PIC No. 95:
• Title: Personalized: Customer Strategy in the Age of AI
• Authors: Mark Abraham and David C. Edelman
• Publisher: Harvard Business Review Press (Oct. 15, 2024, 288 pages)
• Management Bucket #11 of 20: The Donor Bucket
Welcome to Issue No. 95 of PAILS IN COMPARISON, the value-added sidekick of John Pearson’s Buckets Blog. This blog features my “PICs”—shorter reviews of helpful books—with comparisons to other books in my 20 management buckets (core competencies) filing system.
STOP Annoying Your Donors and Non-Donors!
This will be my shortest review of a book ever (and I’ll explain why).
If you’re a board member, volunteer, staff member,
or CEO of a nonprofit organization, heed these three words: READ THIS BOOK!
And 16 more words: After you read this book, please, please, please:
CUSTOMIZE your direct mail and online gift solicitations!
There. That’s my review. But stick with me. This blog may be more like a rant (and I apologize in advance). But finally…here’s a book that explains what I was feeling. With all of the customization, personalization, and segmentation software available today—why do nonprofit organizations still overburden the U.S. Postal Service (and my mailbox) with general, boring, and generic appeals for my money? I won’t even mention the emails. (Please…JUST STOP IT!)
On page 52 in my book, Mastering the Management Buckets, I include what I thought was an eye-catching graphic:
Alec! What’s the deal? Did you skip page 52—or just ignore it? Or, as you confess—are you just “lazy and incompetent” and more? (I know. Harsh!)
The thing is—there’s help. You can dramatically reduce your fundraising costs, generate more revenue, and go home earlier if you JUST STOP doing what has never worked. Read Personalized. Read the preface and you’ll be immediately hooked with David Edelman’s stunning story about purchasing solar panels:
“One direct-mail piece, however, caught my eye. It was from a company called Sungevity, and was addressed to me personally. On the outer envelope a message noted ‘We've checked out your house and determined that you could convert at least 25 percent of your energy consumption to solar. A personal URL inside will explain it all.’
Edelman adds, “I opened the envelope, entered the URL on my laptop, and was immediately taken to an aerial Google Earth image of my house with solar panels superimposed on the roof. Beside the image was running text explaining how many panels could fit on my roof and how much energy they would likely generate over the course of a year, given our house’s location, orientation, tree cover, and roof pitch. Using our house's square footage (pulled from Zillow), Sungevity then estimated our annual energy consumption and calculated a ballpark percentage of our household energy use that could shift to solar.”
It gets even better! You must read this at your next fundraising team meeting.
This reminded me of two blogs I wrote for ECFA 10 years ago. Sadly—per the emails and direct mail pieces still clogging my inbox and mailbox—not much has changed. Please…read these, read Personalized, and commit to customizing your asks. Here are just four fundraising mistakes (out of 10) from those blogs:
10 Fundraising Mistakes That Are Easy to Fix: 1 to 5 (Part 1 of 2)
MISTAKE #1: Donor letters that thank every person for their faithful giving—when, in fact, the letter is also sent to non-donors! (Easy Fix: segment your list into donors and non-donors.)
MISTAKE #4: When Mary Smith receives an appeal letter, or a thank you letter, addressed to “Dear Mrs. Smith,” but the CEO calls her by her first name, “Mary,” it’s one more indication that there is a sloppy, undisciplined development approach. (Easy Fix: customize every donor record. Good software will help you do this.)
10 Fundraising Mistakes That Are Easy to Fix: 6 to 10 (Part 2 of 2)
MISTAKE #6: Asking major givers for minor gifts. One size doesn’t fit all. In fact, Mark Dillon believes most ministries have four distinct segments of donors. If so, each segment should be challenged to give at an appropriate, but differing level:
• The Gifted Giver (2-5% of givers)
• The Thoughtful Giver (15-25% of givers)
• The Casual Giver (35-50% of givers)
• The Reluctant Giver (perhaps 33% of givers)
MISTAKE #9: Short letter? Long letter? Wrong question! Roger Ebert, the movie critic, famously said, “No good movie is too long and no bad movie is short enough.” Ditto board meetings and donor letters. My wife reads every donor letter from one of her favorite organizations—because the letter is well-written, inspiring, interesting, and packed with Kingdom impact. While focused on human crises, the letter never manipulates. She will frequently insist I read the letter. Most other letters (short or long) are tragically boring. Those have a short path: mailbox to waste basket.
Thanks for letting me rant a bit. I’ll close with this true story.
Last month, I received the generic “Summary of Total 2024 Giving” from an organization we previously appreciated. The “Dear John” letter began: “Thank you so much for your support of [organization name]. According to our records, your total tax-deductible giving for the year 2024 is: $ 0.00.”
Before this letter (aka another lazy communiqué), I’ve never been thanked for NOT giving! Oh, my. I may send Personalized to the CEO.
Please read Personalized. Per the authors, “This book distills the learnings from our work accelerating the personalization, retail media, and AI efforts of hundreds of iconic brands, including the likes of Starbucks, Home Depot, and Google.”
While the book is not targeted to fundraising in the nonprofit space—you’re smart enough to make relevant applications. (For example: don’t thank me for giving to your organization, if I’m not a donor!)
PAILS IN COMPARISON: Reading this book reminded me of several other must-read books in the Donor Bucket, the Customer Bucket, and the Strategy Bucket—plus other buckets/core competencies.
[ ] Giving & Getting in the Kingdom: A Field Guide, by R. Mark Dillon (Read my review.)
[ ] The Third Conversion, by R. Scott Rodin (Read my review.)
[ ] Development 101: Building a Comprehensive Development Program on Biblical Values, by John R. Frank and R. Scott Rodin (Read my review.)
[ ] Joy Giving: Practical Wisdom from the First Christians and the Global Church, by Cameron Doolittle (Read my review.)
[ ] Converted: The Data-Driven Way to Win Customers' Hearts, by Neil Hoyne (Read my review.)
To order from Amazon, click on the title for Personalized: Customer Strategy in the Age of AI, by Mark Abraham and David C. Edelman. Listen on Libro (8 hours, 12 minutes). And thanks to the publisher for sending me a review copy. For more reviews, visit John Pearson’s Buckets Blog and subscribe to Your Weekly Staff Meeting eNews.
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