Are you missing out on digital opportunities with your DRTV programme?
Everyone who works in fundraising would agree that film is one of the most powerful and engaging forms of communication. It makes the heart beat faster, tells powerful stories, triggers emotions and inspires action.
A study* commissioned by Meta revealed that during TV viewing, people aged 45 and older multiscreen 41% of the time, associating TV and mobile with complementary experiences. They tend to shift their attention to smartphones, with social and messaging apps being the most popular categories.
Another study** has also found that using unified creatives across platforms generated a 1.3x higher uplift in response than expected.
This led us at DTV, based on our experience with 55+ clients in 30 countries, to explore the opportunities of testing strong-performing DRTV creative in digital channels in the form of video.
This was because we believe that a strong direct-response fundraising film that inspires prospects to donate regular gifts at scale is actually channel-neutral.
And so over the past 9 years, we have been testing this hypothesis and have now gathered data from our own tests across over 45 clients…
For one animal charity, we adapted their Recurring Giving DRTV creative for digital, and that received 78% of the regular donations from their BAU digital campaign.
In another example, Recurring Giving DRTV adapts accounted for 59% of all paid digital donations for a medical charity, making them not only the volume driver but the most cost-efficient creatives.
The same happened when Lottery DRTV creatives were adapted for digital programs. A medical and animal charity saw the adapts account for more than 50% of their digital donations.
Of course, in a dynamic media environment, we are learning more all the time. If you have different experiences and learnings, or if you like to discuss what our findings might mean for you, please feel free to contact us.
*"Attention study" by Eye Square (Facebook-commissioned passive eye- and device-tracking study and survey of 763 self-reported Facebook users and TV viewers aged 18+ in BR, FR, DE, ID, the UK and the US), Jan 2018.
**Source: “TV + Facebook—Turn up the volume on your media campaigns,” Facebook IQ, July 2, 2017
Bio
Flor is a Digital Planner at DTV and has worked in digital fundraising for more than 6 years. Coming from Argentina, she has helped create successful strategies for many good causes around the world. Flor has joined DTV to help our clients develop their digital acquisition programmes.
