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

By Paul Barbagallo

“CONGRATULATIONS … NANCY! We have 10 FREE Flowering trees reserved for you! … 2 American Rosebuds; 2 White Dogwoods; 2 Flowering Crabapples; 2 Washington Hawthorns; and 2 Kousa Dogwoods … You’re sure to enjoy these beautiful trees selected for growing in your hardiness zone in Kentucky.”

With just a small chunk of text, the organization builds a personal alliance with the prospective donor before she even opens the envelope. Inside, NADF provides a temporary membership card — glued to the letter — fit with her full name and the date of Kentucky’s Arbor Day. The letter addresses her by name, as well, and includes a variable field on the first page where NADF has inserted localized information about her free tree package.