PURLs: Introduction to PURLs

PURLs: Introduction to PURLs

Personalized supporter journeys can make a real difference—lifting conversion, improving activation, and strengthening long-term engagement across campaigns. PURLs (Personalized URLs) make this possible at scale by recognising each supporter and shaping their experience the moment they click through.

From appeals and event registrations to re-engagement and campaign wrap-ups, PURLs help remove friction and increase relevance by meeting supporters where they are in their journey. Each interaction feels more intentional because it reflects what the supporter has already done, not just what you’re asking them to do next.

This article explains what PURLs are and the types of PURLs available in Funraisin, so you can understand how each one supports a different moment in the supporter lifecycle and choose the right approach for your campaign goals.

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What are PURLs?

PURLs (Personalized URLs) are unique, supporter-specific links that let you tailor someone’s experience the moment they land on your site. Each PURL recognises who the supporter is and applies the right context—whether that’s prefilled details, personalized content, or a return path into an existing journey.

At the core of every PURL is a secure, supporter-specific hash. This hash acts as an identifier that tells Funraisin which record to load and what data to apply when the link is used. When a supporter clicks their PURL, Funraisin reads the hash, loads the assigned destination, and displays the personalized experience you’ve configured.

Depending on how they’re used, PURLs can:

• Prefill supporter or participant details
• Apply personalized ask amounts or fundraising targets
• Return people to in-progress or repeat registration journeys
• Surface personalized campaign results or achievements
• Deliver tailored engagement or celebration experiences
• Attribute actions and conversions back to individual supporters

PURLs can be applied across different parts of the Funraisin platform and are designed to support both conversion-focused and engagement-focused journeys.

There are four types of PURLs commonly used in Funraisin, each designed for a specific purpose. Some are available out of the box, while others require custom development work. Purl types include:

• Donation PURLs – streamline the giving experience by pre-filling donation details and personalized ask amounts
• Incomplete Registration PURLs – bring participants back into a registration flow they’ve already started but not completed
• Returning Participant PURLs – recognise past event participants and guide them into a new registration journey
• Campaign Engagement PURLs – deliver personalized engagement or celebration experiences during or after a campaign

Each PURL type supports a different stage of the supporter lifecycle. The sections below break down how each one works, when to use it, and what kind of experience it enables.

Donation PURLs

Donation PURLs are personalized links designed to streamline the giving experience and increase conversion during appeals. Each PURL contains a unique, supporter-specific hash that allows Funraisin to prefill key fields on a donation page—reducing friction and helping supporters move from intention to action more quickly.

Donation PURLs are most commonly used in warm appeal strategies, where personalization can significantly improve response rates. When a supporter clicks their personalized link, Funraisin reads the hash, loads the assigned donation page, and automatically applies the data you’ve chosen to include.

A Donation PURL can prefill elements such as:

• Supporter’s first and last name
• Email address, where provided
• Address details (for tax receipts or CRM matching)
• Suggested donation amounts
• Preselected dollar handles
• Personalized ask values based on previous giving
• Custom segmentation fields, such as donor type or audience grouping

These examples aren’t exhaustive. Donation PURLs can populate any field that supports personalization tags, giving you flexibility to tailor the donation experience to your appeal strategy.

Donation PURLs are especially effective for:

• Direct mail appeals
• Digital warm appeals
• Retargeting lapsed or previous donors
• Phone-to-digital follow-up journeys
• Multi-channel campaigns using email or SMS
• High-value segments with tailored ask amounts

They work best when your goal is a fast, frictionless donation experience that recognises each supporter as an individual.

For more information, see the support article: PURLs: Donation PURLs.

Incomplete Registration PURLs

Incomplete Registration PURLs are personalized links designed to bring supporters back into an event registration flow they’ve already started, with their details pre-filled. They’re most commonly used to re-engage incomplete registrations, helping reduce drop-off and convert more participants.

An Incomplete Registration PURL can be generated for supporters who have already begun a registration but haven’t completed it, or for entrants imported into an event as incomplete. When a supporter clicks their personalized link, Funraisin reads the hash and reloads the registration form with the information they’ve already provided, allowing them to continue from where they left off.

An Incomplete Registration PURL can prefill common fields such as:

• First and last name
• Email address
• Phone numberv
• Address details
• Team selection
• Activity and fundraising targets
• Custom registration fields

These are examples rather than a full list. Incomplete Registration PURLs can populate any field supported by the registration form, based on the data available for that registrant.

Incomplete Registration PURLs are especially effective for:

• Targeting incomplete registrations
• Activation campaigns to boost event participation
• SMS or email follow-up sequences
• Reducing friction in long or multi-step registration flows
• Re-engaging supporters who paused at the payment step

By returning supporters to their in-progress registration with their data intact, Incomplete Registration PURLs remove unnecessary barriers and make it far more likely they’ll complete their registration.

Returning Participant PURLs

Returning Participant PURLs are personalised links designed to recognise past event participants and guide them smoothly back into a new registration journey. They’re typically used to re-engage previous entrants or fundraisers by acknowledging what they achieved in a past campaign and making it easy to commit again.

These PURLs direct participants to a personalised return experience that reflects their event history—for example, welcoming them back by name, highlighting what they achieved previously, and inviting them to register again. From there, the PURL can take them directly into the event registration flow with their details already recognised, reducing friction and encouraging repeat participation.

A Returning Participant PURL can surface personalised content such as:

• A personalised welcome message
• Funds raised in a previous campaign
• Badges, achievements, or impact highlights from past participation
• A tailored call to action to register for the new event
• Pre-filled registration details when entering the registration flow
• A suggested fundraising target based on prior performance (for example, set slightly higher than last year)

These examples aren’t exhaustive. Returning Participant PURLs can combine recognition, motivation, and re-entry into the registration process to create a seamless return journey.

Returning Participant PURLs are especially effective for:

• Re-engaging past participants ahead of a new campaign
• Year-over-year event growth strategies
• Encouraging repeat fundraising with personalised targets
• Reducing friction for returning entrants during registration
• Linking the celebration of past success with a clear next step

By recognising previous participation and removing barriers to re-registering, Returning Participant PURLs help turn past success into future commitment.

Campaign Engagement PURLs

Campaign Engagement PURLs are personalised links designed to deliver tailored engagement experiences. While donation and registration PURLs focus on conversion, Campaign Engagement PURLs are built to recognise supporter effort, reinforce motivation, and support long-term engagement.

These PURLs direct supporters to custom-built engagement or celebration experiences that highlight both campaign-wide outcomes and individual achievements, giving each participant a clear view of their personal impact.

A Campaign Engagement PURL can surface supporter-specific and campaign-level highlights, such as:

• Total funds raised by the supporter
• Badges earned throughout the campaign
• Distance or activity completed, where relevant
• Donor messages left on their fundraising page
• Team or event milestones
• Overall campaign statistics (for example, total raised or total participants)
• Impact storytelling that shows what their contribution helped make possible

These examples aren’t exhaustive. A campaign engagement experience can surface a wide range of data from a supporter’s fundraising record, depending on the journey you want to create.

Campaign Engagement PURLs are particularly effective for:

• End-of-event wrap-ups
• Mid-campaign boost
• Post-appeal thank-you journeys
• Impact reporting
• Stewardship and retention campaigns
• Re-engagement strategies

By focusing on individual achievements—not just campaign totals—Campaign Engagement PURLs help supporters feel recognised, valued, and more deeply connected to your cause.