What Donors Wish Programmers Knew
What happens when you ask both programmers and donors the same fundraising questions? Their answers reveal surprising similarities, a few important differences, and practical insights that can help create stronger fundraisers and deeper listener relationships.
What We Learned
Although each station approaches fundraising differently, several themes emerged:
- Authenticity matters more than urgency.
- Listeners want to invest in ministry, not operations.
- Prayer and stories remain powerful connection points.
- First-time and recurring donors are becoming increasingly important measures of success.
- Challenges work best when they inspire participation rather than create pressure.
RADIO: During a fundraiser, how do you maintain a great listener experience while asking for financial support?
Major Market – We try to remember that the listener experience doesn’t stop because it’s a fundraising week. We never want to lose our station “voice”. Fundraising should sound like an extension of the station – not something completely different. The same things that make people love this station every other week of the year should still be true during a fundraiser. That means staying encouraging, keeping the music flowing, telling authentic stories, and making sure every break has value for the listener. We don’t want fundraising to feel like something we’re doing to our audience. It’s something we’re inviting them into. The listener tuned in today for encouragement. They most likely didn’t even realize it was a fundraising day. Let’s serve the listener while giving them the opportunity to respond to joining the mission. We also work hard to keep the messaging fresh. Rather than repeating the same ask over and over, we tell different stories, celebrate what listeners are making possible – both on the air and in other areas of the ministry – reminding people that this ministry exists because listeners choose to invest in it.
Medium Market – We recognize that attention spans are relatively short. So, we do a few things to try and make the experience as good as we possibly can during a fundraiser. We believe that listeners want music. For those that have told us they don’t listen, it’s because they believe the music is always getting interrupted. To cut down on that, we work to keep most talk segments between two and six minutes (depending on the day of the fundraiser, dayparts, and situations). One of the best things that we can do is be mindful of the words we are using. It is pretty obvious when others on the air aren’t paying attention to what is being said, or they don’t know what to say. You end up with one of two things happening – the next speaker goes away from the thought that has been built or repeats what was just said. To the listener, that has to be annoying. Words are valuable. Make them meaningful. And, we like three-person teams, because they allow us to use a strategy where one person sets the scene, the next gives the meat of the break (could be a story or reason for support), and the third wraps it up with the call to action. This gives everyone on the air a purpose, and allows us to maintain the energy and focus needed for a good experience.
Small Market – Above all, we want to honor God in expressing our ministry needs and showing our gratitude to our listeners and donors for their support of this ministry. We share the operational need amount. We share stories of how God has used the station to impact our listeners and communities by sharing stories from our listeners. We laugh together and sometimes even cry together when someone’s story evokes that emotion. We maintain that this ministry belongs to our donors and we’re grateful for their responsiveness to its needs and that ultimately it is God’s ministry. We try to always have an attitude of trust in the Lord and JOY that God gives us the opportunity to participate in what He is doing here on Delmarva and South Jersey through the station.
LISTENERS: During a fundraiser, what makes you want to support your station? Do you listen throughout the fundraiser?
Major Market – I do listen throughout the fundraiser. The main reason I support the station is because I believe that the station makes a difference in the lives of the people. I think most people are like me – with everyday struggles and stresses – and the station provides uplifting stories, testimonies, and music that makes me feel closer to God and closer to my fellow man. I love the stories about God answering prayers and providing answers in a way only He can. I love the testimonies about how God reaches someone through a song – and then they give to the station to help the station do the same thing for someone else.
Medium Market – I support this station because I feel that there’s nothing more important than bringing people to Jesus. Music is one way of doing that, plus you have the prayer ministry. I think this station helps to do that. I’m not one who is very good at word of mouth getting across to people, or the people that I’m talking to are incredibly hard-headed. But this works for me, as I believe there is more than one way of spreading the word. I do some, but don’t have the radio in the mornings any longer.
Small Market – Because I need you to always be there when I turn on the radio! Yes, I listen throughout.
RADIO: Beyond the dollars raised, what does a successful fundraiser look like to you? Do you use challenges? Incentives?
Major Market – Obviously we have financial goals, but dollars aren’t the only measure of success. One of the numbers I pay the most attention to is first-time givers. Every new donor represents someone who has decided this ministry matters enough to become part of it. That’s exciting because it’s growing the family, not just meeting a budget. We also look at monthly giving, because recurring support creates long-term stability and allows us to serve listeners well beyond this year’s campaign. We absolutely use challenge gifts because they create momentum and allow generous listeners to inspire others. But we try to avoid making fundraising feel transactional. The focus is always on the impact those gifts will have in people’s lives, not on prizes or premiums.
Medium Market – Taking money out of the equation, success comes from the listener testimonies or the lengths they go to so they can give. Every fundraiser brings incredible stories of how God has used our ministry to lead people to Him; to heal a broken soul; or to provide comfort. These are humbling and become the best part of fundraisers. We get to see the direct impact God has through us. Yes, we do challenges. Probably too many if I’m honest. Challenges build excitement, which builds momentum, and that gets listeners on board. Sometimes, though, we may use them so much that they become background noise. We also do an incentive. We have a first-day giveaway as part of the month-long promotion leading up to the fundraiser. At the end of the first day, anyone who has entered could win the incentive prize. You don’t have to give, but every gift is an entry into the drawing. The incentive has been cited as the driver to give us a “head start” on the fundraiser.
Small Market – Going into the fundraiser, we try to have 20% of the operating need already raised as advance challenge funds. We made the decision from the beginning that we would not offer incentives for giving. We felt we would be training our listeners in the ‘give to get’ mentality. We do have segments of using challenge money that was given by donors ahead of this event to inspire others to give, so when you give right now, your gift is being doubled. There are many who wait for challenge opportunities before they give their gift.
LISTENERS: Beyond making a donation, what does a successful fundraiser look like from your perspective? Do you like challenges? Incentives?
Major Market – The challenges are incentives can be fun, but if I were to win an incentive, I would justdonate it back to try to raise more funds. For me – donations are mainly guided by my gut…and if I make a larger donation, that is always guided by prayer.
Medium Market – Meeting the goal. Challenges are great. Not sure about incentives.
Small Market – New community support. Increasing existing community support. Love the matches.
RADIO: What do you wish donors better understood about fundraising?
Major Market – I wish donors knew that fundraising isn’t simply about paying bills. It’s about inviting people to participate in ministry. Every campaign is an opportunity for listeners to move from simply consuming the ministry to helping make it possible for someone else. That’s a meaningful spiritual step for many people. I’d also want them to know that while fundraising can seem repetitive if you’re listening all day, most listeners aren’t. They’re tuning in at different times, so repetition is necessary to make sure everyone has an opportunity to hear the invitation. Finally, I hope donors understand how much encouragement the staff receives during fundraising. Hearing story after story of lives being changed, and watching listeners respond with generosity. It’s a powerful reminder that God is still using Christian radio to make a difference.
Medium Market – We know that giving to operations isn’t glamorous. No one really gets excited that their $30 a month is paying for an electric bill. What we have started to emphasize is that their gift is the supply line that we need for the spiritual battle that surrounds us all. We have started to use an illustration that Rick Dunham put in his “If God Will Provide…” book. Fighting forces can only go as far as the supply line allows. If the supply line is cut off, the fighting force eventually loses the battle. Their gift allows us to press forward as we lead people toward Jesus. I also wish donors could see all of the testimonies we receive. They could know that what they are giving toward really does make a difference. It really does play a part in saving lives and leading people toward salvation. Lastly, I wish donors understood that there are more ways to give than just calling a pledge drive. They can give from their retirement distributions; from the profits of their businesses; from their stocks and cryptocurrency; from their estates and so much more. Donors have the power to set our media ministry up to always have the supply to reach the four corners of the Earth.
Small Market – I wish they knew that although they like to wait until the end to give when they can help to put us over the total need, our phones get jammed and it is harder to get through. Call early! We do not receive grant money, we are not government subsidized, and we do not sell commercials to support the station. We are 100% community supported. All of us together financially and prayerfully supporting this ministry, with God’s help, brings it all together to fulfill God’s plan.
LISTENERS: What do you wish radio stations better understood about why people give?
Major Market – I think the station has a pretty good handle on why people give… to spread hope, inspiration, and the love of Christ. I’m not great at discipleship… I struggle to find the right words (and sometimes even the courage) to speak to people about Jesus. But this station is excellent at the places of discipleship where I fall short. So, I use the blessings God has bestowed upon me to help the world hear about Christ through another voice and a larger platform
Medium Market – Not sure on this answer, but I do wish that this station followed more of how it was originally intended….No advertisements. You can say there aren’t, but I beg to differ….It seems as though there are a BUNCH now.
Small Market – Such a HUGE impact this station has. Tooooo many stories you will never know this side of Heaven. Please don’t ever forget how much you serve the people you never see!!!
