Why you just gotta use PURLs in your digital fundraising campaigns
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PURLS are personalised URLs that you can create to personalise the landing page or donation page experience for your donors. That means variable text, firstname personalisation, pre-filling forms and dollar amounts. It's about making it EASY for your donor to give.
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Why you just gotta use PURLs in your digital fundraising campaigns
- 1. You gotta use PURLs F&P Tech Thursday’s Webinar 16 September 2021 Shanelle Newton Clapham
- 3. WHY use a PURL? Organisation Generic Donation Pg PURL Donation Pg Anglicare 26% 41% MSRA 6% 16% Property Industry Foundation 6% 10% Wilderness Society 10.2% 19.5% Make it easy for your donors, and they will give MORE $.
- 4. WHO is a PURL for? YOUR DONOR(s)
- 5. What data do you have to personalise your donor’s donation page? Firstname, past gift $ amount Donor type (monthly, bequestor, emergency appeals) Address, phone, gender, age ? Parent? Pet owner? ? Personal connection to cause? WHO is a PURL for? YOUR DONOR(s)
- 6. WHAT is a PURL? A personalised URL that: Personalises landing pg content Firstname $ Gift ask amounts Donor type/ segment Variable text such as “in memory” Pre-filled donation form Fast + easy. www.donate.msra.org.au/Shanelle.Clapham www.give.Anglicare.org.au/Shanelle.Clapham https://give.anglicare.org.au/pages/winter-appeal-2017 ?fname=Shanelle&lname=NewtonClapham&email=shanelle@parachut edigital.com.au&add1=Tranmere,TAS,7018&mobile=0406691030
- 7. THIS is a Personalised URL (PURL)
- 8. Variable text based on segment and past giving WHAT personalise d messages
- 9. WHERE is a PURL used? Donation pages
- 10. WHERE can a PURL be used? Use PURLs in your WARM campaigns - Donation pages - Thank you pages - eDM (click links) - Direct Mail URLs - Action asks (petitions, surveys etc.) PURLs can be used on any donation page:
- 12. WHEN do you use PURLs? Use PURLs when talking to your WARM supporters - Appeals – eDM clicks or DM URLs - Upgrade Monthly gift ask - Survey landing page - Warm recruitment for p2p - Gala dinner invitations - Action asks (petitions, surveys etc.)
- 13. HOW to create a PURL?
- 14. HOW to create PURLs? Personalised URL…www.donate.msra.org.au/Shanelle.clapham? DONOR DETAILS d_fname=[firstname]&d_lname=[lastname]&d_email=[email]&d_addr ess_pcode=[Postcode]&d_phone_mobile=[Mobile]&don=Yes&d_amo unt_free=&seg=[Segment]&conID=[ConstituentID] CAMPAIGN INFO &appealID=[AppealID]&packID=[PackID]&testID=w1p VARIABLE TEXT &text1= DIGITAL TRACKING &utm_source=Donors&utm_medium=email&utm_campaign=CA19eD M1&utm_content=w1p&utm_term=&
- 15. HOW to PURLs add Variable Text
- 16. You just gotta use PURLs • Why? Because it gets better conversion rates, more donations and more income • What? PURLS are personalised URLs i.e. www.msra.org.au/shanelle.clapham when a user types it or clicks on it, the donation page content and form populate with their details • Who? Your donors or supporters that you have data for • Where? For your donation pages – you get there from email click or QR code or personal URL • When? For your appeals or any campaign where you are asking a person to take an action (to convert) • How? There’s a few different ways – but you can do it on most donation platforms/ website etc.
Hinweis der Redaktion
- http://anglicare.c121.com.au/DCE7B694CC