Expert urges small groups to go on TV

Direct response television fundraising, which invites viewers to call, mail or go online to donate, is not as expensive as many people assume and need not be the preserve of larger charities with well-known brands, according to Tobin Aldrich, fundraising director at Concern Worldwide.

Charities can cut down on costs by using existing footage or organising freelance producers and editors to make a film rather than an agency.

The key to success is extensive testing before rolling out the campaign, Aldrich said at the Institute of Fundraising's annual conference last week.

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