This time of year in the U.S. you can hear kids (and parents) singing that little song of Santa:

He’s making a list.

And checking it twice

Gonna find out who’s naughty or nice.

Well, if you run a ministry or Christian organization, there is probably a list you should be checking twice. It’s your database of supporters and friends. Periodically you should be going over the list to be sure it is accurate and consistent. If we do physical mailings, we know the cost is going up, up, up. We should not be wasting money on letters going to wrong addresses. Keep the list accurate. It may take some effort to ask for the person’s best address or email, and whether they want you to use a home phone, office phone, or mobile phone when you contact them, but it will pay off.

There is one little thing that is important but often overlooked. It’s the salutation, the way you address that person on your list. I learned something many years ago from…of all people…Amazon about effective communication via email. I have known for a long time that people want a personal touch. It’s one of the reasons that a hand-written note to a donor can be so effective in maintaining a good relationship.

But even when you are doing a mass mailing or a group email, you can still maintain the feel of a personal correspondence. That’s what I learned from Amazon. Way back when the online marketer was mainly selling books, Amazon did an interesting thing. If I ordered a certain book, along with the confirmation of my order came a message like this:

Hi, Ron. Thanks for your order. By the way…people who ordered Experiencing God by Henry Blackaby also ordered these books.

Then would come a list of theology or devotional books by Christian authors similar to Dr. Blackaby. It made me feel like I had a friend at Amazon who was thinking about me. And…they called me “Ron.” Of course, I knew it was all generated by computer, but it left a good impression.

More often than I would like to acknowledge I receive letters and emails from ministries that start out…

Dear Ronald L.,

Or even worse…

Dear Ronald L. Harris,

While that is my name, middle initial and all, none of my friends would ever address me that way. The communication just screams that it was done by an impersonal computer. A little thing? Yes. But it is one of those things that may determine if a person keeps reading your important communication.

Throughout the Bible we see instances where God calls people by name…where Jesus addresses his disciples and friends by name.

In Exodus we see indications of the friend-like relationship God had with Moses.

Inside the Tent of Meeting, the Lord would speak to Moses face to face, as one speaks to a friend.

Exodus 33:11 NLT

I recall the encounter of Jesus with his good friends Mary, Martha, and Lazarus. Mary could not pull herself away from Jesus’ teaching, while Martha was focused on preparing a meal. When Martha complained, Jesus admonished her, and he made it very personal.

But the Lord said to her, “My dear Martha, you are worried and upset over all these details! There is only one thing worth being concerned about. Mary has discovered it, and it will not be taken away from her.”

Luke 10:41-42 NLT

A person’s name is important. And if you want your communications to have the impact you intend, do all you can to personalize it. Check that database. How are you addressing your good friends?

By the way, if I get your name wrong, please let me know! I value you as a friend and as an important part of our ministry.

God’s best…