[NFCB] MEM: Question regarding simultaneous Membership Drives

[Kevin Murphy]

For the past several drives, WYCE has intentionally overlapped with our
local public radio stations. The vast majority of our listeners are also
NPR listeners. We've found that when we do our drives at a different
time from NPR, a lot of folks tune out from us and tune in to NPR with
greater regularity until our drive is over.

With the drives overlapping, we hear a lot of people say "If I'm going
to have to listen to a fund drive, I'd rather listen to yours". But, I
also have heard a fair amount of "Dear God, I got SO tired of listening
to fund drives that I had to turn my radio off."

For our part, though, it was effective. Our drives have been financially
successful and well praised by listeners. The few listeners who griped
(which is perhaps too strong a word) understood that it was a question
of timing and that it was in the station's best interest to have the
drives at the same time, so they didn't hold it against us. 

So, for a station like us, I think that overlapping with NPR is always
going to be advantageous. But, I wouldn't recommend it in every
situation -- it depends a lot on how much audience crossover you have,
and how strong your on-air fundraising sound is compared to your public
radio counterparts.

Kevin

Kevin Murphy

Station Manager

88.1 FM WYCE

Independent, Community Radio

a service of the Grand Rapids Community Media Center

Kevin at grcmc.org

616-459-4788 x111

616-742-0599 fax

www.wyce.org

www.grcmc.org


-----Original Message-----
From: nfcb-bounces at mailman.lmi.net [mailto:nfcb-bounces at mailman.lmi.net]
On Behalf Of Stein, Ellen
Sent: Monday, May 05, 2008 12:01 PM
To: nfcb at mailman.lmi.net; PRADO at LISTSERV.SYR.EDU
Subject: [NFCB] MEM: Question regarding simultaneous Membership Drives

Greetings:

I'm wondering if any of you have had experience running a membership
drive during the same time as another public/community radio station in
your listening area where listeners are members/listeners of both
stations?  I'd like to know:

 

1)      How it went;

2)      What you learned;

3)      What the pros/cons were for the two stations, if any;

4)      The first time this was done, did both stations air promos
explaining to listeners they were doing this as an act of solidarity to
encourage support of public radio?

5)      Did it change people's donation levels (higher or lower);

6)      What kind of feedback did listeners provide that are members of
both stations?

7)      Do you recommend this?  Why/why not?

 

Thanks much,

 

Ellen

 

:-:-:-:-:-:-:-:-:-:-:-:-:-:-:-:-:-:-:-:-:-:-:-:-:-:-:-:-:-:-:-:-:-:-:-:-
:-:-:

Ellen R. Stein \

Development Director

KDUR-FM, 91.9/93.9

Durango Community Radio at Fort Lewis College

210 College Union Building, 1000 Rim Drive

Durango, Colorado 81301-3999

970.247.7628 tel; 970.247.7487 fax

stein_e at fortlewis.edu <mailto:stein_e at fortlewis.edu> 

 

~*~

Host of OUTTA THIS WORLD: 

Ethno-Electro-Grooves from Around the Globe

Tune in Thursdays 9 - Noon @ 91.9/93.9 fm or online at www.kdur.org
<http://www.kdur.org> 

 

 

 

 

 

 

 

_______________________________________________
NFCB mailing list
NFCB at mailman.lmi.net
http://mailman.lmi.net/mailman/listinfo/nfcb