Here in Jacksonville, the local public radio station is WJCT, 89.9 FM. They do the usual, NPR programs, local news shows (Jacksonville Exchange), etc.
But, honestly, I really can't feel the love for the network like I did in Baton Rouge (home of WRKF, 89.3 FM).
And I believe I know why. There are simple things that WJCT could do to enhance their responsiveness to the community, as well as bring in more voices and money. (The two pledge drives I've listened to both came up short... Not saying WRKF never did, but their approach is much better, IMHO.)
1. Challenges... WRKF let people who would make donations challenge co-workers to match. Co-workers, fellow students, fellow residents, etc. It gives a giver a sense of pride, and brings in a little competition, when you can challenge co-workers, whom you believe have that extra little bit they can donate. It works. Not every time, but even once means that effort was worth it.
2. Recognizing the donors. WRKF would try to list everyone that made a donation, and given that recognition, that moment of "I done good" emotion brings a certain satisfaction to donation, as well as the good the donation itself brings the community. WJCT - to my knowledge - does no such thing.
3. Encouraging, rather than discouraging, donations. Personally, I do not like it when the individuals trying to raise money for the radio station stoop to begging negatively. The "oh come on, you can donate... it's only so much $$$" method shames a listener and doesn't engender positive feelings. Speak of the positive, recognize the donations, get that plus-vibe going.
4. Connect with the major local companies (or even the small ones) to become matching donors. WRKF constantly mentioned that Exxon or Albemarle or whomever was a matching donor, and that the money donated by any employee would be matched, once or twice over. Corporations love donations as they are tax write-offs. With major companies like CSX, Winn-Dixie, Bank of America, etc. having main or regional HQ in the area, there has to be some matching donors. Simply mentioning them will encourage employees.
5. Mention day sponsors in a more friendly voice. These messages mean something to the person spending the money for them. They have a purpose, a voice, a heart. Simply dry-delivering them in between traffic accidents does not convey anything similar to an "I love you", "Happy anniversary", or "Happy birthday" right before the beginning of a news program with the nice jingle always provided by NPR.
6. When you are trying to reach a goal, say how many of the recommended amount may get you there. Say you are 50,000 from your goal for the year, how many of the $120 donations does that take? 415. In two weeks of 24-hour coverage, 415 people don't call? (The goal is higher, but this is just hypothetical.) There are 168 hours in a week. That means 336 hours in two weeks. 1.25 people an hour, basically. You want to encourage higher donations, of course, but instead of shaming people into donating, encourage them, challenge them, to be that 2nd or 3rd (or higher) caller that hour.
7. Merchandising. I'm not sure how many radio stations do this, but giving a Morning Edition or All Things Considered coffee mug, a Car Talk T-shirt, etc. for reaching that $120 a year donation may also encourage listeners to donate.
I know, just a listener. And I haven't donated. Because I do not feel encouraged to, when my funds are pretty tight anyway.
TTFN
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