16 Feb Spring into Seasonal Fundraising Efforts with Direct Response TV
Spring generally brings with it fresh fundraising opportunities and direct response TV is often an integral part of the mix. This is certainly the case when an organization’s target market consists of multimedia savvy segments of the population. Yes, we are talking about Gen X and the Millennials. Oftentimes, the best way to reach them is through television and online programming. They spend a lot of time consuming audio-visual materials and have a tendency to respond to direct pleas for assistance.
To effectively reach them, remember the various stages in acquisition planning. Start with segmentation, profiling and targeting. Then move on to media selection, scheduling and crafting the fundraising message. Of course issues in regards to fulfillment, budgeting, control and evaluation should be discussed as well. Many organizations choose to use a variety of metrics for monitoring and control purposes at this time too. The list of DRTV metrics to consider includes, but doesn’t end with cost per donor, cost per response, profit per donor, revenue per donor, percentage conversion and lifetime value per donor.
At Vistamax® Productions, we can help you with crafting the fundraising message and putting it into your direct response TV campaign. We can also help expand your fundraising efforts by creating the media needed for multichannel saturation. For example, if you need stills for a press kit or online videos to match a QR-coded landing page, we can do that too. Of course we can help create more than one direct response ad as well. We have found that a lot of fundraising organizations like to create a season or year’s worth of DRTV spots in advance so they can release them prior to a series of special events’ kickoffs. For instance, they may want spots for National Colorectal Cancer Awareness and National Lung Cancer Awareness created in the same week. Either way, we can help. To find out if direct response television is right for your cause, please contact us today.