DRTV

Full-Circle Marketing
December 1, 2014

Almost magical advances in technology have enabled a world of convenience and entertainment. For marketers, this has increased customer touchpoints and buying complexity exponentially. Prospects are increasingly less likely to convert in a linear manner—see a commercial, pick up the phone, and place an order—than they were in the past.

Direct Marketing Doesn't Have to Make Sense, It Just Has to Make Money
October 3, 2014

There’s never been a book about direct marketing quite like this before. There are chapters that will show you how to create high-performance programs. There are off-the-wall, laugh-out-loud chapters you can’t show to your boss. There are even chapters that might tick you off. So, if you’re looking for the typical direct marketing drone-a-thon, don’t buy this book!

Retention Fundraising
September 9, 2014

There are eight main reasons why donors stop supporting organizations.

Do you know them?

You will after reading Retention Fundraising: The New Art and Science of Keeping Your Donors for Life.

Making a Case Your Donors Will Love
June 30, 2014

You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love.

HA Uses Laughs, Cute Kids, for ACA DRTV
April 1, 2014

A bespectacled boy in a sweater vest and a bow tie stands in front of a classroom of elementary school students who say they are confused about the Affordable Care Act. Pointing toward what he's written in blue, pink and yellow chalk on the blackboard behind him, the "teacher" has a simple answer for all of the questions coming at him.

Train Your Board (and Everyone Else) to Raise Money
March 24, 2014

Almost magical advances in technology have enabled a world of convenience and entertainment. For marketers, this has increased customer touchpoints and buying complexity exponentially. Prospects are increasingly less likely to convert in a linear manner—see a commercial, pick up the phone, and place an order—than they were in the past. Today’s consumers hop from channel […]

Direct Marketer Gets 10 Years in Prison for Infomercial Claims
March 19, 2014

TV pitchman Kevin Trudeau, who was convicted last year of criminal contempt for exaggerating the contents of his weight-loss book in infomercials, was sentenced on Monday to 10 years in prison. Trudeau, 51, who has been held in federal custody since his conviction in November, will also have five years of supervised release after serving his sentence, U.S. District Court Judge Ronald Guzman said. "He is deceitful to the very core, and that type of conduct simply cannot stand

Multiscreens – It’s All About Context
March 7, 2014

Who would have imagined even a few years ago we'd be talking about multitasking entertainment and media consumption? Sitting down to watch TV or waiting in line used to be a singular activity. In today's omnichannel world—where consumers access 24/7 content across channels—it seems natural for them to use whatever device is handy to get what they need, or more than one. But are you making the most of this behavior when engaging with your customers and prospects?

TV Ads Just for You, Dear Voter
February 18, 2014

The days when political campaigns would try to make inroads with demographic groups such as soccer moms or white working-class voters are gone. Now, the operatives are targeting specific individuals. And, in some places, they can reach those individuals directly through their televisions. Welcome to "addressable TV," an emerging technology that allows advertisers—Senate hopefuls and insurance companies alike—to pay some broadcasters to pinpoint specific homes