FUNDRAISING NEWS: NSPCC progresses to interactive TV ad after DRTV success

The NSPCC is testing interactive television fundraising for the first time following the success of its direct response TV campaigns.

The charity's interactive advert, which was designed by WWAV Rapp Collins, is based on a previous DRTV campaign that produced particularly good results when it was first shown in 1999.

Supporters donate by pressing a button on their remote control to pledge a monthly donation and enter their bank details. However, the actual direct debit is not complete until a form sent out in the welcome pack has been returned.

The interactive and original DRTV ads are now being shown on several digital channels, including UK Living and UK Style, to test the impact of the interactive features.

Quantitative results are not yet available, but initial indications look positive. If the trend continues a full campaign will be launched later this year.

The campaign follows similar tests from several other charities, including Cancer Research UK (Third Sector, 13 March, 2002), the British Red Cross (8 May, 2002) and Sport Relief (26 June, 2002). The medium is expected to gain in popularity as more people gain access to digital TV.

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