The interesting fact is that more people are living single lives. The consequence is that we no longer classify people in large groups. Instead, we see that people are carving America into lots of small niches.
Making this work in our approach to donors and prospects is a big challenge. How do we survive if we must individualize that much to be successful? Here's one idea.
Draft a letter with a short introductory paragraph that says you've been thinking about the addressee. Add a second paragraph that has three to five sentences of something that is meaningful to that individual. Close with a simple sentence that says you hope they are well and that you look forward to seeing them soon.
Save the template on your computer and send it to one person a day. Many letters may have a similar middle paragraph, but the degree to which you can make it sound very personal will increase the impact. Think about it ... do you have about 200 names that you could reach in a year this way, or 100 names to get two letters or 50 names to get quarterly letters? Could you make 15 minutes a day to do this? This will have a tremendous cumulative effect over time and address this niching of the population. And oh yes, probably result it gifts you never expected.
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