What Hyper-Personalisation Really Means for Charities in Ireland

Let’s call it what it is. In the charity world, personalisation often gets thrown around like a buzzword. Slapping a first name on an email or sending the same appeal to your entire mailing list isn’t personalisation. It’s a digital nicety at best. And Irish donors are savvy enough to spot the difference.

Real personalisation requires curiosity. It’s about understanding what drives your supporters, and responding to them based on how they interact with your organisation. Hyper-personalisation goes one better — using behaviour, preferences, and giving patterns to shape more relevant and timely experiences.

That might sound like something only big businesses can pull off. But in truth, it can be as simple as tailoring a thank-you message based on the appeal a donor supported, or inviting them to an event in their local area. It’s not about bells and whistles. It’s about intention.

So why aren’t more organisations doing this? Two common reasons: the belief that personalisation is too time-consuming, and the worry that treating donors differently might come across as a bit too targeted. But ignoring how supporters engage sends a worse message — that you’re not paying attention.

Personalisation, when done right, isn’t a gimmick. It’s a sign of respect. And for organisations that claim to champion community, listening and responding is one of the most community-minded things you can do.

You Already Have the Data (You Might Just Not Be Using It)

You don’t need a data science team or a fancy CRM setup. Most Irish charities already hold the right information — donation history, event sign-ups, email clicks, and survey feedback. The issue isn’t access. It’s action.

Take a closer look at what’s sitting in your systems:

• Giving history — Not just the amount, but the timing, frequency, and focus.
• Campaign engagement — What do people respond to? What falls flat?
• Event attendance — If they’ve turned up, they’re interested. Use that.
• Email behaviour — Who’s opening, reading, clicking?
• Volunteering — These supporters are already more involved.
   

Many organisations are still sending blanket messages, not because the data isn’t there, but because making use of it can feel overwhelming. It doesn’t have to be.

How to Use Donor Data Without Making a Meal of It

You don’t need the perfect system. Just a purposeful one. Here’s how to begin:

1. Segment First
Start small. Break your donor base into a few key groups: new, regular, lapsed, or engaged but not yet giving. Then speak to each group like they matter. Because they do. Even basic segmentation improves message relevance. Don’t ask for a gift right after someone’s just donated. And don’t treat long-time supporters like they’re new on the scene.

2. Personalise with Purpose
Use names. Reference the specific campaign or action they took. Skip the generic “thank yous.” Your existing tools — whether it’s Mailchimp, Excel, or your CRM — are likely enough to make it work.

3. Reflect Interests
Let past giving guide future messaging. If someone supports education causes, don’t lead with a mental health appeal. Make every touchpoint count.

4. Automate Wisely
Automation can save time — but it shouldn’t replace real connection. Use it to create space for human interaction, not to sidestep it.

Every personalised message builds trust. And trust keeps supporters coming back.

Trust and Transparency Matter More Than Ever

With GDPR firmly in place and donor expectations rising, how you handle data is just as important as how you use it. Supporters need to know their details are safe, respected, and used to benefit them — not just your bottom line.

Ethical data use means:

• Being upfront about what you collect and why
• Getting clear consent for outreach
• Making it easy to opt out or update preferences
• Only collecting what’s actually needed
• Ensuring staff are trained to handle supporter data properly
   

Handled properly, data ethics don’t hinder personalisation — they make it possible. When donors trust you with their information, they’re far more likely to engage, give again, and share your message with others.

Start Small. Stay Human. Build From There.

You don’t need a full-blown digital strategy to begin personalising. You just need to care enough to stop treating everyone the same. Use what’s already in your system. Segment in a meaningful way. Speak to people like people. Then build on that foundation.

Because in today’s noisy world, it’s the personal touch that cuts through. For charities in Ireland, this isn’t just a nice-to-have. It’s the future of meaningful, sustainable fundraising.

About the Author

Josh Hirsch is the Education and Training Strategist at Fundraise Up, on faculty for The Fund Raising School at Indiana University Lilly Family School of Philanthropy, and Founder of The AI Dude. He has worked in the nonprofit sector since 2006 with a focus on educational philanthropy for both public charter and independent private schools. He has an extensive background in social media, digital communications, and marketing along with experience in grant research and writing, individual giving, special event planning, stewardship, and cultivation of donors. Josh will be speaking at the 2025 Fundraising Summer School