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Acquisition: What About Testing DRTV?

January 14, 2013
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If you do it right, DRTV can be the best source of your most valuable donors — monthly sustainers — who often become middle and even major donors. More than any other medium, TV can also enrich your brand and build awareness.

But DRTV doesn’t work for every nonprofit. And just like direct mail, it requires a commitment to ongoing testing to optimize your results. Here are the 7 essentials you need to succeed.

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Traditionally, the benefit of an integrated campaign has been thought to be about synergies, where one plus one plus one equals something more than three. The problem with the traditional mindset is that one never really knows whether these synergies truly exist. How much benefit did the email campaign obtain from the direct mail? How much more effective were the online display ads when a DRTV campaign was run simultaneously? These are tough questions.
 

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