Considering DRTV? Ask Yourself This …

In a recent edition of the TM Tipline, the e-newsletter from FundRaising Success sister publication Target Marketing, Beth Vendice, president of Advanced Results Marketing (www.armdr.com), offered the following suggestions for questions that any company/organization needs to explore before hiring an agency to help it embark on a DRTV campaign:

1. Does the agency have a history of success on TV?

2. What is the agency’s experience in my category/vertical (or mission)?

3. Does the agency have the buying power to negotiate the cost savings I need, and can it subsequently deliver improved ROI or reduced acquisition cost?

4. How hands-on is the agency’s account team? Will my project be passed down to a junior team member, or will it receive the attention of senior-level staff?

And from Canadian fundraising consultancy Harvey McKinnon Associates (www.harveymckinnon.com) come these questions, meant for any organization thinking about embarking on a DRTV campaign:

1. Do I have adequate investment to produce a high-quality commercial or television show and purchase airtime?

2. Do I have a broad appeal or a significant niche market?

3. Do I have a compelling offer to make to an audience?

4. Can I tie a monthly pledge to a significant part of my work?

5. Do I have compelling stories to tell?