Michigan launched their very first Personalized URL on January 17 and were very creative. Instead of incorporating a PURL for season ticket renewals, they utilized the PURL to give Season Ticket Holders information about their new Seat Upgrade process with Ballena. For the first time, fans will be able to opt into online seat upgrades this year and a PURL was sent to each Season Ticket Holder with personalized seat information, priority points, and ranking info. Season Ticket Holders then had the ability to use the online points calculator embedded within the PURL to calculate how much an additional donation would increase their priority points and rank to acquire an earlier online appointment time during seat upgrade selection period.
Results have been fantastic! The very first day of the PURL launch, Michigan saw over 3,500 fan visits, increasing to almost 7,000 by the end of the first week. Since the launch, Michigan has blown past their goal, receiving more than $150,000 donations with nearly 180 gifts via quick donate.