Cover Story: Direct Marketer of the Year: Pegg Nadler
Since diving headfirst into database marketing in 1990, Nadler steadily has created and overhauled database systems and operations for some of the mightiest corporations and nonprofits in the country. Each situation is different and requires her to pull from her well-rounded direct marketing background as a vendor, consultant and client in the commercial and nonprofit worlds.
For instance, during the time she spent as a consultant at the Smithsonian Institution providing in-house database marketing expertise, Nadler managed operations first as a marketing database manager from 1992 to 1993, then as a marketing strategy director from 1993 to 1995. In that capacity, she analyzed the institution's varied constituencies, including current and lapsed audiences.
Identifying those high-value donor prospects, proposing a list revenue program to double sales within the first year for rented database names, developing database user training programs and establishing Smithsonian's database marketing conferences probably already sound overwhelming.
But wait. There's more.
"Smithsonian had been using the database, but not really to the best ability," Nadler says. "So I came in, made tweaks to the database, worked with all of the different parts of the Smithsonian Institution to really let them realize that they had a very good resource there. My one favorite story there at the Smithsonian, and this is really not unique to Smithsonian, is that Smithsonian had a database. It might've been 9 million [names] when I was there. And there were names which were not housed on the database, which were in each of the development offices, including the central development office. And divisions didn't want to share names. This is such a common occurrence. Not only in nonprofits, but in corporations: 'Don't want you to market to my names. Don't want you to contact my names. Want to keep these names suppressed.' And I really had to work, very carefully, to demonstrate that the names that were within these various development offices were most probably also on the main database.