Five Components of DRTV Fundraising Success

Create a true partnership with your agency. Give the agency the information they need to make you successful. This includes daily reports on lead generation and back-end cost per donor so the team can adjust its buys accordingly. Drill down into your back-end information so that you and your agency are looking at ROI on each TV station, by each creative execution and by time of day. Actively manage the relationship -- which can mean phone calls several times a day during a campaign.