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Ian French
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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.
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Ian French
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