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

By Paul Barbagallo

High-dollar donors are just the opposite. According to Turner, who scribes appeals for The Ocean Conservancy and the American Red Cross, many affluent contributors want organizations to recognize them personally as “the ones who gave the big gift.” Therefore, it behooves an organization to mention their highest previous gift in an appeal: “We value your most recent contribution of $500, Mr. Sample.”