I am a member of several associations. This week I received an “anniversary card” from one of them and I was surprised at how impersonal it was. However, the card was personalized on one side with my name printed in a graphic format. The rest of the card was very generic promotional content and for the most part selling the association to me – even though I have been a member for some time. The content was telling me about meetings I could attend or other services I could use. Here’s the missed opportunity – take what you know about me and use it to further personalize the card. Thank me for all the volunteer work I have done, list some of my more highly rated speaking engagements, remind me of something that happened a long time ago, summarize the discounts I received for being a member, and so on. All of this information is available in the association management system (AMS). Since the organization is already pulling some of what you’re custom printing from the AMS, pull more, personalize more.
It also occurs to me that the association could easily send me the anniversary wishes electronically – thereby giving themselves even more opportunity to personalize the content and reduce their production cost.