Television Case Studies

Case study: Teletón breaks into the USA Hispanic market and builds sustainer base


The challenge

Teletón – Mexico’s largest nonprofit and most trusted brand – provides care and rehabilitation to children with physical disabilities. Founded in 1997 in Mexico City, Fundación Teletón began holding an annual telethon to raise funds for these children.   But with the majority of their donors providing only one-time gifts once a year through the telethon, Teletón needed to establish a sustainable donor base and generate income year-round.   So in 2007, Teletón selected Russ Reid as a partner to help launch a new program with a multi-channel fundraising campaign to build a donor base in the United States.

Russ Reid solution

Russ Reid recognized the untapped potential of the Hispanic market in the United States, so we recommended building a program to acquire a strong base of monthly givers, as well as to cultivate thousands of single-gift donors who responded to the annual telethon.


To acquire monthly donors, Russ Reid produced :120 spots featuring Lucero and Marco Antonio Regíl – Mexican A-list celebrities who endorse the organization and who hosted the annual telethon. The spots featured a monthly offer and a strong push online.


Russ Reid created donation landing pages to support the TV spots – pages solely dedicated to the monthly sustainer program. We also developed landing pages for the annual telethon, plus thank-you confirmation emails.

Fulfillment and second gift conversion

Russ Reid developed a robust fulfillment strategy that included gift acknowledgements, welcome kits, monthly statements and a fund appeal stream that strategically mailed around important holidays to the Hispanic market, such as Easter, Christmas and Mother’s Day. Because pledge fulfillment can be challenging with the Hispanic market, we also developed a delinquency stream that encouraged donors to fulfill their promise.


In Year 1 of the DRTV program, we acquired almost 11,000 new Hispanic monthly donors. We also acquired and successfully cultivated more than 80,000 single-gift donors. If you would like to view a downloadable PDF of this case study, click here.