The More They Give...
One of the most powerful concepts in fundraising is that people who just gave you money are among the most likely to give you money again, right now. This point was reinforced again for me just a few minutes ago.
I'm helping WSHU in Fairfield, CT with its pledge drive and this morning they received two generous contributions from listeners who just returned from a WSHU-sponsored trip to Italy.
Before you think the magic here is fresh pasta and authentic gelato, these multiple gifts aren't the product of arranging a vacation for some listeners. They are the result of the public service WSHU provides to these listeners and its community. And they are the result of WSHU establishing and maintaining genuine relationships with people who love public radio.
You have listeners such as these tuned to your station. Are you building relationships with them or just marketing to them?