Focus On: Personalization: Dear Mr. Sample
Personalization works, Mr. Sample. Just be sure to get it right, Mr. Sample. And please, Mr. Sample, don't overdo it.
By localizing appeals, nonprofits bring their missions to donors’ backyards. There’s nothing more personal than that.
Down-home direct mail
A fitting example of direct mail localization can be found in the current acquisition effort of tree-planting environmental organization The National Arbor Day Foundation (shown on Page 57). The 81⁄2-inch-by-91⁄2-inch carrier-envelope package gets personal in a hurry. Teaser copy on the outer roars:
- Companies:
- Huntsinger & Jeffer Inc.
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