This Guidance helps nonprofit organizations use personalization in direct mailing efforts to improve the member experience. Personalization helps ensure any calls to action are timely and tailored to the right audience, which can increase overall return on investment for a nonprofit organization. The services in this Guidance orchestrate an automated workflow, through which the program administrator (or person responsible for direct mailings) can pull the necessary member data, leverage a personalization model powered by machine learning (ML), and generate customized mailings for members.