Tom Keller

Let's Get Personal Feb. 7, 2006 By Abny Santicola, associate editor, FundRaising Success Direct mailers, most nonprofit direct mailers in particular, are missing the golden opportunity that's personalization, says Tom Keller, captain of all that's direct mail at international fundraising consultancy Smith, Beers, Yunker and Co. Using nothing more than a prospect's ZIP code, mailers can go beyond merely personalizing the salutation at the top of a letter, using personalization to add relevancy to messaging by talking about mission-related issues that hit close to home and "bring the message to the doorstep of the person who is receiving the mail," Keller says. Keller