# Pidgeon on the future

- Link: https://fundraising.co.uk/2001/11/01/pidgeon-future/
- Published: 2001-11-01T00:00:00+00:00
- Author: Howard Lake

Techniques of fundraising are distracting, argues Target Direct chairman Stephen
Pidgeon in ThirdSector magazine’s review of future fundraising trends. “Some supporters
will require an Internet relationship, others the telephone, others mail and so 
on. Ask them what they are most comfortable with, or look for the signs in their
response or lack of it, and deliver it,” he says.

 

 

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Techniques of fundraising are distracting, argues Target Direct chairman Stephen
Pidgeon in ThirdSector magazine’s review of future fundraising trends. “Some supporters
will require an Internet relationship, others the telephone, others mail and so 
on. Ask them what they are most comfortable with, or look for the signs in their
response or lack of it, and deliver it,” he says.

 

 

 

 

Although Pidgeon has a good understanding that the Internet is an important medium
but does not eclipse other media, most of the other interviewees in the survey did
not mention Internet fundraising as a strategy of the future. Only Tony Elischer
mentioned it, seeing it as “the inevitable answer.” He said: “the rapid growth of
the Internet and e-commerce in the last twelve months will open up a whole new field
of opportunities and challenges for charities.”

 

 

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