Sean and Jeff talk about hyper-personalization — using data to speak more specifically to donors.
The takeaway: Not everything you can do to hyper-personalize is worth doing.
Here’s a way to think about it:
Most important form of personalization: Asking the donor for amounts that are based on her previous giving.
Another important form of personalization: The donor’s name.
Personalization that might be helpful: Mentioning the donor’s city name.
Other personalization that might be helpful: Mentioning dates in the relationship, such as date of most recent gift.
A lot more than this is possible. But it can become very labor-intensive for uncertain results.
Find out what you can do to connect better with donors through the data you have!
And Sean Triner talks more about using hyperpersonalization at higher levels in his online course that takes you step-by-step through creating an effective Donor Survey (and using the data!). You can find out more in The Fundraisingology Lab.