Fundraising Forum: DRTV
Margaret: Another question for everyone: biggest benefit to doing DRTV?
Erika: Generates interest, awareness and our most valuable donors — nothing tells our story better.
Kevin: DRTV can simultaneously generate donors for the organization while increasing awareness that helps other channels, as well.
Mary: Mass reach, awareness, conveys emotion, tells the story.
Margaret: Can you each give a tip or caveat or two to any nonprofits that might be considering embarking on a DRTV campaign?
Erika: Test producing a video for online usage, and see if people watch it, act on it, comment on it.
Kevin: Do your homework — what are your goals; what value do you need to achieve to make it work; how much can you afford to pay; do you have the back end in place; how will you know if it’s successful?
Margaret: Erika, that is a great idea that I bet many people wouldn’t think of. Maybe not making that connection between the two media.
Mary: Also put a PSA toe in the water.
Erika: Don’t go it alone! DRTV is a complex area with a lot of heavy hitters, and it’s important to consult with those who know the space.
Mary: The back-end metrics are key. You have to know how each spot, each station, each market is performing so that you can optimize your spend. And like all good direct response, TEST TEST TEST.
Margaret: This might seem a little vague, and I apologize for that, but at what point can an organization be “ready” to delve into DRTV? Is it strictly a resources thing? Or are there instances where no matter how big an org or how much staff/money it has, it just doesn’t make sense?
Kevin: I think it’s a matter of risk tolerance. Do they, first of all, have the means? Secondly, do they have a workable offer? Also, why do they want to do it? There are absolutely organizations for whom it’s unlikely to make sense. The caveat to that is — why are they doing it?