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

By Paul Barbagallo

For a certain cross-section of its membership, The Ocean Conservancy sends out customized appeals that include different salutations based on who’s signing the letter. For example, several years ago the organization acquired a new president. Since he wasn’t yet acquainted with The Ocean Conservancy’s long-term major donors, the new exec couldn’t greet John Sample in a letter by his first name; the donor software was careful in addressing him instead as “Mr. Sample.”