The Structure of an On-Air Pitch

Sustainer Member Essentials

Let's break it down

The Set-Up This is the transition from programming to fundraising that lets the listener know that the station is having a fundraiser and that community support is the station’s most important source of funding. Keep this under one minute. Key elements Make a specific reference to something they just heard. Create an emotional tie by capturing the essence of that program. Introduce co-hosts to the audience. Strategically tease an incentive or something interesting coming up.…

Process Messages

These are messages that tell people how to give, and share how quick and convenient you make it for them to contribute. This includes information about credit cards, sustaining gifts, and how to go about making a gift. These messages can tend to feel uninspired and repetitive, particularly if you are a seasoned host. Remember that your listeners aren’t paying as much attention to our appeals as we are. Sprinkle reminders of these simple process matters all throughout a break.

Sample:

Weak: “It takes just two minutes to give, so why don’t you call now?”

Strong: “Whether you call or give online it only takes about two minutes to support a whole year of all of your favorite programs. There’s not much else you can do in two minutes that will bring information and insights to thousands of people every day.”

Avoid

  • Happy talk at the beginning of a break: “Wow!” “Wasn’t that great!” etc.
  • The wrong emotional tone in the set-up: Coming out of a story with a sensitive subject matter without proper acknowledgment (or with too much).

Sample from a story about wildfires destroying homes:

Tone-deaf: “Hi, I’m (name) here with (name) and it’s a such a beautiful sunny day for our fall membership drive. We have a wonderful prize drawing coming up…”

On-point: “Such a tragedy. Can you imagine what it must feel like to watch your house go up in flames like that? This is why you come here to KXYZ, to get the full story, even in challenging times.”

Avoid

Avoid falling into these traps when building your case:

  1. Not respecting listener intelligence:
    “Maybe you don’t know how all this works.”
    “Let me spell it out for you. We need you to contribute right now.”
  2. Elitist or arrogant language:
    “We all appreciate the fact that KXYZ is raising the bar.”
    “Gives the rest of us programs we can enjoy.”
    “Support the only station with substance and integrity.”
    “Quality found nowhere else.”