Glossary
Engagement & Communication

Merge Tag

By: Alec Hollingsworth
Updated:  
July 16, 2025

Definition:

A merge tag is a dynamic placeholder in templates that auto-fills with personalized data when messages are sent.
A merge tag is a placeholder used within emails, letters, and other templated documents that is automatically replaced with personalized data, such as a recipient’s first name, organization, or donation amount, when the communication is sent. Merge tags streamline bulk communications by ensuring each message feels personalized without requiring manual customization. They are commonly used in nonprofit software and communication tools to maintain engagement and improve donor relationships while saving staff time. Proper use of merge tags helps reduce errors and ensures each supporter receives relevant, tailored information, making them an essential tool for effective outreach and stewardship.

Key Takeaways

  • Merge tags personalize bulk communications automatically.
  • They reduce manual errors and save time.
  • Commonly used in emails, letters, and receipts.
  • Keela supports merge tags for donor engagement.

Why It Matters

Merge tags automate personalization, boosting engagement and saving staff time.

Real World Example

A nonprofit is sending a thank-you email to 500 recent donors. Instead of manually typing each donor’s name and donation amount, staff use merge tags like {{first_name}} and {{donation_amount}} in the email template. When the campaign is sent via Keela, each recipient receives a message that reads, for example, “Thank you, Jane, for your generous gift of $100!” The merge tags ensure every donor gets a personalized message, building goodwill and saving staff countless hours.

Frequently Asked Questions

What is a merge tag?

A merge tag is a placeholder in a template that automatically populates with personalized data, such as a supporter’s name, when a message is sent.

How do merge tags work in Keela?

Keela users can insert merge tags into email and letter templates. When communications are sent, Keela replaces the tags with each recipient’s relevant information.

Why are merge tags important for nonprofits?

Merge tags enable nonprofits to efficiently personalize mass communications, improving engagement and stewardship while saving time and reducing errors.

Where can merge tags be used?

Merge tags are commonly used in emails, thank-you letters, tax receipts, event invitations, and other templated documents.

Related Terms

Accessibility Compliance
Automation Trigger in a Nonprofit CRM
Average Gift Size
Board Member Profile
Bounce Rate
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