The Salvation Army is launching a radio and DRTV campaign fronted by actress Dixie Carter on Monday.
The campaign will promote the Salvation Army's Charitable Gift Annuity, a planned-giving program. Including 60-second television and radio spots, the campaign will feature Carter urging consumers to respond by calling a toll-free number.
Radio spots are to test from March 18 to April 14. The television spots will test from March 25 to April 7.
Both tests will run exclusively in the Southeast. The campaign marks the second DRTV effort produced by Bennett Kuhn Varner for the Salvation Army and the first time the nonprofit organization has used DRTV for donor acquisition.
Carter became well-known during her seven-year run on the television series “Designing Women.” She currently appears in the CBS drama “Family Law.”
Other clients served by direct marketing agency Bennett Kuhn Varner, Atlanta, include Save the Children, Dirt Devil, Georgia Power, Six Flags, Cingular Wireless and Earthlink.
