The Fundraiser Anxiety Dream

I had that dream again. It's the fundraiser dream. We're on the air making great case arguments, followed by inspiring closes.

Nobody is calling. Nobody is pledging on-line. In a moment of clarity, I understand the audience has gone elsewhere. The CUME is down 50 percent. Time spent listening among the core has dropped from 10 hours a week to four hours a week.

I shared my concern, and got ignored. "I was too focused on the numbers."

I pointed out we couldn't be considered a community service if we aren't serving anybody. The response was cool. I don't know how it turned out. My mind moved on. The dream ended.

Then I thought, "I'm glad I don't have to do that anymore."

Please, don't say that again!

 

Recently heard on my radio 

(What not to say)

Best practices for radio announcers eliminates barriers between the audience and the person behind the mic. There should also be a sincere effort to promote an increase in time listening. Seems basic, yet I still hear:

"We'll be right back after this"  

First: You're not going anywhere.

Second: This is really lame forward promotion. Promote to something specific coming up in less than 20 minutes.

                                                                -0-

"More on that story at 5:44." 

You don't need a specific time. Say something like this, "Senators react to the resignation of Ted Cruz, in 15 minutes on Baltic Public Media's  All Things Considered." Don't expect me to make an appointment for listening, but if it's only 15 minutes away, I'll probably stick around. The goal is to increase Time Spent Listening.

                                                                -0-

"Wow, it's really cold out there! Windchills are expected to be minus 32 outside tonight."

You don't need to say 'out there' or 'outside.' We'll get it. Instead say, "Stay safe and bundle up. Windchills are expected be 32 below tonight." Saying 'out there' puts up an unconscious barrier between you and your listener.

                                                                -0-

"All of you out there." (Often heard during fundraisers.) "We need all of you out there to step up to the plate and make a donation so we can raise 20 thousand dollars." 

Where do I even begin with this? Radio is a personal medium. Most listening is done alone. Throwing up the barrier of "all of you out there" is so wrong on so many levels. Most importantly you've destroyed the intimate relationship you're trying to build with the listener.

What is special about radio?

Based on the human voice, radio is a uniquely personal medium, invoking a listener's imagination to fill in mental images around the broadcast sounds. Radio also can employ a boundless plethora of sound and music effects to entertain and enthrall listeners. -britannica

Why do people love listening to radio?

People love listening to radio according to a recent survey by Edison research - It's ability to connect listeners with new music, both local and global news, and the added benefit of going mobile are the main driving factors why audiences keep coming back for more.  -radio.com

Think before you promote

Growing Audience Takes Planning

One of the public radio stations I listen to has a heavy rotation of promotions for weekend programming. Instead of focusing on one program, it's a splatter approach of a little of everything and we'll see what sticks.

I appreciate the effort. Weekend programs tend to under perform when compared to the weekday juggernauts, Morning Edition and All Things Considered. Much of this has to do with the lifestyle of the listener. On the weekend they're a lot less likely to be that captive weekday audience. Their routine is so different on the weekend.

It is also harder to draw audience to a once a week offering. Radio listening from, the perspective of the audience, is habitual. The medium is convenient. Tune in and what you expect is magically there. Weekend programming needs to meet audience expectations. Once you get the listener there, the content needs to fulfill the expectations of your audience. If not, they're gone.

It's not going to work

But is this kind of promotion effective? Obviously, you want to make your audience aware of your weekend offerings. Not really. The most effective form of promotion is forward promotion. You're trying to increase time spent listening. There I said it. I also felt the hackles of so many doubters in public radio land go up. Unfortunately, this is basic radio. Promote what is coming up in the next ten to 20 minutes and do it consistently. Your goal is to increase time spent listening. 

Next, focus on vertical promotion. Try to increase occasions by promoting to your daily talk shows or All Things Considered during Morning Edition. 

Horizontal promotion works well. Promote a series of stories on Morning Edition during Morning Edition. You could easily do the same during midday programming.

Look for opportunities to cross promote. Local stories can be expanded upon by your midday offerings and other platforms. Don't miss this opportunity to promote between platforms!

Promotion on Monday morning for The Moth Radio Hour airing on Sunday night is the least effective thing you can do. I'm simply not going to remember it.

What works for weekends?

If you want to draw an audience to a weekend program, it would be more effective to run OES scheduling for that program. Optimum Effective Scheduling (OES) is a concept created to reach the majority of a radio station's listeners 3 or more times by distributing ads evenly throughout a week. This will take planning and discipline, but it works.