Fundraising Forum: DRTV

Mary: Maybe define long and short as with long-form the nonprofit is buying a program period. With short-form, it’s buying commercial break time. Child sponsorship, which is well-established as a monthly giving program, has been historically successful in DRTV — both long- and short-forms.

Kevin: Mary brings up an excellent point — a major consideration in DRTV is creating the correct ask or offer. Does the organization have something that people will respond to on TV? Strong monthly giving programs tend to work best on TV because they create a sustainable revenue stream that leads to an acceptable long-term value of sponsors/donors.