as though they’re being addressed directly, organizations can have that kind of one-on-one conversation that leads to deeper engagement and eventually a donation.

Educate and Inspire

Dynamic web pages can function a lot like versioned print materials. For instance, you prospects and existing donors should receive communications with very different messages. Varying language for different audience segments can help maintain that personal feeling in a conversation and allow fundraisers to focus on the desired goal.

Use these pages to fill in a donor on everything they should know. An existing donor already knows a lot about your nonprofit. However, prospects might find some information about your organization and goals helpful.

Dynamic, personalized campaign landing pages can be versioned so specific segments see stories and narratives that apply most to who they are in relation to your organization.

Leverage Donor Loyalty

The combination of PURLs and dynamic web pages, particularly donation pages, allow you to create customized experiences for each donor. As a result, you can adjust your messaging to reflect a recent gift or the magnitude of their past giving to help cultivate a sense of loyalty.

Additionally, you can vary your ask string to further connect with specific groups of your donors. For example, new or younger donors will see a lower level ask string. But major donors will be prompted to give at a much higher level. This personalized strategy can help you analyze donor engagement levels as you move forward in developing your donor relationships You can adjust your future fundraising and stewardship accordingly with this information.

The Power of PURL

So, take the time to be personal, and it will help you in all aspects of fundraising. Implementing personalized strategies into all elements of your fundraising communications will enable you to develop stronger relationships with your donors. Deeper personalization helps forge partnerships instead of creating purely transactional engagements for your donors.

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