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At my previous shop, we’ve done a No Pledge Drive Pledge Drive, where we record tons of spots that we would air during a certain period of time to encourage people to give. It was a lot of heavy work in the beginning, but once it started, it allowed us to focus on on other important tasks in fundraising. Today, I’m at a shop that does a traditional pledge drive. There’s a strong importance on Omnichannel giving, meaning we have to make sure everything we talk about is the same on all platforms. This makes things easier when it comes on premium and theme focus. I would love to continue doing a rapid drive, however, given the time and resources available at our station, it wouldn’t be feasible.
1) We get the buy in from our hosts and reporters, along with me and my boss, to pitch. The hosts and reporters are the friendly voices our listeners hear everyday, so it makes sense that they lead the way on the messaging front. As a producer, I give them updates as well as pitching hints to use to entice donors. I like to keep my Passport up so if there’s something we can tie in into our music shows or news reporting, we can do that on the fly.
2) Yes, though for the next drive, we’re looking to add a third member into the booth for a better diversity of voices.
3) For now, we’ll keep it to a smaller group. This is the first time we’re doing a 3 person booth.
WKAR is celebrating our 100th anniversary this month. SO congratulations to KERA on their longevity.
What I found that’s worked for me is to go through with my Director to plan out the days and goals in advance of a pledge drive so that you can write messaging and strategies.
Silent drives (or WARP drives) are an amazing asset in my opinion, especially for dual licensees. They allow you to work on 2 drives at once if you have a TV drive to focus on. SCETV/SC Public Radio does them all the time
WKAR has been doing on-air pledge drives for decades (we celebrate our 100th Anniversary this month).
Since I’ve come in, I’ve helped with most elements of the on-air pledge drive, including messaging, pitching, promotions, incentives, and more.
As I plan for pledge drives, I need to know our theme, our target goals and how we are addressing people online to give.
Inflation has thrown a wrench into everybody’s plan. I would like to know how to adjust too to economic disruptions.
Hi, I’m Russell Felder, Assistant Director of Annual Giving at WKAR in East Lansing, MI. I
I have over 7 years of experience of dual-licensee membership experience.
In the past, I have worked with a template of a WARP Drive when it comes to Radio pledge drives. My station mainly focuses on live, on-air pledge drives.
I hope to get out of this course a better view of how to organize and execute a live radio pledge drive.
