So, Uh, Are We Doing This Right?
Testing and results measurement were much easier in the pre-multichannel days of fundraising. It’s tougher now, but equally as important — if not more so.
Testing additional channels or media in a national DRTV environment.
DRTV, when conducted nationally, is a wide-ranging medium targeted at demographic groups (who watch a particular network at that time of day). Unlike direct mail, e-mail or telemarketing, it is not targeted to individual donors. As a result, understanding whether DRTV lifted response rates to direct mail or whether direct mail lifted response rates to DRTV is difficult but not impossible.
- Companies:
- CDR Fundraising Group
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