DRTV Experts to Present at the International Fundraising Congress 2011
Press Release (July 28, 2011) — Direct response television advertising (DRTV) has been used by charities in the UK for more than two decades to recruit supporters and raise money for their vital work. However, many charities remain wary of including it in their fundraising campaigns. To help charities around the world make the most of DRTV, this year’s International Fundraising Congress (IFC) will feature two workshops on the subject run by sector experts, Maria Phillips and Rob Patmore.
Both have worked in DRTV for many years – Maria Phillips is Creative Partner at Watson Phillips Norman, and Rob Patmore is Director of Crossbow DRTV – and are renowned for their knowledge of the subject. They will be coming together at this year’s IFC to give fundraisers an introduction to DRTV, starting with an insight into what makes a successful DRTV campaign and showcasing campaigns from the UK, USA and The Netherlands. Their second workshop will explore DRTV in the New World, looking at how charities around the world can learn from and build on the successful DRTV campaigns run by charities in emerging markets.
On the subject of DRTV and what makes it such a powerful fundraising channel, Rob Patmore said: “DRTV and the use of the moving image in general remains one of the most successful fundraising techniques in many countries, allowing charities to connect emotionally with potential donors. Although we’ve seen declining results in some older markets due to ever-increasing competition, there are unheard of response statistics coming through in exciting new markets which is testament to the appeal of DRTV. But it’s not enough to simply produce an effective spot. Understanding the different elements of DRTV, including media buying, response handling and analysis, remains essential to success. Our two sessions aim to provide delegates with a ‘how to’ guide to DRTV and also give them an invaluable insight into what's happening today."
And Neelam Makhijani, Chief Executive of the Resource Alliance which organises the IFC, said: “Within the sector there are numerous myths relating to DRTV, with many fundraisers mistakenly thinking that it’s too expensive or only for the biggest charities. These workshops have been carefully developed to dispel these myths and show fundraisers how DRTV could work for them, and we look forward to seeing a full house!”
Each year the IFC attracts close to 1,000 participants from over 60 countries, providing unparalleled networking and learning opportunities. For further information about the International Fundraising Congress 2011 taking place in The Netherlands from 18-21 October or to register, simply visit www.resource-alliance.org/ifc.
