E-mail and On-Air Fundraising
E-mail has become a powerful tool during pledge drives because the station can send listeners special offers and notifications of matching grants and get their immediate response. It's not unusual for medium-sized stations to earn a half-day's pledges from one e-mail blast.
So I was a bit surprised when the station balked at my suggestion to send 3 e-mails over the course of its 9-day pledge drive. They argued that three e-mail appeals would be intrusive, offensive, and disrespectful of the listener.
But interrupting the programming for 9 days was not.
What makes the listener's mailbox holier ground than his radio?