Let's Get Personal

Keller gives as an example a mailing he worked on with Disabled American Veterans that includes details such as the location, the telephone number of the nearest service office and the nearest veterans association medical center, and the number of disabled veterans in the recipient's state. "The information increases the size of the gift but, more importantly, it increases the response rates because people can see that the organization is not only a big, monolithic veterans charity, but it's active locally in their own community," Keller adds.