Pidgeon welcomes Internet one-to-one opportunities
Howard Lake | 14 May 2000 | News
Stephen Pidgeon, Chairman of direct marketing agency Target Direct, is enthusiastic at the prospect of building one-to-one relationships with donors via the Internet.
Stephen Pidgeon, Chairman of direct marketing agency Target Direct, is enthusiastic at the prospect of building one-to-one relationships with donors via the Internet. “Even though we had been talking about it for 20 years, I have come to realise that the Internet can do what direct mail never could,” he told Henry Palmer of ThirdSector magazine. “In the charity sector especially there just aren’t enough good databases to make direct mail flexible. With the Net you can set it up to deal one-to-one. You really can respond to the tailored needs and interests of donors… The Net gives us a whole new way of doing things and should be used to create genuine one-to-one marketing.”
Advertisement
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.