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?"
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.
This response rate was 100 percent higher than response rates associated with direct-mail programs used in the past designed to reacquire lapsed donors. Overall, a 900 percent return on investment was achieved for this program.
Additionally, these re-engaged donors have significant historical value to the campaign as they are more likely to continue their annual contributions.
Marianne Gaige, president and CEO of Cathedral Corp. (which developed this campaign), predicts that, in the coming years, most marketing pieces that are going to non-donors, lapsed donors or non-customers will include a PURL or personalized QR code so the organization doing the marketing or fundraising can provide more information to the recipient. She says that these PURLS (or QR codes) allow the organization to provide a way to get relevant information to those that are interested without the marketing piece being too large or expensive.