Valuing Listeners' Time
Now dozens of stations use Power Hours to start their pledge drives and leverage their direct mail and email results so they can do less on-air fundraising. Some stations "buy back" pledge days by encouraging giving through the mail. Wyoming Public Radio employs all of the above to run some of the shortest, most-efficient pledge drives in public radio.
On Friday the 13th, KBBI in Homer, Alaska met its entire fund drive goal in one day. They were following the lead of WSKG in Binghamton, NY, which reduced its multi-day drives to one day last year.
And over the past several years WUWM Milwaukee has used a combination of mail, email, and very short on-air announcements to completely eliminate its fall fund drive.
These are great fundraising success stories not only because a lot of money is being made. They are great fundraising success stories because these stations are signaling to listeners that their time is appreciated and valued.
The listeners' time is one of the costs of fundraising. Spending it wisely is not only good fundraising, it is also good public service.