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Dave Lavoie, core donor officer for Oxfam Canada, says he thinks it has to do with the trust factor involved in getting people to become monthly donors.

“It works best person to person,” he says. “It’s [one] person talking to another person and creating that trust that makes a difference.”

From one screen to the next
Many organizations have found success driving donations through DRTV spots. According to ASPCA Vice President of Development and Communications Jo Sullivan in her interview for the cover story in the April 2006 issue of FundRaising Success, the ASPCA pioneered DRTV as a fundraising channel for animal-welfare agencies in the United States in 2004.