To DRTV or Not to DRTV?
Let's assume that your cause is suitable for DRTV, and you have made the commitment to embrace the emotional needs of the medium. Here are some tips on how to make your foray into DRTV as successful as possible.
Bigger is better
If you can afford it, your chances of success improve considerably if you produce both two-minute and one-minute commercials. Despite conventional wisdom — which is based on conjecture rather than measurement — long-form commercials almost always outperform short-form commercials. The rationale is simple: The more time you have to communicate, convince and convert, the more successful you will be.
Likewise, if your mission lends itself to an even longer format such as a 30-minute infomercial, your chances of success increase dramatically. Imagine having 30 uninterrupted minutes of dramatic visuals, inspirational music and heartbreaking stories, all focusing on the importance of your work!
Of course, not everyone will watch a 30-minute program. However, those who do go on a journey into the heart and soul of your mission — and often come back and convert others to the cause!
Make it monthly
DRTV works primarily as a monthly giving tool with an ask of $18 to $35 per month. Single-gift commercials typically don't generate enough revenue to be profitable. Recently, however, several innovative organizations have been successful with short-form spots, asking for high-value ($1,000 to $3,000) single gifts. As with any direct-response initiative, it is prudent to test different offers, premiums and upsells to determine the best outcome.
Integrate, integrate, integrate
With the ascendancy of online, integration has never been more important than it is today. Your DRTV campaign should be fully integrated for maximum impact. There are several ways to do this.
The first step is to ensure that all online traffic is driven to a unique, conversion-based microsite or landing page. This is critical because corporate sites simply do not convert effectively. Given that 40 percent to 50 percent of viewers will go online after viewing your program, converting these prospects into donors is essential.