Launching a DRTV programme - Barnardo’s
I helped the Barnardo’s Acquisition Team launch a DRTV programme with a full package of strategy, training and mentoring. This is exactly the type of project that helps me live my belief that the strategic thinking belongs to the fundraiser.
Working as an extended part of the team, we laid down the essentials of a DRTV programme. This included establishing a shared understanding of the new rules of DRTV storytelling, finding the right agency partners, building a suite of creative ads, and crafting a long-term testing strategy.
In a team training session, I passed on the tools and expertise that have helped me build successful DRTV programmes at charities like WaterAid. Tools included a checklist for evaluating creative and a cheat-sheet to managing a DRTV programme from start to finish.
As my involvement was winding down, I helped a new manager step up into driving the DRTV programme forward, with three months of mentoring.
The team at Barnardo’s have really got their head around DRTV, and after some initial testing, it looks like this important acquisition channel is now an essential part of the mix in bringing in new donors.
“Chloe mentored me through setting up a brave new DRTV strategy. Her people-first approach challenged me to tune into my audience to drive forward-thinking fundraising. She’s an approachable, inspiring and empathetic mentor. She genuinely cares and her stellar mentorship made a huge difference to me stepping up into my new role.”
— - Laurane Lewis, Individual Giving Manager, Barnardo’s
