Stephen Pidgeon

[Stephen Pidgeon is chairman of Target Direct, a direct-mail fundraising agency in Gloucestershire, England. At the 27th International Fundraising Congress, which was held in the Netherlands last week, he presented a session titled New Challenges Facing Direct-marketing Fundraisers. Here, he offers a synopsis of the session.] It’s not getting any easier, but there’s still a pile of things you can do that will radically improve your direct-marketing fundraising. However, fundraisers of the future will have to put in considerably more effort to achieve the same and better results — and that means improving the supporter experience in much the same way that commercial companies