Hyper-personalised digital fundraising at scale
Every message written for the individual
Communications that reflect each donor's complete history: the appeals they've supported, the seasonality of their giving, the events they've attended and every interaction with your charity
Get in touchPersonalisation that goes beyond "Dear John"
Every donor has a unique story with your charity. Our AI generates complete messages that reflect that relationship, built on every interaction they've had with you. Use across email, direct mail, SMS and telephone fundraising.
Only a small group - 1 in 20 donors - has stood with us year after year for the past five years. We're honoured that you are part of that group...
Your incredible support puts you in the top 10% of our donors from Birmingham...
You and your local community in Manchester raised over £1.25m for Sudan last year...
The problem with charity emails today
Most charities struggle to make their donors feel truly recognised.
Personalisation stops at "Dear X"
Most charity emails change only the name. A £2/month donor receives the same message as a £10,000 one-off supporter.
Emails are about the charity, not the donor
Communications focus on what the charity needs or has done, rarely mentioning the donor's history, impact or relationship with the cause.
Donors don't feel valued
Without recognition of their specific contributions, donors feel like just another name on a mailing list.
Our approach
Make communications about the donor and their impact. Show them exactly what their support has achieved and why they matter.
How it works
A collaborative process that puts you in control while we handle the technical complexity.
You provide your donor data
If you're a Giving Analytics Platform customer, we work with the data already synced to your account. If not, we work with a simple CSV export of donation data. We follow the GDPR principle of data minimisation, only asking for what we need. PII is very rarely required, and we can help you scramble (hash) your donor IDs if you'd like. We provide an Excel sheet that allows you to re-introduce names and email addresses back into the messages before sending.
We learn your voice
Share examples of your previous communications. Our AI learns your tone of voice so generated messages match what your supporters expect from you.
We identify suitable donor segments
We analyse your data to identify donor segments that have a clear, applicable call to action. Each segment gets tailored messaging that speaks to their specific relationship with your charity.
We refine until you're happy
We refine the messages and calls to action for each donor segment, providing samples for you to review. You give feedback, we iterate. This back-and-forth continues until the output matches exactly what you want to say to your donors.
You receive ready-to-use output
A spreadsheet containing donor ID and the personalised message for each supporter. Use the messages across any channel: email (import as a mail merge field into Mailchimp, Salesforce Marketing Cloud, etc.), direct mail, SMS or even telephone fundraising. For phone campaigns, we can upload messages back into your CRM so operators can review each donor's story before calling, or use the personalised content as prompts during the conversation.
Case study: Muslim Charity
Here's what happened when we put AI personalisation to the test with Muslim Charity during their Ramadan 2024 campaign.
4.1x
£ donated per AI-generated email vs template emails
Highest
£ donated per email out of all 11 Ramadan emails
Zero
spam markings from recipients
Results from 350,352 delivered emails
Read the full case studyFrom donor data to personalised message
See how donor insights translate into meaningful, personal communications.
How it works
We work with you to define meaningful segments based on donor behaviour, then generate personalised messages for each group.
In this example, Adam is identified as a Recent Zakat donor. His message acknowledges his Zakat contributions and his location in Manchester, creating a personal connection that generic emails cannot achieve.
Adam
Donor profile
- From Manchester
- Recent donor (last 1 year)
- Multiple donations
- Biggest donation to food appeal
- Donated last Ramadan
- Has donated Zakat
Generated message
Assalamu Alaykum Adam,
I hope this message finds you in the best of health. I wanted to take a moment to express our heartfelt gratitude for your unwavering support.
Your generosity in the past year, with a remarkable total of £1,415 across 4 donations, has not only placed you in the top 10% of donors from Greater Manchester but also contributed significantly to our cause. Through your contributions, especially the £300 specifically designated for our food appeal, you've become a cornerstone of our efforts to alleviate hunger.
As you know, we are now in the blessed month of Ramadan, a time of compassion, reflection and community. Your contributions last year helped impact the lives of 920,884 beneficiaries, echoing the spirit of Ramadan throughout the year. With this season of giving upon us, we humbly invite you to continue your tradition of generosity by considering a donation this Ramadan.
Your previous Zakat contributions have been a beacon of hope, and we are hopeful for your support once again to extend our reach and deepen our impact.
How donors respond
The true test of personalisation is how recipients feel about the messages they receive.
Donors love receiving them
When donors feel genuinely recognised for their individual contribution, they respond positively. Many reply to say thank you or even phone to express their gratitude - we can provide some real examples of messages our clients have received.
Low spam rates
Because the content is relevant and personal, recipients don't mark these messages as spam. The messages feel authentic, not automated.
Stronger relationships
Donors who feel valued are more likely to continue giving and engage with future appeals. Personalisation builds lasting connections.
See the detailed results and donor feedback in our Muslim Charity case study
Award-winning innovation
We pioneered AI-powered donor personalisation in 2024 and have been recognised by the Chartered Institute of Fundraising. We continue to push boundaries with personalised video, audio and mini sites for each donor.
Most Powerful Insight Using AI/ML
CIOF Insights and Data Conference
Fundraising Innovation of the Year
National Fundraising Awards
Frequently asked questions
Make your communications about the donors, not your charity
See the difference personalisation can make. Book a call to learn how AI-powered personalisation can transform your donor communications.