Is your station worthy?

Applying Audience Research to Your Fund Drive

I used to do it all the time. 

I was always looking for ways to connect my on-air appeals to my listeners. Since there was a listener focus to the research, I shared it with the talent at the station and the development staff in the hope they would do the same. Did they always share that information on the air. No, not always.

I still listen to fund drives locally. Some of the talent  makes the effort to connect, but some do not. I still hear a lot of "we need," "our budget." "our reporters." The focus is on the station, not the audience. Ask yourself, how is what you're doing benefiting your audience? Then try to answer that in your communications with your audience.

Coming up with pitches that focus on listener need can be difficult, but with some work, not impossible. It just takes some work ahead of the drive.

I was reading David Giovannoni's artcle in Current from March of this year, "For their listeners, NPR News stations are the last thing worth listening to on the radio." Right there, the title pops out and screams relevancy for the listener. The gist of the article is, Public Media Listeners are back and they are more loyal than ever. More nugget come from David's commentary at the end of the article. 

The headline isn’t that listeners to NPR News stations are back. It’s that listeners are finding the programming on NPR News stations more important in their lives than ever, and by extension, more worthy of support.

They're listening less in the car and at work, but now they have returned to at home listening.

Listeners use of competitors has dropped 30% from the same period a year ago.

If loyalty to terrestrial broadcast sources can thrive in this most competitive environment, would it not be equally sturdy on other platforms? Wouldn’t the last thing worth listening to on the radio be the first thing worth finding on any new platform?

The intensifying loyalty of listeners — their desertion of competing stations and ever-increasing dependence on, even devotion to NPR News stations — cannot be denied.

Your loyal listeners, the ones that listen to you more than any other station, are the listeners that are most likely to give. Understanding what makes them loyal should inform what you say during your fund raisers. 

Feeling motivated? Give it a try. 

• Hit your key points consistently. 
• Make your point and move on. 
• Don't ramble.
• No hand wringing

Facts Matter: Three Myths About Pearl Harbor

Misinformation and Distortion

A Time Magazine article by Olivia Waxman punches holes in three myths about Pearl Harbor.

#1 The war did not start World War Two. Japan invaded China in the early 1930s, and Germany invaded Poland in 1939, drawing much of Europe into the conflict.

#2 The attack started a huge volunteer movement in the US to fight Japan. In fact, most combatants were drafted.

#3 The attack woke a sleeping giant. The fact is the giant was already awake with a draft in place, Lend-Lease and sanctions against Japan.

Deja-Vu?

"The U.S. was certainly not “sleeping” at the time of Pearl Harbor. The Roosevelt administration had been playing hardball with the Japanese for years, trying to get Japan to lay off its war of conquest in China. The U.S. had embargoed all sorts of strategic goods and raw materials to Japan: weapons, aviation fuel, scrap iron. And in the the summer of 1941, Washington had actually placed a freeze on all Japanese assets in the U.S. and made it impossible for Japan to purchase oil."

"The country was deep into the process of converting the economy from consumer goods to wartime production. So the giant wasn’t really “sleeping”, even if the fleet at Pearl Harbor was surprised by the initial blow."

"As to that Yamamoto quote? Well, it’s been impossible to find the actual source. Most of us first heard it in the blockbuster film Tora! Tora! Tora! in 1970, so it’s more Hollywood than history. The producer said the screenwriter found [the quote] in a letter, but no one has really been able to produce the letter or confirm who the recipient was."

Getting It Right Matters

Over time, as stories are told and retold, they change. That may be because of our inability to remember narratives exactly as they were told to us. This is innocent enough. It could also be intentional like the reframing of the narrative of the Civil War by Southern historians to The Lost Cause. The Lost Cause offers justification to the cruelties of slavery and Jim Crow laws that denied human dignity. They even used the Christian Bible to reinforce their claims. Check out The Curse of Ham. The same thing is happening now around the false narrative of the January 6th insurrection. Trump and his enablers would have us believe their attempt to violently overthrow a lawful election is their patriotic duty.

Now What?

The sanctions against Japan sound familiar. Kind of like the threats against Russia today if they invade Ukraine. And the proposed sanctions against China as it flexes its military might. Are we headed down that path? This is unsettling, to say the least. Do we even have a choice? Jumping immediately to conflict leads to...what? What we do depends on getting the lessons of the past right. 

Churches and the Great Resignation

A Familiar Story

This is all too familiar. In my public broadcasting career, I was faced with choices between serving the audience or serving the interests of wealthy and powerful benefactors. It didn't happen all the time, but there were instances when large sums of money were offered with strings attached. My inclination was to stay true to the core values of the audience. My boss said this was the hard way to raise funds. His inclination was to grab for the shiny object, and sort out the consequences later. I guess you can see where this was headed.

When my immediate supervisor resigned he offered, "Giving up on principles wasn't worth it." I was appointed to his position. I found out he was right. 

Coming apart at the seams

Our social divide is leading people away from religion. It isn't just in the pews, although attendance is way down. Pastors are joining the great resignation. It has a lot to do with the decidedly conservative leanings of powerful congregants.

"But in the wreckage of Trumpian politics and a never-ending-pandemic, our jobs have been reduced to negotiating skirmishes over mask-wearing and vaccination status. Former and current pastors have shared with me that their denominations and powerful congregants have pushed for a false unity that tolerates homophobia, racism, and conspiracy theories. My friend Ryan, a seasoned pastor, finally gave up. He felt that he could no longer follow the work of the Holy Spirit when he was expected to make room for people who actively thwarted God's movement. When we name the need to repent of sexism and racism, powerful church members withhold their giving and muster factions to oust us. Our compassion fatigue is real." MELISSA FLORER-BIXLER

You can read more in Sojourners. 

WHY PASTORS ARE JOINING THE GREAT RESIGNATION

Florer-Bixler explains, "In the past decade, we’ve watched a trickle in the decline of church membership turn to a geyser as people woke up to the incompatibility between the teachings of Jesus Christ and the practices of many who claim to follow him. Up until recently, I was certain the death of the institutional church would come because of a mass exodus from the pews. But if the data is any indicator, the sun might set on U.S. churches as we know them because pastors refuse to aid and abet a compromise between factionalism and the good news of Jesus."

Millennials May Not Come Back

It is not a coincidence that Millennials are staying away. They cite the same reasons, homophobia, racism, and conspiracy theories. Add to that the sexual abuse scandals and the seeming hatred and intolerance coming from certain factions, churches are no longer seen as good role models. They are places where common decency seem to be in short supply. You can find out more by looking at research from the Pew Trust. 

In U.S., Decline of Christianity Continues at Rapid Pace

WHEN WE NAME THE NEED TO REPENT OF SEXISM AND RACISM, POWERFUL CHURCH MEMBERS WITHHOLD THEIR GIVING AND MUSTER FACTIONS TO OUST US. OUR COMPASSION FATIGUE IS REAL.

In an interview with FiveThirtyEight Mandie, a 32-year-old woman living in southern California and who asked that her last name not be used, grew up going to church regularly but is no longer religious. She told us she’s not convinced a religious upbringing is what she’ll choose for her one-year-old child. “My own upbringing was religious, but I’ve come to believe you can get important moral teachings outside religion,” she said. “And in some ways I think many religious organizations are not good models for those teachings.”

Undue Influence

If you let the big shiny object be your guide, you can easily diminish the value of your service. 

 

Every decision has consequences. Ignoring the core values of those you serve results is a loss of trust. They will turn away and leave you for somebody or something else. In the end you will serve no one. Just be aware, even if you stand for what is right, it may cost you your position.