All the Money, More New Members: Half the Time
WLRN in Miami just finished its "All the Money, Half the Time" fund drive campaign. Last fall the station raised $709,000 in pledges and challenges. The on-air drive generated 1,990 new members. This year, the station raised $800,000 in pledges and challenges with half as many days of on-air fundraising. The on-air drive generated more than 3,250 new members.
The All the Money, Half the Time idea is not right for every station. But it does show that respecting listeners' time and relationship with the station's programming pays.
And it demonstrates that doing less on-air fundraising doesn't mean fewer new members. Properly implemented, it means more.