Public Radio Fundraising Changeup
October 1, 2012 6:14 AM Subscribe
Our local public radio station has switched up their fundraising tactics for their fall fund drive, and I'm curious about the change. Anyone have any insider knowledge in public radio fundraising?
The local NPR news station (WBUR) seems to have changed up their fundraising strategy for their fall fund drive. About three years ago, they changed their fundraisers from the typical 10 day drives to 5 day, "all the money in half the time" shortened fund drives with a several week "pre-fundraising" session that only had short interstitials instead of the lengthy "call in now!" blather. Up until the fund drive going on right now, the focus was on lump sum contributions.
This time around, during their pre-fundraising drive I noticed they started using the phrase "all the members in half the time" and now that the fund drive has started in earnest the focus has been almost entirely on monthly contributions instead of lump sum donations. So, rather than "Support us with a $120 donation and we'll give you a gift card to this local restaurant!" the message has been transformed into "Support with a $10 per month pledge and we'll give you a gift card to this local restaurant!"
Is there anyone on the inside that can shed some light on this? I'm curious about the psychology behind it and if this is happening elsewhere. Does NPR direct fundraising activities at local stations at all, or are the stations basically on their own for these kinds of decisions?