Mass Personalization: Solving the Oxymoron

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Personalization in marketing communications and development outreach seem like an obvious thing to do—yet for nonprofits, limited resources mean that maintaining that personal touch for every single supporter is impossible. Technology can help organizations scale that messaging on a personal basis, but it can only go so far. How can one know where that line is drawn?

A variety of existing nonprofit outreach techniques (personalized thank you notes, unique messaging for different audience segments, direct mail package variants, etc.) will be evaluated using a "scalable" (i.e. easy to operate, scale) vs. "personalized" framework to give users a new way of assessing marketing and fundraising initiatives.

Compromises between scalable and personalized will also be discussed (e.g. email personalization): is that framework a false dichotomy? Can newer technology bring new compromises to the table to keep the personal touch, but also keep initiatives scalable?

Session Takeaways:                                                                                                     

  • How to set up the “scalable” vs. “personalized” framework for evaluating development/marketing initiatives
  • How to evaluate potential pitfalls associated with data when setting up “mass personalization” messaging
  • How to manage expectations of senior leadership when scaling or growing “the personal touch” 

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Start: Wednesday, July 20, 2022 at 3:00pm

End: Wednesday, July 20, 2022 at 4:00pm