Get Personal

Aside from including insider-like elements such as the action plan and a personal letter from Chief of Staff Baker to Neas, the constant reference to Neas by name — first name, at that — gives the mailing a personal feel. It’s sent to existing members, so it isn’t as though the organization couldn’t personalize to recipients. But sending this mailing saves on the costs incurred through recipient personalization. In addition, putting the personalization on Neas gives him and the organization an air of accessibility to constituents.