A new guide to direct response television appeals for charities has been published this week. 

The guide has been produced by digital marketing firm fast.MAP in response to growing interest in the method following changes in fundraising. 

A guide to optimising DRTV creative performance includes advice on how to create and measure a television appeal and a case study from the Children’s Air Ambulance. 

David Cole, managing director of fast.MAP said: “Direct response television is seen by many as a beacon of light for the new fundraising way. 

“There are several challenges though, many charities have had the DRTV idea at the same time, so it is getting crowded.”

Civil Society News readers can download the guide for free here using code FMTV16. 

Fundraising magazine subscribers can read an article by Cole about DRTV in the November issue out in print now or online here.