You’re the One That I Want! How to Be Your Donors’ Favorite Cause

1. Personalize your supporter e-mails
This is a quick win. It’s much more engaging to start with "Dear John" than "Dear Friend." And with most e-mail campaign products you can embed conditional paragraphs or “stories” into your e-mail that relate specifically to each recipient's history.

2. Personalize your website
Amazon promotes stuff I’m interested in on the homepage. It upsells and cross-sells according to my history. How? Because Amazon knows my buying history, and also what I’ve clicked on but not bought. You can’t become the charity equivalent of Amazon if your website isn’t in touch with your donor database with its history of donations to various programs.