Five Components of DRTV Fundraising Success

Your fulfillment kit in the mail should tie back to the TV creative to reinforce the emotional response that the responder felt at the time. Make sure the kit meets the expectation you created in the commercial.

5. Evaluation and control. Capture the metrics that will lead you to invest in the best stations and times. Early indicators are cost per response by station. Later analysis will include cost per donor. And once you have a station history of conversion rate from lead to paying donor, you can set an "allowable" cost per lead for each station you advertise on. This "allowable" can become a negotiating tool for your agency to use to buy marginally performing stations.