Listener tune out during fundraisers is a reality. We’d like to think it’s not so bad at our station, but the fact of the matter is – it happens. Part of our strategy for the event needs to be minimizing this, and for that, we go back to the basics…and the Bible.
Song of Solomon 2:15 says…
“Catch for us the foxes, the little foxes that ruin the vineyards, our vineyards that are in bloom.”
The “little foxes” trip us up, and ruin what could be a better, smoother, more successful fundraising event. What are these little things that trigger listener tune-out?
- Lack of focus & planning each break.We’re all guilty. Fatigue, slow phones, the repetitive nature of the event all can translate into haphazard, non-strategic breaks. Holding each other accountable can help with this.
- Breaks that are too long.This is a function of #1 above, but worth expanding on. At our recent station fundraisers we begin most breaks with a pre-recorded song story to connect the emotion, and spent the balance of the break, “pivoting” to why it’s important, and setting or re-setting a goal. Maximum talk time? Three minutes. As a result we play more songs, and oh, by the way records are being set in terms of money raised.
- Lack of air staff buy in.Many on air people dread fundraisers. There I said it. They do their best to deliver a great on air product, but the lack of enthusiasm can begin to show as the event wears on ( or even at the outset ). Like so much in our lives and relationships, talking about this is the beginning of growth and improving fundraising success.
Why listeners tune out – during fundraisers or regular programming – is often subliminal. Sometimes they don’t know why they’re switching stations. Clear communication, honest communication with the listener, and holding each other accountable in the above areas will go a long way toward eliminating the “little foxes” that can undermine the success of your fundraiser.
i58:10 Media is a fundraising and creative agency based in Wilsonville, Oregon. Our mission is to inspire and activate generosity for a broken world. Connect with us: www.i5810media.com or through e-mail at firstname.lastname@example.org
David Harms • President, i58:10 media