I strongly agree with Katyas it pays to be personal post from Monday, in it she says:
The more your “asks” appear to be made from you, personally and directly, to an individual, the more likely people will support you
She gives a great example from Inside Influence Report, about a doctor who is trying to get his on call covered and just sends out an email to everyone, instead of personalising it, you should read Katya’s full post here
Today I was reviewing a letter that was being sent outand I was making the suggestion that the letter should really be made personal. All the information was there. But I was told no, the letter wasn’t going to be personalised.
You know what the problem was?
It was going to cost more to personalise the letter! Iknow in the non-profit world we need to be good stewards of our donors money, but that doesn’t mean that by not spending more we are going to get better results. Yes sometimes you can save on things like the quality of paper, but when it comes to one of the basics, like getting personal, you really should invest that extra few cent per letter.
This isn’t to say that a Dear Friend, or a Dear Supporter letter or email wont or doesn’t work. But imagine you were at a party and were introduced to someone and instead of using their name for the rest of the night just called them Friend…pretty soon they would be fed up with you and think you are rude. Well think of your campaign supporters as that party guest and when they have gone to the trouble of telling you their name shouldnt you use it?