On-Air Fundraising Isn't a Mystery Anymore
A while back, on-air fundraising for public radio was like the wild west where just about anything would happen. Consider the following, which really happened at stations where I worked:
After just receiving a donation from a young listener, a staffer tells listeners on-air by asking if a child can see the value in making a donation to the station, why can’t you?
On-air guests solicit donations from their friends or colleagues, either on-air, or by sending out emails or postcards ahead of time encouraging people to donate. Guests thank many of these people on-air by reading their names and giving the specific details of how they know them.
There are plenty of messaging scripts (or bullet points), but they just sit in the studio unused and hosts just improvise.
Beginning a fundraising break and soon after, thanking people who have already given.
Live on-air a guest was asked why he values the station: “Because (STATION)…lubricates the social process.”
I promise I’m not making up that last point!
For public radio, on-air fundraising has grown up a lot in the last 30+ years. What used to be more of a free for all is now a highly evolved set of specific messaging, backed by research, that will make listeners give.
That doesn’t mean the moment you say these things donations come pouring in. It’s important to realize there will always be factors out of our control. But there is core messaging every station should employ, no matter the market or format.
I recently had the privilege of working with Jay Clayton of Jay Clayton Associates and Greater Public in a series of Quick Take Videos that outlines what stations need to say during an on-air fundraiser, and how they need to say it. There are easy things stations can do immediately that will make a big difference.
You can watch all seven episodes here: Quick Takes: The Essential Elements of a Pitch Break.
For some stations, these videos will serve as a good reminder that reviewing their messaging every drive is always a good practice, no matter how satisfied they are with the results of their fundraiser. Others will see this as an opportunity to make some simple changes and stay in line with best practices. Still other stations may think it’s just easier to leave things as they are. After all, donations are coming in. And potentially setting up a new fundraising strategy behind the scenes can be daunting. But this overlooks the opportunity lost when you choose not to change.
A good analogy here is free throw shooting:
Elite players have a consistent, drilled routine: same number of dribbles, same breath, same release. It's not talent that makes it repeatable, it's the routine. Most rec-league players just toss the ball up differently every time. On-air fundraising works the same way: hosts who follow the known structure generally hit their mark, even under pressure. Everyone else improvises and it shows.
We’ll likely never be able to eliminate on-air fundraisers even though how we do the work may change. The best stations lean more toward, “If it ain’t broke, break it.”
If your station's on-air fundraising still runs on improvisation, whether that's an unused script sitting in the studio or hosts winging it, you may have a feeling something's off but aren't sure where to begin. Reach out if you'd like to talk it through first.
Ready to Review Your Own Drive?
I review tape from your most recent drive and show you, through a presentation and written notes, where the routine is working and where it's breaking down. You can get started with a Drive Debrief now.