Personalization is not a new concept. Walk into a gas station near a tourist attraction across the United States and you are likely to find a keychain with your name on it. Consumers have grown from being in awe of this concept to expecting it. Today, personalized email marketing and direct mail are critical to driving customer response and interaction. A specific area that personalization is key is donor communications. Donors in today’s world are expecting appreciation for their contributions. One way of showing appreciation is by displaying to the reader specific information regarding the donor’s interest in why they continue to support the organization. The way marketers can accomplish this is through highly targeted messages based on customer research. The Human Heritage Project uses this level of personalization by using their communications to help donors become more involved in construction projects. They accomplish this by giving them the opportunity to input their creativity into the decorations and the setting. Donors thus feel part of the team and are more likely to contribute in the future.
At Universal Wilde, we strive to help our clients reach their target audience with highly personalized communications. A specific example of how we have helped to add personalization to a donor direct mail campaign(s) is Oxfam. UW produces a variety of donor communications for Oxfam, including quarterly & annual reports, direct mailings, and publications.
To see directly how Oxfam has benefited from personalization download the case study here: http://www.universalwilde.com/nonprofit
Universal Wilde helps marketers achieve increased effectiveness by guiding them to data-driven, personalized communications solutions. Follow us on LinkedIn, Facebook, and Twitter for more news and insights. Reach Paul Tangusso at firstname.lastname@example.org