Five Tips to Better DRTV

2. Craft a compelling message that drives home your organization's unique offering. “I think the differentiation factor is really huge,” Seavey says, “especially when you consider that with direct-response TV you're not just competing against other charitable organizations; you're really competing against everything on television. So you'd better stand out. You'd better break through the clutter. You'd better be very, very conscious of who your target demographic is and really embrace them.”