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

By Paul Barbagallo

Whether personalization works for high-dollar or low-dollar contributors ultimately depends on how the organization delivers its appeals. But one thing can be said on behalf of most donor groups: Keep it local.

“Donors respond very well to appeals that reference a local chapter or local affiliate, project or community,” Turner says. “There are no privacy issues involved, but it tells them directly and indirectly that the organization is tied to their community, and that their gift will most likely stay in their community.”