Using direct response media campaigns can prove to be successful for organisations looking to mix communications with fundraising, it has been claimed.

However, for charities looking to access niche markets, such an approach may not be advisable, Mike Colling of Colling & Co tells Third Sector magazine.

The method combines elements of traditional TV campaigns but also includes options for generating a source of income.

Using such a direct system to boost funds can help to attract “large volumes of relatively loyal and high-value donors,” Mr Colling said.

Returns can also be boosted as those targeted by the marketing campaigns can be offered a variety of ways to donate funds.

Broad audiences can also be reached, he said.

While the method is commonly associated with the rise of multiple TV channels on a digital platform, such schemes have been used by marketers working with charities for a number of years, Third Sector said.

But changes to the sector may develop in the coming years as more effort is expended on online video marketing methods.
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