I recently got an email from a non-profit here in the city asking me for money.  The message said, “Please give me money.  Signed, Institution.”

Then I got an email from the Scott Elliot, the Artistic Director of the outstanding New Group, asking me to subscribe.  In addition to a much more personal letter (it was signed simply, “Scott”), the email also featured a nice photo of Scott.

Obviously, you know which one I was more inclined to support.

But it goes beyond that.

In addition to this appeal being much more likely to succeed because of the personal nature of the communication, the strategy of attaching a person (with a face) to a institution has many more long term benefits.

Subscribers, donors, etc. are much more likely to support people . . . not buildings and not companies.  That’s why it’s essential for every non-profit, every building, and every company to have a face, or a personality, that represents the human component of what they do.

When I was in London recently, I went to see Deathtrap at the Noel Coward Theatre. When I opened my program, guess who greeted me with a letter?  Cameron Mackintosh! (Cameron owns the Noel Coward).  And the letter wasn’t just a “welcome to my theater” letter, but rather a letter that talked about the show, the actors, and more.

There are many companies around the country and in this city that are already using this strategy, but there is more that we can all do . . . and more rewards to reap from it.

Think you’ve got this covered?  Try my test to see if your company is successfully using personalization properly:  Ask 10 people who are casual visitors to your space what name comes to mind when you say the name of your venue. If they all don’t say the name of your Artistic Director, CEO, or whomever you want them to say within 3 seconds, you fail.  🙂

If you failed, or if you haven’t started yet, here are five things that person can do to expand his or her presence:

1.  BLOG IT UP!

I think every Artistic Director should blog, and it should be available right on the home page. Describe your daily successes as well as the challenges you face.  Give insider scoop on upcoming shows (photos and more), etc.  In blog form, these entries might seem more journal-like, and less solicitation-like, and you might find yourself raising money passively throughout the year.

2.  SIGNED, YOU.

Every letter, ticket confirmation, and donation request should come from one voice . . . yours.  And include photos.

3.  GREET THE PEEPS.

As often as you can, park yourself in front of the ticket takers and shake hands, get recognized, and meet as many of your customers as possible.  And don’t just talk to the Richie Riches.  Today’s single ticket buyer could be tomorrow’s subscriber.

And if you can be there at the end of the show to listen to people’s thoughts, complaints, feedback, etc., even better.

4.  SHOW FACE.

Take advice from Scott and insert your photos into your correspondence. I’d also put photos of you and your team by the box office, and other key places.  You want people to recognize you when you’re at the Duane Reade.

5.  ANSWER EVERY EMAIL

Your email should be plastered all over your site.  Let your subscribers, patrons, and more have direct access to you.  And respond. It’ll mean a lot to them . . . which will no doubt mean a lot to you.

Are these things that difficult to do?  No.  Do these things take time?  Yes.

But I have a feeling you think your institution or your company is worth it.