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In difficult times, the power of music is vital to our listeners as a reflection of our lives, as a respite from difficult news, as an inspiring and energizing force.
However, when it feels like the outside world is turning upside down, with a political environment that’s as divided as ever, and now major natural disasters impacting millions of Americans, fundraising for music can be decidedly tough, especially for a distracted audience.
Conducting fund drives while natural disasters unfold requires a great deal of sensitivity. Settling on the right strategy and finding the right messaging mix is essential.
We know that some donors will reallocate money they might have donated to their local station to disaster-relief. That’s understandable. But it’s important to continue to educate your listeners – with sensitivity – about the importance of supporting the music programming they value. Our set of scripts for music stations to use in the wake of Hurricanes Harvey and Irma can help you give context and balance to your messaging efforts.
As a music station, it’s important to understand the current fundraising landscape.
If your fall fundraising is scheduled in the next couple weeks, and you’re in the southeast part of the country in particular, you might want to consider moving these efforts back by a week or two, to gain some space from the massive hurricane relief appeals overwhelming the fundraising landscape. This includes a national “Hand in Hand” telethon on Tuesday, September 12th on all TV channels and many radio channels, a large social media presence, and hurricane appeals at nearly every point of purchase retail credit card machine.
If you are planning on forging ahead in the next couple weeks, you’ll need to take special care to make sure your pitching is focused on the core value of your programming service and the personal importance your station has to listeners as a refuge during times of disaster and strife. You’ll want to make sure your pitch teams have internalized the ideas, messaging priorities, and bullets below.
Here are three ideas that can strengthen your fundraising in a difficult time:
TOP MESSAGING PRIORITIES
Here are a few proven messages that you can use to contextualize the importance of your station’s service during difficult times.
Trying to decide if you should postpone your drive? Want more ideas for strategy? Looking for scripts? Get in touch, we’re always happy to help. Contact Jay Clayton or Melanie Coulson.
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