In the Netherlands, municipalities are autonomous with respect to issues of design and management of electronic government services. One of the horizons for development is the implementation of personalized electronic services. in this chapter, we investigate how and why various municipalities adopt personalized electronic services by analyzing the channels of persuasion that are being used in the diffusion process. in order to do this, we analyze (1) a time series of personalization prevalence in more than 400municipalities in the years 2006 through 2010 with a quantitative "rate of diffusion" model and (2) qualitative data that were gathered during interviews with key stakeholders in ten selected municipalities. We present an explanatory model of diffusion of personalized electronic service delivery that includes notions of institutional pressure, organizational search activities, and "framing" of innovations.