One to one marketing – myth or reality for fundraisers?
Howard Lake | 10 September 2004 | News
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.
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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.
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.
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.