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Long format infomercials work well for CCF Canada
by Mary Lynne Stewart
December 23, 1996; Canadian FundRaiser
Christian Children's Fund of Canada has been involved in both long and short direct response television formats for many years. CCF world-wide has used television to tell their particular story about children in need for the past decade and a half. We have found, however, that it is better to have a mix of strategies since an individual's attention to a certain show or commercial can be very short-lived. Our print, TV, and radio marketing budget is about $800,000 to realize $14 million.

How to use direct response programs
To use television cost-effectively, you must have a monthly donor program similar to CCFC's child sponsorship program of $25.00 a month. You must also move the audience emotionally to be a part of the program by presenting them with an offer which they cannot refuse. For example, show them a picture of one needy child they can help. Use the word "you". Personalize your message. Donors want to make a difference in the lives of children - one child at a time.
Present the cost of child sponsorship in manageable terms, for example, $25.00 a month or 83 cents a day, and make it easy for people to belong to your donor program. Use a small in-bound agency to field your calls, repeat the 1-800 phone number often enough without becoming distracting, and give donors the opportunity to contribute by credit. More than 60% of our donors use credit cards or automatic debit from their accounts to pay for their sponsorships.
Long format: more expensive
Our best acquisition tool, the long format results in a higher donor retention rate but is much more costly than the short format. Its great advantage, however, is the fact that you can tell your story more fully in an infomercial versus a commercial. Minimum costs for a long format are $150,000 to $200,000 for production and $50,000 for media testing.
The long format should be either 30 or 60 minutes in length. On the whole, we have found that the 30 minute version is best. Ideally, you should feature a famous host who introduces three stories, with pledge breaks and endorsements mixed in at appropriate intervals. The stories should be strong and emotional, yet dignified. Offer a solution. Urge and encourage people to make a commitment, to pick up the phone and change the course of a child's life.
Our most successful show to date was called Children in Peril and featured the visit of Dini Petti, a well-known Toronto based talk show host to her sponsored child in Romania. The creative used for the long format must be relevant and must endure the test of time, because of the high cost of producing it. We produced Children in Peril three years ago and continue to use it now in various formats. The average cost per lead generated by this program is $45.00. Be careful, however, in working with celebrities; the life span of your commercial is tied to their career. Take a business-like approach. Have a contract, and be ready for it to work effectively for only a few years.
Why does Children in Peril work?
It's emotionally appealing; it provides a high visibility of need; and it offers a program in which the average Canadian can make a difference. It has already raised millions of dollars and generated thousands of leads.
Short format: cheaper, but less time to tell your story
The short format generally ranges in length from 60, 90 to 120 seconds, and has the advantage of requiring a smaller investment. Try to keep it above 90 seconds, to give yourself enough time to make an impression. The average commercial should cost $12,000 to $15,000 to produce and another $25,000 to $30,000 for media testing. The disadvantage is that you must tell your story in a much shorter time frame, yet still communicate the need and your goals clearly and effectively. Whatever the length, however, never fail to include information on your cost structure (assuming it's under control) and how long you have been in business.
Our most successful commercial, which features the John Lennon song, So This is Christmas, has been used over the past eight years for six to eight weeks during the Christmas season. It not only features a well-known song but also has strong visuals. Year after year, this commercial delivers a cost per lead of $50. Christian Children's Fund has had other effective commercials over the years and usually, those which work feature a theme similar to the Christmas spot.
The short format needs a narrator who has a good strong voice. Use striking visuals that tell your story effectively in a brief time span. Select a track of music that will appeal to your audience and move them to pick up the phone and become part of the sponsorship family.
The major challenges of producing commercials for television include keeping costs down, maintaining a fresh creative, finding the right production agency, and generating leads. Above all, don't forget to test, test, and test. If your budget is small, invest in short format. Your budget dollars will obviously go further. Use your infomercials ( and parts of them ) over and over. If possible use both formats, but hire different agencies to buy the media.
Christian Children's Fund of Canada uses direct response television as its main acquisition tool and if a certain show does not work, we find that it can still be used for other purposes. Quite often, we lift a story out and use it for dinner meetings or for one-on-one meetings. We also do everything possible to exploit the best efforts of our American affiliate, which of course has a much larger budget.
How to measure/achieve success
Keep track of your cost per lead. Ensure a 24-hour turnaround on response. (CCF gets a 50% conversion to paid supporters from leads, and a 14% retention rate.) Spread your marketing money out: use holiday weekends, Easter, and between Christmas and New Year's - all good times - but avoid the summer.
Direct response television can work very well, but you must have both solid creative programs and an enterprising media agency. Investigate the agencies you wish to use carefully, because each one has its strengths and weaknesses. One may be more suited to deal with short format than long format or vice versa.
Based on a presentation by Mary Lynne Stewart, Director of Development, Christian Children's Fund of Canada, to the Second National Fundraising Congress, Toronto, Ontario, November 3, 1996.