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

By Paul Barbagallo

While APLA clearly knows its donors, the organization takes steps to learn more about each individual — in the hopes of making for more relevant communication in the future.

“The longer someone has been involved with an organization, the less likely they are to let their membership lapse,” Rehm says. “Therefore we want to let donors know that we know that they have been with the organization for seven years or 17 years, and that they are appreciated.”