DRTV Nuggets From the DMA New York Conference

In a recent post on the DMA Nonprofit Federation’s Integrator blog (www.nonprofitintegrator.org), Christopher Noble of LW Robbins Associates summed up the session on DRTV at the New York Nonprofit Conference:

“A few of the things that stuck-out for me in this session were:

* The changing landscape of TV consumption has evolved with DVR technology like TiVo, which allows viewers to by-pass your commercial — this is a key challenge for this medium.

* Your telemarketing partner is a very critical component of success in DRTV campaigns. They need to be on 24/7 while your infomercial is running, they need to have multiple sites, precise script development, and great technology services. My impression was that the TM partner was at least as important as the DRTV partner, since TM is the critical point of fulfilling the gift transaction.

* Celebrities are a key ingredient in the most successful DRTV campaigns. … Also, DRTV is highly effective for donor and client testimonials.”

— August 15, “Scenes From The NY Nonprofit Conference … DRTV - Creative, Offer, Media and Metrics That Make DRTV Work” (www.nonprofitintegrator.org/?p=86)