The People Behind the Products: The Power of Handwritten Notes with David Wachs

Summary

In this conversation, David Wax, founder and CEO of Handwritten, explains how automated handwritten notes—produced by a fleet of robots—cut through digital noise to create a tactile, lasting connection donors and customers actually display and remember. He contrasts fleeting emails and texts with the “unboxing” and revisiting experience of physical notes, shares real examples (a piano tuner, food bank Valentine cards), and addresses concerns about authenticity by comparing robots to interns or mass-signed cards. Wax recommends testing and gratitude-first thinking over ROI fixation, urging organizations to start by sending a few genuine notes and scale thoughtfully with tools like Handwritten.

Takeaways

• 😀 Handwritten notes create a deeper emotional connection compared to digital messages, offering a tactile, personal experience that resonates with recipients.
• 😀 Automated handwritten notes can be scaled through technology, allowing organizations to maintain a personal touch without the manual effort, increasing efficiency and consistency.
• 😀 A handwritten note stands out in the modern world of digital noise (emails, texts, etc.), making it more likely to be read, displayed, and revisited by the recipient.
• 😀 Nonprofits often fail to properly thank their donors because digital thank-yous get buried in crowded inboxes, reducing their effectiveness in fostering a sense of appreciation.
• 😀 Handwritten notes, even when automated, can still feel genuine and impactful, as long as they are visually indistinguishable from truly handwritten ones.
• 😀 Hiring interns to manually write thank-you notes for large campaigns can lead to inconsistent quality, whereas automated handwritten notes provide uniformity and professionalism.
• 😀 The concept of a 'phony' thank-you note is often misunderstood, as most handwritten notes from high-profile individuals or brands are also not written personally but still hold value for the recipient.
• 😀 Nonprofits can scale their outreach without losing the personal touch by using automated handwritten notes, differentiating themselves from the digital overload in their audience's inbox.
• 😀 Measuring the ROI of thank-you notes is challenging, but it's crucial for nonprofits to appreciate that a genuine thank-you is not about immediate returns but about maintaining donor relationships and loyalty.
• 😀 While handwritten notes offer significant value, nonprofits should balance automation with human engagement, ensuring that the use of technology supports rather than replaces deeper, personal connections.

Q & A

What is the main focus of David Wax's company, Handwritten?

Handwritten specializes in automating the creation and sending of handwritten notes using robots. The company aims to provide a scalable solution to create personalized, physical communication for nonprofits and businesses, which can have a more lasting impact compared to digital communication.

Why does David believe handwritten notes have more lasting power than digital messages?

David believes handwritten notes have lasting power because they engage multiple senses—sight, touch, and sometimes even smell (through the type of paper used). They also tend to be revisited over time, unlike digital messages that often get buried in an inbox or disappear after being read.

How does Handwritten’s technology work to create automated handwritten notes?

Handwritten operates a fleet of 175 robots that write personalized notes on vellum paper. These robots replicate the nuances of human handwriting by varying the characters, line spacing, and margins. The technology allows for large-scale production of notes without sacrificing the personalized touch.

Is there a risk that using automated handwritten notes feels disingenuous or ‘phony’?

While some may feel that automated handwritten notes are not authentic, David argues that this approach is not inherently dishonest. He points out that in traditional marketing, it's common for CEOs to have assistants sign their letters, and this practice has been in place for decades. What matters is the sentiment behind the note, not necessarily whether it was handwritten by a robot or a person.

Can automated handwritten notes help increase donor engagement for nonprofits?

Yes, automated handwritten notes can improve donor engagement by making donors feel personally appreciated. David shared a study indicating that handwritten notes were the most preferred form of appreciation by consumers, suggesting that such notes could increase donor retention and even future donations.

How does the use of handwritten notes compare to other forms of digital communication in terms of donor appreciation?

David explains that handwritten notes stand out in a world dominated by digital communication, where emails, texts, and messages are often overlooked or ignored. Handwritten notes are more likely to be read, appreciated, and even displayed in personal spaces, creating a stronger, more lasting connection with the donor.

What example did David provide to demonstrate the power of handwritten notes in a business context?

David shared the example of a piano tuner in Pennsylvania, who only needs to tune a customer's piano once a year. After the tune-up, the tuner sends a handwritten note that often remains on display for the entire year. This demonstrates the lasting impact of a handwritten note, even in industries outside of nonprofits.

Why do nonprofits often feel hesitant to use automated handwritten notes?

Nonprofits might feel hesitant because they fear that using automation could be perceived as inauthentic or as tricking donors. There's concern that sending a note that looks handwritten but is automated might feel disingenuous, which could harm the nonprofit's reputation and relationship with donors.

How can nonprofits ensure that their gratitude feels real when using automated handwritten notes?

David suggests that nonprofits can acknowledge the use of technology in their notes. By including a personal message that acknowledges the automation while emphasizing the real gratitude behind the message, nonprofits can maintain authenticity. For example, including a PS that mentions the use of a service for convenience can help bridge the gap.

How does Handwritten help nonprofits scale their outreach efforts without losing personal touch?

Handwritten helps nonprofits scale their outreach by offering a service that automates the creation of handwritten notes. This allows nonprofits to send large volumes of personalized messages (such as thank-you cards for donors) without compromising the personal touch that makes these notes impactful.