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

By Paul Barbagallo

To him, the issue is simple. When nonprofits lament about data-hygiene and personalization costs, Nelson invariably booms: “Stop mailing to everyone on your file. Pick your mark and spend an additional dollar on them. Make them feel like you know who they are and what their contribution has been. Make them stakeholders.”