# One to one marketing – myth or reality for fundraisers?

- Link: https://fundraising.co.uk/2004/09/10/one-one-marketing-myth-or-reality-fundraisers/
- Published: 2004-09-10T23:00:00+01:00
- Author: Howard Lake

The next event of the IT special interest group of the Institute of Fundraising 
will be held on 28 September in London and will focus on one to one marketing.
One-
to-one marketing is meant to be able to revolutionise fundraising, but can it really
do so? If so, how can IT help? These questions will be addressed at the next IT 
special interest group meeting.

Three speakers will make presentations – two presenting case studies on how charities
are indeed using software and techniques to forward one-to-one communications, and
one speaker who takes a more sceptical view.

Ken Walker, Marketing Director at the MS Society, will talk about how they use BSD
Marketing’s Email Alert solutions to build personalised email commununications with
their supporters.

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Staff from RNLI and their agency Computastat Group will explain how they are improving
donor communications. RNLI has a database of approximately 200,000 members. With
help from the Computastat Group, they have introduced a data-driven, context-sensitive
personalisation facility that they believe puts them at the forefront of this kind
of communication with members. The spakers will show how this works, what benefits
have been gained and how other organisations could apply this system to their communications.

Andrew Thomas, Chief Executive of Charity Consultants Ltd, wonders if all of this
is really necessary. An experienced capital appeal and major gift fundraiser, he
will argue that the only way to communicate one-to-one is by doing it in person.

The event will be held on 28 September 2004 from 18.00 at the offices of Intellect,
20 Red Lion Street London WC1 and is sponsored by The Computastat Group.

The event costs ₤8 for Institute of Fundraising members number and ₤12 for anyone
else. You can book to attend my downloading a form from IT for Charities.

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 * **[Free IT and Internet seminar on 11 October](https://fundraising.co.uk/2004/10/05/free-it-and-internet-seminar-11-october/)**(
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 * **[Experian launches Prime Performance Modelling](https://fundraising.co.uk/2004/10/18/experian-launches-prime-performance-modelling/)**(
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