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Resources
A library of information and advice to assist you in improving your job performance.
Expert View: Direct response TV - Handle your callers with care
By Elaine Lee, Third Sector, 2 July 2008
Recent surveys have shown that charities can get a better response from donors by switching their spending from direct mail to new media.
A good example is direct response television: television ads that elicit an immediate response from viewers, usually by telephone. DRTV can transform donor communication, but organisations using it need to avoid some common pitfalls, particularly when it comes to response handling. Although text and online formats are important, the phone...
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