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.

1. You gotta use PURLs
F&P Tech Thursday’s Webinar
16 September 2021
Shanelle Newton Clapham

2. PURLs and the
WHY?
WHAT
WHO
WHERE
WHEN
HOW?

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.

18. Thank you 
&
Questions?