Children International launches DRTV campaign

Share this content:

Nonprofit organization Children International has launched a long-form DRTV campaign developed by Northern Lights Direct.

The 30-minute program discusses the plights of three children and encourages viewers to make a donation by calling the company's 1-800 number, or visiting www.childreninternational.com.

Titled “A Child is Waiting,” the program is hosted by singer and actress Debbie Gibson, a long-time sponsor of Children International. Shot in the Philippines and Zambia, it is an extension of the DRTV efforts Children International and Northern Lights have produced for several years.

“It's an extension of an existing campaign, but it needed a refresh,” said Ian French, president of Northern Lights Direct, which will also handle the media buy for the program. “It's a very pure direct response program — it's measured, and media is invested based on performance.”

French added that the brand also wants to build awareness, as well as drive response and acquire donors. Another goal is to personalize the children being helped by demonstrating the depth of their needs.

“We try to personalize it by showing personal stories instead of just giving you statistics, and then we show how simple the solution is to take care of that through monthly giving,” said French.

The campaign asks donors to contribute $22 per month. Those who respond are mailed a package with information about their membership and where their money will be spent. The program also emphasizes the reputation of Children International.

“We talk about CI's track record and transparency, and have donors who have visited their children and gone out into the field give testimonies,” said French. “We try to demonstrate that sort of on-the-ground real impact.”

Loading links....

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here