Advanced Direct Marketing Fundraising Wisdom - a Masterclass with Stephen Pidgeon (30-Sep-19)

Advanced Direct Marketing Fundraising Wisdom - a Masterclass with Stephen Pidgeon (30-Sep-19)

Date: Monday 30th Sep 2019

09:15 Registration and coffee
09:30 Course start
17:00 Course Finish

Town/City: Westminster

Location: London

Venue: IoF Office

Directions / Address

Book now

Direct marketing is a proven and hugely valuable tool for income generation and it's essential you gain a good understanding of the basics. But, you need to refine your skills to ensure your campaigns have maximum impact with your key supporter groups and lead to increased income. This course will help you review and improve your multi-channel marketing to help you and your team(s) create that much needed uplift both in income and through an improved supporter experience.

Target Audience:

  • Fundraisers in charities already running a consumer fundraising programme
  • Fundraisers who know a bit about direct marketing fundraising but need to know how to make it more effective, particularly through multi-channel integration
  • Fundraisers with tight budgets only just big enough to use some outside creative support but a lot of reliance on your own knowledge


Learning outcomes:

  • Appreciate the clear distinction between the recruitment and stewardship phases of this form of fundraising, their financial models and ‘risks’ involved
  • Describe advanced recruitment techniques using all media, a range of products and a range of methods
  • Be able to describe appropriate welcome programmes and ten tactics to improve the supporter experience, all of which illustrate the essential attitude required of direct marketing fundraisers in a digital age
  • Be very clear about the vital role of the charity’s brand in fundraising
  • Know how to get your consumer message right, talking about the impact of your work rather than your work, and expressing this in simple, emotional ways that will motivate people to respond
  • Be able to analyse what is good and what is poor creative to deliver your consumer message
  • Know how to get the best out of freelance or agency creatives
  • Understand the pivotal role of data and the need for data analysis at all points in the process, and know the data systems that are available on the market
  • Know the essentials to start a legacy marketing programme to your supporters that will, long-term, transform your charity’s income.


What’s covered on the course:

  • The direct marketing fundraising model from recruitment to legacy gift, plus the importance of ‘brand’
  • Finding a motivating proposition – Tangible’s Four Pillars © exercise and how to use it in your charity
  • The cold recruitment of new supporters through all media; what’s working and what’s not
  • Supporter stewardship from the welcome programme right through, particularly looking at the growing importance of ‘multi-channel’ marketing
  • Using data and data analytics to plan the next steps
  • Dealing with outside creative support, briefing, judging what is good and bad fundraising with a model to help and an exercise to practice
  • Legacy marketing – why, and why might donors not, leave a legacy, getting started, preparing materials, creating a sustainable pledger programme


About your trainer:

Stephen Pidgeon FinstF is one of the world’s leading consultants and public speakers on direct response marketing and fundraising for non-profit organisations. For twenty years he founded and ran Tangible/Brightsource (formerly Target Direct) the leading company providing specialist fundraising services to the sector. Since selling the agency, he has taken his extensive fundraising experience abroad and now delivers strategic and creative support to charities in Norway, Denmark, Ireland, the US, Canada and New Zealand as well as the UK. Stephen is a Fellow of the Institute of Fundraising and was recognised in 2015 with the prestigious Lifetime Contribution Award. He is currently Visiting Professor of Direct Response Fundraising at University of Plymouth and a trustee of development agency VSO. 


£365 IoF Individual members 

£425 non-individual members 

If you require an invoice please ensure you book your place a minimum of two weeks before the start date of your course.

IoF Academy One and Two Day Open Course Booking Terms and Conditions

Privacy Notice

The Institute of Fundraising (IoF) of Charter House, 13-15 Carteret Street, London SW1H 9DJ is the Controller.

When you sign up to an IoF one or two-day short course, we use the information you provide in the following ways:

  • To administrate attendance to the course
  • To gain follow-up feedback from you about the course you have attended – this will be sent by email after the course has taken place
  • For analysis and research to help us improve our services and, event management and to report on IoF short courses
  • To inform you about future short courses and IoF events which we believe will be of interest to you – you can object to this processing at any time
  • To keep a record of the courses you have attended with the IoF
  • To process your payment


We will provide trainers with your name, organisation and job title to enable them to tailor the course and manage attendance.

Relying on legitimate interests, we will keep your membership number (if applicable), first name, last name, job title, organisation and contact email address and details of the course title(s) and date(s) you attended for six years after your last interaction with the IoF. This is so that we can provide you with confirmation of the courses you have undertaken and to help us:

  • Review the popularity of our courses
  • Improve our services
  • For budgeting and financial review.

To view our full privacy policy visit:

Further details and contact information

IoF Academy
Telephone: 020 7840 1020

Book now

< back to events listing