There is plenty of recent evidence showing that donors are looking for differentiated, personalized, and unique communications.

For instance, the 2013 Blackbaud Online Marketing Benchmark Study for Nonprofits found that "response and clickthrough rates in nonprofit email campaigns declined by 16% and 18.7%, respectively, from 2012." The report went on to conclude that "declining response rates illustrate a saturated channel with non-differentiated messaging and campaigns."

While this doesn’t prove all fundraising efforts suffer from a lack of specificity and personalization, it does offer some insight into how we might improve the effectiveness of our appeals, engagements, and communications with donors.

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Prepared by Jeffrey Haguewood, Co-Founder of Sidekick Solutions