Direct response TV campaigns are a tried-and-true fundraising avenue, particularly for nonprofits, but have evolved since their inception in the '60s. Here are three lessons Children’s Miracle Network Hospitals learned from its DRTV pilot using tried-and-true tactics with a modern twist.
Global Media has been named agency of record for direct response television for No Kid Hungry, a campaign of Share Our Strength.
Direct Donor TV is proud to announce it has been named the television media buying firm of record for Save the Children.
Monthly giving is seeing double-digit increases in year-over-year growth, and for good reason. Nonprofits depend on a continuously scalable base of donors and revenue to fund their important missions and services. Among the many options in an organization’s fundraising portfolio, monthly giving offers a more reliable, steady income stream that is resilient to economic ups and downs...
The way we watch TV is changing. DVR. Netflix. Mobile devices. For TV fans, it’s never been better. But what does it mean for nonprofit DRTV campaigns? NonProfit PRO asked the experts. Here's what they had to say...
You might think infomercials are corny and campy. Maybe so. But they’re also gems of direct response. Let’s take a look at the role the demo plays in an infomercial, and then we’ll see how to apply it to fundraising.
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.
What kind of message does it send to donors when a nonprofit shells out the big bucks to run a Super Bowl ad? Yes, this is an opportunity to reach more people than any fundraiser could hope for, and it certainly puts an organization in front of eyes that may not have been drawn to the organization otherwise. But in an era of accountability and fiscal scrutiny of nonprofits — whether right or wrong — it seems like spending so much money that could be invested into the organization may send the wrong message that an organization is more concerned with brand awareness than with investing in its programs and working toward its mission.
If you do it right, DRTV can be the best source of your most valuable donors — monthly sustainers — who often become middle and even major donors. More than any other medium, TV can also enrich your brand and build awareness.
But DRTV doesn’t work for every nonprofit. And just like direct mail, it requires a commitment to ongoing testing to optimize your results. Here are the 7 essentials you need to succeed.
The Ewing Marion Kauffman Foundation is paying for a 30-second television ad to be aired during the Super Bowl. Kauffman will be pitching “entrepreneurship.” The ad, to be run three times surrounding the Super Bowl (once before the game, once after the game and once during the game), asks football fans to ponder who will generate “the next big idea.”
The pitch is to get budding entrepreneurs to go to the Kauffman-sponsored WillItBeYou.com website, where inspired entrepreneurial fans can find resources for start-up businesses.