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

By Paul Barbagallo

Mal Warwick & Associates uses this technique expressly for its clients’ renewal-membership series to show donors that their support is valued. One recent APLA direct mail retention effort (shown above) included a brief recap of contributors’ giving histories: “To continue serving our clients, APLA needs the support of core individual donors — donors like you who have been with us since 1999 and who have given so generously to APLA over the years. Your gift of $100 in 2002 was so extraordinarily helpful.”