The Power of Personalization: Why Every 'Dear Mandy' Matters in Nonprofit Communications

I recently received a couple of emails from a nonprofit I truly admire and have volunteered with in the past. As much as I support their mission, the communication left me feeling... disconnected. The email was a blanket “thank you for volunteering,” with no mention of my name.

While I’m sure the intent was gratitude, the execution fell flat. Instead of feeling appreciated, I felt overlooked.

Dale Carnegie famously said,

"A person’s name is, to that person, the sweetest sound in any language." 

When nonprofits fail to include a personal touch—like addressing someone by name—it can have the unintended effect of creating distance rather than fostering connection.

Why Personalization Matters

In the world of relationship-based fundraising, personalization is key. Whether you’re sending an email, a text message, or a handwritten thank-you note, taking the time to address your donor, volunteer, or supporter by name is a small but powerful gesture. It says, "We see you. We value you. You’re not just one of many—you’re someone who matters to us."

Personalization isn’t just about making people feel good—it’s about building confidence in your organization. When communications feel generic, supporters may question your ability to manage relationships effectively, which can impact their trust in your mission.

What’s Holding Nonprofits Back?

One common excuse I hear from nonprofits is, "We don’t have the tools or the time to personalize our communications." My response? It’s time to prioritize. With the technology available today—CRMs, email automation platforms, and donor databases—there’s no reason not to include someone’s name in your communication.

It’s not about perfection; it’s about progress. Even small steps toward personalization can make a big difference.

How to Make It Personal

Here are a few simple ways nonprofits can infuse personalization into their communications:

1. Use Their Name: Start every email, letter, or text with the recipient's name. “Dear Mandy” beats “Dear Volunteer” every single time.

2. Acknowledge Their Impact: Mention specific contributions or actions they’ve taken. For example, “Thank you for volunteering at our food drive last weekend.”

3. Segment Your Audiences: Use tools to segment your donor and volunteer lists, so your messages are tailored to their specific relationship with your organization.

4. Go Beyond Digital: Handwritten notes or personalized phone calls can leave a lasting impression.

The Bigger Picture

Personalization is more than just a name in an email; it’s about creating meaningful connections that inspire loyalty and engagement. When supporters feel seen and valued, they’re more likely to deepen their commitment to your cause.

As a nonprofit leader, I encourage you to audit your communications. Are you addressing your supporters personally? Are you making them feel special? If not, it’s time to invest in the tools and processes that allow you to do so.

Because when someone like me, who already believes in your mission, feels overlooked by a blanket email, you risk losing not just their trust but their future support. And that’s a risk no nonprofit can afford.

Final Thoughts

Personalized communication isn’t just a nice-to-have—it’s a must-have in today’s relationship-driven world. By taking the time to say “Dear Mandy,” you’re not just addressing a name; you’re building a relationship. And strong relationships are the foundation of every successful nonprofit.

If you’re ready to take your nonprofit’s communications to the next level, let’s connect. At Relentless Partner, I specialize in helping nonprofits build stronger, more personalized relationships with their supporters—because every “Dear Mandy” matters.