What did we learn about radio fundraisers this past year?
1. For ministries interested in doing radio events it’s still a “buyers” market. But with that availability comes greater “competition” since many stations are doing more fundraisers than ever before. So, just because a station is willing to sell you some time and do a fundraiser doesn’t mean it’s the right thing to do.
2. We saw the average gift go down while the volume of calls remained – for the most part – steady. What that means to me is that people still want to give, but the economy has made it harder to be as generous – either out of necessity (they just don’t have the money to give) or out of fear (they want to make sure they have enough saved for a rainy day). If you’re doing radio fundraisers you need to adjust your expectations and, therefore, your budget.
3. People will give to what they are passionate about. Many listener supported radio stations are seeing record response to their pledge drives because the stations are a vital part of the listener’s experience. Likewise, charities asking for support do better if there is a connection to the daily lives of the listener.
4. In today’s economy the adage “generosity begins at home” is true. Local ministries meeting basic needs tend to do better than international ministries, especially on general market stations.
So what does this mean? In summary – just because the economy is still shaky and radio is struggling to find its “new legs” as a result, that doesn’t mean there are less people listening, it just means you have to be smarter in motivating them to give to you. It’s a buyer’s market for radio fundraising, but as always, buyer beware. The buying fundamentals remain the same: target your audience, make the right offer, and make sure you’re reaching enough ears to optimize your potential return.
