Give Listeners the Right Reasons and They Will Give

Northwest Public Radio out of Pullman, Washington held a 1-Day Pledge Drive yesterday raising $262,500 from just over 2,400 pledges. That was about 9% over goal and better results than last year's 7-day drive.

The 1-Day drive was pioneered by WKSG in Binghamton, NY and refined by KBBI in Homer, Alaska. It has succeeded in other markets as well, most recently at WOUB in Athens, Ohio.

Stations achieve this success without using sweepstakes, challenge grants, or premiums.

Even in a down economy.

The point here isn't that every station should hold a 1-Day Pledge Drive, though more would benefit from doing so.

The point is that listeners will give money to a station without all the trappings of traditional pledge drives. They do because they want, and need, the programming. Properly motivated, they will give quickly and generously. Public radio, as an industry, needs to get better at motivating them.

WOUB 1-Day Thursday: Over Goal

More than 560 people pledged as part of WOUB's 1-Day Thursday. The goal was 500 pledges with just one day of fundraising instead of seven.

The days leading up to these pledge drive-shortening efforts can be stressful. A lot is at stake. Yet, the goals are met or exceeded most of the time.

It pays to trust the listeners. They will come through.

WOUB 1-Day Thursday: Relationships

There's a great Irish music session on Tuesday nights at Jackie O's brew pub in Athens, Ohio. Most nights, you'll find WOUB-FM music host Mark Hellenberg on percussion and WOUB Program Director and music host Rusty Smith playing guitar.

This past Tuesday, a new guitar player sat in on the session. It wasn't until one of the breaks that he was introduced to Mark and Rusty. His reaction was priceless. It turns out that the WOUB folks had introduced him to lots of new music and inspired his musicianship. It was a truly joyful moment for this guy to meet the radio people who brought so much good into his life.

It's a good reminder that relationships with our audience aren't built through web sites, eblasts, newsletters, and such. Those are just tools. Relationships are built through shared values and meaningful personal experiences.

When was the last time you witnessed a listener-moment like the one at Jackie O's last Tuesday night? I'm not talking about getting compliments at a major donor event or advisory board meeting. When was the last time it happened when you least expected it?

Please, share your stories.

1-Day Drive update. Under 100 pledges to go as of 2p,

WOUB 1-Day Thursday: No Big List of Premiums, Average Gift Up

12n update. 156 pledges to go. Every hourly goal has been met.

Average gift is $81.53. That's about $6 higher than WOUB's regular drives, which feature a wide-range of premiums.

All this in a "down" economy.

WOUB's 1-Day Thursday: Halfway There

All hourly goals were met this morning. Just 248 pledges to go as of 9a. There's been a good mix of new members, renewing members, and people making additional gifts. It's especially nice to hear from long-time lapsed donors.

1-Day Thursday at WOUB

WOUB in Athens, Ohio is having a one day pledge drive today. The typical January drive lasts seven days. WOUB has a weekly Cume of around 50,000 listeners.

The goal is 500 pledges and the station is off to a great start. 85 web pledges came in over the last few days in response to pre-drive on-air promos. They count towards the 500.

The goal for 6a was 20 pledges. It took 28 minutes to reach the goal.

And they say Athens, Ohio doesn't wake up early.

More updates later today.

On-line at WOUB.org