Cover Story: Direct Marketer of the Year: Pegg Nadler
"And by being able to overlay data, bring all of these names together, we would probably have a much more effective development strategy if we were able to do that," she continues. "Because we actually showed that the names that were housed in all of these different museums were already on the central database. And once we understood what the total correlation was from one area to another, we were able to make a much better fundraising pitch."
Marketer for All Seasons
Of all the hats she's worn during her direct marketing career, Nadler does have a favorite.
"I love a startup," Nadler says. "And once the operation is going well, I'm bored. And that's when I really like to turn it over. … That's what I've done all along—startup, or revamp or overhaul. … And that's why the consultant role is really a very good role for me, because that's how I've always thought as I've gone into companies. And I've been with so many different companies that it really has provided me with a very good bird's-eye view. And it's so important to be able to step back and look at what's going on."
Pegg Nadler Associates Inc. of New York appeared from 1997 to 1999, disappearing when Nadler accepted the full-time job of re-energizing "the marketing face" of Hadassah, a nonprofit, pro-Israel Jewish women's organization. After a four-year stint as customer database services director for Consumers Union, publisher of Consumer Reports magazine, it was back to the milliner in 2004 to get refitted for the consultant hat.
The list of companies seeking her advice as a consultant is so long and so filled with the "Who's Who" of brands and nonprofits that it simply reads alphabetically, in small type, on her résumé: AT&T, B'nai B'rith Youth Organization, Corporation for Public Broadcasting, Discovery Channel, Hachette Filipacchi Media …