There's simply no excuse for it...

Just this morning I received a donor mail appeal from an internationally recognised overseas aid charity, to whom I have recently donated (I'll spare their blushes by not mentioning any names). It started out okay . . . they got my name right in the envelope window. But then I opened it. The letter begins . . .

Dear Friend . . .

Dear who?

You know my name, for goodness sake. You've printed it in my address. Why can't you use it when you hail me from the first line of your 'personalised' letter too?

You'd think by now that non-profits would have consigned this artifact of data prehistory to the trash, but it seems not.

I could try putting a bit of positive spin on this particular DM by finding some other redeeming qualitites (though sadly there are none) but it would make no difference. If you've got a database that can handle donor names and addresses, there is simply no excuse for opening a fundraising letter with, Dear Friend.

If your organisation is still doing this . . . then stop. Your supporters deserve better.