Quality audio spots are an integral part of a successful pledge drive. That’s because produced audio can do things that live pitching can’t… or shouldn’t.
Humor, for example, is hard to get right on the fly. Some of the most memorable pledge-drive moments have come from funny audio spots. Storytelling is what spoken-word radio does best; it’s more powerful when it’s well-produced and takes full advantage of the medium. Finally, listener testimonials about the value of your station and its service are much more effective than station staff being self-congratulatory on-air.
Of course, spots can be labor-intensive to create, especially when done well. So it’s best to develop a library of spots with a long shelf life that you can weave into your pitch breaks as needed. Ideal topics include becoming a sustainer, the value of your mission, and the importance of listener support.
Story: Scott Simon (Georgia Public Broadcasting)
Story: It Takes Something Green (KUAT-FM)
Story: Dolly Parton (KUT):
Testimonial: Become a Sustainer (Boise State Public Radio)
Testimonial (Boise State Public Radio)
Testimonial: Become a Sustainer (Iowa Public Radio)
Testimonial (KBAQ Classical)
Pledge-Drive Artist Countdown Forward-Promo (The Current – AAA)
Morning Edition Host: Why I Donate (WBOI)
Testimonial: Mother’s-Day Premium Partnership (WLRN)
Humor: Star Trek (KSTK)
1 minute 30 seconds
Humor: Fun(d) Account (WABE)
1 minute 15 seconds
Humor: Forward-Promo: Silent Drive (Iowa Public Radio)
Humor: Peter Sagal and John Oliver: Support Fact-Based Journalism (NPR)
Forward-Promo: Shortened Drive (WQXR)
How to Make Great On-Air Fundraising Spots
Learn how to create the most memorable and effective on-air spots and what you should be producing instead of live-pitching.