This time of year, more so than others, my mailbox is filled with last minute requests from various nonprofit organizations.

In New Mexico, it is a “who’s who” list of charities.   

During the last year, I’ve personally and corporately made donations and contributions to various organizations. 

I’ve chosen these charities because they have been successful in making a personal connection with me.  That “first contact” was not in the form of a letter or mass mailing.  It was in the form of a conversation, a site tour or recommendation from a friend.

During these difficult economic times, Nonprofits would be well served to check their approaches to see if it is providing the needed connection with their target audiences.  Also, check your databases for accuracy.  I’ve been included on prep school and university mailing lists who claim I am an alumnus from their “distinguished” institution.

If your organization believes in making a personal connection, then I think you will be one step closer to success.

For the rest of you who blindly buy mailing lists and/or have found my name using some nifty software that provides you a financial snapshot (I know who you are), good luck.  You’ll need it!

For the rest of us, this is a good seasonal reminder to “know your audience” 12 months out of the year instead of trying to be impersonal and connect during the last two weeks of the year.