When you think of personalization, the first thing that comes to mind is “FIRSTNAME.” Using a donor’s first name is an easy way to stylize an email to its recipient. It’s a way for the person receiving the email to think it’s written directly to them. But simple personalization techniques, like adding a first name, are just the beginning to how you can craft an email unique to its recipient.

Personalization can be used to enhance fundraising goals in emails. You can use zip codes, state names, or even town/city names to hone in your goals to a specific area that is relevant to the donor. Instead of simply saying “We need 400 gifts before midnight,” you can target it more, asking for “50 gifts from STATE” or “7 gifts from ZIPCODE.” Using personalization for goals decreases the goal amount in a way that the recipient feels like their help could really make a difference.

This tool can also be used to tailor asks to a specific donor. Instead of just asking for $15, you can use personalization to ask for the donors’ highest previous donation, first contribution amount, most recent donation amount, and more. By customizing the physical donation ask to a donor, you are giving them a familiar number that they have done before, making it more likely that they will feel good donating that same amount again.

A final way to use personalization is in subject lines. The subject line is one of the first things someone on your list sees when your email hits their inbox. Creating eye-catching subject lines is a sure way to get your donors to open your message. Adding in that person’s name or location makes it seem like the email is addressed specifically to them, and they will have more curiosity in what your email is about.