A Blast From the Past: To DRTV or Not to DRTV? (August 2011)
FundRaising Success published its first issue in November 2003, which makes this our 10-year anniversary year. To celebrate, we'll be taking a look back at past issues throughout the year.
Faced with declining direct-mail response rates, increased competition and rising consumer skepticism, more and more nonprofit organizations are considering direct-response television (DRTV). Done correctly, DRTV is a highly effective donor-acquisition tool. The combination of powerful visuals and engaging dialogue can bring your mission to life, turning skeptical viewers into long-term donors. But it's important to understand that DRTV is not ideal for every cause. And as with every donor-acquisition channel, there are issues and challenges unique to DRTV.
Here are some things to consider when trying to determine if this medium is the right fit for your organization.