In the world of professional fundraising, personalization is key. Knowing how much to ask for can significantly influence your campaign's success. This is where Tatango's Highest Past Contribution (HPC) merge tags come into play, allowing you to tailor your donation requests based on a subscriber’s previous contributions.

If you’re tracking donation history through Tatango, you can now enhance your messages by referencing donors' past generosity. For example, if a subscriber previously donated $50, why not encourage a $75 contribution this time? Simply use the “Highest Past Contribution 150%” merge tag to automatically adjust the ask. This method ensures that your requests are always appropriate and grounded in historical data.

Using Tatango's Highest Past Contribution (HPC) merge tags is a popular choice among savvy marketers (yes, all the cool kids are doing it). But what happens if there's no donation history for a subscriber? To maintain the effectiveness of your campaigns even when such data is missing, we’ve established the following fallback values:

These values ensure that your messages remain consistent and impactful, regardless of the data available.