Fundraising Forum: DRTV

Mary: And the solution has to be within the potential donor’s power to achieve.

Margaret: How do you accomplish all of those things in a 60-second spot?

Kevin: The shorter the creative, the more challenging it tends to be.

Erika: Introduce the problem, offer a solution, let the viewer help.

Mary: It’s certainly not easy … we have had 30[-second spots] that work.