The way charities are using DRTV is changing – increasingly we are seeing the addition of giveaways, which, when used with telephone fundraising are seeing great conversion rates. Read on – or have a view of the video below to learn more!
Direct response television (DRTV) has been around for years, usually in the form of a tv advert which asks viewers to respond directly to the company or charity—either by calling a freephone telephone number, sending an SMS message or by visiting a web site. Despite the curent gloomy economic climate, it’s still a really effective way for many organisations to raise funds, as it has the ability to get people to respond immediately with their financial support.
The work doesn’t stop once the supporter has made a donation; charities can then ask an organisation like QTS to follow up with a call to say thank you, and to see whether the donor might be interested in increasing their level of giving, by either donating on a regular basis, or taking a membership. It’s a highly successful method of engaging and generating new regular donors, as well as raising brand awareness.
So what’s changed in recent times? Well, more and more charities are adding a valex element to their DRTV campaigns – so the donor makes a donation in response to a tv advert, to receive an item of small value, such as a pin badge. We call the donor to take their address details to enable fulfilment of the item, and follow up with a RG ask. And it is the addition of valex which is making supporters much more responsive, as well as impacting positively on conversion rates.
With a number of clients currently running these campaigns, we are seeing sign up rates of between 8% and 15%, with an average regular gift of £5 – £8. This is a really solid response rate, and DRTV campaigns with valex are providing a great return on investment right now.
Want to find out more? Then drop us a line!We’d love to help.