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

By Paul Barbagallo

“Since the volume is so great at the lower level, we don’t want to commit as much financial resources on those folks to personalize,” shares Julie Kraus, director of membership for The Ocean Conservancy, an organization dedicated to protecting ocean ecosystems and marine wildlife. “We would want to put the effort into the area … we feel can make the biggest fundraising impact. Obviously, we are going to spend a little more time personalizing for the high-dollar folk.”