Station Spotlight


Grand Rapids/West Michigan


Station CUME:
175,000+ TSA



Staff Size

Tell us about your station:

WCSG exists to communicate and serve others as a Christ-centered influence through compelling content, relevant platforms and compassionate relationships. We aspire to excellence as a market-leading media influence to encourage, engage and equip those with whom we connect to live in a more intentional, meaningful way for Jesus Christ. As a team, we embrace a lifestyle of prayer, respect, integrity, teamwork and service to effectively fulfill our mission and vision to influence others for Jesus Christ.

Your station’s most successful promotion:

WCSG’s “Hometown Hero” service awards are a means for listeners to honor the “unsung heroes” in the West Michigan community who serve others, often with little or no fanfare and often at great sacrifice to themselves. This ongoing tribute began at the start of 2014 with semi-weekly tributes honoring teachers, plumbers, hair dressers, receptionists, dentists – people from all walks of life – for their service to others in the community. Heroes are nominated by listeners with final selection made by WCSG staff. Once selected, an arranged visit of the hero is made between WCSG and the hero’s nominee. At the visit, WCSG hosts (and records) a small “hero presentation” for placement on-air/on Facebook, with continual recognition of that hero over two weeks until the next hero is announced. At year’s end, the “campaign” culminated with a special reception for all the year’s heroes.

Resources your station uses:

WCSG utilizes two consultants to assist with getting a market-wide perspective and additional networking and guidance. For on-air, programming and marketing counsel, WCSG partners with Brian Wright of Audience Development Group. For assistance in donor retention and acquisition, WCSG utilizes Sandi Steensma and the group at Kennari Consulting.

One bit of wisdom to share with others:

“Your greatest competition is not another station in the market, not a Christian station or a mainstream station… Your greatest competition is who you were yesterday. Press forward over pressing on. Do better and more importantly, BE better than you were yesterday. God keeps the records, and that’s what matters.”

Share an impactful listener story:

Hi Everyone!

I hope this encourages you as much as it did me.

Last month (January 2016), WCSG News did a short story on God’s Kitchen [soup kitchen for homeless]. God’s Kitchen’s meal delivery vehicle simply died after 300k miles plus, and the organization was planning to do a Kickstarter campaign to raise funds to buy a new one. After the story aired, a woman called WCSG; she was interested in donating a vehicle. The vehicle belonged to her late husband and appears to be well maintained. WCSG arranged a visit between the woman and God’s Kitchen. As it turns out, the donated vehicle exceeds the expectation of God’s in Kitchen in that it’s bigger and with far fewer miles than the expired vehicle.

“I grew up listening to oldies and classic rock. Nine years ago though, I overheard my five-year-old daughter singing along to a well-known song with explicit lyrics, and my heart sunk. I quickly turned the dial on the radio, not knowing what I was searching for. I stopped on a station and heard “Family-friendly 91.3 WCSG” and just let out a sigh of relief and thought, “Okay. This should be good for now.” “For now” turned into every day for the last nine years. Little did I know at the time how God would use WCSG in my life and in the lives of my family members. So many awesome details you’ve been involved in, but to highlight the best parts, of the many songs that touched me, “Let Us Love” by NEEDTOBREATHE was one of them. I posted it on Facebook four years ago, and someone then invited me to visit their church. Since then, my husband, myself, and our five kids have been born again and baptized. God is doing amazing things for us, but more importantly, He’s empowering us to make an impact for His Kingdom and His glory. This radio station was part of the baby steps, and you’ve been there throughout the whole process. Thank you so very, very much. We love you guys! – Jessica

How has your station been impacted through CMB Memberships?

CMB has been very meaningful to our staff in providing ongoing resources for our team to utilize and grow. Without question, Momentum is the highlight, but the summits have also been helpful when we can’t send as many as we’d like to Momentum. It’s also been a hub for us to connect with others to share experiences and learn from one another in our respective areas of programming, marketing, donor development and leadership.


    2021 Membership Exclusives

    January – Your 2021 Radio Goals – Virtual Event
    February – SURPRISE BENEFIT 
    March – Radio Station Field Trip
    April – A Webinar for YOUR Board
    May – Virtual Mentoring Event
    June – SURPRISE BENEFIT at Momentum
    July – Salary Survey Webinar
    August – Fundraising Webinar
    September – Creative Images
    October – Techsurvey Webinar
    November – Radio Station Field Trip
    December – Virtual Christmas Party

    *subject to change


    Wise, Weird & Welcome: Learning and Leading with the Lepers and the Locust Eaters

    We’ve all read the same books about teamwork, leadership, communication, and culture that everybody reads. We’ve mastered Maxwell, studied Sanborn, Sinek, and Sun Tzu, and liberally cribbed Collins in aborted attempts to go from good to great, but…

    How’s that working out for you? 

    What if you left St. Louis with an entirely new lens through which to view and act upon improvements in:

    Let’s examine how this all connects together, but approach it from an entirely different angle. Don’t just think outside the box. Kick the box to the curb and start at zero.