To DRTV or Not to DRTV?
Depending on the amount, it could take 12 months to 24 months to break even on your upfront investment, but once you reach that point, every month past it will serve to make the overall campaign more efficient.
Resources also come into play when you consider the time that is needed to oversee a project of this magnitude. Ideally, you would have at least one member of your staff for whom DRTV is a major part of his or her responsibilities. That person would be the bridge between you and your DRTV agency. During production, he or she will work almost exclusively on preparing for the campaign. After production, responsibilities include overseeing the media, call center and online services directly related to the DRTV campaign.
DRTV is growing in popularity because it is a powerful medium for acquiring monthly donors, while simultaneously building your organization's brand, raising awareness and furthering your organization's mission. Understanding the unique challenges it presents will help ensure your campaign is as successful as possible. FS