WinRed Announces 3 Major Personalization Features Ahead of the 2024 Election

When WinRed launched in June 2019, the goal was clear: counter ActBlue’s online fundraising advantage by quickly scaling a donation platform to thousands of campaigns. 

We have made tremendous progress and are excited to announce the next phase of features that will provide even more power to campaigns on WinRed.

The donor flow we have spent years building and perfecting (Petition Page > Donation Page > Upsells) is going from a linear path – that treats all donors the same – to one that can direct each donor down a path specifically designed for them.

We’re doing this with the release of three powerful features:

• Petition Pathways

• Dynamic Amounts

• Upsell Pathways

Each feature enables campaigns to completely customize the donor experience based on who that donor is and what they’ve previously done – or not done. This will help us as a party:

• Target and convert new leads into new donors.

• Leverage donor data to provide a more tailored experience for those supporters.

• Engage better with any of the millions of donors with logged-in profiles who hit donation pages.

• Boost overall fundraising performance by providing a better experience for each individual donor.

We are gearing up to release the first two of these features in the coming weeks. Below is a closer look at each one.

Roadmap

1. Petition Pathways

Launching Q4 2023

Petition Pathways creates custom experiences based on the user’s giving history or how they fill out a petition.

Examples:

• If a visitor has yet to give to you, you can redirect them to a donation page offering merchandise to new donors. 

• If a visitor is from a specific state, you can redirect them to a donation page with localized content and slates.

• If a visitor fills out a custom field saying their top policy issue is the economy, redirect them to a page focusing on your campaign’s policy solution.

2. Dynamic Amounts

Launching Q4 2023

Dynamic Amounts, which already exists on Upsells, is getting a significant upgrade to work on donation pages.

The update will allow you to customize the donation button amounts based on who the donor is and previous giving history. 

Examples:

• A donor with a $10 average gift will have a lower donation button array ranging from $5 to $25.

• On the same page, a donor with a $50 average gift will have a higher donation button array ranging from $25 to $125.

• Show lower donation amounts to re-engage donors who haven’t donated in 90 days or are considered lapsed.

• Customize amounts based on a donor’s most recent contribution amount, their number of donations, or their WinRed lifetime revenue.

3. Upsell Pathways

Launching Q1 2024

Upsell Pathways are similar to Petition Pathways, except they customize what a donor sees after they give an initial donation.

Examples:

• If a donor is in your state, they can see a Slate Upsell asking them to support other candidates in that state.

• Show a Volunteer Upsell to people in your district and ask them to help with your campaign.

• Ask a donor to make a recurring donation if they don’t have one set up.

• Offer a custom product if the donor likes to buy merch.

Personalization Features Available Today

WinRed currently lets you personalize donation pages and Upsells in two main ways:

Merge Parameters

These make it easy to personalize and customize the text a donor sees on your pages and upsells.

You can include their name, state, and much more on eight different WinRed features including the Donation Stream Widget, Upsells, Password Callout, Money Pledge Callout, and Exit Intent. 

Learn more about using Merge Parameters here.

Dynamic Amounts on Upsells

This allows campaigns to change the donation amounts that appear on a Panel or Donation Upsell based on a donor’s original donation amount.

Learn more about Dynamic Amounts on Upsells here.

WinRed is dedicated to continuously innovating the fundraising technology used by Republican campaigns. We’re excited to build these new features that provide a personalized experience for donors and lead to better fundraising results for conservatives.