Starting With Strength: The Power of Positive Storytelling in DRTV
Unlimited access from £25.00 / month
Become a member to gain unlimited access to our extensive content library, packed with valuable resources and insights on fundraising. Plus, stay ahead of the curve with free entry to all our upcoming events.
Talk Details
Traditional DRTV storytelling in the charity sector often starts with a stark need – focusing on urgent problems to drive immediate action. But what happens when we flip the narrative? In this session, we explore how beginning with hope, success, and the positive impact of generosity can forge deeper connections, inspire long-term engagement, and align with values like dignity, partnership, and decolonisation.
We’ll share behind-the-scenes insights from Christian Aid’s latest DRTV campaign, which consciously shifted away from familiar tropes of distress towards a message that celebrates donor impact and community resilience. You’ll discover how this fresh approach was developed, tested, and performed – and how you can apply similar principles in your own campaigns.
Key learnings from this session:
- How to structure a positive-first narrative for DRTV, that still drives response
- Explore practical ways to build tension and motivate action when your story starts from strength and success rather than crisis.
- Lessons from testing and implementation: what worked, what surprised us, and what’s next
Speakers
Ella Prior
Senior Acquisition Officer
Related Talks
Get back for giving: value exchange in 2025 session
In this session, hear from fundraising and engagement experts using creative tactics to turn passive audiences into active participants.
Tap to transform cash givers to regular donors
In this session, we’ll explore how to move beyond the transaction and use contactless technology as a tool for capturing vital supporter data
Reaching New Donors with Old Channels
This session looks at recruiting donors through above the line channels, such as radio, out of home, and press, and how Alzheimer’s Society has achieved great results by leaning into these more traditional media channels.
Conversations that Convert: Innovating Dialogue Fundraising
This session explores how charities can improve their dialogue fundraising channels through the use of innovation, with inspiration from an unlikely source.