DM Fundraising Across the Pond An American consultant goes one on one with British colleague John Watson

By Jim Hussey

JH: What other mediums are successful in recruiting donors?
JW: A lot of donor recruitment has been driven by television advertising in the U.K. for the last four, five or six years. We have a huge number of TV channels that we didn’t have before, so the costs of advertising on TV are quite low. Increasingly, we’re moving to e-mail communication and even SMS (text messaging). You know the big Live 8 concerts? All of the tickets for that in London were sold by text.