The Brief
Animals Asia approached me in mid-2021 to help them set up a cost effective DRTV test. They wanted to try to produce DRTV in a low cost approach similar to how they built their global digital program.
What I Did
I produced a Business Case with a budget and projections for income and expenditure. I selected the production partner, media agency and telemarketing agency to support the campaign. I wrote and edited the script for the first advert “Wonder”, for testing in January 2022, working closely with the Animals Asia Team. I worked closely with the media agency to create a three-stage test to optimise performance.
The Results
Having delivered good results with a strong cost per acquisition with Wonder I was then commissioned to produce a second advert to help grow donor volume. Working closely together we developed the very successful Jill’s Appeal for testing in January 2023. Investment was scaled through 2023 and each month we delivered circa 1,300 new Direct Debit donors at a Cost per Acquisition of circa £120. This was the best performance of a DRTV campaign at our media agency JAA Media at the time.
Testimonial:
"James has been instrumental in the success of our DRTV programme. From the very start, he has worked on the project from the ideation of business cases to writing proposals and recruiting the best suppliers in the sector. James wrote our first successful creative, and co-wrote our second ad which went on to be one of the best performers in the entire UK DRTV sector. James is easy to work with, and has an encyclopedic knowledge of DRTV. He spots details and gaps across the entire programme that leads to increased performance, more donors and better ROIs. We can't recommend him enough. If you're looking for help growing and scaling your DRTV campaigns, James can deliver this for you. " Stephen O'Shea, Global Head of Digital Fundraising at Animals Asia
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