Personalization works, Mr. Sample. Just be sure to get it right, Mr. Sample. And please, Mr. Sample, don’t overdo it.

By Paul Barbagallo

“Low-dollar donors tend to be more skeptical about you having their personal information,” Turner says, citing a report conducted by Huntsinger & Jeffer. “Some are used to a certain level of anonymity in direct mail, and when it seems like you know too much about them, it gives them reason to be skeptical.”