WinRed’s Petition Pathways feature allows an organization to dynamically redirect leads from a petition to a donation page based on donor attributes.
For example, if they have never given to you they can be directed to one page vs a page for your returning donors. Perhaps you include a custom poll or survey on your page. You can choose where the supporter goes based on their responses.
The example used throughout this guide will redirect donors based on their responses to a poll.
This powerful tool is designed to boost the effectiveness of your Petition Pages and is necessary for any fundraising program.
Create a Petition Page
To add a Pathway to a page, you must first create a Petition Page or have an existing one.
These pages generate leads and ask your donors questions, but not for a donation initially. However, leads can be redirected to a donation page after they submit their information.
Once the Petition Page is created, head to the page builder and navigate to the Petition Pathways tab. You can create or add an existing pathway to the page.
Create a Petition Pathway
Pathways create custom experiences based on the user's giving history or how they fill out a petition.
Click on the Pages tab and select the Petition Pathways subtab to start. You can view and manage your current pathways and steps here.
Create a new pathway by selecting the green Create Petition Pathways button.
Give the pathway the name; this won't be publicly viewable and will only be seen on WinRed.
Select the gear icon next to the name to view the following additional settings.
Persist UTMs on Pathway Redirect
Select whether to append the original UTMs to the Redirect URL of the Pathway. WinRed defaults this to Yes.
Replace standard UTM with WR UTM
Select whether to have the standard UTM replaced with WR UTM, non-transformed UTMs that help maintain a Google Analytics session, thus passing unbroken data to GA. This allows normal data collection, but will not reset the Google Analytics session
Create a New Step
Select the Create New Step, and the menu pictured below will appear. Name the step and create the requirements for the leads to meet. You can add as many requirements as you would like here.
Select a field for your step. Click on an arrow below to expand and see the available fields on a step:
Email has donated to my organization
Mobile has donated to my organization
Email has donated to WinRed
Mobile has donated to WinRed
Email has a WinRed account
Email has an active subscription to my organization
Email has an active money pledge to my organization
Email has completed a merchandise order with my organization
Email has completed a merchandise order with WinRed
Email is blocked from donating to my organization
Email has donated greater than 5X to my organization
User is currently logged in
Any custom fields on the account can also be used as a field.
Select an available predicate from the menu and input a value. The predicate and value options vary based on whatever the attribute is.
After the desired steps have been created, add the URL where leads should be redirected to if they meet the requirements of the steps.
Include the full HTTPS address when entering a redirect URL. You can add up to 100 URLs here. If multiple URLs are entered, specify what percentage of traffic that should go to each. The percentages must equal 100% to save the path.
Once the desired information is inputted, click on the green Save button.
Test Donation Pages by Redirecting Traffic
When you redirect traffic to multiple URLs, you can split traffic based on standard statistical distribution. This will allow you to test multiple donation pages against each other and see which donation page raises more revenue.
For example, if a WinRed user is from California, you can redirect them to a donation page with localized content vs a page with slates.
If multiple Redirect URLs are included within a Step Leads that meet the requirement(s) will be randomly sent to the Redirects based on the % of traffic breakdown. The data breakdown will very closely match these percentages but may not be the same as what's defined in the Step.
Create a New End Step
Use an End Step to capture all traffic that does not meet the requirement of other steps in the pathway! This is an optional setting. If no End Step is used, then the lead follow the Petition Confirmation Page settings.
To add an End Step to a pathway, choose to create a new one or add an existing one.
The menu below will appear if the add Create New End Step button is selected.
Name the End Step, and input the URL of where all the remaining traffic that doesn't meet the requirements should be redirected.
The number of URLs you can add here is limited to 100. If multiple URLs are entered, specify what percentage of traffic that should go to each. The percentages must equal 100% to save the path.
Once the desired information is inputted, click on the green Save button.
View or Edit a Petition Pathway
Once a pathway has been added to a page and leads have been redirected, head back to the Petition Pathway tab to view the results. Here, you can select a pathway that you would like to view.
After selecting one, you can see information associated with each step such as views, donations, revenue, and dollar per view.
You can also edit any information in step, by directly clicking on it. If the expand button is selected, you can view the same information per redirect.
Petition Pathways Statistics
You can view the overall Petition Pathway stats in an existing Pathway. with the Step collapsed you will see all data "rolled up" from each of the Redirect URLs.
The total number of times this Step has been visited
The total number of Donations that have been made to all of the Redirect URLs on this Step. If the Lead is sent to a URL outside of WinRed, this count will be 0.
The total amount of money donated to the Redirect URLs associated with this Step. If the Lead is sent to a URL outside of WinRed, this count will be 0.
$ Per View
Select the Expand button to the far right of the Step to view details of the Step's requirements as well as a breakdown of the data associated with each Redirect URL.
The same data metrics that are present when the Step is collapsed are available when the Step is expanded, however, at an individual level of each Redirect URL instead of combined at the Step level.
Add All Your Petition Pathways to Your Pages at One Time
Using the Bulk Action tool, you can add a Petition Pathway to your pages at once, or remove them in just a few clicks.
If a Lead donates on a Pathway, then the columns below will be visible within reports.
Name of the Pathway that the Donor was shown after the Petition Page
Unique Identifier of the Pathway that the Donor was shown after the Petition Page
Pathway Step Name
Pathway Name - Name of the Step that the Donor was shown after the Petition Page
Pathway Step UID
Unique Identifier of the Step that the Donor was shown after the Petition Page
Pathway Action Redirect URL
The specific Redirect URL that the Donor was taken to after the Petition Page
Pathway Action UID
Unique Identifier of the Redirect URL that the Donor was shown after the Petition Page
If you have questions or are unsure on any of these steps, please reach out to our support team by clicking the red chat box at the bottom right corner of your screen.