QR + PURL = personalization
QR codes can also be used in highly personalized appeals when combined with personalized URLs, or PURLs. A PURL is a unique Web address made for an individual that takes a user to an online microsite where the content can be customized for that user. QR codes can be embedded with PURLs, linking to personalized microsites for every prospective donor on a mailing list. Information from the fundraiser’s database can be used to tailor the Web experience to a unique donor, for example recognizing and thanking her for her prior donations.
With this highly personalized approach, you reach donors one to one and invite their interaction. Fundraisers can use a customized microsite to ask a donor for more personal information to build a more detailed donor profile and establish a long-term relationship. You can offer updates on your projects, extend invitations to exclusive events or make special offers available to only the most loyal members on your list.
More metrics for tracking
QR codes also provide useful metrics for tracking campaigns. An organization can determine what appeals work the best by analyzing which QR codes are being scanned the most and in which geographical area they are being scanned. The back-end reporting becomes even more useful when a donor interacts with a customized microsite through a PURL. Additionally, by utilizing advanced mail tracking available through the United States Postal Service, the progress of a mailing through the postal system can be determined and an e-mail or mobile text message can be sent to prospective donors before their initial mail packages arrive, building anticipation and urging them to look in their mailboxes.
A successful direct-mail program has the ability to not only win over new prospects, but also increase the retention and long-term value of those donors. Printed appeals enhanced with QR codes, especially in combination with PURLs, can provide donors with personalized and convenient multichannel options that they may prefer. Something as simple as adding a QR code can generate quick, easy responses, and best of all, offer the benefit of developing deeper and longer-lasting relationships with donors to help ensure the success of your mission.
David Henkel is president of Johnson and Quin, an integrated direct-marketing solutions provider located in Niles, Ill. He can be reached at dhenkel@J-QUIN.com.