More Expense, Less On-Air Fundraising?
Addressing listener annoyance with pledge drives might prove to be more difficult now than ever before. Programming expenses, including the fees stations pay to NPR, PRI, and APM, continue to rise. Stations are also being urged to invest more money in social media and local news.
Our experience is that stations tend to add pledge drive days when costs go up. It will be a challenge to get stations to cut back on pledge drives without an alternative source of cash.
We’ve always been advocates of doing as little on-air fundraising as possible and of embracing public radio’s core values, including great production, when producing on-air drives. So we hope NPR will go beyond publishing research results that say “do less on-air fundraising” and choose to help stations raise money more efficiently by providing new fundraising tools and services.
Click here to learn about reducing an entire pledge drive to one day
Click here to learn about raising a day's worth of money in one hour
Coming soon: How to raise all the money in half the time
Click here to read the Listener-Focused Fundraising Report: a comprehensive study on listener response to on-air and off-air fundraising strategies and tactics
Click here to read the Listener-Focused Fundraising Focus Group Report by Walrus Research