Fundraising Forum: DRTV

Mary: The back-end metrics are key. You have to know how each spot, each station, each market is performing so that you can optimize your spend. And like all good direct response, TEST TEST TEST.

Margaret: This might seem a little vague, and I apologize for that, but at what point can an organization be “ready” to delve into DRTV? Is it strictly a resources thing? Or are there instances where no matter how big an org or how much staff/money it has, it just doesn’t make sense?